Global Website for Continental: How Tires Turn into Emotional Products
A tire is a tire? Far from it! A tire is the main actor for an unforgettable driving experience, is a safety guardian on wet roads, is an ally for the most diverse types of vehicles. It is not just any product, but the product that brings out the best in every vehicle. Thus, the website relaunch for Continental tires was also about presenting the tire as a sensual premium product and granting it an appropriate stage on the website.
The Crucial Characteristics for a Successful Rebranding
As part of our design strategy process, in the discovery workshop it became clear that a traditionally product-heavy company like Continental will only be able to maintain its leading role on the global market if it focuses on users and their needs, makes products and services easily accessible to them, and clearly highlights their benefits—a real challenge given Continental’s extensive product range.
The brand personality developed in the workshop provided the characteristics that are so crucial for success, because they span the arc between visionary, supportive and experienced action. Subsequently, we aligned our brand filters precisely with this, providing the framework for look and feel, information architecture, interaction and animation, as well as content and the tone of voice.
The Website as a Smart and Sensual User Experience
In this particular case, a positive user experience entails proposing the right tire to users quickly, while at the same time engaging them on an emotional level. This is achieved by a well conceived interplay between visual language, text, animation and user guidance, which introduces the user to the world of tires in an exciting way. The tire becomes an adventure, conveys thrilling safety, invites the user to discover the product range and inspires with large-scale, sensual images.
Clever Filter Options and Contextual Subpages
By means of a guided search, the different user groups—private and business customers—see the content relevant to them. Smart selection options guide them smoothly to the right products while highlights provide additional inspiration.
Up Close: the Tire and the Service
Since each tire is unique, it is presented against a different generative, animated background. The user sees both the benefit and the price at a glance and can obtain important service information via context-related call-to-action buttons. As a private customer, for example, about dealers and maintenance. The highlight, however, is zooming in on the respective tire, which allows the user to explore its multi-layered interior and learn about important functions along the way.