Table of Contents:
Problem Statement + Goals + Process
This case study outlines the redesign of the tire fitment and recommendation experience, focusing on improving user flow, clarity, and engagement. The project encompassed several key areas: Fitment (vehicle selection), OCR (tire size scanning), and Treadwell (tire recommendation platform). The goal was to create a more intuitive and efficient experience for customers, leading to increased conversion rates and customer satisfaction.
UX Researcher & Data Analyst
Responsibilities Included:
User research and analysis (using ContentSquare), interaction design, visual design, prototyping, and contributing to usability testing plans.
| Problem Statment | Goals | Process |
|---|---|---|
| The existing tire fitment and recommendation process suffered from several usability issues: | Streamline the tire fitment and recommendation process. | The redesign process followed a user-centered design approach, incorporating design thinking principles and leveraging both qualitative and quantitative data gathered through ContentSquare. |
| Complex Navigation:Â Too many tabs and options within the fitment zone overwhelmed users (as evidenced by ContentSquare data). | Improve user clarity and reduce confusion. | Primary Tool:Â Utilized ContentSquare extensively to analyze existing user behavior data. |
| Lack of Clarity:Â Unclear instructions and visual cues led to user confusion and frustration, particularly in vehicle selection and tire size identification. | Increase user engagement and completion rates. | Pain Point Identification:Â Identified pain points and areas of friction in the current user flow by observing user session recordings, heatmaps, and funnel analysis within ContentSquare. |
| Disjointed Experience:Â The OCR tool opened in a new tab, disrupting the user flow. | Create a seamless and intuitive mobile experience. | A/B Test Analysis:Â Reviewed A/B test results within ContentSquare to understand successful design patterns and their impact on user behavior. |
| Low Engagement:Â Key calls to action (CTAs) had low visibility, and educational content was not easily accessible. | User Interaction Analysis:Â Examined user interaction data (taps, time spent, click recurrence) within ContentSquare to pinpoint specific usability issues on each screen. |
Example:Â Identified that users were spending 13.8 seconds before their first tap on the "2012 Honda" static vehicle description, indicating friction with uneditable copy.
Example:Â Observed a high click recurrence (1.43) on the Tire Size Stepper, signaling user frustration with the existing interface. |
I need tires but I don’t know how. I really need step by step process or the help from a store associate.
User Journey Visuals
I want tires but not sure yet where to go for them. So I search multiple website to figure it out.
User Journey Visuals
I need tires for my classic vehicle, however, the website doesnt have my vehicle.
User Journey Visuals
Research & Data Analysis:
Analyzed existing user behavior data using tools like ContentSquare.
Identified pain points and areas of friction in the current user flow.
Reviewed A/B test results to understand successful design patterns.
Examined user interaction data (taps, time spent, click recurrence) to pinpoint usability issues.
