Summary

Lead UX Designer for the in-car multimedia system shipping in ~3.5 million Toyota and Lexus vehicles a year across Europe: two concurrent platforms, EV navigation, connected services, and Toyota's first in-car commerce.

CONTEXT

Toyota's European multimedia programme spanned two generations of hardware: the current in-market system (MM21/MM21+) in every new Toyota and Lexus sold in Europe, and the legacy TAS600 being sunset. I joined Toyota Connected Europe in London on the global Toyota/Lexus companion app )(tens of millions of users across web, iOS, and Android) then moved to Toyota Motor Europe in Brussels to lead the European UX team for the in-car system, owning both platforms simultaneously.

WHAT I DID

I led a team of 2 UX designers and 2 UX researchers, owning UX strategy and delivery across Cloud Navigation, Voice Agent, Home Screen, EV features, multimedia playback, onboarding, privacy, and connected services. As Product Owner for the Home Screen domain, I authored Service Requirement Specifications, bridging design and product. I established design governance and review processes across all MM21+ touchpoints. Every major decision reviewed against automotive HMI safety guidelines. I set the strategic research agenda with our Senior UX Researcher.

• EV navigation suite, end to end: dynamic rerouting, charging station planning with power filtering, multi-stop charging, charge time in route overview, and range indication. Designed for a fast-evolving technology landscape under hard engineering constraints.

• Connected services adoption: introduced navigation and multimedia widgets to the Home Screen and redesigned onboarding, guest mode, profile switching, and secondary device pairing to cut friction.

• Toyota's first in-car commerce, delivered as TAS600's final feature set: pay-for-parking, pay-for-fuel, branded map pins, and promotional campaigns on POI screens (pay-per-view revenue model).

• Voice Agent: oversaw improvements and prototyped conversational flows; created service blueprints for Adaptive Help, Onboarding, and Voice Agents.

• Design at scale & Design systems: led the large-scale Figma deployment and design system governance foundations for a multi-region organisation. I began embedding LLMs into design practice for rapid prototyping and AI-assisted research.

IMPACT

• ~3.5 million vehicles per year ship with the system across Europe

• 55+ EV and navigation features delivered on MM21+

• New pay-per-view revenue stream opened through in-car commerce

• Connected services adoption lifted through onboarding and Home Screen redesign

• 25+ in-person user tests run across domains over 4 years

Happy to walk through the work in person or on a video call.

MY ROLE

Lead UX Designer

Product Owner on Home Screen domain

TEAM

4 direct reports (2 UX designers, 2 UX researchers)

DURATION

July 2021 – November 2025 (4+ years)

SCALE

~3.5M vehicles/year · 2 in-car platforms + companion app · 55+ features shipped

TOOLS USED

Figma, FigJam, Miro, Jira, Confluence, Voiceflow, Axure RP, Zeplin