What's Included In Toyota Service Care panel with Maintenance Services and Roadside Assistance tabs, a hero photograph of a white Toyota Sequoia parked beside a campfire in a Sierra meadow at golden hour, and a 2 years and Unlimited Miles details section listing maintenance services like engine oil and filter change, rotate tires, multi-point inspection, maintenance reminders, inspect and adjust fluid levels, Toyota Genuine Parts, and Toyota-trained technicians.

Toyota Maintenance Plans

toyota.com/maintenance-plans

I led the redesign of Toyota's Maintenance Plans page, consolidating a fragmented multi-page experience into a single, personalized destination for 34M+ Toyota owners that helped find the right maintenance plan for their vehicle. The redesign drove an 8% increase in conversion, measured by users who reached out to their dealer to purchase a maintenance plan.

Role

Product Designer

Client

Toyota

Agency

Saatchi & Saatchi LA

Shipped

December 2023

Context

Toyota offers a comprehensive maintenance plan suite: ToyotaCare, standard on every new vehicle; ToyotaCare Plus for extended coverage; and Toyota Service Care for flexible options. With 34M+ Toyota owners, the opportunity to help them understand, compare, and act on these plans was enormous. The existing experience was squandering it.

Plan content lived across 3 separate areas of toyota.com, a main landing page, individual plan pages, and a standalone ToyotaCare instance, each repeating the same material in slightly different ways. Users looped between them without ever reaching the answer they had arrived with.

Existing ToyotaCare landing page on toyota.com — a hero with a Toyota-branded service technician, a vehicle-selector card, and stacked sections for ToyotaCare, ToyotaCare Plus, and Toyota Service Care, each with services, roadside assistance lists, and a Learn More link.
Existing standalone ToyotaCare Plus page repeating coverage details and roadside services with a separate hero and CTA — disconnected from the main landing page.
Existing standalone Toyota Service Care page restating the same maintenance and roadside benefits in a different layout — a third copy of overlapping content.
The logged-out experience. Three fragmented pages users had to navigate to compare plans.
Existing logged-in maintenance plans page with a vehicle selected — plan information personalized to the user's Toyota but still split across the same disjointed sections.
Existing logged-in detail view for a selected Toyota — coverage status and plan specifics shown without a clear recommendation or path forward.
The logged-in experience. Even with a vehicle selected, owners hit the same fragmented content.

Problem

Research surfaced two distinct user types arriving with fundamentally different needs.

Toyota shoppers were evaluating plans before a purchase decision.

Toyota owners already had a vehicle and needed to know whether they had a plan, what it covered, and whether they needed to act before it expired.

Underneath both sat a single shared problem: nobody could figure out which plan was right for them. The page presented information but never gave a recommendation. That gap, between presenting plans and actually guiding a decision, became the central design challenge.

Pain points
Plan info scattered across three pages, each repeating the last.
No way to tell which plan applied to a specific vehicle.
Key differences between plans were indistinguishable.
Plans for EV and hydrogen fuel-cell vehicles were missing entirely.
Needs
A single destination that consolidates every plan in one place.
A recommendation tailored to the user's vehicle and ownership stage.
Comparison at a glance, with depth available on demand.
Clear visibility into coverage the owner already has.

Process

I ran a competitive audit across in-vertical and out-of-vertical brands to see how others handled complex plan comparison. Porsche led with concise, well-organized touts that started high-level and revealed detail on scroll. HubSpot, out of vertical, made cross-plan comparison effortless through scannable, organized layouts. Both pointed at the same principle: lead with clarity, reward depth. The existing Toyota experience did neither.

Vertical competitive audit board comparing in-vertical maintenance plan pages — Porsche's progressive-disclosure touts and other automotive brands — with annotations on hierarchy, comparison patterns, and recommendation flows.
Competitive audit across in- and out-of-vertical brands.

Final designs

The shipped experience split cleanly by who the user was.

Shoppers got a logged-out destination that consolidated everything previously spread across three pages: clean comparison cards, a prominent recommendation component, and a "learn more" modal for anyone who wanted to go deeper before contacting a dealer.

Owners got a logged-in experience personalized to their vehicle, surfacing current plan status and a recommendation tag that reflected where they were in their ownership journey. For owners whose ToyotaCare was near expiration, the page proactively surfaced next steps.

Shipped logged-out maintenance plans page on toyota.com — a campground hero with the headline Maintenance Plans, the Find The Right Maintenance Plan recommendation component with vehicle-age and mileage inputs, an Explore Our Plans grid with ToyotaCare, ToyotaCare Plus Service Drive, and Toyota Service Care cards, a Mirai and bZ4X maintenance section, a Get to know our plans video pair, and a What Vehicles Are Eligible accordion.
Logged-out destination — every plan consolidated onto one page, with a personalized recommendation up top.

Vehicle selected — recommend ToyotaCare Plus

Shipped logged-in maintenance plans page personalized for a 2022 Toyota Corolla — the hero swaps in the owner's vehicle and a We Recommend ToyotaCare Plus Service Drive callout appears with coverage details and a Learn More link.

Vehicle selected — ToyotaCare expired

Shipped logged-in maintenance plans page for an owner whose ToyotaCare has expired — proactive next-steps surfaced inline so the owner never falls through the gap between one plan ending and another beginning.
Logged-in views personalized to the owner's vehicle and ownership stage — including a proactive expiration state.
Recommendation component in its empty state — Select the age of your vehicle and Select the mileage on your vehicle radio groups, with no option chosen yet.
Recommendation component with both inputs selected — vehicle age and mileage chosen, ready to surface a personalized plan.
Recommendation component showing a personalized plan suggestion based on the owner's vehicle age and mileage, with a Contact A Dealer call to action.
Two inputs, one personalized answer — the radio-button flow that resolved the gap an entire page of content couldn't.
Learn-more modal for ToyotaCare — coverage details, services list, and roadside assistance benefits surfaced in an overlay so users could go deep without leaving the page.
Learn-more modal for ToyotaCare Plus — extended coverage specifics with the same on-page overlay pattern.
Learn-more modal for Toyota Service Care — flexible coverage details following the same overlay pattern.
Per-plan learn-more modals — opt-in depth for serious researchers without overwhelming the casual browser.

Outcome

The redesigned page drove an 8% lift in dealer outreach, Toyota's primary signal for plan purchases, at the scale of 34M+ Toyota owners. Three fragmented pages became one, but the real unlock was finally answering the question users had always been asking: “Which Toyota Care Plan is right for me?"

+8%

Lift in dealer outreach

34M+

Toyota owners reached