First steps in optimizing UX for First Stop

Logo First Stop

First Stop, the service network of tyre manufacturer Bridgestone, found that more and more customers are turning to its website to get information about products, book appointments and locate stores. But all too often, those users would not find what they need, get lost in the navigation or reach dead ends. To improve the user experience, the website needed some major restructuring.

Focus on the top tasks

Together we decided first to tackle the main conversion goal, and customer top-task: book an appointment online. This meant a rigorous optimization of the existing store locator, a pain-point in the current website. We radically simplified the navigation adding clear entry points to other customer top tasks as well. This makes it easier to find a service centre, research tyres and contact the First Stop call-centre.

Ongoing project
As a next step, we will be optimizing the tyre web shop. We will be improving the search filters, integrate stock availability information and offer better display of product attributes for easier comparison.
The first version of the new website will be online soon ( has already been launched this week) and will be the first visible step on the exciting strategic track we’ve set out with Bridgestone-First Stop. In the coming months, we’ll take this strategy further down the road.

About Bridgestone – First stop
First Stop is the most important service network of renowned tyre manufacturer Bridgestone. They specialise in tyre fitting and car maintenance services. It currently operates about 2.000 service centers in 25 European countries.


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