Since 2020, we’ve worked with Toyota to supercharge its advocacy program with creative content and custom gamification experiences, making engagement fun and rewarding.
As the world’s largest automaker, Toyota understands the impact government policies can have on the auto industry and the families and communities it supports. As Toyota Government Affairs’ agency of record, LGND creates educational and engaging experiences for the thousands of employees and alumni participating in its advocacy program: Toyota Policy Drivers (TPD).
One of Toyota’s commitments is to never stop innovating because they always believe in better. As TPD grew over the years, its supporting technology fragmented, with multiple web applications serving different functions. Toyota saw an opportunity to consolidate the experience into a single, immersive application — One TPD — to make content more accessible and enjoyable for Policy Drivers, and to streamline back-end analytics and data management.
To understand the user experience, we interviewed Toyota employees about content preferences, technology needs, and motivations to engage. In parallel, we reviewed Toyota’s analytics to understand historical engagement from a quantitative perspective. Using these findings, we created user personas, user journeys, and acceptance criteria to lay the groundwork for the web design and build process.
We then designed and built the One TPD web application, ensuring seamless integration of content across mediums.
From TPD’s Under the Hood podcast and Virtual Washington videos to educational quizzes and the latest gamification experience, “Star Quest,” the new site and the creative content have elevated the TPD program.
With leading UX and UI systems and external API integrations from Quorum, we helped Toyota launch One TPD in early 2023.
The immersive, custom-built web application is completely owned by Toyota, enabling its Government Affairs team to continue building upon its best-in-class advocacy program without being restricted by the capabilities of existing public affairs services. With its variety of content and “Star Quest” game now in a single platform, Toyota has the tools and talent to once again take auto industry advocacy to the next level.