As the only government-approved product steward for the Australian tyre industry, TSA is dedicated to achieving 100% recoverability and recycling of tyre materials. However, their previous website posed significant challenges; many users were unaware of TSA's mission, mistakenly believing they sold tyres, and faced confusion navigating the complex accreditation process and other services they provided across all touch points of the tyre industry from education and market research to creating industry and experimental product development.

Recognising the need for clarity and accessibility, we undertook a comprehensive redesign of TSA's online presence. Our process began with in-depth persona creation, site mapping, and wireframing, leading to high-fidelity designs that reflect TSA's vision and values. The new website features multi-level self-assessment forms tailored to various user personas, extensive search functionality, and a wealth of categorised resources, all designed to foster understanding and engagement.

Our innovative approach not only streamlines user navigation but also ensures compliance with WCAG accessibility standards, making information readily available to all. By enhancing educational resources and clearly communicating TSA's role in the circular economy, we aimed to empower users while driving increased online accreditation applications. This case study highlights the strategic design choices made to elevate TSA's mission and improve their digital footprint.