Toyota Crown
Interactive WebGL Virtual Showroom (2023)
My role
UI/UX Designer, Art Director
Project type
Responsive website design
Personality
Premium, reliable, bold, sexy
Creative Director
Karim Youssef
Lead Developer
Kris Sorensen
What i did
Overview
Toyota partnered with Groove Jones to launch a premium WebGL-based digital showroom for the 2023 Toyota Crown. The experience allowed users to explore the vehicle in real time, customize trims and colors, and dive into its features—all within an immersive, browser-based environment. The goal was to create a tool that could engage consumers online and support dealers during product education and remote consultations.
Client needs
Problem
Toyota needed a digital-first way to showcase the all-new Crown sedan that would match the sophistication of the vehicle and help customers feel confident in their buying journey—even without stepping into a dealership.
Solution
We designed an interactive WebGL experience that let users explore the Toyota Crown in 3D, personalize it with trim and color options, and discover key features through intuitive touchpoints—across desktop and mobile.
Research and Strategy
We approached this project with a user-first mindset, balancing visual storytelling with technical performance. The goal was to create an experience that was immersive, intuitive, and informative—whether users were browsing casually or actively researching their next vehicle.
Low-fidelity wireframe
Low-fidelity Prototype
View low-fidelity prototype here.
Design System
Aa
Toyota Type
Toyota Red
#EB0A1E
White
#FFFFFF
Gray
#58595B
Black
#000000
Exterior
Exterior
Exterior
Exterior
Responsive Design
View low-fidelity prototype here.
Key Features
01. Landing Page
The experience begins with a dramatic silk fabric reveal, showcasing the Toyota Crown in cinematic 3D. This opening moment sets a premium tone and invites users to begin exploring the vehicle in detail.
02. Trim Selection
Users can rotate the vehicle in 3D and seamlessly toggle between available trims—XLE, Limited, and Platinum. Each selection updates the car's appearance and feature set in real time for easy comparison.
03. Exterior
Users can rotate the car and tap hotspots to learn about signature design elements—such as LED lighting, grille details, and camera systems. They can also personalize the exterior with different body colors and available wheel designs.
04. Interior
Dive inside the Toyota Crown with a 360° view of the interior. Interactive hotspots highlight key features like the panoramic roof, infotainment system, and seating materials. Users can also customize interior color options for select trims.
05. Powertrain
Explore Toyota’s hybrid performance through interactive touchpoints located under the hood and around the vehicle. Users can learn how the powertrain differs by trim and understand the key benefits of Toyota’s advanced hybrid system.
Interaction Design
Loading Animation
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UI motion mockups
View low-fidelity prototype here View low-fidelity prototype here.View low-fidelity prototype here.View low-fidelity prototype here.View low-fidelity prototype here.
What I Learned
Designing for WebGL on mobile taught me that performance and usability must be considered from the ground up—not treated as an afterthought. I had to rethink interactions (like swipes vs. scroll), simplify UI to fit smaller screens, and work closely with developers to optimize 3D assets for faster load times. This approach ensured the experience felt just as smooth and immersive on mobile as it did on desktop, without sacrificing visual quality or engagement.
