Nitto
Overview
Project Type: Responsive Consumer Site Redesign
My Role: Senior Product Designer – UX Strategy, Content Simplification, Visual Design
Platform: Responsive Web & Mobile
Timeline: 2 months
Team: Art Director, PM, 1 Engineer, Client Stakeholders.
Outcome: Modernized an outdated UI. Enhanced mobile experience and improved product discoverability across Nitto’s tire catalog.
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.