Pedals Bike Shop
I transformed Pedals Bike Shop's website by overhauling its branding, information architecture, and layout designs. My approach modernized the online presence of the bike shop, significantly enhancing user experience and aligning with contemporary web standards.
highest impact solutions
1 - Branding
2 - eCommerce
3 - Community
Problem
How to maintain brand foundations and story while modernizing their digital footprint.
Solution
Research to understand not only the needs and pain points for the user personas but the culture and systems inside of which they exist. By designing with their realities in mind, we can align the Pedals brand with what they really stand for, in the eyes of who they stand for.
Problem
Pedals wants to migrate to an online, cloud-based e-commerce platform that also manages their inventory.
Solution
Utilize established best practices and readily available software and hardware integrations. Create an online storefront that is recognizable and highly familiar to allow the bikes and customer experience to shine through.
Problem
Pedals is committed to their rider community and recognizes a need for local shops to provide this kind of connecting point. Realizing the big box stores and online retailers won’t be there when their riders need it most, Pedals wants to make sure the community knows their shop is there for them.
Solution
Host things like Trail Maps and Service Videos on the website. Use the platform to get the word out about special events such as trail days and group rides. Make the website intuitive and easy to use for both shoppers and community members.
Problem Statement
Beginner riders need simplified navigation and clear, educational content on the website to confidently make informed purchasing decisions.
Intermediate riders need a website experience that offers in-depth product information and guidance on advancing their skills, in order to make educated decisions about their bike-related purchases and to enhance their riding experience.
Advanced riders need a platform that provides high-end product options and customization features, enabling them to fine-tune their bikes and gear to their specific, expert-level requirements.
Process
My Role
In this project, I assumed a comprehensive role, handling every aspect of the website's redesign.
My responsibilities included conducting competitor analysis, sketching initial design concepts, creating wireframes, and developing high-fidelity mockups.
Although the scope of the project limited extensive user research, my approach was informed by industry standards and competitor insights, ensuring a user-centered design process.
Competitor Analysis
Two things stood out in the competitor analysis:
1- The easiest websites to use weren’t the prettiest
2- The user flow from homepage to checkout is very consistent and must be adhered to.
Sketching and Wireframes
Developing a brand identity around community, trail and gravel riding, and supporting riders of all levels is essential to telling the Pedals story.
Many users talk about how Pedals is the only shop they’ve ever known - from their first bike to their best bike they love shopping at Pedals and the online experience needs to match this.
In the earliest phases I wanted to explore the three segments of riders, beginner, intermediate, and advanced and offer them unique, simple, paths to what they want.
Mockups and Prototypes
The design process, evolving from wireframes to mockups, was pivotal in addressing the diverse needs of beginner, intermediate, and advanced riders.
For beginners, I prioritized straightforward navigation and educational content.
Intermediate users saw more detailed product information.
Advanced riders had access to high-end product ranges and customization features.
This approach not only solved the navigational complexities but also created a personalized experience for each user group.
Conclusion
In this project, I successfully revamped Pedals Bike Shop's website by conducting a detailed competitor analysis, creating tailored wireframes, and developing high-fidelity mockups.
The redesign focused on enhancing user experience for different rider groups – beginners, intermediates, and advanced – ensuring a more intuitive and engaging online presence.
This approach significantly improved the site’s usability and aesthetic appeal.
Product Search
Product Detail
Shopping Cart
Checkout
Confirmation
What did I learn?
This project was instrumental in honing my UX/UI design skills and going beyond Figma.
By emphasizing the importance of understanding diverse user needs and translating these into functional, appealing designs, I reinforced the value of iterative design and the impact of thorough competitor analysis.
Minimal user research opportunities made the project take longer and feel a little nebulous at times.
My biggest takeaway is how important it is to engage real users through research and interviews.