Lexus Build

Won the Digiday 2025 Best E-Commerce Technology award after launching the redesigned Lexus Build configurator

Reshaping the build tool within the Lexus shopping funnel to improve clarity, trust, and conversion across devices.

This study looks across ownership, challenges / goals, research insights, design process, key decisions, collaboration & scaling, and outcomes of the MVP.

Both Lexus and Toyota saw high bounce rates and heavy selection drop-off in their legacy Build tools.

The flows were visually and structurally outdated, pricing transparency was low, and users lacked both navigational clarity and trust.

I led the full Lexus discovery phase at Team One and aligned on the approach with Saatchi & Saatchi partners (for Toyota): analytics synthesis, surveys, benchmark usability testing, and heuristic evaluations across both brands. The work that followed was a full redesign of the configurator experience, shipped through 36 agile sprints and 1,500+ Jira tickets with 50+ collaborators across two agencies and two clients.

Within days of launch, the tool was featured (without PR) by Car & Driver, Road & Track, The Drive, and others.

Within the first weeks of launch:

It later won the Digiday 2025 Technology Award for Best E-Commerce Technology

Contains:

• Research synthesis with user insights
• Stakeholder orchestration across 50+ collaborators and two agencies
• Design decisions and rationale that moved the needle
• Reflections on leading design work and collaboration at this scale

Want to go deeper?

Some of the above includes internal frameworks, process artifacts, and details I keep behind a light gate out of respect for the work and the partners involved.

If you're a hiring manager or future collaborator who'd like the full picture, please reach out for the password, which will unlock everything gated on the site at once. I'd be happy to share.