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Yokohama

Designing Latin America Yokohama corporative web page

This project involved creating the official Latin American website for Yokohama, the renowned Japanese tire brand. The goal was to craft a site that reflected the company’s luxury, speed, and adrenaline-driven ethos while ensuring users could easily find the perfect tire for their vehicles.

Objectives

The website was designed to:

  1. Align with Yokohama’s global branding while catering to the Latin American market.

  2. Highlight the product range with detailed specifications and benefits for each tire.

  3. Incorporate a tire finder tool, allowing users to search by car model and specifications.

  4. Serve as a platform to share company information, news, and dealer locations.

Web home
Research and Discovery
To deliver a website that met Yokohama’s expectations, I began by gathering as much context as possible:
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  • Brand alignment: Studied the U.S. Yokohama website and other global sites to understand their aesthetic, tone, and structure.
  • Industry benchmarks: Conducted research on competing luxury tire brands and high-end automotive companies to capture trends in UI design and brand storytelling.
  • Client collaboration: Requested detailed materials from the client, including:
  • Brand assets: Photography, logos, and design guidelines.
  • Product details: Technical specs and unique selling points of each tire model.
  • Mission and vision: Historical and cultural elements that define Yokohama’s identity.
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Design Process

1. Information Architecture and Wireframes

  • Mapped out the website’s content structure to ensure clarity and seamless navigation:

  • Homepage: A dynamic, visually engaging introduction to the brand, featuring bold imagery and calls to action.

  • Tire finder tool: An intuitive search feature tailored for users to filter by car make, model, and year, as well as by tire type.

  • Product pages: Detailed sections for each tire model, showcasing:

    • Key features (e.g., performance, durability, luxury).

    • Technical specifications.

    • Benefits tailored to specific driving needs (e.g., speed, off-road).

  • Corporate information: Pages dedicated to Yokohama’s history, mission, and values.

  • Dealer locator: Integrated a tool for users to find nearby retailers.
     

Created wireframes for the core pages, iterating based on feedback from the client to ensure the information hierarchy aligned with their vision.

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2. User Interface Design
Designed a luxurious, sleek, and adrenaline-fueled visual identity:

  • Used high-quality imagery of tires in action, emphasizing speed and performance.

  • Selected a dark color palette accented with bold reds, reflecting Yokohama’s brand and its association with energy and precision.

  • Incorporated modern typography to convey professionalism and luxury.


Developed a fully responsive design, ensuring a seamless experience across desktop, tablet, and mobile devices.

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3. Tire Finder Tool Development

Collaborated with the client to define the criteria for the tire search tool, ensuring it could accommodate:

  • Car make, model, and year.

  • Specific driving needs (e.g., all-terrain, performance, or eco-friendly options).


Designed the UI to be user-friendly, reducing friction in the search process while maintaining an aesthetically pleasing layout.

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4. Prototyping and Testing
Built an interactive prototype showcasing the website’s navigation, product pages, and tire finder tool.

Conducted small-scale usability tests with potential users and client stakeholders to:

  • Validate the tire finder tool’s functionality.

  • Test the clarity and accessibility of the product details.

  • Confirm that the overall design effectively communicated Yokohama’s values and brand identity.

Collaboration and Handoff

Delivered final designs along with detailed documentation for development, including:

  • A component library for consistent implementation.

  • Specifications for responsive behavior, animations, and user flows.


Worked closely with the development team to address challenges during the build phase, ensuring that the final product adhered to the design vision.

Outcomes and Impact

  • Streamlined tire selection process: The intuitive tire finder tool empowered users to quickly and easily find the right tires for their vehicles.

  • Brand consistency: The site aligned perfectly with Yokohama’s global branding while resonating with the Latin American audience.

  • User satisfaction: Usability tests confirmed that the design was clear, user-friendly, and visually compelling.

  • Enhanced digital presence: The website became a key touchpoint for customers, showcasing Yokohama as a premium tire brand in the region.

Reflection

​Designing Yokohama’s Latin American website was an exciting challenge that combined branding, user experience design, and technical problem-solving. This project strengthened my ability to:

  • Design for global brands while adapting to regional nuances.

  • Balance complex product information with a seamless user experience.

  • Collaborate effectively with clients and development teams to deliver high-impact results.

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