BUSINESS CHALLENGES
Users in Asia-Pacific are increasingly turning to the online channel to find, evaluate and purchase products.
The same trends are happening for automotive tires especially for more digitally advanced markets like China.
To meet this need, we had to go beyond a simple tire listing on the website. If customers do not understand how the tires fit in with their needs, they are likely to default to price comparison, resulting in product commoditisation.
Approach
Build a user-centric from ground up, by applying user research to design journeys that support the needs of up to 6 different types of car tire shoppers.
Starting with China as the pilot site, the site design was adapted to the needs of each country to support different purchase behaviours, digital infrastructure and data availability.
UX Discovery
We adapted and interpreted Client's in-house research on customer prepurchase considerations and behaviours, then applied the findings to user experience design.
In the process we created user journeys tailored for the different customer needs and purchase behaviours.
Features
Multiple features were implemented to support different user considerations and user journeys. these include:
- Find tire by car make / model / year.
- Find tire by features.
- Find tire by technology or technical characteristics.
- Find tire by performance.
Conversion options to purchase online or be directed to a dealer location, depending on the infrasctucuture support within each country.
Creative
Our creative approach transformed the website into a powerful branding tool.
Beyond smart brand identity and color usage, we integrated evocative imagery, clever copywriting, strategic font choices, and thoughtfully placed shapes and color blocks.
These elements seamlessly wove Goodyear’s brand purpose of movement, discovery, and possibilities into the core of our proposal.
