GLOBAL NAV
GLOBAL NAV
A mobile global navigation redesign to better support users’ needs and increase click-through to all elements that align with Toyota.com’s KPIs.
A mobile global navigation redesign to better support users’ needs and increase click-through to all elements that align with Toyota.com’s KPIs.
A mobile global navigation redesign to better support users’ needs and increase click-through to all elements that align with Toyota.com’s KPIs.
A mobile global navigation redesign to better support users’ needs and increase click-through to all elements that align with Toyota.com’s KPIs.
Lead UX Designer • October 2018 – February 2019
Lead UX Designer • October 2018 – February 2019
Aligning on the Revised Scope
Aligning on the Revised Scope
Our client originally requested to increase click-through to Shopping Tools and Find a Dealer on mobile. While this aligned with the site’s KPIs, it was a band-aid solution that wouldn’t address other navigation usability issues. I proposed broadening the scope a bit, and our client approved.
Our client originally requested to increase click-through to Shopping Tools and Find a Dealer on mobile. While this aligned with the site’s KPIs, it was a band-aid solution that wouldn’t address other navigation usability issues. I proposed broadening the scope a bit, and our client approved.
Understanding User Engagement and Expectations
Understanding User Engagement and Expectations
Gathering Reference
I facilitated the gathering of quantitative and qualitative user input before diving into designs to ensure any future decisions would be user-informed. The first input sources were recent analytics for navigation to Shopping Tools and a fresh Toyota Owners navigation redesign.
I facilitated the gathering of quantitative and qualitative user input before diving into designs to ensure any future decisions would be user-informed. The first input sources were recent analytics for navigation to Shopping Tools and a fresh Toyota Owners navigation redesign.
Researching Competitor and Out-of-Market Navigations
I audited other site navigations to gain a better understanding of the market landscape and gather inspiration. While I uncovered some common trends, each brand’s user needs and business objectives had a unique, direct impact on their navigation design.
I audited other site navigations to gain a better understanding of the market landscape and gather inspiration. While I uncovered some common trends, each brand’s user needs and business objectives had a unique, direct impact on their navigation design.
Testing the Current Experience
We pursued live site user testing to better understand the incomplete analytics data and gather qualitative insights. I worked closely with the UX Researcher on the test plan and synthesis.
We pursued live site user testing to better understand the incomplete analytics data and gather qualitative insights. I worked closely with the UX Researcher on the test plan and synthesis.
Insights
Insights
Insights
- Users instinctively scrolled upon opening the mobile navigation, causing them to miss the Shopping Tools tab (and consequently Find A Dealer)
- Navigating from one vehicle page to another wasn’t intuitive, making cross-shopping difficult
- When looking at vehicles in the menu, users scanned the categories first
- Users instinctively scrolled upon opening the mobile navigation, causing them to miss the Shopping Tools tab (and consequently Find A Dealer)
- Navigating from one vehicle page to another wasn’t intuitive, making cross-shopping difficult
- When looking at vehicles in the menu, users scanned the categories first
Narrowing to a Testable Prototype
After some initial exploration and creating two distinct wireframe prototypes, I narrowed to a single, client-approved prototype to test.
After some initial exploration and creating two distinct wireframe prototypes, I narrowed to a single, client-approved prototype to test.
Insights
Insights
Insights
- Compared to the live site, users were more aware of Find a Dealer in the header, likely due to the proximity to the hamburger menu and increased element size
- The drill-down menu was an intuitive way for users to navigate to both Shopping Tools and Vehicles
- Participants preferred to browse for more content within the page instead of using the main navigation
- Compared to the live site, users were more aware of Find a Dealer in the header, likely due to the proximity to the hamburger menu and increased element size
- The drill-down menu was an intuitive way for users to navigate to both Shopping Tools and Vehicles
- Participants preferred to browse for more content within the page instead of using the main navigation
Finishing Touches
Because the prototype performed well, I handed my UX work off to the visual designer to add the final polish, providing UX consultation and feedback as needed.
Because the prototype performed well, I handed my UX work off to the visual designer to add the final polish, providing UX consultation and feedback as needed.
Biggest Updates
Simplifying the Design
Simplifying the Design
Users were able to navigate quickly and easily through the content options with less scrolling.
Users were able to navigate quickly and easily through the content options with less scrolling.
Users were able to navigate quickly and easily through the content options with less scrolling.
Designing for Extensibility
The interaction pattern allowed for additional content, such as Owners deep-links and SmartPath tools.
The interaction pattern allowed for additional content, such as Owners deep-links and SmartPath tools.
The interaction pattern allowed for additional content, such as Owners deep-links and SmartPath tools.
Surfacing Top Priority Items
Surfacing Top Priority Items
Surfacing Top Priority Items
Placing Shopping Tools and Find A Dealer at the same level as Vehicles increased visibility to the content.
Placing Shopping Tools and Find A Dealer at the same level as Vehicles increased visibility to the content.
Placing Shopping Tools and Find A Dealer at the same level as Vehicles increased visibility to the content.
Post-Launch Analytics
45%
45%
45%
Increase in CTR
into Menu
Increase in CTR
into Menu
Increase in CTR
into Menu
2100%
2100%
2100%
Increase in CTR
to Find A Dealer*
Increase in CTR
to Find A Dealer*
Increase in CTR
to Find A Dealer*
15%
15%
15%
Increase in CTR
to a Vehicle Page*
Increase in CTR
to a Vehicle Page*
Increase in CTR
to a Vehicle Page*
17%
17%
17%
Increase in CTR
to Shopping Tools*
Increase in CTR
to Shopping Tools*
Increase in CTR
to Shopping Tools*
*of those who open the Hamburger Menu
Although the increase in engagement was minor for Vehicles, we drove higher intent users to a desired vehicle page by leading them through the vehicle category step first (only 78% of users saw the vehicles compared to 100% in the previous design).
Although the increase in engagement was minor for Vehicles, we drove higher intent users to a desired vehicle page by leading them through the vehicle category step first (only 78% of users saw the vehicles compared to 100% in the previous design).
Engagement with Shopping Tools only improved slightly, but there might be a lack of interest or understanding in the content that prevented a more drastic change in behavior.
Selected Works
