Toyota & Tokyo 2020
Toyota's first-ever global CSR platform for mobility initiatives
Summary
StartYourImpossible.com is Toyota's first-ever global CSR platform for mobility initiatives. It's set to communicate and enhance the perception of Toyota as a mobility company through the 2020 Olympic and Paralympic Games — “When we are free to move, anything is possible.“
My Role
I acted as a UX & Interaction Designer, working closely with cross-functional teams across the globe, and launched the site in July 2019.
Visit the Site →
What I did
Established UX strategy and recommendations solidified by market landscape research and analytical insights
Delivered user flows, wireframes, hi-fidelity interactive prototypes, specs and annotations
Developed and onboard onsite and remote teams with design system
Led usability testing and synthesized insights
Advocated the value of user-centric design approach with clients, stakeholders, and multidisciplinary teams
The Outcome
A global site that supports six languages and content all over the world
01
Introduction
The Problem: “How can we tell an engaging story about Toyota's mobility initiatives to the global audience through the marketing site in an effective, efficient, and collaborative manner?”
🚗 The Context
Today, Toyota builds around 10 million vehicles per year and sells them in more than 170 countries. However, even as the world's most valuable automotive brand, Toyota has been struggling with this communication objective: Toyota wants the world to see them moving towards being a mobility company.
So, how did I start tackling it? See my approach at right.
🤓 My Approach
Gain alignments on goals and KPIs with across teams and stakeholders early on
Think big, act small. Paint the big picture with attention and care in every design detail
Lead and validate creative direction with qualitative and quantitative data
Design for flexibility and scalability by diving deep into local and global content and all the potential content scenarios
02
Design for the Global Audience
I started with global-local user flows and sitemaps, to path the groundwork and help the team visualize the landscape and connectivities.
I iterated page layouts with real-world content use cases gathered from multiple countries.
Besides the mentioned work, I also led creative & dev working sessions, iterated design based on usability testing and user feedback. I then developed visual design guidelines and module library to ensure the template works nicely with various languages and content.
03
Research-Driven Design
We looked into analytics to identify pain points, uncover areas of opportunities, and solidify overarching design directions.
I synthesized insights from user testing and market landscape research, to develop UX deliverables.
Gaining data from user testing all over the world really helps me to validate if the design pattern works for the global audience.
04
The Outcome
Visit the Site →
I am thankful that I had this great opportunity to practice my design philosophy "Design for everyone, everywhere" at scale for the global audience in this project. I've learned a tremendous amount of experiences especially on how to balance the usage of engaging content and accessibility compliance for the global audience.
After the site launch, I was transited to the Toyota & Team USA project after my contribution to this project was recognized and acknowledged. I am now able to utilize my learnings and then ensure transparency, collaboration, and therefore, efficiency across multidisciplinary teams at Saatchi & Saatchi and Toyota.