The team

& role

• The experience team of six consisted of UX and UI designers varying in experience and skillsets. Being on the experience side as an associate designer, my role was to support the team lead with understanding users, their needs and behaviours, pain points, and motivations when shopping for new tires.
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• Together we planned UX research sessions, analyzed gathered data, and presented the findings to the rest of the team and stakeholders. Through qualitative and client acquired quantitative data, we collected in-depth insights about consumers and the market space, and we used this information to inform our design decisions with recommended solutions.

Designing

for presence

The teams focus from the beginning was on how we could best create and deliver value to the end-user and to the business.

The first step in boosting the clients digital presence was in redesigning their website into a professional, modern, and user-friendly site that would allow consumers to visually connect with the brand and inspire them to convert by making a powerful first impression. One that built trust for consumers, making them feel safe and confident in the brand and product, which we determined to be key factors when making a purchase decision and to brand loyalty.

To further build a stronger online presence, we leveraged a social media team to focus on engaging with consumers beyond the website. We did this with a social media strategy and with the help of in-house content creators to connect with consumers on a more personal level that most benefited the business.

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• Through our research we also found consumers mostly used tire manufacturer websites for comparing products before making a purchase decision and buying in-store. The new website was designed to serve as a helpful guide, with an added virtual chat component in addition a help centre to provide consumers with the knowledge they need to easily find the right tire for their vehicle and lifestyle.
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