Agency: iCrossing
Agency: iCrossing
Bridgestone was ready to evolve its digital experience. The brand needed a site that matched its innovation leadership in mobility and performance—while meeting customers where they were: online, mobile, and ready to act. The existing site lacked personalization and efficiency, and the user journeys weren’t aligned to modern expectations for support, service, and smart recommendations.
As the client-facing creative lead at iCrossing, I partnered directly with the Bridgestone team to lead a multi-disciplinary group of 10+ designers, UX strategists, and content creators. My focus was aligning our creative output to measurable business goals—while crafting a modern, intuitive user experience. From strategic planning to storytelling to AI integration, I was hands-on throughout the engagement.
Using user analytics and behavioural insights, we overhauled the site architecture to prioritise clarity, findability, and self-service tools. We restructured key product and service flows, ensuring the most common tasks—like finding the right tyres, scheduling service, or getting recommendations—were front and centre, reducing friction and drop-off.
We implemented personalised features that offered contextual prompts and reminders based on user data—like maintenance suggestions, service intervals, and product matches. These AI-driven touches helped strengthen customer relationships and added utility to every visit, transforming the site from a passive resource into an active companion.
Beyond UX, I led concept development and production for Bridgestone’s brand video. I wrote the script, created storyboards, sourced and directed a voiceover artist, and oversaw the full video production. The goal: to tell a clear, engaging story of how Bridgestone puts customers first through digital innovation—while reinforcing visual and tonal consistency across all touchpoints.
Our design system ensured brand consistency across bridgestone.com, partner sites, and campaign pages. We worked in close
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