Tiger Wheel & Tyre eCommerce Design and Development Case Study - DashDigital
Tiger Wheel & Tyre is South Africa’s biggest and most trusted brand in automotive fitment and service excellence.

Whilst the brand’s physical stores are clean, contemporary and inviting, their online experience was outdated and lacked flexibility. We needed to build an eCommerce capability that reimagined the way consumers purchase tyres, wheels and batteries online - with a particular focus on making customers feel comfortable and secure throughout the purchase journey.


We made the strategic decision to migrate the brand to a new online platform for increased flexibility and the best possible user journey. Backed by comprehensive usability research and validation, we then crafted their new digital experience to be informative, intuitive and seamless throughout.

User Experience

Before starting any design work, we conducted an in-depth usability study using an eCommerce adoption of the Nielsen Heuristics framework. This helped our designers identify the most common usability issues on the existing site, which they categorised into major and minor groupings.

The team then overlaid primary customer research as well as industry and general UX best practice principles in order to roadmap how these issues could be mitigated through the design stage.

Key insights and takeaways were then translated into creative briefs where we outlined a list of benchmarks that would improve engagement, conversion, and overall company revenue.

Design System

Our team built a dynamic, component-based design system that acts as a library for the Tiger Wheel & Tyre marketing team. Here they can access rules for the various ready-made design elements; examples of how to utilise them; and guidelines for product photography.

With refined typography and all-new UI components, this flexible design system enables Tiger Wheel & Tyre to set the foundation for a consistent online experience, and a more cohesive look and feel.

Navigation & Information Architecture

Restructuring the site content in a clear and logical way was a vital part of transforming the customer experience. The end result is a meticulously crafted navigation system that provides a harmonious user journey from initial interaction to checkout.

A frictionless shopper journey from the first point of consideration all the way through to conversion.

Inspiring Confident Online Purchases

The purchasing journey for wheels and tyres can be overwhelming, which is why many customers tend to browse online but shop in-store. To inspire customers to complete purchases online, we created a frictionless shopper journey from first point of consideration all the way through to conversion.

Promotions are a key driver of any eCommerce experience. With this in mind, we created a system of strategic banner placements to capture users’ attention without obstructing the shopping flow.

We worked closely with Tiger Wheel & Tyre and an industry expert within the retail promotions arena to gather insights on how customers buy tyres. The research concluded that the two main factors are brand and price - the former being the primary driver based on trust and credibility, and the price playing a secondary role to demonstrate value. These two key elements were used by our designers as the basis for all promotional banners.

Scope of work


  • Customer Research
  • Trends Analysis
  • Competitor Review
  • Best Practice Review
  • Usability Research & Testing
  • Market Research


  • Target Audience Discovery
  • Feature Definition
  • Information Architecture
  • Usability Audit & Review


  • Art Direction
  • Wireframing
  • User Interface Design
  • User Experience Design
  • Interaction Design
  • Design Systems
  • Quality Assurance


  • Technical Strategy
  • Wordpress Development
  • Cross-browser Testing
  • Cross-device Testing
  • SEO & Performance Optimisation
  • Quality Assurance
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