Case Study: Michelin achieves global UX insight and redesign validation with Mouseflow

Michelin unifies insights across 100+ websites with Mouseflow

Michelin, a global tire manufacturer, faced the challenge of understanding user behavior across its vast digital ecosystem of over 100 B2B and B2C websites. Traditional analytics tools showed conversion data but failed to reveal how users navigated the sites or where friction was occurring. The company needed a solution to centralize these behavioral insights at scale while strictly adhering to GDPR and internal data governance standards.

Mouseflow provided the solution by enabling Michelin to unify UX insights through session replays, heatmaps, and its Friction Score feature. The vendor's platform was integrated with Power BI via its API to create a global digital experience dashboard. This allowed Michelin to quickly detect and explain user friction, validate the success of a major website redesign, and foster a data-driven culture. The result was a scalable behavioral framework that turned global data into meaningful, actionable improvements for the user experience.

Michelin