Toyota
A web-based car configurator for Toyota, giving users the tools to spec their perfect vehicle from engine to interior. I owned the design execution across more than 70% of the screens.
The challenge
Give people a tangible sense of ownership before they ever stepped into a dealership.
Toyota needed a configurator that let users custom-build their car online - walking through engine specs, colour options, and luxury interior details - and make it feel real enough to drive them into a dealership.
The process
Prototype, recolour, test, repeat.
Working from initial direction set by the lead designer, I led the majority of screen design across the build flow. I designed and produced colour-accurate vehicle asset variants across Toyota's full range in Photoshop - every configuration had to feel authentic, not approximate. I prototyped interaction patterns for the build flow and ran wide-scale A/B tests on layout variants to validate decisions with real user behaviour.
The outcome
A formative one. Shipped live.
The configurator shipped live. It was an early-career project and a formative one - working at the pace and precision a brand like Toyota demands, on something production-ready with real user traffic.
Designed at Brandwidth, 2020.
Return to all work