Tirebuyer: Product Search Results
With hundreds of tires on offer, too much choice can be overwhelming and a lack of clear differentials can have a negative impact on the customers ability to make that buying decision.
My Role & Responsibilities
Discover and design a logical format that gives the customer the information they need without overloading at this crucial step.
Add key information to help customers make an informed purchase
Enhanced visual and user experience
Balance business objectives with the best experience for the customer
Responsive web solution for mobile, tablet and desktop
User and market research, protyping, UI design
Cross-browser and cross-device testing
The Challenge
How do we present everything in a clear and informative format, retain the important elements, add key information but structure in a way that helps the customer make an informed purchase that is right for them... that was the task ahead.
Already armed with the knowledge that the business wanted to move more customers over to a fully installed option so they could concierge the whole service, it was clear we had to bring that information forward on to this step of the journey.
The solution also had to accommodate bespoke brand search funnels where manufacturers could traffic brand loyal customers through a customised product journey with the aim of increased sales revenues for that brand.
The Approach
We live in a world of convenience where same-day and next-day deliveries are the norm and ordering something on our phones whilst sitting in front of TV is an everyday occurrance. The same applies to tyre purchases.
Working with feedback from customer service and marketing teams, it was clear that customers buying tyres have come to expect the same and not only for shipping, but for next day installation.
For the most part, customers buying tyres are not doing out of desire, it's a purchase out of necessity so displaying the earliest installation dates along with clear segmented options was key in this redesign, which also aligned with the business objectives.
The Result
The finished project brings forward the earliest installation date, information previously only shared with the customer at the installer selection stage. Using the information gathered from other teams in the business, paved the way to design the products in relevant sections so first the customer is presented with featured and promotional products, followed by tyres that are available soonest and then tyres ordered by ascending price.
New filtering rules and sorting options give the customer control over the products presented to them allowing them to make informed buying decisions based on what is most relevant to them and their situation.
Grouping results
Customers are now presented with featured and promotional tyres and then the convenience factor comes in with the shortest lead time products.
Lead times
Showing available dates on all products brings forward information that was previously only available further thrugh the purchase process.
Pricing & filtering
A new improved user interface for filtering options gives customers a clear picture of what they are refining and what affect it has on their results.
One-touch sorting
Convenient and straight-forward sorting options including shortest lead time and special offers makes refining results familiar and usable.
Custom brand funnel
Customers loyal to a brand will often research that brands product on the manaufacturer website but product searches can be clunky and not provide a good user experience, and then where does that leave the customer.
Securing that traffic and partnering with the brand, is a sensible business move and provides a much improved user experience for the customer. Designing a route in to a filtered product result was part of my brief for this project and managing how we present that information and what happens in that journey.
