Data-driven Design Optimization: Southeast Toyota
In the world of user experience, website analytics can be an overlooked method of delivering insights on user behavior. When implemented correctly, analytics can deliver a lot of data on user behavior. It cannot inform us much about user intent (though some of that can be inferred via referring source links and other data), nor can it tell us anything about what does not currently exist (it is hard to trace a path through an experience that has not been provided). Other research techniques help us uncover that information. In the absence of any regular usability testing or user research, however, analytics alone can provide information that we can use from a UX and design perspective to improve an experience.
A new site was built and launched for Southeast Toyota Distributors in late 2019, which presented the opportunity to move beyond the “conceive, build and launch” phase of the project. We were able to start using data and analytics to help drive incremental improvements to site experiences and address gaps and wish list items from our paid media and search teams.
Working with SET analytics and account leads, we organized a cross-functional WADE (Website Analytics and Digital Experience) team and we met monthly with the client to examine the data, hypothesize solutions and priorities and then start designing and implementing those solutions.
Revisions to the Find a Dealer experience and the addition of a Vehicle Lineup Landing page were the initial projects.
We took note of an emerging discrepancy between desktop and mobile completions of the “Contact a Dealer” form, which prompted us to look at mobile form best practices and focus on optimizing that experience.
My role in this project:
Lending accessibility, user experience and SEO insights to our monthly cross-functional brainstorming sessions.
Turning ideas coming out of our WADE sessions with the client into actionable wireframes and prototypes.
Leading clients through design and experience updates.
YEARS: 2019-2021
22Squared
