Toyota Mirai Order Request Survey

Project Ask

During the summer of 2015, Toyota debuted it’s new Mirai fuel cell vehicle in the U.S. with hopes that the car would lead a hydrogen-powered revolution. In the months leading up to its release, our team was tasked with designing an engaging and interactive survey experience with the goal of capturing potential customers and moving them through the pre-order workflow.

My Responsibilities

  • Advised agency partner and Toyota stakeholders on design strategy
  • Created deliverables, presented, and gathered feedback for all design work
  • Lead workshops with clients and other team members

The Challenges

  • Constrained timeline
  • Limited amount of user research available
  • Complex and redundant survey questions
  • Lack of direct access to primary stakeholders
  • Client had little knowledge of UX process and methodology

The Results

  • Refined and streamlined survey questions used for qualifying potential buyers
  • Created a survey process that was efficient and enjoyable for customers to work through
  • Pre-order portal successfully launched and is currently accepting orders


Desktop, Mobile


  • Stakeholder Interviews
  • User Flow Workshop
  • Client Sketch Workshop
  • Medium Fidelity Wireframes


  • Whiteboard Sketching
  • Omnigraffle
  • InVision

Samples of Process & Work