Michelin mobile platform
Overview
Provide a sustainable online mobile platform for currentand 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.
Timeline
2014 - 2 months
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.
Challenge
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
How did we do it?
We appropriated various studies and surveys from our client and from external sources to understand constraints and opportunities.
We then defined and classified key issues: - Tire / vehicle suitability and catalog filtering - localization, emergency situations, resellers …
We prioritized and adaptated web customers journeys to mobile with specific mobile features along the way/
We then 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 experience and flow details, especially for mobile
Learnings
As a Product Designer, I learnt how to really imerge 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,
a shame he left not long after this project.
