Toyota as the world market leader is interested in providing the best user experience possible for all its products. SirValUse supports Toyota in the development of new navigation devices as well as in optimizing its websites.
Website:
Toyota's web project team intends to change all European Toyota websites to give them a refreshed look and feel.
In addition to that, the selection of a car model that suits the customer's needs best should be improved. Toyota is developing a new filter tool that allows users to find out the model fitting to them best. This feature is attractive for first time users of the website but also for returning visitor who are actively considering the purchase of a certain Toyota model.
In order to get further insights into the users' experience of the new website, a lab test was carried out.
Exemplary findings:
• SirValUse found out that some links that are important for next steps in the sales funnel were not prominent enough and therefore sometimes overlooked by the participants.
• The explorative section of the website showed some potential to increase the joy of use when searching for information about a new car.
• Out of two versions of the model selection tool participants preferred the one having more immediate response on the user's actions.
• During the configuration process some options were not obvious to the users at first glance. Furthermore it turned out that the trim level selection overstrained the users and needs more clarification.Toyota uses the insights from this test to further improve their website to ensure an optimal user experience for their user and to gain advantages in the competitors' environment.
