Revamping the Tire Shopping Experience for Speed and Simplicity
Simplified tire discovery and checkout by redesigning vehicle-based shopping flows and integrating service scheduling, improving mobile engagement and conversion performance.
Lead Product Designer
E-commerce
Research · UX strategy Workflow redesign Prototyping · Design system
The Problem
Customers struggled to find compatible tires, navigate complex filters, and complete checkoutespecially on mobile devices, where most traffic originated. The purchase journey was disconnected from installation scheduling, creating friction and lost service opportunities.
Key Actions
Redesigned search and filtering around vehicle-first shopping flows
Introduced integrated service scheduling within checkout
Delivered a mobile-first shopping experience optimized for real purchase behaviors
Impact
35% increase in mobile engagement
18% projected increase in checkout completion
40% faster service-booking workflow
Improved integration between online purchase and in-store installation services
35%
Increase in Mobile engagement
18%
Projected boost in checkout completion
40%
Faster service booking flow
Challenge
The legacy e-commerce platform made tire purchasing unnecessarily complex. Users faced confusing filters, outdated UI patterns, and a checkout process that failed to connect online purchases with in-store installation scheduling. Mobile usability issues were especially problematic, limiting conversion performance across the largest traffic segment.
The initiative focused on simplifying tire discovery, improving mobile usability, and creating a seamless end-to-end purchase journey that integrated service booking directly into the shopping flow.
Process
Research & Insights: Conducted user interviews, surveys, and analytics reviews to identify major friction points, including filter confusion, mobile usability barriers, and lack of integrated service options. Competitive benchmarking informed modern tire-shopping interaction patterns and checkout best practices.
Information Architecture: Redesigned navigation and product discovery around how customers actually shop, by vehicle, tire size, or license plate, while integrating installation, warranties, and service options directly into the purchase flow.
Prototyping & Testing: Developed mobile-first wireframes and interactive prototypes across desktop and mobile experiences, iterating through stakeholder and user feedback cycles to refine filtering, checkout flows, and scheduling experiences.
Design System: Created a scalable, modern design system with reusable components optimized for mobile usability and future feature expansion.
Results / Impact
Testing and modeling demonstrated strong projected performance improvements:
35% increase in mobile engagement
18% projected lift in checkout completion
40% faster installation scheduling flow
Greater engagement with bundled service offerings and improved end-to-end purchasing experience
The redesigned platform established a scalable UX foundation enabling faster iteration and future digital service expansion.
Conclusion
This redesign transformed a fragmented e-commerce experience into a mobile-first, service-integrated purchasing platform that simplifies tire discovery and aligns digital shopping with real-world installation workflows. By leading research, strategy, and design execution, the project created a scalable foundation that improves conversion performance while strengthening the connection between online and in-store customer experiences.