When the DigitasLBi team redesigned Goodyear.com to be responsive, we didn't just optimize it for a couple screen sizes — we built a site that was tailored to any screen on any device, making Goodyear a digital pioneer among tire manufacturers. We used agile workflows, extensive user experience research, SEO best practices, and custom code to bring a state-of-the-art tire shopping experience to phones, tablets, desktops, and virtually any other device.
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No more hunting for the "view full site" link or suffering through a hobbled pinch-and-zoom experience — Goodyear.com is one unified site that offers the same functionality and content across all devices. You can dig into tire details on your phone, watch Tire Talk NASCAR videos from your tablet, or even call a retailer from your MacBook.
Fingers have a terrible track record for touch-screen precision, so it was vital that we created a site that emphasized touch-friendliness throughout, not just for phones and tablets but for an emerging number of touch-screen-based laptops and desktops. This meant larger buttons and hit areas, avoiding hover states for major functionality such as the main menu, and incorporating support for gestures such as swiping through a gallery.
Many responsive sites end up feeling overly grid-like, but with Goodyear.com we wanted to ensure that each page felt tailored to your screen, regardless of device. We achieved this by using highly customizable page templates that allow for full-bleed imagery, videos, and other unique visual elements that enabled us to create dynamic designs without boxing in our design team.
To get accurate tire results, we need shoppers to provide precise vehicle model and location — a process that used to be cumbersome. For our re-design, we cut the number of clicks/taps in half with a smarter vehicle selection process, and leveraged GPS functionality (which is now available even on most modern desktop browsers), greatly speeding up the tire shopping process and leading to a 25% boost in tire searches.
After we launched the Goodyear.com redesign, bounce rates and page load time decreased significantly, while site engagement metrics and SEO visibility climbed. Qualitative testing backed up our findings, with quotes like this from one site visitor: "The process couldn't be much easier — it's actually faster and easier than a store." We found success through a constant focus on the user experience, creating a site that made tire shoppers happy and surpassed business goals.