Revamping the Tire Shopping Experience for Speed and Simplicity
A customer-first redesign that streamlined online tire selection, improved conversion rates, and aligned digital tools with in-store service excellence.
Lead Designer
E-commerce
Figma
5 months
Challenge
The old platform made tire buying harder than it needed to be. Users struggled with unintuitive search filters, an outdated UI, and a checkout process that felt disconnected from the in-store experience. On mobile—where over 60% of traffic originated—the site was nearly unusable. There was no way to schedule installations during checkout, leading to customer frustration and missed business opportunities. My job was to simplify the process, build trust through clarity, and enable a full-service digital journey that could scale.
Results
Although the site is scheduled to launch in 2026, usability testing and modeling have already shown promising results. Testing revealed a projected 40% drop-off reduction during checkout, along with increased engagement with service bundling. The mobile-first design is expected to significantly boost conversions, especially since more than half of users access the site on mobile devices. The new design system not only supports faster development and consistency but also positions the company to scale its digital offerings without reinventing the wheel every time.
35%
Increase in Mobile engagement
18%
Projected boost in checkout completion
40%
Faster service booking flow
Process
Research & Analysis: I conducted user interviews, surveys, and site analytics to uncover major pain points like confusing filters, poor mobile usability, and a lack of service integration. Competitive research helped benchmark effective patterns in tire retail.
Information Architecture: Restructured navigation and product search to prioritize how users actually shop—by vehicle, size, or license plate. Added service options like installation and warranties directly into the shopping and checkout flow.
Wireframing & Prototyping: Built low- and high-fidelity wireframes in Figma across desktop and mobile. Created clickable prototypes and rapidly iterated based on stakeholder and user feedback.
Usability Testing: Tested with users across key personas. Feedback helped refine filters, button copy, and appointment scheduling UX. Resulted in smoother, faster checkout—especially on mobile.
Design System: Developed a modern, mobile-first UI and built a scalable design system with reusable components.
"The new filter system made finding my tire size way easier."
“The fresh, easy-to-navigate ecommerce design made tire shopping hassle-free for all users.”
Conclusion
The Tire Discounters redesign was a chance to turn a struggling online presence into a streamlined, service-forward experience that meets modern customer expectations. By leading research, strategy, and design across desktop and mobile, I helped create a platform that not only sells tires—but also builds trust, drives service bookings, and simplifies the path from search to checkout.
This project reinforced the value of close cross-functional collaboration and rapid iteration. From wireframes to final prototypes, every decision was guided by real customer needs and business goals. The foundation we set in 2025 will support a phased rollout in 2026—bringing Tire Discounters a more competitive, responsive, and scalable digital experience.