The automotive industry has seen exponential growth in product innovation and brand evolution. With competition consistently high, Toyota needed a fresh online browsing and shopping experience to stay on top of the game.

My team optimized Toyota’s .com experiences, including the car builder experience. In partnership with an interaction designer, I owned the UI and refreshed visual behaviors for our interactions, defined new components, and evolved our visual language. My strategy was to analyze trends in both online shopping and car browsing behaviors and to embed moments of delight for a more personal car building experience that would lead to dealership visits and, ultimately, a sale.