Increasing warranty upgrade sales for Toyota vehicles by 6.3%+ QoQ
Company
Toyota
Timeframe
Feb 2020 - Jun 2020
✺ Audit
✺ User journey mapping
Deliverables
✺ User research
✺ Competitive analysis
✺ Mid-fidelity design/prototypes
✺ A/B and usability testing
✺ Annotated design handoff
Toyota vehicle owners were confused about their vehicle’s warranty coverage
Toyota heard from multiple feedback channels that its vehicle owners were regularly inquiring about their vehicle’s warranty converge and expiration dates. To summarize, we found:
✺ 62% of Toyota vehicle owners did not know what was covered under their current vehicle warranty
✺ Over 50% did not know when their warranty expired
✺ 79% were not aware Toyota offered warranty extension plans
Additionally, Toyota wanted to make users aware of a new warranty upgrade offering that had recently launched. This offering was eligible for any Toyota vehicle with any mileage.
My role
I was the lead designer, mentoring one junior designer and working closely with one senior visual designer. I produced research and user experience deliverables. Additionally, I worked closely with:
✺ 1 product manager
✺ 6 engineers
✺ Product owner
✺ SEO partner
✺ Analytics partner
Analyzing current warranty offerings and how the new offering fits in
Implemented design
(Logged out, non-telematics)
Impact
6.3%+△
increase in warranty upgrade sales QoQ since launch
30%▽
decrease in call center inquiries about vehicle warranty coverage
10%△
increase in CTR for primary CTA