Toyota Digital Redesign (TDR)
about project
"The goal of Toyota Digital Redefined is to build a best in class website. Simply put, be amongst the greats." This was our vision statement.
In my nearly 4 year tenure at Saatchi & Saatchi I grew in my role from a Product Manager Account Lead to a Sr. Manager overseeing a small but mighty team. I acted as a collaborative architect for the Toyota.com ecosystem, navigating the complexity of a national legacy platform to deliver a unified, high-performance user experience.
Strategic Product Leadership: Drove the product roadmap for Toyota.com, successfully aligning enterprise business goals with design and technical feasibility for an audience of 15M+ monthly users.
Cross-functional Team Management: Led and mentored a cross-functional squad of 10+ designers, engineers, and analysts.
Collaborative Architecture: Planned and facilitated creative and discovery documentation sessions for a 30+ person stakeholder group to bridge business requirements and technical feasibility into best-in-class design and strategy.
Ecosystem Unification & Impact: Improved Year-over-Year (YoY) engagement by 7% through ecosystem consolidation and user journey simplification.
AI/LLM Governance: Oversaw the development of the “Ask Toyota” AI prototype, with a focus on rigorous data integrity and LLM accuracy to protect and strengthen brand trust.
The Challenges:
Fragmented digital ecosystem.
Outdated user experience.
Cluttered marketplace of competition.
A reserved and mighty brand looking to compete and be a best-in-class experience from start to finish.
The Wins:
+16 points improvement in the MWES score (Manufacturer Website Evaluation Study) in JD Power.
Ranked #1 in Ability to Find a Vehicle (Mobile) and #2 in Information and Content (Mobile) in the JD Power Manufacturer Website Evaluation Study.
+25.40% increase in Soft Leads.
Personalization efforts showed increases in Build Completes (↑8%), Payment Estimator Starts (↑5%), and New Leads From Build Tool (↑15%).