Toyota

Client

EV Mobile App

Project

Capability

UX Design

Role

Director UX/UI

Team

Agency Partner (Left Field Labs), UX/UI Designers, UX Researchers

Responsibilities

Led team and agency partner manager, guided the team with project vision and feedback, and presented project work to C-Suite for project buy-in and approvals.

Deliverables

UX Research, UX Design

Overview

Project Background

Define the vision of an EV mobile app for Toyota.

By utilizing its proprietary Arene technology, Toyota is moving towards a more software-enabled vehicle, and the mobile device will become central to the driving experience.

The team envisioned a vehicle mobile app that goes beyond being a mere tool but a companion that understands your unique lifestyle and adapts accordingly.

Opportunity

Consumers expect their vehicles to have a similar experience as their smartphones.

However, OEM mobile apps still fail to meet owner expectations of functionality and offer desirable features in a seamless and intuitive user experience.

Objective

Design and develop a best-in-class EV mobile app experience focusing on the total customer vehicle ownership journey.

Design solutions must align with Toyota’s brand values of innovation, excitement, and inspiration.

Based on 1-star app store reviews, the Toyota mobile app needs improvement.

Additionally, the business initiative of releasing 30 EVs by 2030 means Toyota needs a mobile app to meet EV users’ evolving needs.

Project Methodology

Project Metrics

We measured what matters.

Project metrics were based on interviews with car mobile app users and discussions with company leadership.

This is a critical area of focus for the mobile experience. The team heard from many users that existing car apps are difficult to use, including clunky interfaces, lack of clarity around features, functionality, and navigation, and general discoverability issues. Users want to be able to rely on the app.
This metric may include the following constructs and ideas:
- Intuitiveness
- Comprehension
- Utility
- Practicality
- Simplicity
- Functional
- Low Barrier to Entry
Imagine a vehicle mobile app that goes beyond being a mere tool, but rather a companion that understands your unique lifestyle and adapts accordingly.
This metric may include the following constructs and ideas:
- Seamless transition between locations, screens, situations, modalities, etc.
- Context-Aware
- Smart
- Approachable
Most users we talked with think of their car as a “friend.” Others say their car is like their adventure buddy they love traveling with and having fun with.
Further, most users consider the car app an extension of the vehicle. Therefore, we want to capture the idea of fun, delight, excitement, and all of the positive aspects of having a friend.
This metric may include the following constructs and ideas:
- Delight
- Satisfaction
- Happiness
- Optimism

UX Research

Research Deliverables

Research Approach
Competitor Audit
User Personas
User Pain Points
Opportunity Ideation

Research Approach

Foundational research was a crucial prerequisite in our design journey.

We immersed ourselves in our users’ worlds to gain a deep understanding of their needs, desires, and pain points. This empathy-driven approach inspired and guided the development of innovative, user-centric design solutions.

Research Methods

Conducted focus groups with current and active car shoppers in the U.S.
Conducted focus groups with U.S. participants who had just bought their new EV/Hybrid.
Ran card sorting for an information architecture structure test with ten remote participants.
Interviewed three to four participants who fit a specific demographic every other week for three months.

User Personas

Personas and their stories were crafted based on a collective of narratives we heard during our research sessions. The target demo is a young family needing a vehicle that gets them from point A to point B and seamlessly integrates into their active lifestyle.

[SHARED] Woven Planet x LFL User Personas (2).png

[SHARED] Woven Planet x LFL User Personas (1).png

Research Insights

User Pain Points

Rigorous ideation sessions resulted in an extensive feature list that empathetically and meaningfully addressed our users’ needs and wants.

Below is a small sampling of app opportunities we proposed based on our focus group interviews.

1 / Dealership Frustrations

Vehicle shoppers start with Google, research with reviews and videos, ask friends/family, and want to limit time at the dealership due to discomfort and frustration.

Opportunities

Vehicle exploration and purchase via the mobile app
Internal and external AR features
Contactless/keyless test drive at dealerships

2 / Poor Onboarding Experience

New car owners rely on testing the features through trial and error and rarely consider using the app. Customers want the ability to learn about their car at their own pace and as the need arises.

Opportunities

Increase base functional features expected by customers
Self-paced, anticipatory tutorial mode
Easy-to-understand maintenance and diagnostic reports

3 / Range Anxiety and Utility

Users overwhelmingly are looking to the app for utilitarian features like battery management and in-depth vehicle controls.

Opportunities

Make battery stats, range, and stations front and center
Predictive support of daily driving needs
Ease of troubleshooting and resolution
Conveniences of comprehensive remote controls and pre-conditioning

4 / Data Privacy Concerns

During interviews with current Toyota/Lexus owners, we found that customers are more likely and comfortable to share their data if it leads to convenience. They also want assurances of data deletion options.

Opportunities

Transparent data usage agreements
Added data security
Seamless data and settings transfer to new vehicle

UX

UX Deliverables

User Narratives
User Journeys
Information Architecture
Low-Fidelity Wireframes
High-Fidelity Wireframes
UI Exploration

User Narrative & Journeys

We mapped out complete user narratives and user journeys for each member of the Townsend family.

The goal was to outline a typical day in the young family’s life and explore pain points and the opportunities that Toyota’s Arene software could solve within the mobile app.