From Product Pages to Complete Journeys: Redesigning Bridgestone's Digital Experience
Executive Summary
Bridgestone’s business is in full evolution, from B2B selling and distributing tyres towards fully integrated B2B selling and B2C tyre and fleet solutions. This required an adaptation of their digital frontend experiences. Together, we ran a co-creative, holistic strategic design exercise (DXP project) to question and redesign the purpose, audiences, structures and the desired ‘to be’ experiences of Bridgestone’s digital ecosystem.
Results
The project's success hinged on two key factors: thorough research with hands-on testing, and strong organizational engagement. We established a two-tier meeting structure to keep everyone aligned and informed: core team members met every two weeks, while extended stakeholders gathered monthly.
We achieved:
- A digital performance boost
Enhanced product pages for better performance and conversion;
- Innovation integration
Mapped AI and smart service opportunities across digital platforms;
- A market-specific strategy
Created framework for multi-market localization and compliance;
- Stakeholder alignment
Secured organization-wide support through structured engagement;
- An actionable roadmap
Delivered phased plan with successful first product page launch.
Our Approach
The Big Idea
We started from the belief that better digital experiences for Bridgestone customers would come from knocking down the walls between content, commerce and marketing.
The Strategy
Our strategic approach with Bridgestone centered on unifying the entire tyre customer/buyer journey.
The Process
- Together with the client, we explored industry best practices, innovative use cases, and emerging trends.
- Over 12 weeks, we co-designed core principles for a new Digital Experience Platform (DXP).
- Through wireframing, prototyping and user testing in 4 key markets, we assessed the implementation feasibility to develop on Adobe Experience Manager (AEM) as the core technology.
- Afterwards, we successfully handed over our concept to our development team for product page implementation.
