Toyota Retailer Card Campaign Creation

UI, UX & Research

Overview

While working at Kinki Research Center, I collaborated with engineer on redesigning Toyota agent's web app, to enable personalized print mail creation.

My Role

I worked remotely, part-time for four months on my own and reported to boss/ engineer about the application and template redesign.

Web App Prototype

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Correct OCR-extracted longest digit

Goal

• Enable staff to create personalized print mail
• Learn purchasing interests and increase sales

User

Staff, Manager & Customer

Constraint

• Unable to talk to user directly.
• PDF-extracted text requires manual adjustments and cannot be stylized.
• Staff & client are not confident in using computer and training cost is high.

Research

• Family vans are Toyota and Honda's best sellers in Japan. Therefore, I drew nature elements in the template to invoke the travel vibe.
• To communicate project scope and UX with engineer, I created use case and persona.

Staff Use Case

1. Staff opens up the app, thinking after sending out the cards, some would visit soon.
2. Open the app, select a template.
3. Upload customer CSV sheet. Start editing.
4. Begin with Staff Note. Type. Save.
5. Move on to Sales Campaign. Use ready-made campaign designs. Move on to Recommended Car.
6. Choose car-recommendation-related columns from CSV sheet.
   For customers that have interested car models, upload images accordingly.
   For those who do not, recommend base on current car type or omit the section.
7. Move on to Toyota app launch info. Use existing design. Front-side finished.
8. Move on to customer address section. Choose name-and-address-related columns from CSV. Input in card.
9. Manually adjust extracted text object frames.
10. Move on to point balance. Select point-related columns from CSV. Input in card.
11. Manually adjust extracted text object frames.
12. Move on to point exchange method explained section. Define point gift image base on royalty levels.
13. Move on to contact section. Use stored data of staff name and store address.
14. Move on to HQ address section. Default info is fine. Design finished.
15. Print sample using the printer in the office. Look good.
16. Generate 100 mails. Check on screen? Send data to print shop.

HQ Manager Persona

• Age 38/ Marketing Director/ Two children, one five, one six/ Yearly Wage ￥4.8M/ Oversee eight stores sales.
• Have been working on the point exchange campaign for three years. Excited to finally launch it.
• Want to check postal design for unhealthy competitions among stores or staff.
• Three to four staff per store, total 32 staffs.
• 100 clients/ staff, 3,200 clients in total.
• Postal designs are sent based on point levels.
• If there are four levels: under 3,000, 3,000+, 10000+, 20,000+, Then 4 levels x 32 staffs = 128 postal designs. Does he need to check both sides of the design, or only the staff note section?

Question

• What kind of unhealthy competition is he worried?
• Is he trying to connect sales result with a perticular staff's card design?

Reflection

• The new template is much more organized and easier to read.
• The information architecture is more clear and will continue to serve as a communication tool between designer and developer.