Launched
2022
Design Research
Brand Strategy
Brand Experience
Research & UX Lead
PRINX
Revamping the tyre brand experience: From passive to engaging
Automotive Aftermarket
During our research in two cities with a significant number of car owners, we found that brand building and brand experience have distinct roles. Specifically, when it comes to tire products, consumers typically pay attention to them when their vehicles encounter problems, as it becomes a matter of safety and life. In such cases, consumers rely on authoritative sources to make informed choices.
Building a new brand impression requires understanding consumer engagement with messages. Our research shows a preference for digital experiences, reducing the need for extensive brand awareness. Leveraging this, we adopt a digital-centric approach to construct brand perception.
A historic tyre brand aims to reposition itself and capture the attention of younger consumers.
Tyres aren't exactly the most sought-after consumer product, so the best way to stand out and create a unique brand identity and shopping experience is to shift people's preconceived notions about the product category.
The overall approach involves leveraging qualitative and quantitative research to identify market opportunities and consumer preferences in tire purchasing. As the lead researcher, I focused on understanding the driving factors behind consumer behavior during the tyre-buying journey to create an innovative experience. I also guided two junior designers in defining and delivering the new brand experience.
A passive decision
Take the innovative move
Consumers view tires as non-daily items that require specialized knowledge for informed decisions, resulting in limited interest. Our goal is to redefine tire brands as everyday essentials through engaging brand experiences.
To seamlessly integrate into consumers' daily lives, our experience is positioned as a Service By Destination, providing convenience through widespread digital touch-points. This strategy enables us to attract more traffic and attention to the brands we work with.
To mitigate the risk of introducing new concepts to long-established industry clients, we conducted a concept resonance test centered around three core scenarios. The feedback from test participants was positive, with an increased willingness to try the brand. This feedback instilled confidence in our clients, fostering the adoption of new brand experiences within their organization.
The core experience is modular, allowing for the combination of modules based on different scenarios. Store design and layout adapt to specific scenes and regions. Offline touchpoints include self-service machines, community service stores, and mall experience stores. Digital touch-points include mobile applets, self-service products, and traditional store purchasing platforms.
