challenge : Create an on-line tire selector that takes the consumer through a guided experience.
action : Michelin's tire selector incorporates all of the variables of tire choice to give a tailored solution.
result : The resulting product for Michelin incorporated a team of internal experts from Michelin that spoke to the variables of choosing tires (weather, technology + design), with video throughout various points of the experience. Feedback from Michelin was that there was a marked decrease in calls to customer service in the United States with consumers with buying questions.
project type : product development
role : ux lead + creative director