Dunlop Indonesia
Dunlop carries 130 years of global heritage and hundreds of official stores across Indonesia. One of the most trusted names in automotive. But trust built over a century wasn't showing up online. The digital platform hadn't kept pace with where the brand actually stood in the market, and for a brand competing against increasingly digital-first competitors, that gap was starting to cost real visibility.
Challenge
The previous site was visually dated, structurally fragmented, and built around Dunlop's internal product categories. Not how people actually search. A driver who knows their car but not a tire's product code. An enthusiast comparing specs across performance lines. Someone who just wants the nearest official store, today. None of them think in Dunlop's catalog structure, so the old IA lost them before they found what they came for. Underneath, a disorganized content architecture made every new product launch or promotion an engineering task instead of a simple update.
My Roles
I owned this project end to end as the sole Product Designer, from the initial audit and research through to final UI handoff. I worked directly with the development team throughout the build, and managed the design relationship with PT Sumi Rubber Indonesia's internal stakeholders as the primary client contact.
Process
I ran a full audit of the existing architecture, competitor benchmarking, and a close study of real user behavior. One finding changed everything. People search by vehicle type, not product category. Not a minor detail, a complete reframe of what the site needed to do. Instead of organizing around Dunlop's catalog, I rebuilt the entire IA around one entry point, the visitor's own vehicle. Every navigation decision and content hierarchy that followed came from that single pivot.
Key Decision
Vehicle-First Navigation Over Product-Category Structure
The old IA was built around Dunlop's product lines. Made sense internally, wrong for the driver standing in front of the site. Rebuilding navigation around vehicle type means someone can find the right tire without learning Dunlop's taxonomy first. That's the difference between finding your car and browsing a catalog, and the entire structure reflects it.
CMS Built for Independence, Not DEV Dependency
The previous architecture needed a developer for every routine update, new products, promos, seasonal campaigns. I built the new system for the client's internal team instead, a CMS they can update and publish from without submitting a ticket. That's an ongoing cost saved, not a one-time convenience.
Content Platform Over Product Catalog
A tire brand competes for attention against every automotive brand in Indonesia. A product catalog gives a visitor exactly one reason to show up. So I added an E-Magazine and automotive news hub. Content that helps drivers understand and care for their vehicles gives them a reason to come back, and that turns dunlop.co.id from a transaction point into a channel Dunlop actually owns.
Validation
The design went through two review stages before launch. An internal review with the MAI team first, then a direct session with PT Sumi Rubber Indonesia's stakeholders. Both rounds fed into pre-launch refinements before the site went live nationally.
Solution
The rebuilt dunlop.co.id runs on a vehicle-first information architecture, so tire selection starts with your car, not a product code. It includes a personalized recommendation engine, official store locator, Dunlop E-Magazine, and automotive news hub, all unified under a CMS-driven content system the client team manages independently.
Result
- 14,455 Total Users in June 2026, up 7.78% year over year
- New Users Grew 8% YoY, with Paid Search emerging as an active acquisition channel for the first time
- Direct Traffic Up 53% YoY, the strongest signal of growing brand-driven recognition since the revamp
- Referral Traffic Up 185% YoY, showing more external platforms actively linking to the new site
- Developer-dependent content publishing fully replaced with a CMS the client team now operates independently
- Live at dunlop.co.id across Indonesia
LIF ID