Driver App
Michelin Ad Builder: Empowering Dealers to Build Brand-Compliant Ads Fast
Net-new dealer portal enabling non-designers to create on-brand, co-op-eligible ads in minutes. I led research → IA → flows → design system → validation to compress time-to-publish and lift adoption.
Why an Ad Builder?
Dealers needed a simple, guarded path to create brand-compliant ads that qualify for co-op reimbursement without needing Photoshop or a designer. Requirements included locked brand elements, compliant headlines, auto-legal, localization, and fast exports for multiple channels.
Michelin Ad Builder — UI/UX Journey
Discovery & Research
Interviews with dealers, brand, and co-op teams; audits of legacy assets & rejection reasons; time-and-motion studies on current ad creation.
- Dealer tasks & pain points (copy, legal, export sizes).
- Compliance & co-op rules distilled into guardrails.
- Channel format inventory & variant mapping.
IA & Flows
Task-first IA: Template → Customize → Review → Export → Submit for co-op. Clear breadcrumbs & progress.
- Template gallery with filters (channel, promo, season).
- Guarded fields & locked brand zones.
- Auto-legal & disclaimers tied to offers.
Design System
Tokenized components for consistency and speed across the portal.
- Forms, chips, tabs, cards, stepper, validation patterns.
- Image cropper, focal-point, smart fit for sizes.
- Error states & contextual help for non-designers.
Validation
Moderated tests on first-time dealers; A/B of editor hints; review of reject/approve cycles with brand.
- Task success & time-to-export benchmarks.
- Compliance pre-check accuracy.
- Content quality & legibility at size.
Launch & Iterate
Analytics on template usage, drop-offs, and co-op submissions; release cadence aligned to seasonal promos.
- Template heatmap & variant gaps.
- Reject reason taxonomy → fixes.
- Localization & asset updates at scale.
- Onboard
- Guided
- Confident
- Delighted
- Advocate
Results & Impact
We designed for measurable improvements across dealer productivity and brand compliance.
Mockups & Step-by-Step UI/UX
Replace placeholders with real frames. Use captions to narrate decisions and validations.
Template Gallery
Filter by channel, season, promo; preview sizes; see co-op eligibility.
Creative Editor
Locked brand zones; guided copy fields; smart image fit & focal point.
Compliance Pre-check
Rule engine flags issues (copy length, logo placement, contrast) before export.
Export & Variants
One click outputs all required sizes: print, social, display, POS.
Co-op Submission
Generate proof + metadata; submit for approval; track status.
End-to-End UI/UX Journey & Outcomes
| Journey Stage | Challenge | Approach | Impact |
|---|---|---|---|
| Discovery Field Research | Dealers unsure how to make “compliant” ads. | Interviews, reject-reason audit, time-to-task baseline. | Guardrails clarified Flows prioritized |
| IA Navigation & Flows | Fragmented steps; hidden requirements. | Template → Customize → Review → Export → Co-op. | Fewer taps Completion ↑ |
| Design System | Inconsistent components; rework. | Tokenized UI kit; reusable editor & validator patterns. | Delivery faster Platform parity |
| Validation Usability & Data | Opinion-driven decisions. | Moderated tests + analytics on creation & export. | Evidence-based iteration Adoption ↑ |
| Compliance Brand & Legal | High reject rates; slow review. | Locked zones + rule engine + auto-legal. | Rejects ↓ Approvals ↑ |
UX Improvements Matrix
| Area | Challenge | Solution | Impact |
|---|---|---|---|
| Templates Find & Start | Hard to locate the right size/promo. | Faceted gallery + previews + eligibility badges. | Start time ↓ Errors ↓ |
| Editor Brand Guardrails | Unclear what’s editable vs locked. | Locked zones; guided fields; visual hints. | Compliance ↑ Rework ↓ |
| Legal Auto-Disclaimers | Manual copy/paste errors. | Offer-aware auto-legal & disclaimers. | Rejects ↓ Confidence ↑ |
| Export Variants | Many sizes; inconsistent quality. | One-click multi-export; naming recipes. | Quality ↑ Time ↓ |
| Co-op Submit & Track | Opaque approval process. | Submission wizard; status tracking; receipts. | Utilization ↑ Support tickets ↓ |