How do you make your brand stand out in one of the world’s most dynamic markets? You listen to your customers and empower them to make educated decisions. That’s the approach Cooper Tire, a global manufacturer in the tire industry, took when they sought an updated U.S. and Canada consumer web experience to reinforce their brand voice and improve usability.
A shift in thinking.
80%of tire purchases are unplanned, but…
75%of tire buyers research before buying
Our user research indicated that brand recognition is a primary purchase driver for consumers in the market for tires—and that online research is overtaking the influence of in-person sales. So we recommended that Cooper shift their thinking.
We presented three initial design concepts based on the outlined strategy. Concept testing led us to a final design. Now the new site educates the consumer, empowers tire selection, and drives consumer confidence to purchase from Cooper’s independent and national retailers.