SAATCHI & SAATCHI
Safety Hub
A new Toyota.com experience designed to showcase and educate users on Toyota’s best in class safety features and initiatives.
Role
Lead UX Designer
UI Designer
Skills
Product Design
Research
Duration
Nov ‘22 - Feb ‘23
Overview
As the world’s leading car manufacturer, safety is a critical brand pillar for Toyota. However, their commitment to pioneering safety technology isn’t strongly reflected on their website. Unlike competitors, Toyota is lacking an experience to help users gain a comprehensive understanding of general and vehicle-specific safety offerings.
CHALLENGE
How might we:
1. Showcase Toyota’s world class safety capabilities to potential buyers
2. Educate current owners about their vehicle’s safety features
OPPORTUNITY
Craft a seamless experience that unites existing fragmented safety content, helping both shoppers and owners quickly find specific vehicle safety capabilities and explore safety features and technology.
Research
CURRENT STATE
Toyota has multiple pages dedicated to safety related content: Toyota Safety Sense (TSS) and Toyota For Families (TFF). TSS is Toyota’s active safety technology system, while TFF is an initiative to inform and educate families about vehicle safety, including car seat installation. TSS is located on both Toyota’s website and the Toyota Owner’s website, while TFF is located only on Toyota’s separate website for owners.
PAGE AUDIT
Analytics show ~67% of visits to the TSS page on Toyota.com are sourced via direct traffic, with a ~75% bounce rate. Visits and engagement are even lower for other safety-related pages. A page audit uncovered a few problems:
USER PAIN POINTS
With insights from strategy, analytics, and our research, we reasoned that users were likely experiencing some frustration.
COMPETITIVE ANALYSIS
After analyzing several competitive brands, I discovered that almost all have a central hub for safety-related content and technology. Key patterns included:
Integrating storytelling elements and testimonials to gain user trust and evoke emotion
Simplifying complex safety technology through conveying features with 3D assets and motion
Adding personalization by allowing owners to view available safety features for their vehicle
Honda
Mercedes
Subaru
Fiat
Volvo
Tesla
Mazda
Jaguar
Hyundai
Chevrolet
MID-FIDELITY WIREFRAMES
The new safety experience would live as a dedicated page on Toyota.com. We created three possible directions:
Recommendation
Simplified TSS
Focuses primarily on Toyota’s safety technology system features. Owner content would live on vehicle dashboards.
Safety Hub
Well-balanced page that caters towards shoppers and owners, highlighting general safety and vehicle specific safety.
Safety Storytelling
Integrates all Toyota safety related content and brings in elements of storytelling for higher engagement.
Final User Interface
Client aligned with our recommended direction, Safety Hub. We further refined and iterated our designs after feedback from the internal team, client, and multiple stakeholders involved in various Toyota safety initiatives. We then accounted for all possible use cases, annotated and handed off to dev, and completed QA before launching.
Landing Page
Logged In Vehicle Selected
Final Delivery File
Results & Takeaways
Safety Hub is now the 9th most visited page of the 25 owners-related pages, with 45k+ monthly visits. Analytics show users are logging in, adding their vehicles, and learning about their vehicle’s safety features.
This project demanded heavy cross-collaboration between several Toyota stakeholders, and execution on accurate product representation was a must.
We successfully reached a milestone MVP design that exceeded expectations for all involved and was a big step in our journey to a seamless ecosystem between Toyota shoppers and owners.
2024 by Brooke Beam
bsbeam25@gmail.com
SAATCHI & SAATCHI
Safety Hub
A new Toyota.com experience designed to showcase and educate users on Toyota’s best in class safety features and initiatives.
Role
Lead UX Designer
UI Designer
Skills
Product Design
Research
Duration
Nov ‘22 - Feb ‘23
Overview
As the world’s leading car manufacturer, safety is a critical brand pillar for Toyota. However, their commitment to pioneering safety technology isn’t strongly reflected on their website. Unlike competitors, Toyota is lacking an experience to help users gain a comprehensive understanding of general and vehicle-specific safety offerings.
CHALLENGE
How might we:
Showcase Toyota’s world class safety capabilities to potential buyers
Educate current owners about their vehicle’s safety features
OPPORTUNITY
Craft a seamless experience that unites existing fragmented safety content, helping both shoppers and owners quickly find specific vehicle safety capabilities and explore safety features and technology.
Research
CURRENT STATE
Toyota has multiple pages dedicated to safety related content: Toyota Safety Sense (TSS) and Toyota For Families (TFF). TSS is Toyota’s active safety technology system, while TFF is an initiative to inform and educate families about vehicle safety, including car seat installation. TSS is located on both Toyota’s website and the Toyota Owner’s website, while TFF is located only on Toyota’s separate website for owners.
PAGE AUDIT
Analytics show ~67% of visits to the TSS page on Toyota.com are sourced via direct traffic, with a ~75% bounce rate. Visits and engagement are even lower for other safety-related pages. A page audit uncovered a few problems:
USER PAIN POINTS
With insights from strategy, analytics, and our research, we reasoned that users were likely experiencing some frustration.
COMPETITIVE ANALYSIS
After analyzing several competitive brands, I discovered that almost all have a central hub for safety-related content and technology. Key patterns included:
Integrating storytelling elements and testimonials to gain user trust and evoke emotion
Simplifying complex safety technology through conveying features with 3D assets and motion
Adding personalization by allowing owners to view available safety features for their vehicle
Honda
Mercedes
Subaru
Fiat
Volvo
Tesla
Mazda
Jaguar
Hyundai
Chevrolet
MID-FIDELITY WIREFRAMES
The new safety experience would live as a dedicated page on Toyota.com. We created three possible directions:
Recommendation
Simplified TSS
Focuses primarily on Toyota’s safety technology system features. Owner content would live on vehicle dashboards.
Safety Hub
Well-balanced page that caters towards shoppers and owners, highlighting general safety and vehicle specific safety.
Safety Storytelling
Integrates all Toyota safety related content and brings in elements of storytelling for higher engagement.
Final User Interface
Client aligned with our recommended direction, Safety Hub. We further refined and iterated our designs after feedback from the internal team, client, and multiple stakeholders involved in various Toyota safety initiatives. We then accounted for all possible use cases, annotated and handed off to dev, and completed QA before launching.
Landing Page
Logged In Vehicle Selected
Final Delivery File
Next Project
2024 by Brooke Beam
bsbeam25@gmail.com
Results & Takeaways
Safety Hub is now the 9th most visited page of the 25 owners-related pages, with 45k+ monthly visits. Analytics show users are logging in, adding their vehicles, and learning about their vehicle’s safety features.
This project demanded heavy cross-collaboration between several Toyota stakeholders, and execution on accurate product representation was a must.
We successfully reached a milestone MVP design that exceeded expectations for all involved and was a big step in our journey to a seamless ecosystem between Toyota shoppers and owners.
SAATCHI & SAATCHI
Safety Hub
A new Toyota.com experience designed to showcase and educate users on Toyota’s best in class safety features and initiatives.
Role
Lead UX Designer
UI Designer
Skills
Product Design
Research
Duration
Nov ‘22 - Feb ‘23
Overview
As the world’s leading car manufacturer, safety is a critical brand pillar for Toyota. However, their commitment to pioneering safety technology isn’t strongly reflected on their website. Unlike competitors, Toyota is lacking an experience to help users gain a comprehensive understanding of general and vehicle-specific safety offerings.
CHALLENGE
How might we:
Showcase Toyota’s world class safety capabilities to potential buyers
Educate current owners about their vehicle’s safety features
OPPORTUNITY
Craft a seamless experience that unites existing fragmented safety content, helping both shoppers and owners quickly find specific vehicle safety capabilities and explore safety features and technology.
Research
CURRENT STATE
Toyota has multiple pages dedicated to safety related content: Toyota Safety Sense (TSS) and Toyota For Families (TFF). TSS is Toyota’s active safety technology system, while TFF is an initiative to inform and educate families about vehicle safety, including car seat installation. TSS is located on both Toyota’s website and the Toyota Owner’s website, while TFF is located only on Toyota’s separate website for owners.
PAGE AUDIT
Analytics show ~67% of visits to the TSS page on Toyota.com are sourced via direct traffic, with a ~75% bounce rate. Visits and engagement are even lower for other safety-related pages. A page audit uncovered a few problems:
USER PAIN POINTS
With insights from strategy, analytics, and our research, we reasoned that users were likely experiencing some frustration.
COMPETITIVE ANALYSIS
After analyzing several competitive brands, I discovered that almost all have a central hub for safety-related content and technology. Key patterns included:
Integrating storytelling elements and testimonials to gain user trust and evoke emotion
Simplifying complex safety technology through conveying features with 3D assets and motion
Adding personalization by allowing owners to view available safety features for their vehicle
Honda
Mercedes
Subaru
Fiat
Volvo
Tesla
Mazda
Jaguar
Hyundai
Chevrolet
MID-FIDELITY WIREFRAMES
The new safety experience would live as a dedicated page on Toyota.com. We created three possible directions:
Recommendation
Simplified TSS
Focuses primarily on Toyota’s safety technology system features. Owner content would live on vehicle dashboards.
Safety Hub
Well-balanced page that caters towards shoppers and owners, highlighting general safety and vehicle specific safety.
Safety Storytelling
Integrates all Toyota safety related content and brings in elements of storytelling for higher engagement.
Final User Interface
Client aligned with our recommended direction, Safety Hub. We further refined and iterated our designs after feedback from the internal team, client, and multiple stakeholders involved in various Toyota safety initiatives. We then accounted for all possible use cases, annotated and handed off to dev, and completed QA before launching.
Landing Page
Logged In Vehicle Selected
Final Delivery File
Results & Takeaways
Safety Hub is now the 9th most visited page of the 25 owners-related pages, with 45k+ monthly visits. Analytics show users are logging in, adding their vehicles, and learning about their vehicle’s safety features.
This project demanded heavy cross-collaboration between several Toyota stakeholders, and execution on accurate product representation was a must.
We successfully reached a milestone MVP design that exceeded expectations for all involved and was a big step in our journey to a seamless ecosystem between Toyota shoppers and owners.
Next Project
2024 by Brooke Beam
bsbeam25@gmail.com