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PORTFOLIO
Goodyear.com
I spent 1.5 years heading the experience design efforts for our Goodyear client at Digitas. In this time I had the pleasure of taking on some exciting challenges all aimed at driving more tire sales through Goodyear's online e-commerce platform, Goodyear.com. Below are a number of successful projects that drove the online business forward.
MINI-CART
Challenge:
Tracking on the site coupled with online surveys found users were adding to cart often to see all-in pricing. To allow for quicker and more fluid price comparison we introduced a mini-cart that allowed users to see earlier on in the funnel what they will be expected to pay should they choose to purchase a set of tires.
Results:
After launching this site update tracking showed users were adding to cart at a higher rate, and users that did proceed to checkout were converting at a higher rate.
VEHICLE DIRECTORY
Challenge:
The vehicle directory pages were developed in collaboration with the SEO team in order to capture organic tire searches through year/make/model keyword searches. Tracking found that although these pages were able to drive a large number of users to the site, the bounce rate was very high. The underline assumption was that the experience on the pages did not match users' expectations.
To resolve this issue, the XD team lead by myself, in collaboration with the SEO team took on a full re-design of these templated pages.
Results:
After launching this re-design tracking showed users were engaging with the page at a 24% higher rate, and converting (buying tires) at a rate of 300% higher than before.
PRODUCT DETAIL PAGE (PDP)
Challenge:
Goodyear.com's product detail pageviews were accounting for 50% of traffic for users that did convert. These templated pages were a critical point in the funnel, but their design was dated and overwhelming according to research that was done. The ask was to overhaul a complete redesign providing not only a freshly updated look-and-feel but also solving some major usability issues.
Results:
The process was a collaborative cross-functional effort that integrated best practices from SEO, XD, and TECH. The new templates supported 360 tire view, product videos, easy navigation, price transparency, payment options, promotional messaging, feature highlights, and more.
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