Vredestein

Develop a world-class experience which will set a benchmark in the industry.

Overview

2nd largest tyre manufacturer in India and 15th worldwide, Apollo Tyres Ltd reached out to Jones Knowles Ritchie to develop a new visual identity to rejuvenate and reinstall their European brand called Vredestein in the tyre manufacturing landscape.

Suffering from poor performances, high bounce rate, and low conversion rate, their online platforms were failing at delivering the browsing experience that Vredestein’s users were looking for.

My team and I took on board the challenge to redesign three of their websites to shift the focus and put the users at their core whilst enabling marketing operations.

Agency:
Jones Knowles Ritchie

ECD:
Val Toch

UI & Motion Designer:
Paul Pajot

Solutions

To limit drop-off and high bounce rate, I have created an optimised end-to-end customer experience considering multiple touch points (organic search, targeted ads, etc) to serve users with tailored content that matches their expectations.

To facilitate catalog browsing and optimise conversions, I have developed a powerful tyre finder which helps curate a product selection based on the users criteria.

To help non-savvy customers to find the information or the product they need, I have designed a step by step guided selling tool based on 3 questions which analyse the user’s driving habits, followed by a comparison tool to aid all users in the decision making process.

Once the users have selected their desired tyre, we improved the end of the journey by creating stand alone dealer pages that allow users to book an appointment directly through the platform via multiple ways (WhatsApp, email, phone, direct messages).

To generate more traffic and attract lapsed and new customers, I designed a robust content hub based around guide, tips, inspiring stories, rich content about what Vredestein is doing for the community etc…

To ensure Vredestein’s success, I have also considered the business requirements which were to facilitate marketing operations. Therefore, I have created lead generation capabilities/assets triggered by multiple type of rules, and conditions.

My role

I was the lead UX designer on this project.

I first started with auditing the existing website by looking at the data available in Google Analytics to help me determine several pain points and potential opportunities.

Then I performed a competitor research (in & out of their sector market) to analyse Apollo’s main competitors and other leading business strategies to identify how we could push boundaries to set Vredestein apart from the rest of the category.

Based on the audience and personas that I developed, I created an experience map to reveal the most efficient flows in order to leverage each key touch points.

I simplified the information architecture to make each user’s journey more valuable, to reduce duplication of content and to ensure content is easily accessible.

To measure the effectiveness of the new IA and the user journeys, I have created wireframes and InVision clickable prototypes.

Upon establishing a strong UX, I have designed a pattern library to ensure consistency across the pages but also between all the website, to reinforce identity and ownability of the brand. And this was brought to life by the UI and motion designer to get it signed off by the client.

Throughout the process, I was in charge to present the outputs of our work to the relevant stakeholders (Apollo Tyres leadership team and Adobe’s development team) and ensured the delivery of our project within our quality standards and in timely manner.

Audit of existing website

I reviewed Apollo Tyres’ existing digital estate, to identify what was working well and where boundaries could be pushed to deliver a better experience.

Information Architecture

To offer a greater value to the users, we implemented a content hub that provides ongoing tips, guides and stories about tyres as well as car caring.

Audience and personas

A human centred approach to personas thinking allowed us to reach a global audience with unique experiences by targeting behaviour over scenario.

Wireframing process

Wireframes enable us to map out the structure of each pages and provide a better understanding of the narrative to various stakeholders.
Once linked together via InVision, they also help optimising the user flow after being tested by users