Woven by Toyota creates self-driving and assisted-driving technologies for Toyota. Their first large rebranding within the overall Toyota ecosystem required a detailed assessment of their current content, a strategic creation of personas and brand philosophy, user journeys, and a completely new digital design system.
The component based design system uses a bright palette, soft corners, and subtle motion to emphasize the optimism, focus on safety, and spirit of innovation at the heart of Woven by Toyota's belief in human-centered mobility.
UX
The UX strategy was built around three personas for which specific user journeys were defined.
Exploration
Creative territories were formulated leading to a few varied design solutions.
Early process motion prototypes were used to establish tonality.
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