Dynamic Tire
Client: Dynamic ire
Team: Fernando Rivero & Nasrullah Hafeel (Design), Sara Deeming & Ezgi Cokuysal (Research)
Goal: Create a responsive, user friendly platform.
Challenge: Design a modern interface while leveraging original assets.
Background
Dynamic Tire is an off-road tire distributor based out of Woodbridge, ON. They are looking to improve their website which as not been updated since the 90s. As such, it is not optimized for mobile or small devices and struggles to engage with their users.
Approach
1. Website Audit
The team began by evaluating of the platform, measuring it against a set of established standards such as:
​
-
language
-
speed
-
navigation
-
usability
2. Heuristic Evaluation
The site was then tested to discover and prioritize user specific problems based on frequency and severity.
3. Scenario Mapping
A visual representation of the heuristic evaluation
results was created, allowing specific areas of
frustration and accomplishment to be pinpointed.
4. Affinity Diagrams
Unlike Scenario mapping, this chart outlines key ares
of interest and opportunity across platforms as a whole.
5. Content Inventory
A spreadsheet documenting the elements of each
page to determine asset relevancy and missing items.
6. Site Hierarchy
Based on the methods outlined above, a restructuring
of the site navigation was proposed, keeping in mind both user perspectives and client needs.
7. Low Fidelity Wireframes
A rough template outlining where web elements will
be placed, including annotations, outlining the ways
in which the various functions would operate.
8. Work Flow
The wireframes were placed onto a map, indicating
how all the pages would link together to demonstrate navigation and usability.
9. Digital Mock-ups
Fleshed out static images of the intended final product, using as many original/ final assets as possible.
10. Prototype
The Mock-ups were placed into a prototype software to test functionality and responsiveness before moving on to the development phase.
Themes
1. Ambient noise
“I always listen to music when doing chores.
It makes the activity more interactive”.
We noticed several occasions where participants
would use music to make a task more enjoyable
Solution
Expand the archives to feature
instrumental playlists or ambient sounds so
users can learn music, or be eased to sleep
2. Ease of access & speed
“Some files were corrupted or in poor quality
making the experience more frustrating”.
Free services allow users to listen off the site
with data or wifi. This could disrupt or slow
down the experience if the signal was poor.
Solution
While we could not fix reception, our
team found solutions to make access easier.
​
-
Add voice activation for hands-free experiences.
-
Create an algorithm to filter through corrupted files.
-
Set audio default to high quality but include the option to change it with the trade off of speed.
3. Archive
“If I can’t find my music, I’ll switch to Youtube”.
​
Youtube was primarily used as a backup due to its large catalogue. However, it is notorious on mobile for closing when another app is on.
Solution
-
Create custom playlists for faster access
-
Optimize Search to include additional filters.
-
Allow the program to run in the background or sleep.
4. Ad Free Service
“I shouldn’t have to wait longer for my content"
​
Free services are funded through paid ads so users may have their content disrupted. This urges users to subscribe to a premium version to remove ads.
Solution
Convert audio ads into banner ads that
constantly appear around the window,
giving ads visibility without disrupting users.
Reflection
Overall Theme: Convenience
Users want instant access to services without loading periods, interruptions, or learning curves. If there is an issue, users may only
try a couple of methods before moving on to a different platform.
Reframing
Some responses did not accurately reflect the research question, likely due to the way in which the questions were phrased.
​
-
What medium are you using to consumer audio?
-
What made you choose to use this medium?
-
Did you have any frustrations with the medium?
While the term "medium" was meant to reference the streaming services themselves, some users took it to mean the devices in which the services were used on Moving forward, terms needs to be phrased in a way users without prior knowledge can still understand.