Toyota Customer Portal (Kyoshi).

Virtual assistant for Toyota owners in Spain.

Art Direction
User Experience
User Interface
In Vision


If there’s one truth about buying a car it’s that the salesman is only your best friend up until you drive away with your brand new car. Once the purchase is finalized the customer is completely forgotten by the salesperson and the dealership and their only interface with the brand is the car itself. When customers need to schedule a visit to a repair shop or get information about products they come across a sea of information with disconnected content and segregated services, which hurts the engagement and brand experience.

To solve this issue we developed a service that would make Toyota owners’ lives a lot easier.

Who is our customer?

Our starting point for the service was to come up with three basic archetypes to cover a broad spectrum of possible customers.

How they think.
Basic profile.
Tech profile.


“I want a car just for driving, everything else related to it could disappear, like it was a rental, but one I own.”


Generation Y (25-35 years old).
Lives alone.
Changes jobs often.
Has lived in multiple cities.
Is about to purchase a car .
Social media heavy user.
Owns a top of the line smartphone.
Has more than 15 apps installed.
Uses a smartphone more than any other device.


“When a brand has that much information on me I hope it’ll do something with it, after all having a car is equal to being in a relationship with the brand.”


Generation X (35-45 years old).
Married with children.
Paying off a mortgage.
Makes decisions taking family into account
Has two car.
Reads blogs, values opinions in discussion groups and comment sections.
Whenever possible makes transactions over the internet.
Has a standard smartphone with only frequent use apps.
Main device is a notebook.


“Having a car is essential in my life as I depend on it for work purposes. I keep up to date with everything automotive related.”


45-55 years old.
Married with two teenage children.
Works at small company as a sales representative.
Gives friends advice about cars.
Exchanges car every 6 years on average.
Uses technology in an extremely functional way.
Basic smartphone with very few apps.
When at home prefers to use the computer.

Concept development.

We added interviews with real customers to our preliminary research that not only validated our initial hypotheses, but also helped us identify challenges and opportunities we hadn’t foreseen. That really put flesh on the bones of our conclusions and we started to develop the concept that would guide our decisions regarding the service’s functionalities and interactions.

1. Action points.

  • Integrated management of all car maintenance related services.

  • Services, functionalities and content customization in a pro-active and contextualized way.

  • Excellent service to secure higher brand value.

  • Simplicity and availability.

2. Concept pilars.

We were searching for a figure that would give voice to our concept, center and represent its values. A pop culture figure fitted like a glove: Mr. miyagi.

3. Mr. Miyagi.

  • Mr. Miyagi is an extremely dedicated martial arts master and expert.

  • He conveys passion to his apprentices.

  • He’s always available and eager to help.

  • He knows each apprentice’s personal journey.

  • He’s the one apprentices go to for advice when making big decisions

4. Design pillars.

  • Proximity.

  • 24/7 service.

  • Personalized treatment.

  • Pedagogical and playful.

  • Specialized.

  • Honest and respectful.

  • Community.

Why an app?

Smartphones are a huge part of modern life, they’re an extension to our bodies and there are currently more smartphones than people in the world. For some time now it’s been the first screen and over 60% of internet traffic comes from mobile devices.

The decision to build a native app was made based on benefit and context for our service. Through the app we can guarantee total coverage and support to any situation a Toyota owner may face.

Name, brand and design premises.

After all of that all it was missing was a good name: Kyoshi (which in Japanese means to provide). The icon was developed thinking about all the paths the user can choose at any point, always guided.


Finding balance in this kind of layout is a challenge in and of itself. We chose the “Avenir Next” family for the platform, a perfectly adaptable font for use in big titles or long form content.


The contrast between black and white favours the understanding of the functionalities and the location of the different environments the user will find. The color red encompasses brand, innovation and personality.




Kyoshi is a friend and facilitator. His tone is warm, friendly and conciliatory. Short sentences, straightforward messages and predisposition for two-dimensional messages.

Hello Rafael!
How can I help?

Complexion Reduction.

Aiming to highlight information and build an intuitive navigation path, this design trend uses soft borders, bigger and bolder headlines, simpler, more universal icons and extraction of color for contrast exploration.


The goal in the design is to integrate content, automobile and context of use. Taking that into account we’ve created a platform with contextualized entries in all sections that mold and grow with the car’s life cycle.

Menu and timeline.

The relationship between user and automobile is represented in two different menus and infinite scrolling. 

Each menu takes the user to different sections. On the car menu (right side) users can find all car related things such as documents, manuals and access to Toyota store. On the profile menu (left side) users can see their personal information, add another car and contact Toyota’s help center.

The timeline on the bottom, grows and evolves with the user’s usage, mechanical issues, dealership visits and data from the on-board computer.


To make the search experience easier and more intuitive we’ve used a predictive search box that is connected to Toyota’s information centre and content partners.

The app also crosses milestones from the timeline with search terms.

In addition to precise returns, the app makes contextualized product offers based on learnings from user’s habits.

Quick access.

This area is primarily a contextual element that allows users to choose the functions they see as most useful to have two clicks away from anywhere in the app. For example, here users can add a direct access to a document, a dealership address or have a general view of the car’s health.


This area gives recommendations, works as a guide and answers user’s questions. It covers present, past and future in its horizontal navigation.

Cards are contextualized and can show scheduled visits to the car mechanic, detected mechanical issues, notifications, inspection alerts, forms and featured products.

And many more screens...