01 — Project Overview
Project Background &
Solution Context
Goodyear runs multiple quarterly dealer incentive programs across tire families (Goodyear Gold, Blue, and Kelly Green). While incentive logic, budgets, and tier structures exist, planning, simulation, and tracking were heavily manual.
"Internal teams relied on static spreadsheets, manual budget calculations, disconnected reporting, and post-hoc dealer performance tracking. Dealers, on the other hand, had zero real-time visibility into current tier progress and incentives earned."
This resulted in budget inefficiencies, delayed decision-making, operational friction, and missed opportunities for dealers to optimise sales behaviour. The platform transforms incentives from a static payout mechanism into a strategic growth lever, while strictly adhering to Goodyear brand and enterprise design standards.
Key Platform Features
Live Incentive Simulator
Plan and adjust tier payouts with real-time budget impact forecasting, preventing costly quarterly overruns.
Tier & Family Configurator
Drag-and-drop grouping for tire families (Gold, Blue, Kelly) and rapid tier requirement setups.
Historical Comparisons
Instantly compare proposed Q3 plans against Q1/Q2 actuals to optimize spend efficiency.
Automated Collateral
Generate print-ready dealer incentive flyers and PDFs automatically from the approved plan data.
Live Tier Tracking
Dealers see their exact real-time progress towards volume targets, eliminating end-of-quarter surprises.
Earnings Visibility
Clear visualization of incentives earned to-date versus projected potential payouts if targets are met.
Brand-Wise Guidance
Actionable insights showing exactly how many specific tires (e.g., Gold vs Blue) are needed to hit the next tier.
What-If Sales Planner
Self-service tools allowing dealers to simulate their own sales scenarios to maximize their rebate returns.
02 — Problem & Scope
Problem Statement &
Objectives
Goodyear’s incentive programs were complex, data-heavy, and manually managed, creating severe operational friction for both internal teams and dealers.
- No structured way to simulate incentives within budget.
- Highly manual tier and payout calculations.
- Extremely limited visibility into dealer performance.
- Dealers lacked tools to plan sales strategically.
Platform Objectives
User Pain Points Matrix
03 — Strategic Value
Root Causes &
Guided Decisions
Static Documents
Heavy dependency on printed static spreadsheets and emails.
Disconnected Views
Misaligned viewpoints between managers vs active dealers.
No Scenario Planning
Zero real-time scenario forecasting capability.
Modular Platform Strategy
Design a modular, stepper-driven incentive platform that supports:
- Budget-safe quarterly incentive program experimentation.
- Data-backed tire family and tier structure choices.
- Dealer self-service dashboard intelligence & planning.
Design Process Execution
04 — Live Simulator
TSO Quarterly
Incentive Simulator
Adjust incentive volume targets and tier payouts in the sidebar to simulate live budget utilization.
Promo Simulation Results
Real-time budget impact projection based on inputs.
05 — Brand & Design System
Component Matrix &
Design Specs
Incentive Tier Structure Matrix
The complex logic of tier requirements and cross-brand multipliers was consolidated into a single, interactive grid-based interface. Hover over the columns to isolate brand-specific payout structures.
06 — Research & Discovery
Insights, Needs &
Personas
Insight to Action Pipeline
Incentives are budget-sensitive
Highly volatile data where static spreadsheets were extremely prone to human error and overspending.
Real-time validation loop
Built live budget feedback directly into the stepper to prevent tier structure overruns proactively.
Users fear breaking logic
Master sheets were fragile, heavily formula-driven, and tightly guarded by management.
Isolated simulator flow
Created a guided safe space to test configurations via sliders before saving to production.
Dealers need motivation
Raw payout tables lacked context and failed to drive actionable sales behavior at the shop level.
Visual tier dashboards
Added what-if planning tools directly on the dealer dashboard to visualize potential earnings.
Target Personas
*Insights gathered from stakeholder walkthroughs, existing incentive documents, and historical programs.
Primary Goal
Create effective incentive plans within budget without breaking historical constraints.
Core Needs
Needs budget-safe simulations, visual validation checkmarks, and automated collateral generation.
Primary Goal
Maximise incentive earnings and understand exactly how many units to sell to reach the next tier.
Core Needs
Needs a live tracking dashboard, intuitive progress bars, and actionable sales scenario planning tools.
07 — Impact & Outcomes
Planned KPI Targets &
Business Impact
"The Trade Spend Optimiser (TSO) is not just a dashboard—it is a strategic incentive intelligence platform demonstrating how UX, finance, and behavioural design can work together to protect budgets and motivate dealers."
08 — Technical Appendices
Prototype & Design
Documentation
Interactive Prototype Workflows
End-to-end simulator flows, dealer dashboard walkthroughs, and logic exports.
Design Iterations Log
Matrix cognitive load reduction tests, budget feedback iterations, and drag-and-drop grouping validations.
Calculation Logic Maps
Backend data structures mapping tire volume thresholds to payout multiplier matrices.