Firestone Complete Auto Care
Firestone Complete Auto Care
Firestone Complete Auto Care
Growing customer loyalty & store revenue by reimagining the app experience
Growing customer loyalty & store revenue by reimagining the app experience
Growing customer loyalty & store revenue by reimagining the app experience
Growing customer loyalty & store revenue by reimagining the app experience
I spearheaded a UX redesign of the MyFirestone Mobile App, boosting usage and account enrollments.
I spearheaded a UX redesign of the MyFirestone Mobile App, boosting usage and account enrollments.
I spearheaded a UX redesign of the MyFirestone Mobile App, boosting usage and account enrollments.
I spearheaded a UX redesign of the MyFirestone Mobile App, boosting usage and account enrollments.
ROLE
ROLE
ROLE:
Sr. UX Director
Sr. UX Director
Sr. UX Director
YEARS
YEARS
YEARS:
2020
2020
2020
TYPE
TYPE
TYPE:
Native App
Native App
Native App
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
Situation
Firestone aimed to boost service appointments from digital channels despite app and website challenges. Customer skepticism and the outdated, underused app faced against rising competition prompted Firestone to ask our agency to rethink and modernize the MyFirestone app experience.
Firestone aimed to boost service appointments from digital channels despite app and website challenges. Customer skepticism and the outdated, underused app faced against rising competition prompted Firestone to ask our agency to rethink and modernize the MyFirestone app experience.
Firestone aimed to boost service appointments from digital channels despite app and website challenges. Customer skepticism and the outdated, underused app faced against rising competition prompted Firestone to ask our agency to rethink and modernize the MyFirestone app experience.
Firestone aimed to boost service appointments from digital channels despite app and website challenges. Customer skepticism and the outdated, underused app faced against rising competition prompted Firestone to ask our agency to rethink and modernize the MyFirestone app experience.
Goals
Gather feedback and co-create from different stakeholders across Firestone, including Store Directors
Redesign it from the ground-up while keeping core functionality that Power Users rely on
Partner with an app development agency in Costa Rica to launch the new version in six months
Gather feedback and co-create from different stakeholders across Firestone, including Store Directors
Redesign it from the ground-up while keeping core functionality that Power Users rely on
Partner with an app development agency in Costa Rica to launch the new version in six months
Gather feedback and co-create from different stakeholders across Firestone, including Store Directors
Redesign it from the ground-up while keeping core functionality that Power Users rely on
Partner with an app development agency in Costa Rica to launch the new version in six months
Gather feedback and co-create from different stakeholders across Firestone, including Store Directors
Redesign it from the ground-up while keeping core functionality that Power Users rely on
Partner with an app development agency in Costa Rica to launch the new version in six months
APPROACH
Co-creating a new app concept through a Design Sprint
To ensure stakeholders had a voice in the new app design, my approach was to run a 2-day app workshop that defined the new app experience with cross-discipline business stakeholders so everyone's needs and voice were considered, along with the customer's.
APPROACH
Co-creating a new app concept through a Design Sprint
To ensure stakeholders had a voice in the new app design, my approach was to run a 2-day app workshop that defined the new app experience with cross-discipline business stakeholders so everyone's needs and voice were considered, along with the customer's.
APPROACH
Co-creating a new app concept through a Design Sprint
To ensure stakeholders had a voice in the new app design, my approach was to run a 2-day app workshop that defined the new app experience with cross-discipline business stakeholders so everyone's needs and voice were considered, along with the customer's.
APPROACH
Co-creating a new app concept through a Design Sprint
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiences.
Insights
Insights
Insights
Insights
Design Sprint
Design Sprint
Design Sprint
Design Sprint
Task Flows
Task Flows
Task Flows
Task Flows
UX/UI Design
UX/UI Design
UX/UI Design
UX/UI Design
INSIGHTS
Turning user behavior into actionable product insights
Through analyzing app behavior, app trends, along with customer and competitive research (qualitative and quantitative) we pinpointed the app's problems and opportunities to offer what users truly needed - a useful tool to keep their vehicles on the road.
INSIGHTS
Turning user behavior into actionable product insights
Through analyzing app behavior, app trends, along with customer and competitive research (qualitative and quantitative) we pinpointed the app's problems and opportunities to offer what users truly needed - a useful tool to keep their vehicles on the road.
INSIGHTS
Turning user behavior into actionable product insights
Through analyzing app behavior, app trends, along with customer and competitive research (qualitative and quantitative) we pinpointed the app's problems and opportunities to offer what users truly needed - a useful tool to keep their vehicles on the road.
INSIGHTS
Turning user behavior into actionable product insights
Through analyzing app behavior, app trends, along with customer and competitive research (qualitative and quantitative) we pinpointed the app's problems and opportunities to offer what users truly needed - a useful tool to keep their vehicles on the road.
Activities I led:
Customer Interviews
Stakeholder Interviews
Competitive Analysis
Activities I led:
Customer Interviews
Stakeholder Interviews
Competitive Analysis
Activities I led:
Customer Interviews
Stakeholder Interviews
Competitive Analysis
App Analytics Review
Customer Interviews
Stakeholder Interviews
Competitive Analysis
Activities I led:
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Analytics showed that people only use 3 of 12 functions in the app
The old app had data issues, causing major frustration with power users
High-level analysis of best-in-class apps
Persona Sandra needs help when choosing tires or getting service
Persona Sandra needs proactive help to maintain her vehicle
Sprinting to the Future
Using insights from the Discover & Define process, I led a comprehensive 5-day Design Sprint at Bridgestone HQ in Nashville to reimagine and improve the MyFirestone mobile app experience, from onboarding to appointment management and customer loyalty.
Defining key audiences and experience strategy
Research insights uncovered 10 personas, but we focused on 6 key audiences.
By keeping personas at the forefront of the redesign process, we created three websites that truly resonated with their most important needs.
Understand
Diverge
Decide
Prototype
Validate
Deep dive into the current state of MyFirestone app through comprehensive research and analysis.
Research & Strategy Activities
App Analytics Review:
Identified problematic features and high-value functionality
Competitive Analysis:
Evaluated 12 competitor apps for differentiation opportunities
App Store Reviews:
Analyzed 500+ customer reviews for pain points and insights
Vision & Goals Definition:
Defined and iterated on the strategic direction for the app
Key Outcomes
Defined and aligned stakeholders on vision for app redesign
Competitive landscape mapping to benchmark against
Clear understanding of user pain points and value prop
Understand
Diverge
Decide
Prototype
Validate
Deep dive into the current state of MyFirestone app through comprehensive research and analysis.
Research & Strategy Activities
App Analytics Review:
Identified problematic features and high-value functionality
Competitive Analysis:
Evaluated 12 competitor apps for differentiation opportunities
App Store Reviews:
Analyzed 500+ customer reviews for pain points and insights
Vision & Goals Definition:
Defined and iterated on the strategic direction for the app
Key Outcomes
Defined and aligned stakeholders on vision for app redesign
Competitive landscape mapping to benchmark against
Clear understanding of user pain points and value prop
Understand
Diverge
Decide
Prototype
Validate
Deep dive into the current state of MyFirestone app through comprehensive research and analysis.
Research & Strategy Activities
App Analytics Review:
Identified problematic features and high-value functionality
Competitive Analysis:
Evaluated 12 competitor apps for differentiation opportunities
App Store Reviews:
Analyzed 500+ customer reviews for pain points and insights
Vision & Goals Definition:
Defined and iterated on the strategic direction for the app
Key Outcomes
Defined and aligned stakeholders on vision for app redesign
Competitive landscape mapping to benchmark against
Clear understanding of user pain points and value prop
Understand
Diverge
Decide
Prototype
Validate
Deep dive into the current state of MyFirestone app through comprehensive research and analysis.
Research & Strategy Activities
App Analytics Review:
Identified problematic features and high-value functionality
Competitive Analysis:
Evaluated 12 competitor apps for differentiation opportunities
App Store Reviews:
Analyzed 500+ customer reviews for pain points and insights
Vision & Goals Definition:
Defined and iterated on the strategic direction for the app
Key Outcomes
Defined and aligned stakeholders on vision for app redesign
Competitive landscape mapping to benchmark against
Clear understanding of user pain points and value prop
Activities I led:
Workshop Moderation
Insights Gathering
Idea Prioritization
Activities I led:
Workshop Moderation
Insights Gathering
Idea Prioritization
Activities I led:
Workshop Moderation
Insights Gathering
Idea Prioritization
Prototyping
Concept Testing
Workshop Moderation
Insights Gathering
Idea Prioritization
Activities I led:
Prioritizing what customers really need
Prioritizing what customers really need
Features and functions that received the most votes were prioritized and added to the phased app roadmap for testing and development.
Features and functions that received the most votes were prioritized and added to the phased app roadmap for testing and development.
Features and functions that received the most votes were prioritized and added to the phased app roadmap for testing and development.
Near Term
Customizable Onboarding
Find Local Shops
Vehicle Inspection Report
Save and Redeem Coupons
Pay For Services
Rewards Program
Tire Advisor Experience
Conversational Interface
Help Diagnose Vehicle Issues
Book Appointments & Get Reminders
Vehicle Maintenance Education
Help Diagnose Vehicle Issues
Long Term
Social Account Integration
Unanticipated Issue Likelihood
OBDII Device Data
Pre-pay for a Discount
Real-time shop wait times
Scan License Plate/VIN
View Tire Installation Process
Share Photos of Vehicle Issues
Live Facetime with Technicians
Filter by Tire Availability
Scan Competitor Quote for 2nd Opinion
Vehicle Health Score
USER FLOWS
Flows became the blueprint to our experience strategy
I led a Sr. UX Designer to map 10 key user flows to identify the most efficient path for users to achieve their goals, avoid task pain points and bottlenecks, and to design a smooth and intuitive app experience from browsing to appointment.
USER FLOWS
Flows became the blueprint to our experience strategy
I led a Sr. UX Designer to map 10 key user flows to identify the most efficient path for users to achieve their goals, avoid task pain points and bottlenecks, and to design a smooth and intuitive app experience from browsing to appointment.
USER FLOWS
Flows became the blueprint to our experience strategy
I led a Sr. UX Designer to map 10 key user flows to identify the most efficient path for users to achieve their goals, avoid task pain points and bottlenecks, and to design a smooth and intuitive app experience from browsing to appointment.
USER FLOWS
Flows became the blueprint to our experience strategy
I led a Sr. UX Designer to map 10 key user flows to identify the most efficient path for users to achieve their goals, avoid task pain points and bottlenecks, and to design a smooth and intuitive app experience from browsing to appointment.
UX DESIGN
Bringing the new app to life though iterative design
The new app's experience focused on a virtual garage experience with vehicles at the center of all functionality. We even gave your vehicle a "health score" based on it's age, service, and known vehicle issues.
UX DESIGN
Bringing the new app to life though iterative design
The new app's experience focused on a virtual garage experience with vehicles at the center of all functionality. We even gave your vehicle a "health score" based on it's age, service, and known vehicle issues.
UX DESIGN
Bringing the new app to life though iterative design
The new app's experience focused on a virtual garage experience with vehicles at the center of all functionality. We even gave your vehicle a "health score" based on it's age, service, and known vehicle issues.
UX DESIGN
Bringing the new app to life though iterative design
The new app's experience focused on a virtual garage experience with vehicles at the center of all functionality. We even gave your vehicle a "health score" based on it's age, service, and known vehicle issues.
My team worked with offshore developers to bring the app to life through a more modern UI style than Firestone had considered, helping pass the competition, meet customer needs, and beat business goals.
My team worked with offshore developers to bring the app to life through a more modern UI style than Firestone had considered, helping pass the competition, meet customer needs, and beat business goals.
IMPACT
From an app redesign to a new approach: scaling collaboration
By recommending we use a Design Sprint on the My Firestone app project, I helped introduce a new way of working that brought cross-functional teams together early to align and validate ideas.
The process was so successful and engaging that Firestone adopted it as a standard approach for future projects, deepening collaboration, client trust in our team, and improving outcomes for years to come.
IMPACT
From an app redesign to a new approach: scaling collaboration
By recommending we use a Design Sprint on the My Firestone app project, I helped introduce a new way of working that brought cross-functional teams together early to align and validate ideas.
The process was so successful and engaging that Firestone adopted it as a standard approach for future projects, deepening collaboration, client trust in our team, and improving outcomes for years to come.
IMPACT
From an app redesign to a new approach: scaling collaboration
By recommending we use a Design Sprint on the My Firestone app project, I helped introduce a new way of working that brought cross-functional teams together early to align and validate ideas.
The process was so successful and engaging that Firestone adopted it as a standard approach for future projects, deepening collaboration, client trust in our team, and improving outcomes for years to come.
IMPACT
From an app redesign to a new approach: scaling collaboration
By recommending we use a Design Sprint on the My Firestone app project, I helped introduce a new way of working that brought cross-functional teams together early to align and validate ideas.
The process was so successful and engaging that Firestone adopted it as a standard approach for future projects, deepening collaboration, client trust in our team, and improving outcomes for years to come.
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
10k
Appointments per day
Doubled
Average session length
Doubled
Annual registrations
50%
Less app crashes
From app to website
While updating the app, my UX team began efforts to optimize FCAC's Tire Shopping and Appointment Scheduling processes. Using a similar process, we successfully increased appointment rates and grew revenue.
Started a testing obsession
Clients loved our approach to customer testing so they expanded our scope of work to include more test types for the website work, including A/B Testing and prototype testing.
From app to website
While updating the app, my UX team began efforts to optimize FCAC's Tire Shopping and Appointment Scheduling processes. Using a similar process, we successfully increased appointment rates and grew revenue.
Started a testing obsession
Clients loved our approach to customer testing so they expanded our scope of work to include more test types for the website work, including A/B Testing and prototype testing.
From app to website
While updating the app, my UX team began efforts to optimize FCAC's Tire Shopping and Appointment Scheduling processes. Using a similar process, we successfully increased appointment rates and grew revenue.
Started a testing obsession
Clients loved our approach to customer testing so they expanded our scope of work to include more test types for the website work, including A/B Testing and prototype testing.
From app to website
While updating the app, my UX team began efforts to optimize FCAC's Tire Shopping and Appointment Scheduling processes. Using a similar process, we successfully increased appointment rates and grew revenue.
Started a testing obsession
Clients loved our approach to customer testing so they expanded our scope of work to include more test types for the website work, including A/B Testing and prototype testing.
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay