The Tyre Collective — Design Lead Role
The Tyre Collective is a pioneering clean-tech company that began as a master’s project at Imperial College London and the Royal College of Art, focusing on reducing air pollution in cities by capturing, analysing and recycling rubber particles from vehicle tires. My fixed term role here was for a specialised project, which involved designing, physically developing and road testing various pollution capturing devices.
Client
ttc
Year
2023
Role
Design Lead
The homepage is viewed by millions of people and is an important touchpoint for meeting user needs, starting key tasks and reflecting business aspirations. I began by gathering existing research and insights, distilling them into a concise set of user and business needs.
It became apparent that one of the biggest unknowns was understanding how users felt about discovering inspirational content, as opposed to completing core tasks on the site. We wanted to test this in our concepts by having varying levels of inspirational and seasonal content.
Looking though analytics and data such as from user studies, I identified travel trends amongst customers and found opportunities for seasonal and timely content to adapt to the season, feeling more relevant and helpful for users travelling during different times of the year.
Various art directions were explored, reflecting the purpose behind the concepts. The aim here is to provide testing participants with stimuli that helps us probe for their opinion on how the design language could potentially evolve in the future.
Concept 1 — Task Focus
Concept 2 — Resource Focus
Concept 3 — Content Discovery Focus
These concepts were presented to users in focus groups and depth interviews, helping us understand how they felt about content discovery on the homepage and their appetite for inspirational advice or promotions, as opposed to focusing solely on completing the task they had in mind quickly then leaving the site.
