Agency client work / Genuine Interactive
We were tasked with doing a complete redesign of SullivanTire.com. The primary focus of this redesign was to:
1. Refresh the look and feel of the existing site for an already beloved offline customer-base.
2. To educate potential new customers on the service offerings that make Sullivan Tire a great full-service destination. They are well-known in the area as a wholesale and retail distributor of tires, but they want to tell the world digitally that they are in fact a reputable automobile servicer.
3. Make it possible to book appointments online, both from a desktop and a mobile experience. Taking a transactional type experience and transforming it into a digital customer relationship through an easy to use user experience.
In collaboration with UX and development, we crafted a homepage experience that would give multiple entry points to the sales funnel. The primary CTAs were two-fold - a set of two drawers with a selection of auto services and a tire selector tool.
We designed a multi-interaction tire search tool with the option to drill directly to the sales/checkout page, to navigate to a more robust tire detail page, and the ability to compare a selection of tires.
In an effort to cater to a wide audience of car owners, I designed custom icons for all services and tire selection details. The intent was to make the brand appear approachable yet knowledgable without having to show complex diagrams or images of car parts.
Winner of a 2017 w3 Silver Award
Results (from the Genuine case study)
Reluctant customers have become returning clients. And that’s not all. We’ve seen:
A 48% increase in average tire replacement and auto service appointments per day.
36% of appointments made via a mobile device, a feature that didn't exist on the previous site.
User sentiment on social exploded with hundreds of positive comments about the new booking functionality.