Transformative Collaboration with Toyota Connected – Designing a Global Car Companion App
Toyota Connected is a subsidiary of Toyota Motor Corporation, sought to revolutionise the automotive experience by creating a cutting-edge car companion app that seamlessly integrates with their vehicles. As the Design Manager leading this initiative, the goal was to deliver a world-class user experience by building and managing a diverse cross-functional team of over 20.
Objective & Outcome: The primary objective was to work as the design management and authority for the global car companion app, with the outcome to enhance the driving experience for all Toyota and Lexus customers. Additionally, the challenge involved orchestrating and building a cross-functional team. Integrating and selling in new capabilities like Research, Content and Service Design into a large organisation who had yet to work in this way. I helped introduce and implemented new ways of working across the organisation, including:
- organising teams into Product, Design & Engineering squads, to work on different facets of the app
- using user research and data analysis at the start (instead of the end) of the design process to inform design decisions
- introducing prototype testing to gather insight prior to development
- service design blueprints to identify new opportunities and root cause problem areas
- content strategy to ensure our messaging, tone of voice and experience is aligned from our micro-content to our off-line marketing activities
The Process:
- Research and Discovery:
- Conducted extensive user research to understand the diverse needs and preferences of Toyota drivers worldwide.
- Collaborated with product managers and engineers to align design goals with technical feasibility.
- Team Building and Structure:
- Assembled a multidisciplinary team, ensuring diversity in skill sets and perspectives.
- Organised the team into specialised squads, each responsible for a specific module of the car companion app (navigation, entertainment, connectivity, etc.).
- Brand Alignment:
- Worked closely with Toyota’s brand team to ensure the app’s design aligns seamlessly with the overall brand identity.
- Developed a style guide that maintained consistency across different modules while accommodating regional variations.
- Global UX/UI Design:
- Created a user-centric design that accommodates a multitude of vehicle and driver types, weather conditions, cultural nuances, and language preferences across different regions.Ensured the app’s interface is intuitive, minimising distractions for drivers while providing easy access to essential features.
- Collaborative Workflow:
- Implemented agile methodologies to foster collaboration between designers, researchers, and content creators in different squads.
- Conducted regular sprint reviews, fostering a culture of continuous improvement and iteration.
- User Testing and Iteration:
- Conducted iterative usability testing throughout the development process, incorporating user feedback to refine the app’s design.
- Prioritized accessibility and inclusivity to ensure a positive experience for all users.
- Team Growth and Development:
- Implemented team health programs.
- Ran regular 1-2-1s, including fostering an environment of “an open door” where ad-hoc checkins were easily had.
- Reviewed team performance and provided constructive feedback to enhance individual and collective capabilities.
Outcome: During my time at Toyota, there were many ups and downs. The main challenge was working with a large organisation who struggled with working differently. My greatest success at Toyota was being able to change the way a whole organisation worked designed and developed digital products. We showed the value and importance of user research and data informed design and we proved that working in close-nit squads improved communication and sped up productivity.
This case study highlights the huge transformative journey of not only creating a global car companion app for Toyota, but more importantly how we were able to showcase and implement new ways of working to that largest car manufacture in the world today.