I adjusted compare tab to be more clear about what you need to do to use the tool by having clear directions in the bottom tab.
I adjusted compare tab to be more clear about what you need to do to use the tool by having clear directions in the bottom tab.
I added more on the home page about the story of the company and how it works using hover-enabled overlays to further build trust and transparency.
I added more on the home page about the story of the company and how it works using hover-enabled overlays to further build trust and transparency.
I renamed the “Let us Help You Pick” button/feature to “Schedule a Chat” to make it more clear what the option is because users had different assumptions about what it meant before clicking.
I renamed the “Let us Help You Pick” button/feature to “Schedule a Chat” to make it more clear what the option is because users had different assumptions about what it meant before clicking.
I added an overlay and increased contrast around the cart when something was added to the cart to ensure the user knows where the cart is to check out and that their action was recognized.
I added an overlay and increased contrast around the cart when something was added to the cart to ensure the user knows where the cart is to check out and that their action was recognized.
Key Improvements Informed by Users
Key Improvements Informed by Users
3
3
Usability testing verified that the red routes were smooth and intuitive, but uncovered a few key areas for improvement that enhanced the usability after incorporating.
Usability testing verified that the red routes were smooth and intuitive, but uncovered a few key areas for improvement that enhanced the usability after incorporating.
Validation
Validation
Knowing the target user group was a passionate, knowledgable, and technologically savvy group meant I needed to focus on providing this group with the right amount of user control, so I focused on including detailed specifications in features on product pages, designed a compare tool for quick comparisons of multiple bikes, and providing advanced filtering options.
Knowing the target user group was a passionate, knowledgable, and technologically savvy group meant I needed to focus on providing this group with the right amount of user control, so I focused on including detailed specifications in features on product pages, designed a compare tool for quick comparisons of multiple bikes, and providing advanced filtering options.
I recognized that ease of purchase is critical for reducing barriers to checkout and frustrations users may have. I designed a quick and clear guest checkout following the principal of progressive disclosure, minimizing the number of clicks to checkout by including quick pay, and including a progress tracker so that the user knows where they are in the process.
I recognized that ease of purchase is critical for reducing barriers to checkout and frustrations users may have. I designed a quick and clear guest checkout following the principal of progressive disclosure, minimizing the number of clicks to checkout by including quick pay, and including a progress tracker so that the user knows where they are in the process.
I learned trust is key in e-commerce for customers to follow through with buying a product and became one of the most important things for me to try to achieve. To do this, I created a clean and professional design, included quality guarantees, showed the people behind the business, created a feature to allow people to talk directly with the business owners, and included testimonials
I learned trust is key in e-commerce for customers to follow through with buying a product and became one of the most important things for me to try to achieve. To do this, I created a clean and professional design, included quality guarantees, showed the people behind the business, created a feature to allow people to talk directly with the business owners, and included testimonials
Overall, users navigated the tasks quite easily and found the concept met their required needs.
Several acknowledged how quick and efficient the check-out felt.
Several really enjoyed the comparison feature and found it quick and intuitive.
Testing revealed that users sort through e-commerce pages in very different ways, some relying on pictures and others on filters and details, showing the importance of having multiple ways for people to navigate through the information architecture
Overall, users navigated the tasks quite easily and found the concept met their required needs.
Several acknowledged how quick and efficient the check-out felt.
Several really enjoyed the comparison feature and found it quick and intuitive.
Testing revealed that users sort through e-commerce pages in very different ways, some relying on pictures and others on filters and details, showing the importance of having multiple ways for people to navigate through the information architecture
2
2
Key insights from research about the business problems combined with deeper understanding of the user base provided the focus and guiding design principles that defined the design process and outcome
Key insights from research about the business problems combined with deeper understanding of the user base provided the focus and guiding design principles that defined the design process and outcome
The Users
The Users
The refurbished bicycle company provided characteristics of their target user base:
24 - 38 years old
72% men
High income earners
Detail-oriented cyclists and shoppers
The refurbished bicycle company provided characteristics of their target user base:
24 - 38 years old
72% men
High income earners
Detail-oriented cyclists and shoppers
The Problem
The Problem
An e-commerce bicycle company that sells premium refurbished bicycles has had problems with conversion to sale.
The company had observed two specific problems:
50% of users open an average 7 item pages and then abandon the site without moving any items into the cart, and
70% of users place an item in the cart do not purchase.
An e-commerce bicycle company that sells premium refurbished bicycles has had problems with conversion to sale.
The company had observed two specific problems:
50% of users open an average 7 item pages and then abandon the site without moving any items into the cart, and
70% of users who place an item in the cart do not purchase.
My Role
My Role
Incorporated business goals and challenges into a project plan designed to conclude with a satisfactory high-fidelity prototype.
Conducted and synthesized secondary research to better understand what causes low e-commerce conversion rates, how to improve conversions, how top competitors tackle these issues, and the key needs of the user group.
Used findings from research along with business goals to identify user red routes and user flows.
Created sketched and digital low-fidelity screens and prototype and guerrilla tested with 3 users.
Took lessons from low-fidelity testing to develop high fidelity screens and prototype and conducted 5 moderated usability tests.
Incorporated key findings from 5 usability tests into the high-fidelity prototype to prepare it for handoff.
Incorporated business goals and challenges into a project plan designed to conclude with a satisfactory high-fidelity prototype.
Conducted and synthesized secondary research to better understand what causes low e-commerce conversion rates, how to improve conversions, how top competitors tackle these issues, and the key needs of the user group.
Used findings from research along with business goals to identify user red routes and user flows.
Created sketched and digital low-fidelity screens and prototype and guerrilla tested with 3 users.
Took lessons from low-fidelity testing into developing high fidelity screens and prototype and conducted 5 moderated usability tests.
Incorporated key findings from 5 usability tests into the high-fidelity prototype to prepare it for handoff.
Constraints
Constraints
One designer/one mentor team
90 hour time constraint
No budget
Difficult to find target audience for usability testing
One designer/one mentor team
90 hour time constraint
No budget
Difficult to find target audience for usability testing
Scope
Scope
Understanding business goals through post usability test-refined high fidelity prototypes
Understanding business goals through post usability test-refined high fidelity prototypes
My Design Process
My Design Process
Discovery
Discovery
Design
Design
Validation
Validation
Client Needs Research
Secondary Research
Competitor Analysis
Affinity Mapping
Client Needs Research
Secondary Research
Competitor Analysis
Affinity Mapping
User Flows
Low-Fidelity Sketches
Low-Fidelity Prototype
Style Guide
High-Fidelity Prototype
User Flows
Low-Fidelity Sketches
Low-Fidelity Prototype
Style Guide
High-Fidelity Prototype
3 Guerrilla Tests
5 Moderated Tests
3 Guerrilla Tests
5 Moderated Tests
Key Discoveries and Implementation
Key Discoveries and Implementation
1
1
Plans were helpful to guide the overall direction and to stay on track, but adaptation was key to ensure I met the design goals
Plans were helpful to guide the overall direction and to stay on track, but adaptation was key to ensure I met the design goals
SpinAgain
Cycles
SpinAgain Cycles
E-Commerce Web Redesign for a Refurbished Bicycle Company
Web Redesign for a Refurbished Bicycle Company
UX Case Study
UX Case Study
My original secondary research and competitor analysis focused on fixing the conversion e-commerce problems that the company had, which were important, but I realized as I attempted to develop user flows that I was lacking key information on what was important to the user group, which led me to conduct more research to include in my synthesis before completing user flows.
My original secondary research and competitor analysis focused on fixing the conversion e-commerce problems that the company had, which were important, but I realized as I attempted to develop user flows that I was lacking key information on what was important to the user group, leading me to go back and conduct more research to include in my synthesis before completing user flows.
Contact Me
Looking for a UX Designer for a project in Washington DC or for remote work? Contact me by email or LinkedIn and let's chat!
Contact Me
Looking for a UX Designer for a project in Washington DC or for remote work? Contact me by email or LinkedIn and let's chat!
