ABOUT

Toyota wanted to improve the usability of their aftersales and finance content.
I conducted extensive user research, analysis, design & testing to deliver a robust solution.
Toyota wanted to know whether users understood the language they used on their aftersales and finance pages
They also wanted to know if users were able to find what they were looking for
User surveys and analytics data quickly revealed that there may indeed be a problem for customers in understanding and navigating content
In order to better understand the navigation issues, I recruited real customers who had recently purchased a Toyota and conducted a card sorting exercise with them
The users further confirmed what the macro data had suggested and provided the foundation for an alternative, clearer navigation structure
A deeper dive into analytics data showed specific journeys with a high drop-off rate
Based on the reasearch findings and on the original analytics data, I validated a new proposed navigation structure using TreeJack, against the original structure

The new navigation made use of words that Toyota customers were more familiar with and grouped destinations into more logical categories
The test data revealed a dramatic improvement in the task success rate, using the new navigation
Overall task success was up from 56% with the old structure, to 96% with the new structure