Bike Pro, a niche sporting goods store that sells high-end cycling gear, wants the agency to redesign their website from scratch. Their website is in need for a user-friendly shopping experience that would help increase sales. Some of the research and user feedback were shared.
The current website is complicated and is causing users to drop off before checkout. Information and products are not well-organized, the amount of information is overwhelming and the layout is more of a blog style versus a familiar e-commerce type of pattern layout.
Their users are mostly between the ages of 25-50, and like to spend money on their cycling hobby and active lifestyle. Research shows that their users are also interested in making investment purchases (i.e., not items that they’ll have for one season and then throw away, but spend the extra money on items that they’ll have for many years). The users are split between new customers and repeat customers who are especially brand-loyal.
Chase has competed over 50 biking competitions since he was 18 years old. He enjoys attending races all over California and out of state when possible. He knows the ins and outs of a good bike. With more than 35,000 miles of experience riding, Chase has learned how to build up many bikes and enjoys customizing them extensively.
39 years old
San Diego, CA
Corporate Account Manager
Cyclo-Cross & Mountain Bikes
Not able to find all the accessories and components at his favorite local bike shops.
Not always a simple task to search & navigate for specific items that he needs.
To be given the necessary information to buy what he needs online.
To be able to customize his search when purchasing online.
To be exposed to new and unfamiliar products that he may be interested in buying.
Features are compared based on other similar brick & mortar local shops that also sell products online. It also includes features that lean towards on-line features versus in-store details.
Compared competitors on the volume of information, the type of information they provide, how they lay out the details and images, see what options they do and don't provide and how easy and/or complicated it is to navigate and make purchases through their sites.
1) Redesign all page layouts to follow a more familiar e-commerce design layout.
2) Include client’s list of requirements for their overall website redesign:
Display featured products, categories, and/or brands.
Allow users to navigate the site easily.
Show recommendations and suggestions for cross-sales.
Allow users to customize their search (filter option).
Allow for the same shipping & billing info to be input easily.
Accept only credit cards, discount codes & gift cards.
Allow the user to see shipping rates as early as possible.
Allow the user to check out with minimal friction.
3) Refresh their brand identity.
The number of header menu options have been simplified. The overview of the mapping is much clearer than the previous; there were too many menu titles where the information overlapped.
Early concept sketch of a user's journey not being able to shop at their favorite local bike store, which leads them to search online.
The client has a list of what is to be included within their website, but the focus is for the end user to have a pleasant shopping experience and is able to make the purchase(s) with ease. Here is a scenario of a customer navigating to make a bicycle purchase.