Customer & Product Discovery — Yuji Yokoya, Genchi Genbutsu, & The Toyota Sienna

The story of the Toyota Sienna minivan is a great example of customer-focused design.

In the early 2000s, Toyota was determined to make a significant impact on the North American minivan market with its Sienna model. At the time, the Sienna wasn’t resonating with North American consumers as much as models from Chrysler and other competitors. Toyota realized they needed a deeper understanding of the North American market to make the Sienna a success.

Enter Yuji Yokoya, a Japanese engineer at Toyota who was given the task of redesigning the Sienna for the North American market. In the spirit of Genchi Genbutsu, Yuji’s first step was to get as close to his customers as possible. As Yuji was from Japan, he decided to go on a road trip through all 50 states in America.

“Genchi Genbutsu” is a Japanese phrase that is a key principle in the Toyota Production System, which forms the foundation of Toyota’s managerial approach and production practices. The phrase translates to “go and see for yourself” or “actual place, actual thing.”

Yuji’s goal was to understand the preferences and needs of American drivers. To discover this, he traveled over 53,000 miles, renting different Siennas and talking with the Sienna’s target customer — Americans who drive minivans.

Yokoya’s journey took him across various terrains and climates, from the icy roads of Alaska to the bustling streets of New York City. During his travels, he drove different Siennas that he rented and also observed and interacted with Sienna owners, all while taking notes on American driving habits and preferences.

One of Yuji’s key observations was how Americans used their vehicles in a fundamentally different way compared to Japanese consumers. For Americans, a car was more than just a mode of transport; it was a mobile living space.

Yuji’s research trip was instrumental in gathering insights that led to significant changes in the Sienna, making it more aligned with the needs of the North American market.

The “Genchi Genbutsu” principle emphasizes the importance of seeing the situation firsthand to truly understand a problem, rather than relying on reports or theory. It suggests that in order to make sound decisions, solve problems effectively, and understand situations, one should go to the source of the issue and observe it directly. By being physically present at the location of the problem (the “genchi”), one can see the actual situation (the “genbutsu”) as it exists, leading to a more comprehensive and grounded understanding.

One of Yokoya’s most significant realizations was the importance of cup holders to American drivers and passengers. He noticed that Americans drank a lot of coffee, soft drinks, and other beverages while driving and that they valued having multiple, conveniently placed cup holders in their vehicles. This was a stark contrast to the Japanese market, where having numerous cup holders was not as high a priority.

Armed with these insights, Yokoya and his team went back to the drawing board. The redesign of the Sienna included more and better-placed cup holders, along with other features suited to the North American lifestyle. These included larger storage spaces, a more robust heating system (inspired by his drive in cold climates), and adjustments to the suspension and steering to better suit American roads.

The revamped Toyota Sienna, with its features tailored to the needs and wants of the North American family, was a success. It resonated well with the target market and saw a significant increase in sales. Yuji’s hands-on approach to understanding the customer’s perspective highlighted the importance of empathetic and immersive “Genchi Genbutsu” research in product design.

Yuji’s story with the Toyota Sienna is more than just about adding extra cup holders; it’s a testament to the value of deeply understanding your customers and their environment. It shows how stepping out of the boardroom and into the real world can lead to insights that transform a product from being good to great. Yokoya’s journey is a classic example of how a commitment to customer-centric design can lead to success in a highly competitive market.