Problem

Our primary goals encompassed three key objectives:

• Establishing a comprehensive enterprise-level platform catering to both B2B and B2C needs within the automotive tire retail and tire service sectors.

• Ensuring scalability for future growth and expansion.

• Crafting the distinct identity of Tire Hulk.

Solution

Extensive user research and stakeholder interviews revealed that while our primary target was the tire industry, these solution were applicability across the broader automotive service industry.

Project Ideation and User Interviews

During the ideation phase of the project, I conducted user interviews to build new personas and to inform the design. Questions were centered around gaining a deep understanding of the target audience's needs, preferences, and pain points related to purchasing tires, both new and used. The questions were aimed to uncover insights into the users' values, motivations, and behaviors regarding tire purchases, as well as their overall experiences with tire shops.

Main Insights from the Interviews

• User preferences: Understanding whether users prefer new or used tires, and the factors influencing their choice.

• Pain points: Identifying common frustrations or challenges users face when buying tires, such as price concerns, trust in product quality, or difficulty finding the right fit.

• Decision-making process: Learning about the criteria users consider when selecting a tire shop, such as location, reputation, or available services.

• Expectations: Understanding what users expect from a tire shop in terms of customer service, product range, and overall experience.

Utilization of Insights in the Design Process

These insights served as a foundation for the design process, informing key decisions at every stage:

• Persona development: The insights helped in creating detailed personas representing different user segments, ensuring that the design solutions catered to the diverse needs of the target audience.

• Feature prioritization: Understanding user values and motivations helped prioritize features and functionalities that matter most to the users, ensuring that the final product aligns with their expectations.

• Iterative design: Continuously referencing the interview findings throughout the design process allowed for iterative improvements and adjustments based on user feedback, ultimately leading to a more user-centered and effective solution.

Personas

I wanted to form a deeper understanding of our users' goals, needs, experiences, and behaviors. So, we created 4 personas for each of our user segments. They were based on user interviews and surveys, and we kept updating them throughout the project as we gathered more data. We used these personas whenever we wanted to step out of ourselves and reconsider our initial ideas.

Deciding to create personas for your tire shop goers and owners is a smart move for several reasons:

• Understanding User Needs: Personas help us to empathize with your customers by embodying their goals, needs, and behaviors. By understanding their perspective, you can tailor your services and offerings to better meet their needs.

• Guiding Decision Making: Personas serve as a reference point throughout the design process, helping me to make informed decisions about everything from product features to marketing strategies. They keep the focus on the user and prevented me from making assumptions based solely on my own experiences or preferences.

• Improving Communication: Personas provide a common language for our team to discuss and understand our target audience. They help ensure everyone is on the same page and working towards the same goals.

To build your personas, I gathered data from a variety of sources, including:

• User interviews: Direct conversations with customers to understand their needs, pain points, and behaviors.

• Surveys: Gathering quantitative data on user demographics, preferences, and usage patterns.

• Research: Studying industry trends and competitor offerings to identify common patterns and user expectations.

• Testing: During user testing, personas help you recruit participants who closely match your target audience and evaluate how well your designs meet their needs.