Background

I am leading the UX design of a car/truck tire ecommerce site for enthusiasts and general consumers. The ultimate goal is to help people understand which tires are right for them so they can spend more time in the dirt or at the track, and less time researching and shopping.

This project is currently under NDA. Sorry, no screen shots or specific details.

UX Research

Our client's customer base is comprised of enthusiasts. In order to understand their mental model for tire shopping, I inteviewed 29 current and non-customers. I also created a survey to send to both enthusiasts and general consumers.

I conducted a competitive analysis with several direct competitors (tire manufacturers selling direct to consumer), as well as indirect competitors (IC). For IC's, we looked for products that were somewhat pricey, and whose purchase schedule was similar to that of a tire (infrequent). Two of our indirect competitors were Dyson and Vizio.

UX Design

Using the data we collected from interviews and surveys, I moderated ideation sessions with team members to foster divergent thinking around how to approach product discovery. I then consolidated those ideas into user flows and wire frames. I am currently building an interactive prototype and creating test plans for usability testing.