redefining the auto care experience
Trust.
It’s an auto industry wide issue, and Firestone Complete Auto Care was no different. So they set out to reimagine how the car repair experience could turn this perception on its head. With expert technicians as its backbone, Firestone Complete Auto Care sought to create an experience that conveyed Trust, Confidence, and Expertise. Firestone engaged the Arc’s Retail Design Group to help transform their retail experience at every level.
I was Creative Director, Program Manager, and key client contact for the project.
New Store Design - Pilot Store: Knoxville, TN
Digital Signage for services allows for easy updates to pricing and promotions
Digital Led Tire Selector combines both physical and digital elements to help shoppers select the right tire for their needs and assists crew to aid in customer engagement.
Designing the Experience
Driven by customer need states, we designed two experience journeys that addressed personalized repair needs versus routine maintenance.
Messaging strategy
CONCEPT DESIGN
Exterior Concepts
Interior Concepts
FINALIZED RENDERINGS
PROTOTYPING
We collaborated with a team of experts in marketing, operations, and construction to review key elements of the design, both physical and digital before testing in pilot stores.
SCALING THE DESIGN
The pilot stores resulted in increased brand perception overall. With a fleet of over 2000 locations, we created a rollout program to modernize the brand for both new stores and remodel location to create brand consistency across their whole portfolio of real estate.
After
Before
After
Before
Remodeled Exterior: Indianapolis, IN
CUSTOMER FEEDBACK
design Standards
Standard guidelines were created to address different formats and give design direction to the network of architects and vendors responsible for national rollout beyond the initial test stores.
low cost, high impact solutions
With a fleet of 2200 stores across the US, Firestone needed a low cost solution to quickly show brand transformation. So we developed a new exterior color palette and gave them a fresh coat of paint without the cost of a full remodel.
The result was a 46% increase in transactions within the first month and sustained 10% lift in sales after 90 days.
Before
After
