Responsive Redesign that Defied Market Trends

Experience Design Lead

Toyota's primary digital touchpoint was fragmented and desktop-only during a period where mobile traffic was skyrocketing. Competitors were seeing 5-10% sales dips across the industry.

The Challenge

Led an agile, co-located 'War Room' for 18 weeks to move beyond a simple migration to a full responsive redesign. Focused on modular 'tiles' for scalability across 22 vehicle models and unified global navigation to reduce drop-off.

The Strategy

Toyota sales increased 1-2% while competitors saw 5-10% dips post-launch

The Impact

Significant uptick in Qualified Leads, Contact a Dealer, and Build & Price completions.

Launched massive multi-model ecosystem in record 18 weeks via parallel design/dev workflows

AUTOMOTIVE · RESPONSIVE WEB · EXPERIENCE DESIGN

18 weeks of radical co-location between Experience, Visual Design, and Engineering culminated in a record-breaking deployment of the new Toyota.com. This success became the blueprint for the enterprise, allowing our team to immediately scale our methodology to Entune and Local Specials, while I concurrently spearheaded the Camry All-Access digital ecosystem.

A High Velocity Launch

Entune - Information Architecture as Business Driver

The Challenge

Toyota’s primary tech support tool had become its biggest friction point. A discovery audit revealed a "Content Graveyard" of hundreds of redundant FAQs dating back to 2004. This "content drift" was flooding national call centers and local dealerships with post-purchase anxiety from users unable to navigate complex in-car technology. The initiative had devolved into a support liability that was actively harming the brand experience.

The Strategy

I led a comprehensive Information Architecture (IA) overhaul and content strategy pivot, stripping away two decades of legacy noise to focus on 21 high-signal user intents. We engineered a "Bifurcated" user experience that successfully balanced the Inspiration needs of the shopper with the Utility needs of the owner. This wasn't just a UI refresh; it was the creation of a high-performance, self-service engine designed to reduce operational overhead and solve for the owner’s post-purchase anxiety.

Key Strategic Outcomes

  • Operational ROI: By consolidating hundreds of redundant, legacy FAQs into 21 high-signal intents, we drastically reduced the "Knowledge Gap," successfully offloading significant pressure from both national call centers and local dealer service bays.

  • Strategic Consolidation: Transformed a fragmented support liability into a unified "Source of Truth" for in-car technology. We proved that by solving for current owners, we simultaneously built the most powerful marketing tool for the next generation of "tech-first" buyers.

  • Sustainable Governance: The project’s lasting legacy was a permanent Content Governance Framework. This ensures the Entune ecosystem remains lean, accurate, and scalable for years to come, preventing future content drift as new vehicle technologies emerge.

Intenders

Owners