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Bythjul: A new responsive site is revolutionizing the way we buy tires and rims online

Bythjul: A new responsive site is revolutionizing the way we buy tires and rims online
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Bythjul

Many car owners see a tire change as a big, unecessary expense. But tires are actually an important product when it comes to overall safety, and the choice of tires can have major consequences for safety, comfort and economy. It was an interesting challenge to give tire shoppers an online tool that enabled them to make choices that they were satisfied with for thousands of miles, instead of just buying something as cheaply as possible.

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Bythjul is the leading company in online sales of tires and rims. The company’s strategy was to launch a new responsive site to ensure superior service. Offering customers the smoothest order flow in the industry would become the company’s main weapon in the fight to maintain and increase its market share in a constant stream of new low-cost operators.

To ensure the smoothest user experience possible, no matter where and when users order their tires. Therefore, me and my colleagues at Whiteport were invited to cooperate closely with the internal development team to create a super smooth ordering platform optimized for mobile devices and tablets.

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The result was a modern and intuitive e-commerce site for tires and rims. A stripped-down order process that did not require prior knowledge of anything related to tires was designed from the ground up. The user receives product recommendations based on what is important to him/her, and without knowing anything about the type designations and dimensions, the customer can understand what makes each tire unique.

 

How do we get customers, who would rather do something else than buying tires, feel engaged and satisfied with their online purchase?

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The challenge for us was to create an e-commerce site that makes all visitors experts on tires for their particular vehicle, while helping them buy the right products with confidence.

Only one click to the right product

In order to keep the customer in the purchase process, the right products needs to  be presented immediately, and each step needs to feel relevant and simple.

In our design, a dynamic order form was on the company homepage. Based on the current season and with the help of  the customer’s license number, the right product with the right dimension could be displayed after only on click of a button.

The question “what is important to you?” helps customers filter products after their own values

The customers have several difficulties when buying tires online. Many ask themselves questions such as, “what tires fit my car?”, and, “how do I get the tires from the site to the car?”. The design needs to effectively answer these questions so the customers feel confident in their order.

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The most interesting challenge was guiding the customer to look at the slightly more expensive tires, to ensure satisfaction with their purchase. More exclusive tires often provide shorter braking distances, less noise and slower wear than a cheaper option.

Our solution was to introduce a section that asks the question, “what is important to you?”, in the product list. Here, the customer can select aspects such as safety, environment and comfort. When the customer selects one of the aspect, their choice activates a product filter and products can therefore be filtered according to the characteristics the customer desires. When this new feature was presented in usability tests to test subjects, the results showed that it could directly affect customer buying habits.

The main target group wants tire-fashion rather than the garage

target-groupAs a basis for the digital strategy, we conducted a trigger mapping where we, together with the client, identified the most important customer groups. Of all the customers visiting Bythjul is not primarily aimed at customers who are “price squeeze machines”, who are just looking for a bargain, or“chip trimmers” who know everything about cars. The most interesting customer group are the people who like to shop for fashion online. Bythjul wants a site where it is as easy to buy tires as any another lifestyle product.

Faster, less pressure on customer service and better hitrate in the search engines

The new platform has become faster and has, in addition to its new design, been optimized for Google and other search engines. Sales are strong and customer service staff notice fewer questions coming in from customers.

"Mårten and his colleagues at Whiteport took us by the hand from the first meeting and helped us not only to create a new super sleek responsive site, they also helped us see our business from a new perspective. We can definitely recommend Mårten as a designer! "

- Anna

Mårten and his colleagues at Whiteport have an amazing intuition and what they delivered is not only stylish in every detail, but also proved to be easy for me and my developers to implement!

- Johan

Meet Mårten

Marten is one of Sweden ‘s most coveted interaction designers and usability consultants. His work has spread pleasant user experiences to millions of users all over the world. So, whether you are just a person with a good idea, run a small business or represent a multinational brand Marten can surely help to develop and improve your interactive business.

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