Overview

Provide a sustainable online mobile platform for current and future needs of Michelin US and other entities.

Role

Bring to the team experience and knowledge on mobile experiences and flows to be accountable for the whole mobile part of the platform.

Working with another product designer and our manager, along with two senior art directors and of course engineers.

Timeframe

2014 - 2,5 months

Goals and challenges

- Create Michelin master mobile site for both mature and leading markets (US)

- Ensure the viability of mobile for established and emerging markets as well as for BRICS.

The main challenge we faced were all the different mobile experiences already created by regional entities.
With no consistency whatsoever (page templates, navigation, content…).
As a result, a very fragmented brand identity and a blocker for success of any global campaign.

Approach & process - 3 priorities for mobile strategy

SEO

To reinforce presence and visibility with accurate content

ROPO

To boost conversion rates with better user journey

Brand

To help buyers and customers with better brand reinsurance

Discovery -> Issues -> Solutions -> prototype

* Understand constraints and opportunities: with various studies and surveys from our client and from external sources.
* Defined and classify key issues: tire / vehicle suitability vs catalog filtering and localization, emergency situations, resellers …
* Prioritized and adapted web customers journeys to mobile with specific mobile features along the way.
* Created lo-fi wireframes and high-fidelity prototypes of key page templates.
* HTML/CSS/JS with Bootstrap for this prototyping was then a great way to refine the experience and flow details, especially for mobile

Learnings

As a Product Designer, I learnt how to really immerse into business goals and constraints
and take into account business objectives to build an experience that would benefit both the users and Michelin.
Defining the mobile product search tunnel as a key journey trigger was a great starting point for me.
Many increments later on in design exploration were built around search easiness.
Working alongside my manager helped me understand how to have impact at every step of the process.