Toyota Parts E-Commerce
Redesigning Toyota’s online parts and accessories shopping experience, bringing greater clarity to product discovery, vehicle compatibility, and the path to purchase.
Through TechGrayscale, I led the creative and UX/UI design effort in partnership with an agency’s development and project management teams. Working directly with Toyota stakeholders, we guided design decisions across a complex e-commerce experience, from initial exploration through implementation-ready designs.
Shopping for automotive parts isn’t always straightforward. Some customers know exactly what they’re looking for, while others need help narrowing down their options.
We developed a navigation experience that supported different ways of shopping, whether browsing parts by category, exploring accessories, or starting with a specific vehicle. The goal was to make a large, technical catalog feel approachable without limiting how customers find what they need.
A streamlined navigation and search experience gives customers multiple ways to discover the right parts, whether browsing by category or searching for something specific.
Vehicle selection puts compatibility at the center of the experience, helping customers narrow the catalog to parts that fit their Toyota.
Vehicle selection puts compatibility at the center of the experience, helping customers narrow the catalog to parts that fit their Toyota.
Product detail pages balance configuration options, vehicle fitment, and essential product information to make purchasing decisions more straightforward.
Good experience design requires more than solving individual screens.
It means connecting the decisions, teams, and details that make the entire journey work.
Seamless experience across devices: from mobile product discovery to desktop checkout, the responsive experience brings consistency and clarity to every stage of the purchase journey.
This project brought together the different responsibilities that make large-scale digital experiences successful: establishing a clear design direction, working through complex user journeys, and collaborating closely with the teams responsible for bringing those experiences to life.
Leading design discussions directly with Toyota meant balancing the needs of the customer, the expectations of the brand, and the practical considerations of development. Every stage of the work created opportunities to simplify decisions, clarify information, and build greater consistency across the shopping experience.
For me, the value of this kind of partnership is being able to connect the broader vision with the individual design decisions that ultimately shape how an experience works.
