Bridgestone needed a platform to help their dealer network sell tires and schedule appointments online. Customer shopping expectations were changing and Bridgestone needed to increase conversion and reduce “slippage at the counter.” As Creative Director, User Experience at Razorfish, I led a team of ux directors, researchers, art directors, designers, and content strategists that conceived and delivered a fully-responsive white-label shopping digital product that would drive tire installations within a network of independent tire dealers. This established Bridgestone as a category leader with a modernized the customer tire buying experience. Customers who once had to schedule appointments by calling stores were able to quickly and easily order tires and schedule online. This digital product also served as the foundation for introducing online appointment scheduling on the BridgestoneTire and FirestoneTire sites.

Extensive research was performed on tire buyers, digital behaviors, and the in-person tire installation process to inform experience strategy and realization of a digital product delivering a simplified, more customer-friendly tire purchasing experience. Because data shows that the tire purchasing experience is confusing/intimidating to many customers, specifically within certain audience demographics, this new digital product prioritized user support throughout the entire purchase funnel. I established content and design strategies that informed our customer-first tire purchasing journey.

Research included data for top search terms related to tire and dealership searches. We then established an experience design strategy to support common searches (which in turn, would improve organic/paid search opportunities and potentially expedite the purchasing process). We also created a modern checkout process that simplified a confusing process that included additional fees and product pricing.

Personalization was incorporated to better support customer shopping preferences and needs. While Bridgestone and Firestone branded tires are featured, the experience ensured that all other brands also appear in unfiltered results (sorted based on user preferences). This would allow independent stores to use the platform to sell from their entire inventory rather than only Bridgestone and Firestone tires.

Finally, as part of the process, I also led a white-labeled branding exercise as a template for store customization and an experience that better serves all tire-buying customers.