Pirelli Tyres
Lead Product Designer (Huss & Sam)
6 months
UX/UI Design for Multi-brand Websites, Brand Integration & Visual Consistency
Pirelli is a global leader in the high-value tyre market, renowned for innovation and performance. When Tuvora became the official importer in Israel, the brand needed a local digital presence to establish trust, differentiate from unauthorized sellers, and provide customers with a direct channel to the authorized distributor.
Pirelli lacked a digital footprint in Israel, making it difficult for customers to identify official products. This gap created a lack of brand trust and led users toward unauthorized sources. The challenge was to build a localized platform from scratch that would reflect Pirelli’s premium global standards while serving the specific needs of the Israeli market.
What started as a simple one-pager evolved into a robust, content-rich website. Following strategic discussions with the CEO and marketing team, we expanded the scope to a full-scale digital catalog.
Key features include:
Comprehensive Site Structure – A strategic layout featuring a homepage that summarizes key sections, with dedicated pages for the brand story, Tuvora (the official importer), accessories, and a full product catalog.
Dual-Platform Catalog – A smart navigation system where tyres are categorized by ״Families״ for cars (P Zero, Scorpion) and ״Riding Experiences״ for motorcycles (Road, Trail, Scooter), including sub-filters for precise searchability.
Conversion-Oriented Product Pages – Detailed pages including technical specifications, feature icons, and size options, all centered around a clear ״Get a Quote״ call-to-action.
Quick Search Functionality – A streamlined search tool integrated into the UI, allowing users to instantly filter tyres by specific sizes and categories.
Through stakeholder interviews and competitor analysis, I identified the core needs of tyre enthusiasts:
Key Insights
Users need technical details quickly to make a safety-based decision.
Categorization by ״Family״ or ״Experience״ is more intuitive for users than just technical specs.
Maintaining a clear separation between car and motorcycle content is crucial for a focused user journey.
Brand-Consistent Framework – Developed a Consistent design system strictly aligned with Pirelli’s global guidelines, ensuring brand authority through a unified UI kit.
Visual Hierarchy – Established a clear hierarchy using bold typography, high-fidelity imagery, and a custom icon set to emphasize technical tyre specifications.
Scalable Component Library – Created reusable UI components and responsive layouts, ensuring a seamless and high-performance experience across all screen sizes.
The design system was built to respect Pirelli’s strict global CI while optimizing for a local web experience.
Key decisions during ideation:
Strategic Cross-Platform Navigation – Implementing a dynamic “Switch to Moto” animated arrow within the header and mobile menu to enable effortless transitions between the two distinct worlds.
Strategic Cross-Platform Navigation – Implementing a dynamic “Switch to Car” animated arrow within the header and mobile menu to enable effortless transitions between the two distinct worlds.
Immersive “Tyre Family” Navigation (Cars) – Creating an interactive experience where selecting a tyre family (e.g., P Zero) triggers a background change and specific visual effects, providing a direct, visual link to the product’s world.
Experiential “Riding Mode” Selection – Developing a motion-based interface for motorcycles where users can switch between riding experiences (e.g., Trail, Road), featuring responsive background shifts to enhance user engagement.
Tailored Filtering Systems – Integrating advanced search tools customized by segment, allowing car users to filter by both Technology and Size.
Streamlined Dimension Search – Implementing a simplified, high-efficiency search tool for motorcycle riders, focused on size-based filtering to ensure the quickest and most intuitive path to the right product.
The final platform successfully bridges the gap between the global brand and the Israeli consumer. By creating an intuitive, dual-catalog system, we established a trusted digital home for Pirelli in Israel, resulting in improved brand recognition and a direct, efficient lead-generation channel for the importer.
Strategic Collaboration
Working closely with stakeholders to bridge the gap between business objectives and user needs.
UX Precision
Proving that a robust, tailored filtering system is essential for search efficiency and user confidence.
