|Project:||Marketing & eCommerce Website|
|Categories:||Strategy, IA, UX, Design, Development|
The redesign and development of Kal Tire’s flagship retail website was a fantastic challenge. There was lots to consider as we focused on the user experience (UX) and content to drive Education, Product Awareness and Customer Service. The goal was to help customers access, learn, and reserve the right tires for their vehicle - all while closely aligning to all retail messaging.
With almost 2 years as the digital AOR, we had deep insight into the site analytics, personas and use cases. We gathered a running list of gaps and limitations in the current 5 year old site which used multiple CMSs. This KalTire.com wish list spanned both internal and customer facing enhancements.
Functionally, we wanted to boost time on site, reduce the bounce rate, help users find and get to a location near them, and lastly, increase online orders and sales conversion. Beyond that, we wanted the digital experience to be more reflective of the helpful professional service and attitude that customers find at any one of the 250+ Kal Tire stores across Canada.
Working at the speed of a pit crew, we redesigned the user experience with a refresh across all screens (mobile, tablet and desktop) based on a new consolidated WordPress CMS for KaTire.com (note: shop.kaltire.com remains on an existing tire ecommerce engine). The site structure and navigation was completely overhauled to align with our persona use cases and defined tasks. We introduced a replacement for the traditional Blog called the Resource Centre, as the go-to educational source of all-things vehicle related - an effort to help customers but also a strong SEO play to one up our growing competitive set. We dug deep under the hood of the old Media Relations section to give it a complete overhaul - emerging as a contemporary social Newsroom to become an all-in-one source for those interested in corporate Kal Tire.
The Tire Selector is the workhorse of KalTire.com, and we completely re-architected this thoroughbred from the ground up. New UI, workflows, and APIs offered a faster, cleaner and more reliable experience for those customers looking for the right set of wheels or tires.
Further functionality plays included revamping the location finder. We decided to embed it across the entire site, for quick access to find, talk or get directions to the closest Kal Tire location. Lastly, we gave the site a whole new visual design which coincided perfectly with the refreshed brand identity. All of this meant that from the inside and the outside, the site was a faster, easier, better and more friendlier digital experience. Kal Tire is now in pole position on the road to digital success.