The first step was a deep-dive UX research and discovery phase. We analysed user behaviour and data across selected Toyota market websites, followed by stakeholder interviews with local marketing leads. Prior to that, we conducted a heuristic UX audit and competitor analysis.

After synthesising findings, we developed conceptual designs that addressed key user pain points. These, combined with best practices and behavioural insights, formed the basis of a practical eCommerce handbook. It highlighted where users struggled, dropped off, or showed signs of frustration — and offered clear, actionable recommendations to improve checkout flows and site configuration.

Building on these insights, we defined a new vision for online retail and outlined a digital roadmap. Collaborating with a business analyst and a technical solutions architect, we prototyped and tested eCommerce components on Adobe Experience Platform, using Magento, Target, and Adobe Analytics as a proof of concept.