For Michelin, the digital experience is as global as its brand. The company manages more than a hundred websites across regions, business units, and audiences. Each serves a unique purpose, yet all share the same goal: to deliver a smooth, intuitive experience that keeps users moving.
The challenge wasn’t traffic or visibility. It was understanding behavior. Traditional analytics tools showed where visitors came from and how many converted. What they didn’t reveal was how users actually navigated those websites, what caused them to hesitate, or where friction was quietly eroding performance.
Mouseflow filled that gap. By connecting behavioral insights with their existing analytics stack, Michelin’s digital performance team gained a window into real user journeys. They could finally understand how people moved, clicked, and engaged, and turn that knowledge into better design and smarter strategy.
The challenge: Managing insights at global scale
Michelin’s digital ecosystem is vast and complex. With over a hundred websites spanning both B2B and B2C audiences, the company needed to centralize how behavioral data was captured and analyzed across markets.
At the same time, operating at global scale meant privacy and compliance were non-negotiable. Any solution had to respect strict internal data governance standards, align with GDPR requirements, and ensure that no personally identifiable information was exposed or analyzed.
“We needed a way to monitor behavior at scale and understand the context behind our KPIs. Mouseflow helps us connect numbers to real user actions.”
Justine Dos Santos, User Research Lead, Atos (providing services for Michelin)
The digital performance team, led by Valentina Valceanu, manages disciplines including analytics, A/B testing, SEO, and UX research. Within this group, User Research Lead Justine Dos Santos oversees the behavioral analysis that bridges data and experience.
The team’s goal was clear: make user behavior measurable, understandable, and actionable across markets, without compromising user trust or data protection.
Mouseflow supports this approach by allowing behavioral insights to be analyzed without focusing on individual users. Recordings and interactions are reviewed to identify patterns and usability signals, rather than personal information. This made it possible for the team to scale behavioral research across regions with confidence.
Building a behavioral framework for global scale
Most teams use one Mouseflow project per website. For Michelin, that would have meant managing over a hundred separate projects.
Instead, the team engineered their own framework inside Mouseflow. They created around twenty projects, each grouping multiple websites by region, time zone, and business type. This structure allowed them to manage both volume and focus, balancing recording credits while still capturing deep behavioral data from key markets.
For example, all North American B2C websites were grouped together, allowing the team to analyze shared user patterns across markets like the United States and Canada. European websites were organized similarly, creating a consistent foundation for comparison and collaboration.
The team doesn’t necessarily monitor every site daily. Instead, they work in an agile, request-driven way. When an anomaly appears in analytics, Mouseflow becomes the first step toward understanding why.
“Most of our studies are conducted upon request. When something unusual is observed in Google Analytics, we turn to Mouseflow to understand what’s really happening.”
Justine Dos Santos, User Research Lead, Atos (providing services for Michelin)
Mouseflow’s friction data also serves as their starting point. Once a friction spike is identified, they dive into session replays and heatmaps to locate the root cause, whether it’s a confusing layout, a technical bug, or a design element that doesn’t behave as intended.
For a company operating on such a scale, this investigative approach allows them to move from raw data to real answers quickly, without drowning in noise.
Measuring success through experience: The new website revamp
When Michelin launched its major website redesign, the goal wasn’t just to modernize the design. It was to improve every part of the digital experience.
The team used Mouseflow to compare user journeys before and after the migration and to assess friction scores on core pages. With session recordings and heatmaps, they observed how users navigated key pages, where they dropped off, and how engagement changed.
Mouseflow’s insights revealed both the wins and the opportunities. The team could see which parts of the new version performed better, and which ones introduced new friction.
“We could finally compare user journeys and key metrics between versions, see how patterns evolved, and understand where to prioritize improvements.”
Justine Dos Santos, User Research Lead, Atos (providing services for Michelin)
By pairing Mouseflow’s behavioral data with Google Analytics, Michelin was able to validate its redesign decisions with confidence and optimize further before scaling the new platform globally.
Integrating Mouseflow into an enterprise data ecosystem
To manage insights across so many markets, the Michelin team connected Mouseflow’s API directly to Power BI.
This integration allowed them to build a unified digital experience dashboard that pulls session data from all projects into one place. Using Sunburst visualizations, the team could map entire user journeys from landing pages to exit points and identify where engagement was highest or friction most frequent.
“It’s a great way to visualize where users come from, what they do, and where they leave. With large traffic volumes, we rely on aggregated patterns powered by all the user sessions Mouseflow captures.”
Valentina Valceanu, Head of User Intelligence and Performance, Michelin
This Power BI dashboard became a cornerstone of Michelin’s UX strategy. Alongside feedback tools, end-user tests, and experience metrics like NPS, Mouseflow adds a behavioral layer the team can act on quickly.
By bringing Mouseflow insights into their ecosystem, Michelin created a shared, accessible view of how users actually behave, complementing the qualitative and quantitative data gathered across their other UX tools.
Making behavioral data a shared language
In a global company like Michelin, teams work across time zones, functions, and levels of technical expertise. Mouseflow helps bridge that gap.
Its visual tools make complex patterns intuitive. Instead of reporting percentages or bounce rates, the team can show stakeholders exactly what users experience.
“We work with many teams that don’t have the same data background. Mouseflow helps us share insights in a simple, visual way that everyone can understand.”
Valentina Valceanu, Head of User Intelligence and Performance, Michelin
Heatmaps and session replays now play a role not only in analysis but also in communication. They help UX teams advocate for design changes and give decision-makers immediate clarity on user pain points.
This visual storytelling has created a common language across disciplines, one that makes behavioral insights accessible and actionable for everyone.
Results: Turning global data into meaningful action
With Mouseflow, Michelin has built a scalable framework for behavioral understanding that operates across over a hundred websites and multiple business lines.
Today, the tool helps the company:
- Detect and explain friction within minutes.
- Validate UX improvements during large-scale redesigns.
- Integrate behavioral data into Power BI for global visibility.
- Foster a data-driven, collaborative culture across teams.
By making data human, Michelin turned its massive digital ecosystem into a source of continuous learning.
“Mouseflow provides context. It helps us go beyond performance metrics and understand the behavior behind them. That context is what drives meaningful improvement.”
Justine Dos Santos, User Research Lead, Atos (providing services for Michelin)
Company: MichelinTools used: Mouseflow, Google Analytics, Power BIFeatures used in Mouseflow: Session Replay, Heatmaps, Friction Score, Funnels, API integration