Project Overview

Toyota partnered with Groove Jones to create a browser-based interactive configurator for the Toyota Mirai, a hydrogen fuel cell electric vehicle (FCEV). The goal was to move beyond traditional car brochures and give users a highly immersive, engaging digital experience that educates and excites them. This project served as a virtual showroom, enabling customers to explore the car’s features from any device, without downloads or plug-ins.

UX Objectives

• Educate users about the FCEV technology and the innovative features of the Toyota Mirai.
• Engage users through personalized and interactive 3D exploration.
• Convert passive viewers into informed leads by fostering curiosity and emotional connection.

Experience Features

1. High-Fidelity 3D Models

Users could rotate, zoom, and pan around hyper-realistic 3D models of the Mirai, including both XLE and Limited trims. These models were carefully optimized for performance across devices, delivering smooth interaction even on mobile.

2. Interactive Hotspots

Key areas of the vehicle, such as the grille, headlights, fuel cell stack, and interior controls, featured clickable hotspots. These provided animated callouts and information overlays to guide users through the car’s innovations.

3. Customization Tools

Visitors could choose between different paint colors, wheels, and interior trims. Real-time rendering made changes feel immediate and seamless, encouraging users to spend more time exploring options and building their own version of the vehicle.

4. Environment Switching

The configurator allowed users to toggle between daytime and nighttime settings. This affected lighting on the vehicle and showcased features like LED headlights and ambient interior lighting, helping users visualize the car in different real-world scenarios.

5. 360° Interior View

A fully immersive panoramic view of the car’s cabin gave users the freedom to look around inside. Users could inspect dashboard features, seating materials, and trim details with the same level of interactivity as the exterior.

6. Powertrain Transparency (X-Ray Mode)

One of the most innovative elements was an “X-ray” mode that revealed the hidden components of the Mirai’s fuel cell system. Users could see and learn about the hydrogen tanks, regenerative brakes, battery system, and electric motor—all with contextual callouts explaining how everything worked together.

Cross-Platform Experience

The configurator was built using WebGL and designed to perform equally well across desktops, tablets, and smartphones. This ensured wide accessibility and removed barriers that might discourage users from engaging with the product.

UX Design Strategy

• Simplicity and clarity: Navigation was kept clean and intuitive, allowing users to jump between views or explore step by step without confusion.
• Progressive engagement: Each interaction revealed deeper layers of information, encouraging users to explore more.
• Emotional connection: The configurator enabled personalization, helping users envision themselves owning the car.

Results

The Toyota Mirai WebGL experience delivered a high level of engagement, helping Toyota promote a forward-thinking, environmentally responsible vehicle in a compelling and accessible way. It became a benchmark for how automakers can use interactive experiences to support new technology launches.

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