Role
Bring to the team hands-on knowledge on mobile experiences and flows.
Be accountable for the whole mobile part of the platform.
Working with another product designer and a manager, along with two senior art directors and of course engineers.
Timeframe
2014 - 2,5 months
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 objectives.
This fragmentation fractured the brand and blocked global campaigns.
Bringing it together
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)
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.
HTML/CSS/JS Prototypes of key templates followed, that was key to refine interactions and flows before handing off.
Learnings
The search funnel emerged as the critical moment in the journey and a foundation for all subsequent design iterations.
I learned to balance user needs with business constraints: to serve both buyers seeking tires, tire shops and Michelin's regional operations.
Design decisions ripple through every phase, so clarity early on saved effort later.
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