Eve Adam

Can tires be fashionable? Whiteport got awarded the price “E-commerce of the year” for our re-design of Sweden’s sexiest online tire shop!

While their site was a critical sales channel, it had become outdated—especially for mobile users. The challenge? To completely modernize the look, feel, and usability of the site while preserving the existing backend infrastructure. 

About the project

For many, buying tires online raises questions like: What tires fit my car? How will they get installed? In order to keep customers engaged throughout the purchase process, the right products need to appear instantly, and every step must feel relevant and effortless. The mission was clear:

  • Deliver a fully responsive redesign, creating a seamless experience across all devices

  • Enhance the product search and selection flow, especially the vehicle-based search—a cornerstone of Bythjul’s service

  • Simplify the checkout process to reduce friction and improve conversion rates

  • Maintain the existing backend, focusing purely on frontend improvements and low-code solutions

Our design placed a dynamic order form directly on the homepage. With just one click, customers could enter their license plate number and instantly view tire options tailored to their vehicle and season.

What we did:

  • Conceptual development

  • UX- & UI design

  • Visual design

  • Frontend development

We applied a design system approach, building reusable UI components for consistent branding and efficient development—future-proofing the platform for ongoing growth.

Results:

  • A modern, fully responsive website, optimized for mobile and desktop

  • A streamlined product search and checkout process, improving flow and boosting conversion rates

  • A modular frontend architecture, making it easier to maintain and update without disrupting backend system.

E-commerce of the year

For our contribution to the project we got rewarded the prestigious “e-commerce of the year” award 2017.

What our client say

  • “

    Med passion och fingertoppskänsla tog sig Teamet på Whiteport sig ann uppdraget att re-designa den nya versionen av BytHjul.com. Det som levererades var inte bara snyggt i varje detalj, utan visade sig också vara enkelt för mig och mina utvecklare att implementera designer!

    Johan Dahl

    CTO & Utvecklingschef