Subaru

Subaru

I began with tactical projects like analytics and marketing optimization, earning trust through consistent delivery. This led to a pivotal role shaping Subaru’s connected car vision through research, workshops, and UX design across multiple platforms.

Toni's project highlights:

• +30% connected service engagement after MySubaru IA redesign

• Led heuristics, competitive analysis, and persona/service blueprint creation.

• Designed for internal & external websites, app, in-vehicle display, & Apple Watch.

• Embedded with cross-functional teams to align brand, communications, UX & product.

Diagnosing UX Issues Under the Hood

Showcasing some slides from the heuristic & competitive analyses & a customer quote: "Multiple entries of passwords, SMS and email verification codes not links, detailed personal info required... I stopped setting up at this point... Dreadful app for a fine car. Subaru can do better"

Heuristics Evaluation

I conducted a heuristics evaluation to identify critical usability flaws in the MySubaru app, focusing on:

• Home Screen and Functionality

• Navigation and Information Architecture

• Vehicle Actions and Subscriptions

• Message Center & Notifications

• Map Features

• Vehicle Status

• Accessibility manual audit & iOS VoiceOver testing

Competitive Analysis

Benchmarked MySubaru against Tesla, Chevrolet, Honda, Volvo, and BMW across 12 experience dimensions, scoring each on a 3-point scale (Lagging, Baseline, Leading) to identify gaps and opportunities.

Servicing the Experience with UX Discovery

Showcasing a service blueprint and 3 user personas across different demographics.

Personas & Service Blueprint

• Created user personas based on existing customer data and voice of the customer feedback.

• Created a service blueprint across different phases from awareness to loyalty to align teams around user needs and reveal opportunities across the connected car experience.

Mapping the Drive Beyond Navigation

Showcasing work on the information architecture research including tree testing, task completion rates and times and IA recommendations

Information Architecture

Conducted tree testing to evaluate findability and task success, along with prototype testing to validate design decisions. Led taxonomy and IA workshops, optimized content organization, and delivered multiple rounds of IA iterations to improve navigation and overall user experience.

Designing Non-Traditional Screens Along the Scenic Route

Showcasing Toni's experience designing for non-traditional screens such as Subaru's in-vehicle display unit and for the Apple Watch.

Vehicle Display & Apple Watch

Designed for non-traditional screens, including Subaru’s in-vehicle display unit and the Apple Watch.

• Vehicle Display Scheduling: Led workshops and UX design for scheduling features.

• Apple Watch Engine Timer: Led workshops and UX/UI design iterations for a wearable interface.

Strategically Finding the Right Path

Showcasing a few screens from Subaru.com, MySubaru.com and the MySubaru app in a pleasant layout.

Communications Strategy

In partnership with Merkle’s design and strategy teams, I helped streamline Subaru’s customer communications. I audited messaging templates and campaigns, identifying overlaps with push and SMS messages across different phases of the customer journey to remove "spam" for the customer. This work led to the creation of a unified Messaging Journey Map, replacing the fragmented communications that existed before. Our collaborative efforts led to a comprehensive Brand Strategy Playbook.

Business Strategy

Collaborated with Subaru on aligning digital initiatives with brand values and business goals.
Performed competitive feature and pricing analysis to co-create subscription tiers and offerings.
Contributed to strategic planning sessions informed by UX research and competitive insights, supporting long-term roadmapping, process improvements, and the evolution of connected services.

Road Trip to Strategic Solutions

Over time, my role grew from handling tactical digital projects to driving key strategic initiatives across the Subaru ecosystem with strong focus on the MySubaru app and strategy. Through UX research analyses, and close collaboration with cross-functional teams, I uncovered critical gaps in the connected car experience and delivered solutions across web, mobile, in-vehicle displays, and wearables. This work streamlined communications, refined information architecture, introduced new features, and improved usability of a more cohesive experience.