Goals and challenges

Create a unified mobile platform for Michelin US and scale it to other key markets, including BRICS. The main challenge: regional entities had built incompatible mobile experiences with no shared templates, navigation, or content strategy. This fragmentation fractured the brand and blocked global campaigns.

Approach & process

Three priorities guided the strategy: SEO (to strengthen visibility and reinforce content accuracy), ROPO (research online, purchase offline — to improve conversion in the store journey), and brand reassurance (to build buyer confidence across regions).

Discovery, Definition & Execution

We grounded the work in research: user studies and competitive analysis surfaced key constraints. The main issues centered on tire/vehicle matching, catalog filtering, localization, and emergency support scenarios. We then adapted the web journeys for mobile, adding mobile-specific features at each step. Wireframes and prototypes of key templates followed. HTML/CSS/JS prototypes (built with Bootstrap) let us refine interactions and flows before handing off to engineering.

Learnings

The search funnel emerged as the critical moment in the journey — that became the foundation for all subsequent design iterations. I learned to balance user needs with business constraints: the platform had to serve both buyers seeking tires and the company's regional operations. Design decisions ripple through every phase, so clarity early on saves effort later.