Overview
Modernizing Vehicle Ownership
Koto is a comprehensive automotive service platform created for Toyota in Japan to modernize the vehicle ownership experience. The app combines two critical features: an online shop for automotive services and products, and a digital key system that enables contactless vehicle access and control.
Developed specifically for the Japanese market, the platform serves Toyota vehicle owners who want convenient access to automotive services while eliminating the friction of traditional physical keys and in-person service scheduling.
Objective
Integrated Service Ecosystem
Design an integrated automotive service ecosystem that:
- Simplifies service discovery: Enable users to easily browse, compare, and purchase automotive services and products
- Streamlines appointment booking: Reduce friction in scheduling maintenance and service appointments
- Modernizes vehicle access: Provide secure, contactless digital key functionality for enhanced convenience
- Creates unified experience: Seamlessly integrate e-commerce and connected car features into cohesive platform
- Supports multi-channel access: Design for both native mobile app and responsive web experiences
Ideation
Defining Core Features
After defining the problem and pain points, my team worked together and came up with ideas, such as having an onboarding survey to better understand the users' needs for services. Combining with the client's directions, the app would have 2 main features:
Online Shop
Allows users to browse, select, and purchase various automotive services
and products directly from the app
Digital Key
Enhance vehicle access and control via the mobile app, offering users a
contactless, secure way to unlock and start their vehicles.
Research & Discovery
Understanding User Pain Points
Research Approach
I conducted comprehensive research to understand how vehicle owners currently manage automotive services and what prevents them from using digital solutions:
person
User interviews
Spoke with 20 vehicle owners across different demographics and vehicle types
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business
Service provider interviews
Interviewed automotive service centers to understand operational constraints
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analytics
Competitive analysis
Evaluated existing solutions like Tesla app, Openbay, and YourMechanic
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insights
Behavioral analysis
Studied how users currently schedule services and what friction points exist
Key Pain Points Discovered
1
Price Opacity Creates Distrust
Hidden fees were the #1 complaint about traditional automotive service. Users wanted to see complete pricing before committing to a service appointment. Many avoided digital booking because they feared surprise charges.
2
Scheduling Friction Leads to Delays
Research revealed that 67% of users still preferred in-person scheduling—not because they wanted to visit in person, but because phone calls were frustrating and existing digital solutions were clunky. The average booking took 15 minutes across multiple phone calls and confirmation emails.
3
Physical Key Management is Inconvenient
Users struggled with dropping off keys for service appointments, coordinating pickup times, and sharing access with family members. Service centers also cited key management as a significant operational burden.
4
No Service History or Recommendations
Vehicle owners wanted personalized service recommendations based on their mileage and time intervals, but this information was rarely available. They had to remember maintenance schedules manually or rely on reminder stickers.
Research showed 67% of users preferred in-person service scheduling, revealing opportunity for digital convenience
Nearly even split between staff and online preferences suggested need for hybrid approach
Design Opportunity: The research revealed a clear opportunity: users wanted digital convenience but existing solutions created more friction than they solved. By addressing price transparency, streamlining booking, and integrating digital key technology, we could create a service experience that actually reduced effort rather than adding complexity.
Design Process
From Research to Solution
Information Architecture & User Flows
Based on the research insights, I mapped out comprehensive user journeys focusing on the mobile app experience:
- Created detailed flow diagrams for service discovery and booking
- Designed onboarding survey to balance data collection with user patience
- Prototyped checkout flow optimizations through iterative wireframing
- Mapped digital key sharing scenarios (family, valet, service center) to identify edge cases
Low-Fidelity Wireframes
Started with wireframes to map out the complete service booking flow, from vehicle information entry to appointment confirmation. This phase focused on establishing information architecture and user flow logic.
Visual Design Explorations
Explored different visual directions for the home screen and service discovery interface. Tested multiple layout approaches to find the optimal balance between service promotion and user navigation.
Brand Identity Development
Mood Board
Established the visual direction drawing inspiration from luxury, sophistication, and dynamic automotive design. The mood board guided decisions around elegance, minimalism, and creative presentation.
Logo Exploration
Developed multiple logo variations with different approaches. The final wordmark uses a clean, bold typeface with a distinctive red dot accent following "KOTO." This simple yet memorable design creates strong brand recognition while maintaining versatility across light and dark backgrounds.
Typography System
Established a visual type scale with clear hierarchy across four sizes (Large, Medium, Regular, Small) ensuring readability and consistency across all touchpoints.
Component Library
Built a comprehensive design system with reusable components including navigation bars, pricing cards, calendars, booking forms, and profile elements. This ensured consistency across the platform while enabling rapid iteration.
Final Design
Integrated Automotive Experience
Secure Authentication
Optimized login experience balances security with convenience for quick access to the platform.
Unified Dashboard
The home screen brings together all essential features in a cohesive interface, providing quick access to services, appointments, and vehicle management.
Service Booking
Streamlined booking experience with transparent pricing and instant availability information.
Appointment Management
Comprehensive appointment tracking with real-time updates reduces friction in scheduling and managing service appointments.
Digital Key Technology
Secure, contactless digital key functionality enables modern vehicle access and sharing, eliminating the limitations of physical keys.
Results & Impact
Measurable Business Outcomes
0%
Increase in Service Bookings
Compared to pre-app baseline of phone and walk-in bookings, demonstrating reduced friction in scheduling
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Digital Key Adoption
Among users who completed at least one service appointment, showing strong trust in contactless technology
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Faster Checkout
Average booking completion time reduced from 15 minutes (phone) to under 5 minutes (app)
0/5
App Store Rating
Highly rated with consistent praise for convenience and digital key reliability
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Repeat Service Rate
Users who booked once returned for additional services within 6 months, indicating strong satisfaction
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Average Order Value
35% higher than traditional phone bookings due to service bundling and product cross-selling
Reflection
Key Takeaways
Koto successfully unified e-commerce and digital key technology into a seamless automotive platform. The results—45% increase in bookings, 82% digital key adoption, and 3.5x faster checkout—validate that reducing friction drives adoption.
Transparency Drives Trust
Clear pricing was the most impactful factor in service bookings. Similarly, explaining digital key security increased adoption by 35%. In traditionally opaque industries, transparency builds competitive advantage.
Integration Creates Value
Users engaging with both features had 3x higher retention. Automatic key sharing during service bookings created a cohesive experience that felt seamless rather than fragmented.
Context Shapes Design
Automotive usage demands specific considerations—high contrast for outdoor visibility, large touch targets for gloves, and proximity-based unlock. Understanding the physical environment is essential.
