Digital Platform Transformation & Guided Commerce Strategy
Overview
Led the end-to-end UX architecture and creative direction for the comprehensive digital transformation of the Cooper Tire global consumer platform. Grounded in deep user research, the initiative completely re-imagined the legacy tire-buying process—traditionally a major friction point for consumers—by introducing an intuitive, data-driven step-by-step guidance ecosystem that accelerated purchase confidence and optimized digital conversions.
Leadership Scope & Impact
Guided Commerce Innovation: Conceptualized and directed the UX strategy for the proprietary Tire Navigator tool, translating highly complex automotive technical specifications into a seamless, user-centric selection flow.
Omnichannel Strategy: Unified cross-functional product, creative, and engineering workflows to ensure a scalable platform design that balanced direct-to-consumer clarity with brick-and-mortar dealer integration.
UX Direction & Oversight: Managed a multi-disciplinary design squad through rapid prototyping, iterative user testing, and complex logic mapping to overhaul the brand’s digital footprint from the ground up.
Digital Platform Transformation & Guided Commerce Strategy
Overview
Led the end-to-end UX architecture and creative direction for the comprehensive digital transformation of the Cooper Tire global consumer platform. Grounded in deep user research, the initiative completely re-imagined the legacy tire-buying process—traditionally a major friction point for consumers—by introducing an intuitive, data-driven step-by-step guidance ecosystem that accelerated purchase confidence and optimized digital conversions.
Leadership Scope & Impact
Guided Commerce Innovation: Conceptualized and directed the UX strategy for the proprietary Tire Navigator tool, translating highly complex automotive technical specifications into a seamless, user-centric selection flow.
Omnichannel Strategy: Unified cross-functional product, creative, and engineering workflows to ensure a scalable platform design that balanced direct-to-consumer clarity with brick-and-mortar dealer integration.
UX Direction & Oversight: Managed a multi-disciplinary design squad through rapid prototyping, iterative user testing, and complex logic mapping to overhaul the brand’s digital footprint from the ground up.
