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.
In 2014, 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.
Key challenges included:
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.
Toyota’s website needed to reflect Saudi Arabia’s cultural nuances, offering a bilingual experience in both English and Arabic.
Toyota required a unified platform that addressed the diverse needs of business units, including sales, finances, and aftersales.
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 his extensive experience with leading agencies and deep understanding of the Middle Eastern market, Adeeb Khan was engaged as the onsite Product Manager to drive the project to successful completion.
A multi-faceted strategy was implemented, focusing on stakeholder alignment, mobile-first execution, cultural localisation, and data-driven optimisation.
Acted as the onsite product and transformation consultant, ensuring alignment between Toyota Saudi Arabia and Epam’s strategic vision and execution.
Directed a comprehensive requirements-gathering process across business functions, consolidating sales, aftersales, finance, and data into a unified digital strategy.
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.
Led the implementation of a scalable, mobile-first website powered by Sitecore, improving page load speeds by 35% and ensuring a seamless user experience.
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.
Established a customised Scrum/Kanban methodology for a distributed team of 20+, fostering seamless collaboration between onsite and remote teams.
Strategic, leadership and technical competencies applied to this engagement.
Platforms, systems, and technologies involved.
This engagement established a new digital capability and customer experience across Saudi Arabia 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.
