Goodyear Trade Spend Optimiser (TSO)
A dual-audience, enterprise-grade dashboard and simulator that enables Goodyear to plan, simulate, and manage dealer incentive programs within budget, while giving dealers real-time visibility to maximise earnings.
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
Internal Goodyear Teams
- • Incentive plan simulator with real-time budget impact.
- • Tier and tire-family configuration modules.
- • Historical plan comparisons & budget forecasting.
- • Auto-generated incentive flyers & collateral creation.
- • Program performance analytics dashboard.
External Dealers
- • Live tier progress tracking & earnings visibility.
- • Incentives earned vs projected payouts.
- • Brand-wise performance insights & tier guidance.
- • What-if sales and stock planning tools.
North Star Goal
To create a decision-support system that enables Goodyear to plan, simulate, and manage dealer incentives within budget, while giving dealers real-time visibility and guidance to maximise performance and earnings.
Problem Statement & Objectives
Problem Statement
Goodyear’s incentive programs were complex, data-heavy, and manually managed, creating friction for both internal teams and dealers.
- • No structured way to simulate incentives within budget.
- • Manual tier and payout calculations.
- • Limited visibility into dealer performance.
- • No tools for dealers to plan sales strategically.
- • High dependency on static documents and spreadsheets.
This fragmented approach limited Goodyear’s ability to optimise trade spend and influence dealer behaviour proactively.
Objectives & Business Impact
1. Automate Planning
Replace manual workflows with a structured simulator and enable real-time budget forecasting.
2. Improve Transparency
Provide live progress tracking and earnings visibility to help dealers understand how to move up tiers.
3. Enable Scalability
Standardise incentive creation across quarters and support historical comparisons and optimization.
Project Scope
Internal Dashboard Scope
- • Overview, Simulator, Results & Analysis views.
- • Budget control rules and validation mechanisms.
- • Tire family grouping (Goodyear Gold, Blue, Kelly Green).
- • Tier configuration, optimization, and incentive flyer generation.
Dealer Dashboard Scope
- • Personalised incentive overview & payout tracker.
- • Tier progression tracking indicators.
- • Historical earnings analysis & sales planning tool.
- • What-if simulation tools for dealer self-service.
User Pain Points Matrix
Root Causes & Guided Design Decisions
Root Causes Identified
- • Heavy dependency on printed static spreadsheets.
- • Disconnected viewpoints between Goodyear managers vs dealers.
- • Zero real-time scenario planning capability.
- • Lack of centralised, real-time incentive intelligence.
Guided Decisions Enabled
These insights led to the design of 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.
Design Process Steps
TSO Quarterly Incentive Stepper Simulator
Adjust incentive volume targets and tier payouts in the sidebar to simulate live budget utilization.
Select a preset promo or adjust inputs and click simulate to visualize real-time budget utilization reports.
Brand Guidelines & Component Matrix Specs
Design System Adherence
- • **Strict Adherence:** Followed Goodyear corporate enterprise design system guidelines.
- • **Typography:** Enterprise-grade typography structures configured for high data density dashboard views.
- • **Colour System:** Tailored colors mapped specifically to tire families (Goodyear Gold, Goodyear Blue, Kelly Green).
- • **Data Visualization:** Built clean data-visualisation charts, layout structures, and payout metrics modules.
- • **Custom Components:** Developed custom matrix and key KPI tracking elements to reduce user cognitive load.
Incentive Tier Structure Matrix
Discovery Insights, Needs & Personas
Key Research Insights & Design Decisions
| Research Insight | Design Decision Implemented |
|---|---|
| Incentives are budget-sensitive | Real-time validation & budget feedback loop |
| Users fear breaking calculations | Stepper-driven simulator flow |
| Dealers need motivation, not just raw data | Tier progress bars & what-if simulator tools |
| Complex matrices overwhelm sales teams | Progressive disclosure & clear recommendation card layouts |
Core User Needs Mapping
| Core User Need | Priority Level |
|---|---|
| Budget-safe incentive planning | High Priority |
| Real-time dealer visibility | High Priority |
| Tier progression guidance | High Priority |
| Sales planning support | Medium Priority |
| Historical comparisons | Medium Priority |
User Personas Workspace
*No direct user interviews were conducted. Insights were gathered from stakeholder walkthroughs, existing incentive documents, historical programs, and business/finance inputs.
Primary Goal
Create effective incentive plans within budget.
Key Frustration
Manual planning spreadsheet errors and slow approvals.
Core Needs
Needs budget-safe simulations, validation checkmarks, and historical plan comparisons.
Primary Goal
Maximise incentive earnings and payout rewards.
Key Frustration
No visibility into current tier progress or progression guidance.
Core Needs
Needs live tracking dashboard and actionable sales planning tools.
Planned KPI Targets & Business Impact
Business Impact Summary
- • Replaced manual incentive planning with intelligent simulation software.
- • Reduced design errors and rework through real-time validation checks.
- • Enabled faster quarter-on-quarter incentive creation cycles.
- • Improved dealer motivation through transparency and guidance.
- • Established a scalable foundation for future incentive programs.
Prototype & Design System Documentation
Prototype Documentation
- • End-to-end simulator flows.
- • Dealer dashboard walkthroughs.
- • Incentive flyer preview and export flows.
Design Iterations log
- • Reduced cognitive load in matrix views.
- • Improved budget feedback clarity.
- • Enhanced dealer progress visualisation.
Wireframes & Concept Exploration
- • Explored multiple simulator flows.
- • Validated drag-and-drop grouping for tire families.
- • Iterated on matrix readability and hierarchy.
Final Outcome Summary
The Trade Spend Optimiser (TSO) is not just a dashboard—it is a strategic incentive intelligence platform. It demonstrates how UX, finance, and behavioural design can work together to protect budgets, empower internal teams, motivate dealers, and drive measurable business outcomes.