Tire Pros
Refining partner-localization through modern UX Design.
Overview
After being acquired by American Tire Distributors (ATD), Tire Pros required a robust web presence that reflected their updated branding and effectively served both their local and national dealers.
Tire Pros is an e-commerce platform specializing in the sale of consumer and commercial tires to online shoppers. The primary objective of Tire Pros is to seamlessly guide prospective buyers through the entire process—from product discovery and purchase to delivery and installation at a local or national Tire Pros dealer.
Our Role
As the Design Lead, we spearheaded the national e-commerce redesign project, collaborating closely with the customer success team to identify key issues. By analyzing distributor behavior using InVision, I developed a comprehensive strategy in partnership with the head of product.
Furthermore, our team crafted an iterative test plan focusing on usability and information architecture. This approach aimed to significantly enhance the user experience and strengthen the brand's national presence. Through continuous refinement and testing, we ensured that the platform met both user needs and business objectives effectively.
Problems
Tire Pros faced several significant challenges in their e-commerce redesign project:
Dual User Flow Design: Engineered and implemented two distinct user journeys, meticulously crafted to address the unique objectives and requirements of both local Tire Pros dealers and national distribution partners. This involved careful consideration of each group's specific needs, ensuring a seamless experience for both local and national users while maintaining brand consistency
Advanced Tire-Finder Widget: Researched, conceptualized, and designed an intuitive tire selection tool, empowering customers to effortlessly identify and select the optimal tires for their specific vehicle make and model. This widget incorporated complex fitment data and user-friendly interfaces to simplify the often overwhelming process of tire selection.
Streamlined Checkout and Dealer Selection: Revolutionized the user experience by optimizing the checkout process and refining the dealer selection interface. This involved simplifying the steps required to complete a purchase and enhancing the mechanism for customers to choose between local and national dealers, resulting in improved conversion rates and enhanced customer satisfaction.
Mobile Responsiveness: Ensured the redesigned platform was fully responsive and optimized for mobile devices, recognizing the increasing trend of users shopping for tires on smartphones and tablets.
These challenges required a deep understanding of user behavior, tire industry specifics, and e-commerce best practices to create a cohesive and effective online platform for Tire Pros.
Solutions
To produce high-quality, production-ready designs for Tire Pros, we implemented a comprehensive approach:
Collaborated closely with Marketing and Content teams to ensure consistent branding and compelling copy across the platform.
Conducted in-depth interviews with local dealers to gain insights into their current workflows and identify opportunities for digital optimization, enhancing their operational efficiency
Engaged in an iterative design process, refining multiple versions based on detailed feedback from the UX Manager, ensuring alignment with user needs and business objectives
Executed thorough comparative product research to develop a deep understanding of industry-specific terminology and user flows, incorporating best practices from the tire and automotive e-commerce sector.
Implemented advanced digital tools, including a tire-finder widget, to assist buyers in selecting the right tires for their specific vehicle make and model.
Streamlined the checkout and dealer selection process, improving the overall user experience and conversion rates.
Ensured full mobile responsiveness of the redesigned platform, catering to the increasing trend of users shopping for tires on smartphones and tablets.
Outcomes
Our comprehensive approach resulted in a user-centric, efficient, and industry-aligned e-commerce platform for Tire Pros.
Setter
A versatile platform for entrepreneurs and small businesses.
Overview
Setter evolved from Typesetterr, originally a writing platform for writers. Inspired by incredible user feedback, we spent another year in development and testing building Setter. Setter is more than just a productivity platform—it’s software that blends with simplicity and innovative tools.
By leveraging design thinking principles, we created a solution that directly addresses the needs of entrepreneurs and small businesses.
Our Role
As the proprietors, our development process was collaborative and iterative, drawing insights from extensive user research and feedback from our client network. By incorporating real-world perspectives, we ensured that Setter addresses genuine pain points in project and client management.
Problems
Project management software can be expensive for entrepreneurs, often featuring per-seat pricing, upload limits, restrictions on checklists, and a lack of calendar functionalities. These issues can create obstacles for small business owners.
Setter is designed specifically for businesses and projects in a landscape where more individuals are embracing self-employment and juggling multiple side hustles. Setter wants to empower users by providing an exceptional software experience with fair and straightforward pricing, ensuring that entrepreneurs can manage their projects effectively without the burden of excessive costs.
Solutions
Freelancers and small business entrepreneurs require a platform without per-seat pricing. Every penny counts for small businesses, making per-seat pricing models unsuitable for their needs. A platform tailored for these users should offer a simple pricing model without upgrades or extra subscriptions to access its tools.
This approach aligns costs directly with value, allowing businesses to scale operations and innovate without being hindered by software expenses. By avoiding per-seat pricing, which is more appropriate for enterprise-level companies, Setter enables small businesses to maximize their software investment.
Outcomes
Setter is currently in its beta phase, yet it has already begun generating revenue during this closed testing period. The platform boasts a waitlist of over 2,000 users, reflecting a strong interest among freelancers and small business entrepreneurs who are eager to engage with the service.
The feedback received thus far has been overwhelmingly positive, indicating a promising future for Setter as it prepares for broader accessibility.
