The Challenge
Discount Tire, one of the largest independent tire retailers in the U.S., faced a critical inflection point: digitizing a service model built for in-person trust across 1,000+ locations while simultaneously defending market share from digital-native competitors. The challenge wasn't just redesigning a website — it was reimagining how customers discover, buy, and receive service across every digital and in-store touchpoint.
My Role & Approach
As the Omnichannel leader of product strategy and experience, I was to build a world class team and own end-to-end experience roadmaps across several flagship initiatives simultaneously:
- →The e-commerce Website: Brought in over $256M in additional revenue through collaborative design thinking and new concept discovery, A/B experimentation and improved user journeys.
- →A Mobile POS Retail Service Model: Scaled and lead the team, defined strategy, user journeys and architecture of a new mobile POS service model enabling associates to serve customers anywhere on one platform. Employee efficiency estimated at 4 additional customers a day per store with the mobile system.
- →Tire Fitment Experience: Led the experimentation and experience team for an AI-powered tool that eliminated the most common friction point in the purchase funnel — "which tire fits my car?"
- →Pit Pass Stores: reduce friction points for employees and customers, improving efficiency to 30 minute or less a visit for online purchase and drive through customer experience.
- →Fleet Portal: Led the experience design of incorporating commercial fleet customers into the online ecommerce purchasing experience.
- →Contact Centers: Led the experience design of incorporating contact centers into the online ecommerce purchasing experience increasing conversion by over 60%.
Executive Alignment & Governance
Built a center of excellence with a hub and spoke model of embedded designers that increased team efficiency by 48%. Built and facilitated cross-functional discovery and prioritization workshops that aligned Engineering, Operations, Field Leadership, Finance, and Commercial teams around shared problem definitions and success metrics. Established Discount Tires first ever Traction Design System aligning design and development. Delivered executive-ready reporting tracking portfolio progress and ROI across all initiatives.
My Contributions
- ◆ Product Strategy & Roadmapping
- ◆ Innovation Pipeline Governance
- ◆ Executive Stakeholder Alignment
- ◆ Team Building & People Leadership
- ◆ Center of Excellence & Systems and Frameworks
- ◆ AI Product Integration
- ◆ Business Case Development
- ◆ Experimentation Strategy & Lead A/B Testing Team
Industries
Retail · eCommerce · Enterprise Software · Workforce Enablement