E-commerce · B2C · 2023
SimpleTire
Redesigned the tire buying flow and lifted user engagement by 20% (per Toptal case study).
Buying tires online asks people to make a confident decision about a complex product they rarely think about. SimpleTire sells at high volume, so every bit of friction in that decision costs real carts. I led the design of the buying experience to take that friction out.
Read the full Toptal case study
The problem
Tire selection was cumbersome, the design had aged, and conversions were sliding. The brief was to design new features, build prototypes worth testing, and lift the experience without losing the brand identity.
Research
I used both sides of the research toolkit: in-depth interviews, surveys, analytics, and usability testing. Interviews surfaced what customers and internal stakeholders needed, analytics showed where people dropped off through bounce rates and session data, and usability testing put prototypes in front of real users for direct feedback. Together they gave each decision something real to stand on.
Ideation
Working closely with the UX lead and the team, I refined concepts into user-centred interface designs and prototypes, then worked with developers to implement them cleanly. Data and feedback drove the calls, and I kept an eye on where the category was heading so the designs stayed competitive.
Product list and page
Clarity, efficiency, and engagement led the work here. The product list got an optimised layout and intuitive filtering for fast comparison. The product page structured the key specs and customer reviews clearly, with interactive image galleries to bring each tire to life. Usability testing refined these flows into a streamlined, user-centred experience.
Offers and rebates
The offers section gives people exclusive deals in a clear, accessible layout, with obvious calls to action and personalised picks based on their preferences, so relevant savings are easy to find.
Product comparison
The comparison tool lets people weigh tire options side by side: specs, pricing, and reviews in one view, customisable to what they care about most, whether that is performance, durability, or price. It turns a confusing choice into an informed one.
Shopping cart and installation
The cart integrates with the installation scheduler, so buying tires and booking the appointment happen in one flow. Clear prompts carry people from selection to checkout, with availability and installation options built in.
Helper prompts
Small, contextual prompts support people along the way: updating an installation date, maintenance tips and buying guides, and a shopping adviser offering tailored recommendations.
User engagement rose by 20 percent, alongside gains in conversion and satisfaction.
Outcome · per published Toptal case study
Results and takeaways
The reworked flow lifted user engagement by roughly 20 percent, with conversion and satisfaction moving up alongside it. Data-driven iteration through user research and A/B testing refined the prototypes, and close work with engineering carried the designs into production with shared guidelines for consistency. The work was later featured in a published Toptal case study.