Woven by Toyota
Woven Planet Holdings, a subsidiary of Toyota Motor Corporation, was established to drive Toyota’s long-term vision for the future of mobility. Initially, Woven Planet focused on technologies such as autonomous vehicles, robotics, and smart cities. It was known for ambitious projects like Woven City, a fully connected, human-centered city of the future. However, by 2023, the leadership at Toyota realized that the Woven Planet brand, while innovative, lacked a clear connection to the more prominent Toyota brand. This prompted a rebranding to "Woven by Toyota," reinforcing its association with Toyota's legacy and vision while still emphasizing the cutting-edge innovation of the company.
Challenge:
With the rebrand, Woven Planet needed to revamp its careers webpage to improve user experience, highlight company culture, and increase the number of qualified applicants.
Solution:
With the support of the Global Marketing and Branding team we implement the following updates:
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Modern Design: A visually appealing, mobile-responsive layout was introduced.
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Enhanced User Experience: Intuitive navigation and a streamlined application process reduced friction for job seekers.
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Engaging Content: Employee testimonials, company values, and career growth opportunities were highlighted.
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SEO Optimization: Job listings were structured with relevant keywords to improve search engine visibility.
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Integration with HR Tools: The page was connected to the applicant tracking system for seamless resume submissions.
Results:
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42% Increase in page visits within three months.
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36% Higher application completion rate.
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Improved Quality of applicants due to better job descriptions, ease of applying, and company insights.
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Enhanced Employer Brand, positioning Woven by Toyota as an attractive and desirable workplace.
Challenge:
Woven Planet needed to refresh its products and brand identity to align with current market trends, attract new customers, and re-engage existing users.
Solution:
The UX team collaborated with Marketing to execute a comprehensive rebranding strategy:
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New Visual Identity: A modernized logo, updated color palette, and refreshed brand guidelines were introduced.
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Modern and Responsive Design: A modern and responsive design. A visually appealing, fast, and accessible website that adapts seamlessly across all devices.
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Enhanced User Experience (UX) & Navigation: Streamlined navigation to ensure users can easily find what they need with clear menus, logical structures, and responsive interfaces, reducing friction and enhancing engagement.
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Customer Engagement: Employee testimonials, company values, and career growth opportunities were highlighted.
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Product Improvements: These improvements included design updates, feature additions, bug fixes, and/or optimizations based on user feedback and data analysis.
Results:
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48% Increase in website traffic post-rebrand.
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27% Growth in customer acquisition within six months.
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Higher Customer Retention, as feedback indicated increased satisfaction and brand loyalty.
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Stronger Market Position, differentiating Woven by Toyota's product from competitors.
Conclusion:
Several UX approaches were taken in Woven by Toyota’s rebranding efforts to enhance user engagement and optimize the overall experience.
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Modern and Responsive Design – A visually appealing and mobile-friendly interface was implemented to ensure accessibility across devices, improving usability for job seekers and potential customers.
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Enhanced User Experience (UX) & Navigation – The careers webpage was redesigned with intuitive navigation and a streamlined application process, reducing friction and improving the ease of finding relevant job opportunities.
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Content Strategy & Engagement – Employee testimonials, company values, and career growth opportunities were highlighted to create an emotional connection with users, making the platform more engaging and informative.
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SEO Optimization – Job listings and content were structured with relevant keywords, enhancing visibility on search engines and making it easier for job seekers to discover opportunities.
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Integration with HR Tools – The careers page was connected to the applicant tracking system, enabling a seamless resume submission process and improving the hiring workflow.
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Clear Brand Messaging – The value proposition was refined to align with market expectations, ensuring that users quickly understood the company’s mission, innovations, and competitive advantages.
