Nitto
My Role
As the UX strategist and designer, my role was to leverage data to improve Nitto’s digital experience. I conducted in-depth user research, ran Hotjar and Google Analytics tests, and optimized product pages to align with how enthusiasts shop for tires. By unifying the UI across desktop and mobile, prioritizing key specs, and eliminating inefficiencies, I helped create a seamless experience that resonated with both die-hard enthusiasts and industry professionals.
Background
Nitto, a subsidiary of Toyo Tires, is built for enthusiasts—off-roaders, performance drivers, and those who demand the best. While Toyo has a strong performance tire lineup, Nitto thrives in the enthusiast community. However, their website had been neglected, primarily serving as a tool for tire salesmen to find sizes for in-store customers. With Nitto’s growing fanbase, Toyo wanted to turn the site into a true destination for enthusiasts.
Goals & Role
Design with data – Leverage analytics and testing to guide decisions.
Optimize product pages – Unify UI patterns, remove reliance on hover states, and create a seamless mobile-first experience.
Improve the user journey – Increase engagement and prioritize tire specs for enthusiasts and professionals alike.
1. Data-Driven Research & User Insights
Used Hotjar and Google Analytics to establish baseline usage data.
Identified key entry points and drop-off areas via user funnel tracking.
Conducted user surveys and competitor analysis to understand the Nitto audience.
Categorized core user personas based on enthusiast needs and tire-buying behaviors.
Approach
2. Site Optimization & Streamlining
Unified UI across desktop & mobile, replacing hover-based interactions with tap-friendly designs.
Refactored the site map based on data insights, eliminating 40+ underutilized pages.
Improved tire search functionality, specs visibility, and overall page discoverability.
Shifted design inspiration from Apple, Dyson, and Tesla, aligning with premium product presentation.
3. Results & Impact
Significant increase in mobile engagement (77% of traffic).
Drop-off rates improved across the funnel, boosting conversion from 15.5% to 24%.
The new streamlined experience resonated with both enthusiasts and tire specialists.
Data-driven insights pushed Nitto in new, user-focused directions they hadn’t explored before.
Takeaways
Know your audience – The enthusiast community has distinct needs that differ from retail customers.
Modern UI/UX practices matter – Accessibility, mobile optimization, and intuitive navigation drive engagement.
Data drives decisions – Analytics and user research validated and shaped the design process.
Tires are cooler than I thought – After this project, I can’t help but check what tires are on every off-road vehicle I see.