UX
UI
IA
Users unfamiliar with tire products tend to be overwhelmed by the technical information provided. The business would like to reduce friction in the user journey by providing a user-friendly solution that summarizes this information.
We decided to introduce a proprietary rating system, SimpleScore™, as a means of assisting the user in their buying journey, as well as building brand trust. The score is a weighted calculation based on various attributes believed to be a good basis for product comparison. The primary attributes include durability, handling, traction and customer reviews.
In order to understand the trust and impact of SimpleScore™ on tire buying behavior, a prototype was tested to gain qualitative feedback across various areas in order to better serve the user. Interviews were conducted via zoom for 60-minutes. The findings were overall positive, with all participants noticing the feature, understanding what it meant, and aiding them in their purchase. One improvement we learned was users wanted a SimpleScore™ filter option on the catalog page.
Based on the user feedback, we enhanced the the catalog page to include a SimpleScore™ filter option.
