Toyota
Saudi Arabia Mobile-First Experience
Executive Summary
Led the transformation and launch of Toyota Saudia Arabia (Abdul Latif Jameel) mobile-first website, driving a 650% increase in digital engagement through an optimised, responsive experience tailored for the region.
The Challenge
The Middle East saw a growing demand for mobile-first experiences as mobile penetration rates soared. For Toyota Saudi Arabia, this shift represented both a challenge and an opportunity to engage an increasingly mobile-savvy customer base. However, Toyota’s digital presence was limited by a legacy platform that lacked responsiveness, speed, and localisation.
Mobile-First Strategy
Toyota’s existing digital platform was not optimised for mobile. This lack of mobile readiness limited Toyota’s ability to engage with users effectively, particularly as mobile device usage became predominant across Saudi Arabia.
Localisation & Cultural Relevance
Toyota’s website needed to reflect Saudi Arabia’s cultural nuances, offering a bilingual experience in both English and Arabic.
Cross-Functional Requirements
Toyota required a unified platform that addressed the diverse needs of business units, including sales, aftersales, and finance.
Engagement
Toyota Saudi Arabia (Abdul Latif Jameel) appointed Epam to lead its regional digital transformation, beginning with the development of a responsive and modern website.
Recognised for my extensive experience with leading agencies and deep understanding of the Middle Eastern market, I was engaged as the onsite Product Manager to drive the project to completion.
Responsibilities & Impact
A multi-faceted strategy was implemented, focusing on stakeholder alignment, mobile-first execution, cultural localisation, and data-driven optimisation.
Stakeholder Leadership
Acted as the onsite product and transformation consultant, ensuring alignment between Toyota Saudi Arabia and Epam’s strategic vision and execution.
Cross-Functional Requirements
Directed a comprehensive requirements-gathering process across business functions, consolidating sales, aftersales, finance, and data into a unified digital strategy.
Localised Experience
Delivered a bilingual user experience in English and Arabic, enhancing accessibility and cultural relevance for Saudi customers. Achieving a 25% increase in page interactions, uplifting Toyota’s regional brand presence.
Sitecore Deployment
Led the implementation of a scalable, mobile-first website powered by Sitecore, improving page load speeds by 35% and ensuring a seamless user experience.
Data-Driven Strategy
Deployed a robust analytics framework using Google Tag Manager, enabling the tracking of key user engagement metrics such as buy-now clicks and test drive requests. Resulting in a 40% increase in qualified leads, establishing a foundation for ongoing conversion optimisation.
Onsite/Hybrid Agile
Established a customised Scrum/Kanban methodology for a distributed team of 20+, fostering seamless collaboration between onsite and remote teams.
Enablers
Expertise
- Customer-Centric Innovation
- Customer Journey Mapping
- Design Systems
- Feedback Loops
- Interaction Design (IxD)
- Persona Development
- Prototyping & Wireframing
- Responsive & Adaptive Design
- Usability Testing
- User Research
- Cybersecurity
- Penetration Testing
- Permissions & Role-Based Access Control (RBAC)
- Data & Artificial Intelligence
- Data Analytics & Insights
- Data Governance & Quality Management
- Data Modelling
- Finance
- Budget Planning & Management
- Cost Optimisation
- Financial Efficiency Analysis
- Operating Models & Value Orchestration
- Agile Methodologies
- Business Process Mapping & Optimisation
- Continuous Improvement
- Resource & Capacity Planning
- Risk Management
- Platform & Product Strategy
- Competitive & Market Analysis
- Data-Driven Decision Making
- Executive/Board Stakeholder Management
- Feature & Enabler Trees
- OKR & KPI Definition
- Portfolio Management
- Product Lifecycle Management
- Release Planning & Management
- Strategic Roadmaps
- Strategic Themes
- Product Development & Delivery
- Backlog Prioritisation
- Cross-Functional Team Leadership
- Definition of Done (DoD)
- DevOps & CI/CD
- Feature Prioritisation
- Product & Agile Team Development
- Sprint Planning & Delivery
- User Stories & Acceptance Criteria
- Quality Assurance
- Quality Assurance (QA)
- Technology & Infrastructure
- Business Continuity & Disaster Recovery
- Cloud Strategy & Management
- Monitoring & Logging
- Technical Architecture & System Design
- Vendor Management & Selection
Technologies
- Backend & Cloud Infrastructure
- Amazon Web Services (AWS)
- Data & Analytics
- Google Analytics
- Google Tag Manager
- Design & User Experience
- InvisionApp
- Sketch
- DevOps & Site Reliability
- GitHub
- Digital Experience Platforms & CMS
- Sitecore
- Front-End Development
- CSS
- HTML
- JavaScript
- Programming & Data Languages
- PHP
- Project & Product Management
- IBM TargetProcess
- Strategy & Business Planning
- Microsoft Excel
- Microsoft PowerPoint
- Microsoft Word
- Miro
Results & Outcome
This engagement established a new digital capability and customer experience across Saudi Arabia driving a 650% increase in digital engagement as part of a broader digital transformation programme.
By prioritising mobile optimisation, cultural localisation, and data-driven insights, the project delivered significant increases in digital engagement, enhanced customer interactions, and reinforced Toyota’s brand presence across the Middle East.