Kal Tire Redesign

UI Design for iamota / 2017 / Live Site

Purpose — To simplify the tire purchasing process, automate business processes and modernize the brand's online presence.

My Role — Worked with the Creative Director to develop the overall creative concept and style guide. I led and participated in internal and customer workshops with our UX Designers, Strategy lead, and clients to design the main pages, components, and interactions. I also oversaw the design output of the remaining pages by our Jr. Designer.

Vehicle Selector — On the homepage, users are able to input their vehicle or tire size. This intuitive system enabled customers with any level of car knowledge to find the right products for them. In order to make this tool accessible and efficient, we designed it to auto-complete whenever possible.

The limited amount of space on mobile forced us to get creative with the use of expanding menus. Working with such complicated data was a challenge, but we managed to make it as user friendly as possible.

Vehicle Selector (Desktop) — Prototyping this component with InVision allowed us to get a feel for the entire flow. Since there were multiple steps, we pulled it out and darkened the background once the user started the process to increase focus.

Our UX Designers conducted user research and testing which validated our design decisions.

Style Guide — This project included updating Kal's digital brand as well. Since the Systems Integrator was located in Romania, we created an extensive style guide for them to follow. This included all navigation states, product card states and vehicle summary states. Additionally, we provided animation examples for key interactions like the Vehicle Selector, search and various hover states.

Guided Selling — For the users unsure of which tire category to shop for, we created a way for them to answer a few easy questions about their daily driving conditions. The system would then recommend a category and explanation.

Results — Although the site makes it as easy as possible for first time tire buyers, we wanted to give experienced customers the ability to dig into the details through the use of filtering.

Appointment Booking — Arguably the biggest enhancement is the ability to book appointments with users being able to see available locations on a map and times on a calendar.