Toyota for Kelley Blue Book

Interactive Mobile App

Increased CTR by 2.16% and conversions by 643% with redesigned “Toyota: Mobile Find Your Match.”



3 months


Brand Strategy · User Research · UX/UI Design · Visual Design · Prototyping


01 · ABOUT

Toyota: Mobile Find Your Match is an experience that allows users to go window-shopping for a vehicular companion based on algorithms, from selecting certain qualities most important to them to finding the model that fits their needs.

02 · Approach

If car hunting is a full-time job, then car hunting overall is an overtime one. Ditch the laborious online marketplace search and get off Craigslist. You can quickly swipe through your new potential car, truck, or SUV options using Toyota’s “Find Your Match.”

03 · Design Challenge

I created an intuitive and fun experience for potential Toyota owners unsure which models to choose. As well as keep users engaged within the content, ultimately collect data, and find ways to provide datasets to customers optimally.

04 · Pain Points

I interviewed customers at multiple Toyota dealerships, with family, friends, and colleagues, to find out about their pain points during the car buying experience. I analyzed the interview results by creating user personas and working alongside a copywriter to develop potential questions.

The research helped us gain insight into the pain points that the users are experiencing and construct a better solution to their problems. After multiple iterations, we created a mobile application, “Find Your Match,” aiming at helping indecisive customers select a vehicle model that fits their lifestyle.

Research & Interviews

Synthesis: User Persona


Age: 23
Profile: Single with no kids
Occupation: Dental Hygienist

Attributes, behavior and motivations

Allie gets very emotional about shopping for cars because she gets anxiety attacks just the thought of talking to a salesperson. Recently, she’s turned to online search to avoid the hassle of stepping foot at a dealership.

Pain points & goals

  • Not interested in high-pressure situations being at the dealership.
  • She hates price haggling.
  • This is her first time purchasing a significant asset.
  • She wants an economical car.


Age: 45
Profile: Married with 4 kids
Occupation: Loan Officer

Attributes, behavior and motivations

Greg is an active father of four kids, ages 3 to 16. He still plays team sports and connects with family and friends through the internet and his mobile phone.

Pain points & goals

  • Not enough information regarding fuel economy.
  • Looks for guidance and reassurance that the brand can be trusted.
  • He is searching for a vehicle with decent fuel economy, intelligent features, and enough space for his family.
  • For daily commuting, picking up kids from sports and weekend getaways.


Age: 52 years old
Profile: Married with 1 child
Occupation: Director of Health Services

Attributes, behavior and motivations

Jill is a regional director for a hospital who travels by car 3-5 times each week. She is frustrated by gas prices soaring and wants to impact the environment positively.

Pain points & goals

  • She frequently spends too much money and time at gas stations.
  • She is not tech-savvy and doesn’t like the process of researching.
  • Potentially looking for a hybrid or electric vehicle.
  • She wants to narrow down her options quickly.

Design Solutions

300 x 250 Medium Rectangle Ad
Personality Cards
Vehicle Cards Matched Based on Personalities

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