DISCOUNT TIRE

Idean advised the Discount Tire team in an effort revamp the Discount Tire website. We periodically travelled to Arizona to work alongside their team, lending expert advice and arriving at more effective solutions around the site. This collaboration lasted for six months, and as we became more familiar with their brand, we made stronger recommendations that ultimately would leave the client very satisfied with the new outlook we introduced to them. The client was extremely excited by the result and eager to launch my vision. You can see the end result online here

Team: 1 Designer

EXISTING WHEEL CONFIGURATOR

Wheel sales with Discount Tire had been disappointing in recent months, and they wanted a way to reinvigorate users. The current experience had a link for every wheel on the Product List Page. To view various wheels, you would have to click the "View on my Vehicle" link on each individual product. The outcome of this interaction was a simple modal with a picture to your vehicle with the wheels, with two dropdowns that had minimal value to the customer. This flow was massively inconvenient for users. This broken experience was a result of a recent replatforming and lack of dev resources to make a more user-friendly solution.

PRODUCT LIST PAGE

MODAL

SKETCHING

For desktop, the most important design problem I had to address was how to fit the wheels and car image comfortably in the same pane. Competing companies placed the wheels below the car, which resulted in a fragmented experience where the user could not fully see both at the same time. I proposed placing them side by side, which also allowed for a responsive design across multiple desktop breakpoints. I faced a similar issue on mobile, where I opted to place the wheels below a smaller, cropped image of the vehicle.

PROCESS

SOLUTION

I set out to make a bespoke wheel configurator experience that allowed users to quickly choose between wheels on a single page. The layout resulted from the need to present varying car sizes, and making sure the wheels were the focus of the page. Many configurators on the internet have wheels displayed along the bottom, which was unfit for this specific scenario. This new configurator was a completely fluid and self-contained experience. A user could choose their vehicle, browse multiple wheels, and add to cart in a single flow. This would bring Discount Tire up to par with competitors' capabilities, and push them far beyond the usability of their previous experience. View prototype Desktop Mobile