👋 Introduction

Hi there! I’m Moji, the product designer behind Toyota Community by KINTO platform.

Today, I’m excited to share the story behind its creation; a journey of collaboration, innovation, and designing with purpose.

For me, design goes far beyond aesthetics; it’s about solving problems and balancing user needs with business goals. That’s why the Toyota Community by KINTO has been such an inspiring project for me.

Toyota Community by KINTO logo and mobile interface mockups showing platform features

🚀 Background

What started as a simple idea during a hackathon has evolved into a product (responsive web application) that we are now preparing to pitch as a scalable solution for better customer engagement, aimed at connecting Toyota customers and enthusiasts under one global platform.

Over the past 2 years, my journey with this project, hasn’t just been about design and development, it’s been an ongoing process of navigating corporate feedback, understanding the nuances of regional markets, and consistently refining the product to align with both business objectives and user’s needs.

Photos from KINTO Global Innovation Days 2022, showcasing the winning hackathon team, team collaboration, and the Innovator of the Year awards

💡 The Challenge

Decentralized Structure and Value Chain Gaps

In the automotive industry, some brands operate with a decentralized structure. While this approach allows for flexibility and customization to meet local market needs, it can sometimes create challenges in maintaining global brand consistency and engaging customers effectively after purchase.

This highlights an exciting opportunity for a centralized hub where brands can gain valuable customer insights, and strengthen their image in a positive and impactful way.

Competitive Analysis

To better understand the online community landscape, I conducted a comprehensive analysis of existing online car communities and competitive platforms.

Key Insights

• 🚗 Toyota enthusiasts, especially those with older or restored models, are heading to external platforms like Toyota Nation (owned by VerticalScope) or Reddit to interact, share feedback, and discuss their vehicles.

• 🌐 Most platforms already offer community spaces (forums) where users can connect, exchange ideas, and learn from one another.

However, one significant gap stood out!

• Car lovers are deeply passionate about showcasing their vehicles.

  • There wasn’t a specific section that allowed car owners to create a dedicated virtual garage where they could:

    • 🛠️ Showcase modifications and customizations.
    • 📸 Share photos of their cars.

Identifying the Opportunity

The following three strategic integrations ensured that our platform stood out from competitors and wasn’t just a siloed social space but became a gateway where users could consume and discuss authentic content as well.

1. Connecting with Mr. Land Cruiser

• As part of the broader Toyota network, we had the privilege of connecting with ex-Chief Engineer of Toyota Land Cruiser, Mr. Sadayoshi Koyari, also known as Mr. Land Cruiser.

  • This connection allowed us to feature exclusive videos and a dedicated Ask Me Anything (AMA) channel, where users could directly interact with him, ask questions, and gain valuable insights.

Collaboration with Sadayoshi Koyari, famously known as Mr. Land Cruiser, featuring team discussions and filming sessions.

2. Sharing Reputable Automotive News from Toyota Times

• Additionally, because a reputable automotive news is also valuable, we negotiated with Toyota Times a well-known source, and they approved sharing their official articles on our web application.

  • This gave users access to both reliable brand content and a space to share personal stories and engage in meaningful discussions.

A screenshot of the Toyota Community by KINTO platform showing an article from Toyota Times about the Land Cruiser

3. Introducing the "Garage" Feature

• Also, for car lovers, we know how much joy comes from showing off their ride, sharing the customizations and modifications they’ve worked hard on, and connecting with others over that passion.

  • So, we introduced the "Garage" feature in a fun and personalized way for car owners to:

    • Showcase photos of their cars.
    • Document modifications, customizations, and significant milestones.
    • Share their vehicle's unique story, all within a visually appealing interface.

A screenshot of the Toyota Community by KINTO platform showcasing a user's 1981 Land Cruiser FJ40 Soft Top in the virtual garage, with details on modifications and personal history.

🎨 Designing the Solution

Distributor Feedback

Before starting the development of the MVP (Minimum Viable Product), I designed mockups and prototypes to gather early feedback from key stakeholders. After multiple iterations based on their input, we presented the finalized prototype to a few regional distributors across different markets to solicit feedback.

Early mockups of the Toyota Community, showcasing proposed features to solicit feedback on the design proposal.

Given the feedback received, we adjusted the platform's design to align with our new business goals and highlight our key differentiators.

This allowed us to begin the actual development of the MVP, with the goal of securing a proof of concept (PoC) before investing more time and resources.

🛠️ Phase 1 - Development

Crafting the MVP (Minimum Viable Product)

With limited resources, we designed and developed an MVP (Minimum Viable Product) that addressed the gaps and differentiated itself from existing platforms. The product came to life in July 2024 around two core features:

💬 Community Section

A space for discussions around Toyota culture by creating threads and adding reactions by using emojis.

• Channels Dedicated to Mr. Land Cruiser:

  • Exclusive videos featuring his garage, experiences, and interviews.
  • A dedicated channel to ask him anything, allowing enthusiasts to connect directly with him.

• Toyota News Channel:

  • A dedicated channel sharing reliable automotive news about Toyota.

🚘 Virtual Garage

A dedicated space where users could showcase their cars with images and personal stories, and share them with others.

Figma design screens and a timeline highlighting design stages and milestones

Three mobile screens showing Garage, Home, and Community sections of the Toyota Community by KINTO platform

Gathering User Feedback

A critical moment for the product came after our product owner attended a Land Cruiser event in Germany.

This direct interaction with Toyota enthusiasts provided invaluable insights. Attendees loved the idea of having a space to showcase their vehicles while connecting with Toyota icons like Mr. Koyari.

Photos from the Land Cruiser event in Germany, featuring modified vehicles and a group photo of Land Cruiser owners and enthusiasts.

Recognizing the significance of this event, we decided to create a strong presence that users could remember.

I took the lead in designing a logo and marketing materials, working closely with stakeholders to create one that aligned seamlessly with both KINTO and Toyota's brand identities.

A collection of promotional materials for the Toyota Community by KINTO, featuring flyers promoting the virtual garage and community benefits.

This combination of user feedback and last-minute branding helped refine both our product’s direction and its visual identity, giving us a clearer path forward.

🔄 Phase 2 - Refinement

Adoption and Scaling

While we haven’t yet had the resources to test the MVP with a larger audience, insights gained from distributor feedback and the Land Cruiser event have guided ongoing improvements to the platform. These refinements are paving the way for the next stages of development.

The Toyota Community by KINTO platform is being positioned as a scalable solution, showcasing its potential to address challenges tied to a fragmented value chain while offering the flexibility to adapt to diverse regional markets.

What is Next

We remain focused on fine-tuning the platform for further review and exploring opportunities to highlight its value.

✨ Conclusion

A Scalable Future For Toyota's Engagement

Toyota Community by KINTO offers an opportunity to reconnect and unify global engagement within a centralized hub.

With additional resources, this platform has the potential to become a valuable asset, enhancing not only customer engagement but also fostering stronger brand loyalty opportunities.

This project wasn’t just about UX design or feature-building. It has shown me that user-centered design’s true power lies in its ability to adapt, to both business goals and cultural needs.

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If you enjoyed this, feel free to explore my past articles, where I dive into topics like importance of diversity and inclusivity as well as the process of redesigning the TechBlog itself.