Transforming digital channels through customer insight

128
International websites
35
Languages
+70%
Research online, purchase offline
ROPO conversion

Designing for the IoT / Connected worker

Lately, we’ve been helping more and more of our clients design smart products in the industrial and commercial space. The terms ‘Connected Devices’ and ‘Internet of Things (IoT)‘ may sound like industry buzzwords at the moment, but with solid ideas and strong design guidance from the outset the opportunities are real.

Meeting the untapped needs of customers and distributors.

Challenge

Goodyear sells a product we all depend on, but rarely think about – tyres. In Europe alone, Goodyear operates 4 brands, with 128 websites, in 35 languages across 32 territories. Their challenge was to connect these with a single strategy that helped them increase revenue, reduce costs, and improve their customer service.

Solution

We conducted research in all major markets to understand local requirements and nuances. We also visited garages and tyre shops to gain insights from dealers.

We translated research insights into personas and customer journey maps, and used these artifacts to help the team to visualise and understand their entire sales process. The experience enabled the team to redesign their B2B and B2C sales approach: including immediate digital and physical strategies for servicing customers, and longer term organisational changes.

The project team made our vision into a reality, by focusing our strategy around the needs of the customer.

Angela Gentile
Head of Digital Marketing, B2C, Goodyear-Dunlop EMEA

Rethinking the tyre purchasing experience

Like financial products, tyres are a grudge purchase. As part of our redesign of Goodyear’s web properties, we reimagined the experience.

Translating tyre-speak into plain English
A key focus was to translate esoteric tyre terminology into plain language and practical benefits. We also wanted to highlight the most engaging content without getting in the way of visitors who just wanted product specs.

Four distinct voices
To maintain the unique personality of each brand, we worked with the brand owners to create separate style and tone-of-voice guides. Annotated exemplar pages served as additional guidance for writers before production started. We conducted in-depth SEO research for each brand, identifying target keywords for every page as part of the editorial plan.

Content production at scale
We managed the production of more than 260 pages, from first draft through to CMS migration, and final review on Goodyear’s production servers. In addition to textual content, we created brand-specific visuals, image treatments, and iconography.

Impact

This ambitious project is live across 128 websites in 32 countries, for desktop and mobile.

Since launch, the percentage of customers that research online, before making a purchase instore has grown from 55% to 70%.

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