Toyota & Team USA
Toyota's 2020 Summer Olympics marketing site for Team USA
Summary
Toyota.com/Olympics is Toyota's domestic marketing site for Team USA during the 2020 Summer Olympics and Paralympics. The goal is to increase awareness about the partnership, as well as Toyota vehicles' role that inspires athletes to take on adventures and overcome obstacles.
My Role
I acted as a UX Lead and Visual Designer. The site was launched in February 2020.
Visit the Site →
What I did
Established UX strategy and recommendations informed by analytical findings, competitive audit, and market landscape research
Delivered and walked through wireframes, prototypes, and annotations via InVision for remote teams
Delivered visual designs via Zeplin and work closely with remote dev teams for QA
Provided content creation guidelines based on web accessibility and statistics
The Outcome
A marketing site that supports content and stories from 17+ Team USA athletes
01
Introduction
The Problem: "How can we achieve business objectives, support various content scenarios, yet still put user needs and interests at the heart of the project?”
🚗 The Context
This project originally started with a business ask about developing a Domestic Olympics/Paralympics presence on toyota.com, leveraging outdated templates, with mandatories such as highlighting vehicle information and CTAs throughout this Domestic Olympics/Paralympics site.
💬 I stared with…
How did I go about tackling it? Let's ask the why, observe the landscape, set the destination altogether, and we'll figure out the best routes to get there.
For example, if we decide page visit as a KPI, then shouldn't we put content that will peak users’ interest upfront? Let's "reverse engineering" and build a strong case of user-centered design.
🤓 My Approach
Uncover pain points and areas of opportunities based on analytic reports
Find opportunities through aligning user pain points, competitive audit insights, and business objectives
Work closely with content teams to ensure we design for real world scenarios
02
Research-Driven UX Strategy
I utilized analytics such as heatmap, scroll depth, user engagement, and traffic sources to highlight user behaviors and pain points. Connecting data and storytelling together helped the team learn from the past and envision a more engaging experience.
Along with the competitive and market landscape research, I then developed a feasible and actionable UX strategy for clients.
03
Design with Real Content
To ensure the final visual designs accommodate various content from 17 athletes and 10 vehicle specs, I've worked closely with art directors, copywriters, and product owners throughout the process.
With established UX Strategy as the north star of the project, we started with content auditing, developed mood boards, and concept POC. It was an iterative process as things shifted quickly due to the scale and complexity of the Olympic partnership. My previous experience in StartYourImpossible.com was beneficial and appreciated by the teams and the client.
04
The Outcome
Visit the Site →
As the nature of many marketing projects, we often have specific KPIs and goals that are already set in stone before the design kickoff. I've gained lots of learning especially on how to advocate the value of user-centric design for the business and stakeholders.
Diving into the "why" behind the business asks, leveraging findings from top competitors, along with internal analytic insights — usually leads to a compelling case that business only thrives when we put user needs and interests at the heart of everything.
Good design is the art of balancing user and business needs. In my humble opinion, designers are always the best wingman for your business.