A web design focused on store products and store auto services
Timeline: November 15, 2022 - January 31, 2023
Company: OK Tire Stores Inc.
Situation
Several web visitors (users) of oktire.com made complaints about the store locator that appeared as the first thing when visiting any web page. This disrupted the user experience and forced users to select a store, which is not ideal for shoppers early in their buying journey and new to a business like OK Tire Stores.
Additionally, the web experience lacked in giving each store a web presence that provided shoppers a unique experience based on what each store offers.
Tasks
Task 1: The first step of the project was to technically assess the store locator popup that appears as the first thing on the screen. The purpose was to determine if the popup could be removed to allow users to browse the website freely.
Task 2: The second task required the team and me to collect information about the auto service management needs of the company's 300+ stores. The purpose was to analyze the auto services and store needs.
Task 3: I then analyzed the OK Tire Stores' web analytics, which showed that the top visited consumer web pages were products and auto service-related content. The top B2B web pages were related to the franchise and about pages.
After collecting requirements, analyzing data, and conducting a technical assessment, we discovered that the store locator popup could not be removed as it was deeply embedded into the website's e-commerce functionality, serving as the "brain" of the website.
Additionally, adding new features or making structural changes would break the site due to inefficient SQL queries. Therefore, due to several issues, it made sense to design and develop a new website and e-commerce platform.
Actions
I took a comprehensive approach in developing a new website for OK Tire, with the aim of improving user experience and increasing e-commerce sales. Below are some of the key actions that were taken:
Interactive and easy-to-navigate store locator
To enhance the user experience, I developed an interactive and easy-to-navigate store locator. This feature allows users to browse the website freely, with the option to select a store and shop for tires at their closest location, or view a store's microsite.
The team and I leveraged the existing WordPress and Infor Suite API integration to enable each store to showcase their unique auto services and payment methods. To achieve this, we created new fields in the WP Admin and CRM admin and integrated them. We also improved the frequency of updates every few minutes to show "instant" changes, as opposed to two times per day.
Lead gen forms
To drive B2B leads, I created a new franchise page to collect leads from parties interested in owning or establishing an OK Tire store. Additionally, stores can now collect leads via their microsite contact form.
Result
The new website was launched on January 31, 2023, and immediately showed an increase in daily e-commerce sales compared to the old website, which was evident through the company's payment gateway account.
Additionally, the website addressed the company's website and e-commerce issues and allowed for a better store experience via their microsites, adding additional value for users.
My Role
Created the website strategy
Designed the website architecture
Managed the website roadmap with an MVP approach to meet aggressive timeline
Website designer for UI/UX (all pages and modules)
Led a team of software engineers
Conducted quality assurance on integrations, setup, and data flows between systems
Served as the ultimate decision maker for product owners needing assistance on the right way forward