Toyota's Dealership Owners Portal Redesign

Elevating Dealership User Experience Through Creative Direction and UX Design

Comparing Toyota and Ford: A visual juxtaposition of the user interfaces for the owner's portal, highlighting the distinct design approaches and user experiences between the two automotive brands.

Roles and Responsibilities

Collaborating closely with the design director and stakeholders, my role in the project was multifaceted. As the lead UX designer, I took charge of steering the project towards a cohesive and impactful outcome. The collaborative efforts within the team were instrumental in ensuring a holistic and successful transformation.

Client/Company:

The project was commissioned by Toyota, focusing on enhancing the Dealership Owners Portal to improve user satisfaction and streamline operations for dealership owners.

Timeline

Week 1: Understanding and Planning

Day 1-2: Research and Discovery

Conduct stakeholder interviews with Wipro project owners to understand project objectives, pain points, needs, and expectations.
Analyze the current portal's strengths and weaknesses through usability testing.
Study the existing design and gather insights on key areas of improvement.

Week 3-5: Research and Analysis

Conduct a context study, user pain point analysis, and competitive audit.
Define and prioritize research goals.
Recruit participants for usability testing and formal walkthroughs.
Begin the analysis of existing web analytics data.

Day 3: Competitive Analysis

Analyze Tesla and Ford dealership owners' portals using coworkers' personal access and simulated experiences based on user reviews.
Identify strengths, weaknesses, and unique features of each portal to inform the redesign.

Day 4-5: Ideation and Planning

Synthesize research findings and insights gathered from competitive analysis.
Brainstorm potential solutions and map out the redesign strategy.
Define project scope, objectives, and constraints.

Weekend (Day 6-7):

Allow time for reflection and idea incubation.
Review and refine the project plan based on insights gained during the first week.

Week 2: Execution and Presentation

Day 8-9: Prototyping and Usability Testing

Create low-fidelity mockups of the redesigned potential Toyota portal incorporating proposed changes.
Conduct quick usability testing with project stakeholders to gather initial feedback on the prototype.

Day 10-11: Iteration and Refinement

Iterate on the design based on usability testing feedback and internal team reviews.
Address any issues or concerns identified during testing.
Prepare high-fidelity prototypes for further testing and refinement.

Day 12-13: Presentation Deck Preparation

Compile research findings, design concepts, and key insights into a comprehensive pitch deck.
Craft visualizations and comparative analyses for showcasing improvements and competitive analysis.
Refine the presentation flow and narrative to effectively convey project value to stakeholders.

Day 14: Final Review and Presentation

Conduct a final review of the pitch deck and prototypes.
Practice presentation delivery and anticipate potential questions or concerns.
Present the pitch deck to Toyota's stakeholders, highlighting proposed enhancements and comparative analysis.

Post-Presentation:

Gather feedback from stakeholders and incorporate any final adjustments or refinements.
Reflect on the project journey and document lessons learned for future reference.

Project Summary:

The goal was not just to revamp the digital interface but to fundamentally redefine the user experience for Toyota's valued dealership owners. The primary objectives were to enhance usability, provide a personalized experience, and position Toyota as an innovator in the automotive digital landscape.

Problem Statement:

The existing portal faced challenges related to user navigation, data presentation, and personalization. These issues not only hindered the smooth functioning of dealership operations but also posed a risk to the brand perception among owners. Navigating within the defined scope of the project required strategic decision-making, addressing constraints such as tight timelines and limited access to competitor portals.

A. In a dynamic one-week timeframe, our focus was on transforming Toyota's Dealership Owners Portal. The initial days involved rigorous research, including stakeholder interviews and usability testing, laying the groundwork for improvement.

B. Day 3 saw a meticulous analysis of Tesla and Ford's portals, paving the way for informed redesign decisions. With agility, Days 5 and 6 were dedicated to prototyping, usability testing, and iterative refinements.

C. The project culminated in a powerful pitch deck, unveiling proposed enhancements and a thorough comparative analysis to Toyota's stakeholders.

Solution:

The systematic research approach involved stakeholder interviews, usability testing, and competitor analysis. Key steps included ideation, wireframing, prototyping, and iterative testing. The tangible outcomes were transformative, with the redesigned portal featuring a streamlined interface, personalized dashboards, improved data visualization, and enhanced accessibility. These achievements seamlessly aligned with Toyota's commitment to innovation and excellence.

Key Insights and Recommendations for Improvement:

Simplified Navigation:

Streamlined the portal's navigation to enhance user efficiency and reduce the number of clicks required to access crucial information.

Data Visualization:

Implemented improved data visualization techniques to present key metrics and analytics in an easily digestible format.

Competitor Benchmarking:

Compared Toyota's portal with Tesla and Ford portals, highlighting features that were superior or lacking in each, providing a clear understanding of the competitive landscape.

Personalization:

Recommended a personalized dashboard feature, allowing users to customize their homepage with the most relevant information for their dealership.

Process:

The research phase encompassed context studies, understanding user pain points, and conducting a competitive audit. Methods included formal walkthroughs and high-fidelity prototype testing with recruited participants at a local dealership.

Presentation and Communication:

Strategic communication played a vital role in presenting findings and recommendations. Crafting a compelling pitch deck involved visualizing data effectively, showcasing comparative analyses, and emphasizing how the redesign aligned with Toyota's brand values. This approach ensured that the project's value was effectively conveyed to diverse audiences, including stakeholders and the board.

Pitch Deck Layout:

Introduction:

Brief overview of the current portal's challenges and the need for enhancement.

Competitive Analysis:

Side-by-side comparison with Tesla and Ford portals, highlighting key features and UX design elements.

User Feedback and Insights:

Summarized stakeholder interviews and usability testing results, emphasizing areas of improvement.

Proposed Redesign:

Showcased low-fidelity mockups and visualizations of the redesigned portal, explaining each improvement.

Recommendations:

Outlined actionable recommendations based on the competitive analysis and stakeholder feedback.

Conclusion:

In conclusion, the redesign of Toyota's Dealership Owners Portal was a strategic move to enhance user satisfaction and streamline operations. This use case study encapsulates the lead UX design journey, highlighting the impact of a well-executed redesign on user experience and brand perception. The key takeaway is the transformative power of thoughtful design in shaping digital landscapes and elevating user engagement.