MAKING DATA IMPACTFUL: SOUTHEAST TOYOTA

Southeast Toyota Distributors is the world's largest independent distributor of Toyota vehicles, distributing cars, trucks and vans, parts and accessories to more than 175 independent Toyota dealers in Florida, Georgia, Alabama, and North and South Carolina. SET dealers sell approximately 20 percent of all Toyotas sold in the United States. SET is also a long-time client of 22squared.

We helped them redesign their website in 2014-15, but the underlying infrastructure of the site was approaching the 10-year mark, and it showed. For numerous reasons, there was reluctance to devote significant resources to updating a system that “seemed to be working just fine.”

So we built a case, using data gleaned from the site as well as industry trends and SET company data to show the opportunity cost of NOT upgrading the experience.  In 2019, SET began the ongoing process of upgrading their online experience.

My role in this project:

Teasing out insights and meaningful user behaviors from site analytics, emerging consumer behavior and industry information.

Documenting user paths through the experience and proposed user paths through an enhanced experience.

Collaborate with account and analytics leads to demonstrate our findings for maximum client impact.

YEARS: 2017-18
22Squared