Karen Peeters, Toyota Motor EuropeTunde Cockshott, Amaze

24 04 2012

A Break from the Norm:The New Age Automotive Website

What we will cover today

1. The Brief

1. The Approach

2. The Solution

3. The Results

The Brief

Why do all car sites look alike?

— Mature and highly complex site evolved over many years— Ninth version of the Toyota site— Last version focused on design

— Used in Europe and Middle East in 31 markets, 40 sites, multiple languages— Centralized template solution — Adapted by markets to suit personal needs

Status Quo

“The current Toyota site is an expression of a very mature and highly complex web

site. It has grown through nine previous iterations and its current form is a reflection

of learning and the experience gained over the years. V10 is about the structure and

architecture of the site, not about the branding or visual design. These have been

revised and established in V9 and will form the visual identity of V10.

Current and previous versions of the site have focused on the delivery of information

and knowledge about the cars, and brand, to the end users. V10 must place a far

greater emphasis on moving users from knowledge to active consideration of

purchase. As always the ultimate aim is to increase the number of cars sold, but with

V10 this is of far greater importance than ever before. To this end there is a need to

fully support markets in their promotional and tactical sales activities. The solution

for V10 should make this activity a natural element of the site structure without

lowering the premium tone of the site.”

The Brief

Key Objectives

Business ObjectiveClose the gap between the vast number of yearly visitors to the Toyota sites and those who actually buy a Toyota

Business ObjectiveClose the gap between the vast number of yearly visitors to the Toyota sites and those who actually buy a Toyota

Website ObjectiveMoving users from knowledge to active

consideration of purchase

Clear expression of a new brand direction: “Always a Better Way”

Website ObjectiveMoving users from knowledge to active

consideration of purchase

Clear expression of a new brand direction: “Always a Better Way”

Supporting ObjectiveSupport markets in promotional & tactical sales activities

Integrated approach for shopping toolsSuccessfully integrate appropriate social tools

Supporting ObjectiveSupport markets in promotional & tactical sales activities

Integrated approach for shopping toolsSuccessfully integrate appropriate social tools

The Approach

— Amaze: — Research, strategy, information architecture, user interface & user testing

— Saatchi Design, RTT: — Adapt existing content and create new content

— Toyota, GFI.be & Marlon: — Build

— Close collaboration with markets throughout

Multi Agency Approach

The ProcessResearch > Initial concept > Mini IC > Final concept > IC > Build > IC > Rollout

Stage OneUsability Testing

Stage FourClickstream and Primary Research

Stage ThreeGenchi Genbutsu

Stage TwoQuantitative AnalysisAnd Research Review

Aug ‘10 Sept Oct Dec May Sept ‘11

The ProcessResearch > Initial concept > Mini IC > Final concept > IC > Build > IC > Rollout

Stage OneUsability Testing

Stage FourClickstream and Primary Research

Stage ThreeGenchi Genbutsu

Stage TwoQuantitative AnalysisAnd Research Review

Aug ‘10 Sept Oct Dec May Sept ‘11

The ProcessResearch > Initial concept > Mini IC > Final concept > IC > Build > IC > Rollout

Stage OneUsability Testing

Stage FourClickstream and Primary Research

Stage ThreeGenchi Genbutsu

Stage TwoQuantitative AnalysisAnd Research Review

Aug ‘10 Sept Oct Dec May Sept ‘11

Key Findings / Research

1. Users often do not know what the Toyota site has to offer and risk missing content & functionality

2. The automotive website user requires more onsite guidance and support “Good salespeople listen, guide and persuade..”

3. Appropriate use of imagery and language are critical to the user experience

4. The integration of the rational and emotional remains a challenge

5. We sometimes forget that buying a car is a highly important decision for people

6. The content on the Toyota site is unlikely to create a feeling of obligation in the user

7. Social validation is likely to be increasingly important in optimising conversion

8. Money, money, money!

9. Tools are effective, but context is key; there is no clear sequential use of tools – unless there is a clear ‘next step’ presented by the site

Concept Testing: “Bomb Alley”

Signposting Emotional Impact

UsableInnovation

Imagery andLanguage

Guidance

Thin Slicing Emotional Rational

Integration

Reassurance Reciprocity Social integration

Solution concepts & site components

Consideration&

Sales

Any new solution or site component will “run the gauntlet” of all the key insights. If it survives unscathed then it can be accepted. The more probable outcome is that

it will have to be modified or evolved to survive the test.

Concept based on 2 Guiding principles:Simplicity & Fulfillment

V9• Multiple ways of achieving goals are

introduced

• Greater freedom for the user to “do it their own way”

• Allow users to explore and be free to find information and use the site in a way which suits them

V10 • Reduce users choices; take them by the

hand

• Simple short routes to information

• Simple A,B,C steps to reach a goal

• Linearity may be a users friend

Output of Research: Anchoring

Users miss much of the site content

Make a quick decision as to where to go...

Then ‘drop anchor and forage’

Often never encounter the “perfect” location and tool for their task

Thus, the first 30 seconds of a visit are critical...

+

Rapid flipping between rational and emotional states confirmed as typical behaviour at a German workshop

Output of research: ‘Jekyll and Hyde’ car buyer

Tools are effective, but context is key

High usage, high completion ratios and increases the propensity to use a nd c o nve rt on Main Car Configurator (DF & BR)

Mini Car Configurator is the ‘star’ tool, significantly impacting upon subsequent user behaviour

But lack of clear signposting has a major impact upon a tool’s effectiveness

Tools are effective, but context is key

Active Filter Tool rarely used

Integrated tools work betterThe mini CC is part of the page, it is easy to use & it has clear outcomes

The Solution

— Simplicity and clarity

— Sell the site in order to sell cars

— Focus on structure not branding

— Integrate the rational and emotional

— Fully support market promotional activity

— Optimise conversion through social validation

— Reassure prospects to maximise lead generation

— Develop a human, engaging personality

Design Approach

Concept: Visualisation

Current website — Emphasis on the delivery of information and

knowledge about the cars & brand to the end users

New website— Emphasis on moving users from knowledge

to consideration & bridge to the real world

Simplified Navigation

Useful Home Page

4/24/201225

Removal of Silos

Removal of Silos

4/24/201227

Removal of Silos

4/24/201228

Removal of Silos

Results & Learnings

Close MonitoringGermany Finland

Comments were positive on the German Psyma survey

So urc e : G e rm a n Ps ym a Surve y O c to be r 2 0 1 1

Positive assessment of the website among a younger audience

The new website has performed particularly well amongst young adults

In an industry benchmark survey:

96% of < 20 year olds were (very) satisfied with the website

83% of 21 – 30 year olds were (very) satisfied with the website

So urc e : G e rm a n Ps ym a Surve y O c to be r 2 0 1 1

Post Launch User Testing

— Conducted post launch user testing

— 15 qualitative one-to-one-interviews

— Observing participants use the website

— Listening to participants 'think aloud' to get a deeper insight into their needs and motivations

— Users liked the simple layout & navigation

Top 3 attributes that best describe the website

well-arrangedwell-arranged

informativeinformative

invitinginviting

specificspecific

tidytidy

surprisingsurprisinginteractiveinteractive

interestinginterestingpiques curiositypiques curiosity

conciseconciseinspiringinspiring

individualindividualreliablereliable

freshfresh

easyeasy

quickquick

brightbright

usefuluseful

comprehensiblecomprehensiblecolourfulcolourful high quality high quality

So urc e : G e rm a n Us e r Te s ting 2 0 1 1

Overall positive assessment of the car chapter page

— The design and structure was regarded as positive

—Each component was easy to use—The structure of the page supported

the users' needs and allowed them to dive into each model

"I really like not to have dozens of sub-pages. This would be annoying."

"Light and decent design. I really like it."

"This is well done. I can get a visual impression at first and then dive deeper into highlights and trim levels."

People Scroll

— In the past a large portion of the car chapter content was missed by the majority of users

— 33% of users went straight to Grades— 16% went straight to specification— 11.5% went straight to the price list— As a result, offers & promotions were often missed

— With the new website 41% of Finnish users saw the majority of the content within the car chapter page

— As a result, brand and market related content is more readily viewed

100%

95%

80%

68%

53%

48%

41%

22%

15%

Model selector made access to the car chapters easy

— The model landing page was mainly entered via the model selector on the homepage

— This made access “easy and convenient”— Users liked the fact that prices were

available from the first page

Context is Key

— The usage of the mini car configurator (previously the star tool) has dropped on the new website

— Visitors used to rely on the mini car configurator to find the vehicle prices

— Now price is everywhere on the site!

“Why d o I ne e d to us e the to o l? The p ric e is a lre a dy a t the to p o f the p a g e ”

Different Approaches

— Whilst we will continue to monitor the performance of the German & Finnish sites, they’re already taking different approaches, based on their market priorities

— It will become a growing challenge to compare their performance as they move apart

Germany Finland

Continual Improvement

Next Steps

Short Term• ePrivacy

• Extend social beyond ‘likes’

• Further enable local integration of advertising and marketing activities

• Apply knowledge gained to mobile

• Continual cycle of improvements:Plan, Do, Check, Act

Mid Term• Bringing the website to life: editorial

• One brand, one site: Integrate corporate, fleet, after-sales etc

• Ensure that the continual cycle of improvements inform long-term developments

Thank you