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Lately, we’ve been helping more and more of our clients design smart products in the industrial and commercial space. The terms ‘Connected Devices’ and ‘Internet of Things (IoT)‘ may sound like industry buzzwords at the moment, but with solid ideas and strong design guidance from the outset the opportunities are real.
Meeting the untapped needs of customers and distributors.
Put simply a key digital initiative for Goodyear was to convert a higher per cent of prospects doing online research into satisfied Goodyear customers. To do so it needed a deep understanding of what different types of prospects want to know, see and feel in its online channels and what journey would make them convert fastest.
No simple task given that in Europe alone, Goodyear operates 4 brands, with 128 websites, in 35 languages across 32 territories. The challenge was to connect these with a single customer driven strategy that would increase revenue through conversions, reduce costs, and improve their customer service.
We conducted research in all major markets to
understand local requirements and nuances. We
also visited garages and tyre shops to gain insights
from dealers.
We translated research insights into personas and customer journey maps, and used these artifacts to help the team to visualise
and understand their entire sales
process.
The experience enabled the team
to redesign their B2B and B2C sales
approach: including immediate
digital and physical strategies for servicing customers, and longer term organisational changes.
The project team made our vision into a reality, by focusing our strategy around the needs of the customer.
Like financial products, tyres are a grudge purchase. As
part of our redesign of Goodyear’s web properties, we
reimagined the experience.
Translating tyre-speak into plain English
A key focus was to translate esoteric tyre terminology into
plain language and practical benefits. We also wanted to
highlight the most engaging content without getting in the
way of visitors who just wanted product specs.
Four distinct voices
To maintain the unique personality of each brand, we
worked with the brand owners to create separate style and
tone-of-voice guides. Annotated exemplar pages served as
additional guidance for writers before production started. We
conducted in-depth SEO research for each brand, identifying
target keywords for every page as part of the editorial plan.
Content production at scale
We managed the production of more than
260 pages, from first draft through to CMS
migration, and final review on Goodyear’s
production servers. In addition to textual
content, we created brand-specific visuals,
image treatments, and iconography.
This successful project is live across 128 websites in 32 countries, for desktop and mobile and it has delivered the business impact desired - an increase in ROPO from 55% to 70% delivering improvements in customer acquisition and revenue for Goodyear