Taras Vovchuk | Portfolio of Design and Media Magic

United Tires Wholesale Website Design

My Roles

Research analysis

User journeys

Low-fidelity wireframes and prototypes

High-fidelity designs

Usability testing

Regular stakeholder presentations

Research analysis

User journeys

Low-fidelity wireframes and prototypes

High-fidelity designs

Usability testing

Regular stakeholder presentations

Employer

United Tires

Duration

4 month

Team

4 people

Summary

I helped to shape the shopping experience and created the design of United Tires’s new eCommerce website for wholesalers

Problem statement

As United Tires specializes in used tires sales and they were expending to a wholesale business they needed a way for their customers to select the tires based on the level of repair as well as more to create intuitive and visually pleasing UI for placing and tracking the orders.

Project goals

Create a better way for users to select tires based on the level of repair

Personalize the discounts and create a loyalty program for returning customers

Create a seamless ordering experience between different platforms

Provide a user with all necessary information about a tire right away

My approach

1. Gather the data on the current ordering experience from customers and staff with a focus on both long term and short term states as well as learning business needs.

2. Analyze the results

3. Create wireframes and initial prototypes

4. Test the prototype and analyze the findings

5. Design the UI and handoff for development

6. Keep doing user testing again, analyzing the results, and making changes accordingly.

Research methods

Market research analysis

Custome Discovery

Customer Interviews

Persona

Customer journey

Prototype testing

By analyzing the data I discovered that existing users could be devided in 2 categories.

Small Local Tire Businesses

Always look for the best discount and need almost the same quantity and same (most popular in the area) tire sizes every couple of months.

Used Cars Dealerships

Look for best value deals and need tires only when

they’re getting some new cars for sale.

Look for best value deals and need tires only when they’re getting some new cars for sale.

As the company wanted to scale and include more businesses in the program I conducted 12 1:1 interviews with potential customers in an attempt to identify what are they looking for in a business to start working with it.

Interview analysis

Following our customer interviews, I synthesized the findings and was able to categorize customer needs and create personas that were presented and discussed with the business owners.

All of the businesses who were interested in used tires needed to know the following information right away

Level of repair

Tread Depth

Price

Warranty

Following our customer interviews, I synthesized the findings and was able to categorize customer needs and create personas that were presented and discussed with the business owners.

All of the businesses who were interested in used tires needed to know the following information right away

All of the aforementioned needs were implemented to be easily noticeable on a page to make the search and ordering process faster while also allowing more flexibility of mixing and matching the tires of the same size and brand but with different tread depth.

Deliverables

A simple search screen was created to allow the user to select multiple sizes at the same time and also an option to specify the brand right away thus save time on applying filters later.

Shopping cart

A clean yet informative cart page aimed to minimize the cognitive load of the user and at the same moment give all the information he / she needs at the moment with the ability to change the quantity of the product and incentive to buy more to get free delivery.

As we also deal with an older audience who prefers to do business over the phone rather than the Internet we placed the contact information in the footer of every page as the company offers 24/7 customer service.

Learnings

Less is more

Decluttering the page and proving the information only when the users need it helps a lot at reducing the cognitive load at a time, to put the customer at ease and thus guide them to where we want them to click. Since reducing the number of options and only leaving what’s necessary I noticed that more users added the product to cart then before when they were overwhelmed with options.

Focus on a customer

With the pressure of a tight budget and deadlines, it was difficult to redirect the client's focus from features and onto the customer. Because the client was already sure what he wanted and was constantly requesting design changes it was hard to bring the focus back to customer’s needs and don’t clutter the page with distracting features. This was partially solved by bringing this question upon every meeting and showing the data from our usability tests.

Other projects

Case study

UX Design

UI Design

Tinting Chicago v2 Website Redesign

🖐️ Integrating UX principles with Art Direction for cohesive experience

Dig inside

Case study

Volunteering

UX Design

UI Design

HelpRazom Nonprofit Website

💪 Crafting a no-code website using Framer

Dig inside

CoNtact me ANyTIME

If you have any question, suggestions, job offers or just want to talk or share a cool show or documentary you just found - hit me up. I’ll be happy to hear from you.