Rubber meets the road with Michelin’s retail experience

My research indicated that Michelin’s consumers aren’t all that interested in tires. We also discovered that most retail assistants don’t actually know the difference between tire categories and brands. Overcoming those challenges became the main solution goal for the digital strategy. To visualize the concepts storyboards were developed to illustrate the experience along with a host of UX flows and wireframes based on human-centered design principles. Sensitive to Michelin’s brand presence online and other mediums I leveraged existing driving imagery and video to show how each tire had a different feel on the road.