Mercedes-Benz

Tire Shopping Experience Redesign

Mercedes-Benz is one of the leading global suppliers of high-end passenger cars and premium vans. Their vision is to become the world's most renowned center for customer service in the automotive sector.

The Team

Strategists, Copy writers, UX designers, Developers

Timeline

2022

The Challenge

MB’s tire purchasing experience was run by a third-party dealer, which provides the exact same service to a few of MB’s competitors, which doesn’t help with MB’s brand image and fails to provide a seamless experience for MB tire purchaser. The needed a new design that would provide an exclusive MB tire shopping experience for MB car owners.

The Role

I researched, ideated and designed the inventory list page, and the product information page.

I communicated frequently with stakeholders including tire dealer, product manager and developers to keep information and progress aligned. I worked with software engineers and accessibility designer to identify restrictions and opportunities for higher accessibility in my design solutions.

My Team

Strategists

Copy writers

UX designers

UI designers

Developers

Timeline

2023

The Challenge

Welington’s site was faced with the challenge of low engagement, low lead generation and weak brand image which hinders them from presenting their true values to attract potential clients. The needed to revamp the site experience to increase engagement and gain inquires from new clients.

My Role

I focused on conducting site audit, competitor research, crafting information architecture, user journey map, wire-framing, and prototyping, adhering to Wellington's design system to reinforce a cohesive experience.

Ongoing client feedback was incorporated throughout the process to guide iterative improvements, leading to a successful launch.

Problem Space

Run by a third-party dealer, the current site experience is functionally the exact same across MB and its competitors.

Confusing tire specs make it hard to make a sound tire purchase decisions.

The current site experience has frictions and is not helpful for regular customers who might not have enough knowledge for tire to make a sound shopping decision.

Who are we designing for?

How might we create a streamlined and inclusive experience for Mercedes-Benz tire shoppers?

How do people buy tires?

Research Process

Educating myself and the team to become tire experts