The Cooper Tire family of companies has millions of Cooper-produced tires on vehicles around the world, making their products an important difference in the quality of people’s everyday lives. In 2017, Cooper Tire sought to redesign their U.S. and Canada website to reinforce their brand and voice while improving overall usability. To do this, extensive user and market research was conducted to gather key insights about the market in order to update the navigation user experience. Cooper’s brand positioning was updated from: “In a world where tires matter, smart consumers choose Cooper” to “Cooper will create smart consumers to enable a world where tires matter.” The new site, now predominantly focused on educating the consumer, strengthens and enhances the tire selection and purchase journey with the ultimate goal of driving consumer confidence to purchase from Cooper’s independent and national retailers.
Location: United States
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