E-Commerce
BikePro Online Shop
'BikePro' aims to enhance the online biking shopping experience by providing users with a platform where they can effortlessly identify the ideal bike for their needs through intuitive exploration tools or expert consultations. Users can seamlessly delve into detailed exploration and comparison of bikes tailored to their preferences, leading to a risk-free and streamlined purchasing of their perfect bike.
Problem
The existing mobile website ‘BikePro’, dedicated to selling bikers faces challenges evidenced by research data. Specifically, the data indicates that:
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Abandonment Rate: Approximately 50% of users, after opening an average of 7 item pages, abandon the site without progressing to add any items into the cart.
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Cart Conversion Rate: A substantial 70% of users who do place an item in the cart do not complete the purchase.
Goal
The objective of the project is to address the challenges faced by the 'BikePro' mobile website and improve its performance metrics, including increasing conversion rates and reducing cart abandonment rates, and ultimately enhancing user satisfaction and driving business growth.
To achieve the goal we need to answer 2 crucial questions:
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How can we assist bikers in selecting the perfect bike tailored to their needs, preferences, and riding style?
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How can we optimize the buying process to ensure efficiency, convenience, speed, and risk-free purchase?
Solution
In response to user feedback and insights, I've revitalized the 'BikePro' online shop. This redesigned platform not only assists bikers in selecting the perfect bike tailored to their specific needs but also enriches the decision-making process with comparison tools and in-depth features. With risk-free guarantees and a streamlined checkout process, the platform ensures a seamless and confident purchasing experience.
1
Facilitated Bike Selection:
Through the 'Help Me Choose' feature, bikers can access personalized guidance via quizzes, expert consultations, articles, videos, and community Q&A.
2
Informed Decision-Making:
Detailed descriptions,
features, performance metrics, transparent pricing, intuitive comparison tools, community reviews, and expert advice empower bikers to choose the right bike.
3
Personalization:
Bike personalization options, and variety of biking accesories, help to tailor the choice.
4
Risk-Free Purchasing:
Hassle-free returns, warranty, free shipping and assembly services, together with flexible financing options ensure a worry-free shopping experience.
5
Streamlined Checkout:
With guest checkout, minimal form fields, and a variety of payment methods, purchasing becomes quick and convenient.
6
Post-Purchase Support:
Access to maintenance guides, assembly tutorials, and authorized service centers.
Designer's Role
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UX researcher
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UX designer
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UI designer
Process
01.
Empathize
Secondary Research
Competitive Research
User Interviews
Personas
HMW Problem Statements
02.
Define & Ideate
User Stories & Flows
Usability tests
Wireframes
Style Guide
Low & High Fidelity Mockups
03.
Prototype & Test
Prototypes
Usability Tests
Iterations
Recommended Features & Improvements
1. Facilitated Bike Selection or 'Help Me Choose'
Pain Points:
'As a user, I aim to select the perfect bike for my needs. However, the abundance of bike choices can be overwhelming.'
'As a user, I need personalized guidance to assist me in selecting the ideal bike for my needs.'
Solution:
Through the 'Help Me Choose' feature, bikers can access personalized guidance via quizzes, expert consultations, articles, videos, and community Q&A.
2. Informed Decision Making
Pain Points:
'As a user, I want to be able to thoroughly examine biking features and metrics, compare various bikes and their prices, and seek guidance from the biking community or an expert advisor.'
Solution:
Detailed descriptions, features, performance metrics, transparent pricing, intuitive comparison tools, community reviews, and expert advice empower bikers to confidently choose the right bike.
3. Personalization
Pain Points:
'As a user, I would like the ability to personalize my bike and equip it with accessories.'
Solution:
Bike personalization option,
ability to buy necessary biking accesories.
4. Risk-Free Purchase
Pain Points:
'As a user, I seek a hassle-free return process for bikes.'
'As a user, I seek assistance with the bike assembly.'
'As a user, I may require favorable financing options.'
'As a user, I expect warranty coverage and maintenance assistance.'
Solution:
Hassle-free returns, warranty, free shipping, assembly services, and flexible financing options.
5. Streamline Checkout
Pain Points:
'As a user, I want an effortless checkout, with no sign-in.'
'As a user I appreciate to provide minimal information.'
'As a user I prefer to have access to diverse payment methods.'
Solution:
Guest checkout, minimal form fields, and diverse payment methods.
6. Post-Purchase Support
Pain Points:
'As a user, I require post-purchase support, including access to maintenance resources such as guides, assembly tutorials, and authorized service centers.'
Solution:
Access to maintenance guides, assembly tutorials, authorized service centers, and biking community.
Flow of Work on the Project 'BikePro'
Research Stage
Competitive Research
Research Design:
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3 web mobile sites and applications: Target, Amazon, TrekBikes
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Other sites for some particular features like comparison
Key takeaways:
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Across platforms, extensive data on bike features, specifications, performance metrics, maintenance, assembly, and accessories abounds. Hence, optimizing site with diverse filtering and selection tools is vital for enhancing user experience.
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Much like car sales, marketing high-end bikes emphasizes personalized and readily available assistance (chat, call options).
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Certain sites excel in comparison tools, especially with features like "compare only differences," simplifying decision-making.
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Pricing and financial offers are crucial. Websites highlight deals, discounts, and sales for both new and used bikes. Some also offer appealing financial plans with 0% APR terms.
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Several websites streamline the checkout process for new customers or guests without the need for sign-up.
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Sellers prioritize a risk-free online purchasing, providing offers such as "free returns," "free shipping," "free assembly."
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Leading platforms like the 'Trek' shop prioritize intuitive navigation, comprehensive product information, and visually appealing layouts tailored to resonate with their TA.
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Some sellers provide in-store locators for customers to test ride bikes before purchase.
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'Amazon' stands out with its vast product range, though the abundance of information may seem overwhelming at first. However, users value the platform's ability to find any necessary detail once they adjust. Amazon's exceptional commitment to customer support and customer reviews are remarkable.
User Interviews
Research Design:
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5 Semi-Structured User Interviews, online
- TA: 25-40 yo, f/m, bikers
Key Takeaways:
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Buying an expensive bike mirrors the process of purchasing a car, necessitating personalized assistance and a compelling "reason to buy" from a specific seller.
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Purchasing a bike can be daunting due to the multitude of features and options, leading people to seek advice from experts or fellow bikers, even those with prior experience.
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High-quality bikes often come with a hefty price, driving buyers to seek risk-free transactions with flexible terms, including returns, exchanges, and assembly assistance, alongside low APR and varied payment methods.
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Many consumers consider used bikes, emphasizing the value of deals or discounts on older models.
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In-store shopping allows for test rides and expert consultations, making it appealing. To encourage online purchases, shops must ensure a risk-free buying and provide additional benefits.
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Bikers highly value community insights and reviews, especially when unfamiliar with a brand.
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Effortless comparison of bikes and prices is crucial, alongside transparent pricing, including any additional fees or taxes.
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Some consumers prefer a streamlined checkout process and opt for guest payment options to avoid providing personal details.
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Providing detailed product information, including specifications, materials, and sizing charts are important for a purchase.
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Offering responsive customer support, such as live chat or call, allows customers to seek assistance or resolve issues promptly.
User Persona
Brand Overview
Brand Positioning:
Professional bikes for the most daring journey!
Target Audience:
25-40 yo, 72% men, high income, serious towards biking
Brand Personality:
Serious, savvy, focused, reliable
HMW Problem Statements
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How might we develop an intuitive online platform that effectively guides bikers through a personalized selection process, considering factors such as height, body proportions, intended use, preferences, and budget?
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How might we enhance bikers' understanding of the features and components of bicycles through interactive educational resources, and assist them in choosing the right bike?
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How might we ensure a risk-free online purchasing experience for bikers, offering easy returns or exchanges, complimentary shipping, assembly options, and flexible financial choices?
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How might we assist bikers in evaluating and comparing different bikes based on features, performance metrics, and price, streamlining their decision-making process?
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How might we integrate user-generated reviews, testimonials, FAQs to provide insights and advice from fellow bikers?
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How might we address bikers' queries throughout their purchasing journey with an ongoing customer support system, including live chat, phone call and indepth Q&A?
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How might we support bikers in post-purchase by providing maintenance, service, assisting in finding the right accessories?
User Stories - Example
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As a user, I can explore bikes tailored to my specific needs, compare them side by side, and easily purchase the one I selected.
UI Style Guidelines
Usability Testing
Usability tests, 2 rounds, 6 people, A/B tests
TA: f/m, 25-40 yo, regular bikers
Key Improvements:
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All issues were addressed according to their priority, with A/B tests conducted for the most critical ones.
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Multiple iterations were carried out to ensure clarity and simplicity of call buttons on the first page.
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Enhancements were made to all icons and links, ensuring improved visibility.
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The visibility of the customization button was enhanced.
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Several important features, such as '3D preview,' 'Zoom In,' and 'Share', were added. Function to see only differences between compared bikes was introduced.
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Key benefits like 'free shipping' and 'free returns' were incorporated seamlessly along all purchase process.
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Text sizes were increased to improve visibility, and colors were reviewed to adhere to accessibility guidelines.
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Endorsements were included to provide a competitive advantage and enhance user trust.
Imrovement 1: Home Page
1. Two key call buttons were changed to make them clear.
2. Icon 'Call or Chat Now' was changed.
3. Photo was changed to inspiring one and endorsment added.
Improvement 2: Start Comparison Page
1. Action button 'Clear' added.
2. Both buttons 'Clear' and 'Compare' were fixed to the main page screen, so user see them immediately and not searching for them.
Improvement 3: Bike Page
1. Customization function made more visible and actionable.
2. Financial plans made active and noticeable.
3. Share icon added.
Improvement 4: Bike Comparison Page
1. Important functionality added 'Show Differences Only' - user can choose to compare only differences between bikes.
Conclusion
Consumer research indicates that the six key features offered by our online biking shop are instrumental in assisting users to choose and effortlessly purchase their ideal bike. The 'Help Me Choose' feature, coupled with detailed descriptions, transparent pricing, and intuitive comparison tools, empowers users to make informed decisions. Additionally, personalized options for bike customization and a wide range of biking accessories cater to individual preferences. With risk-free purchasing options, streamlined checkout processes, and comprehensive post-purchase support, users can enjoy a seamless shopping experience
from start to finish.
Next Steps
Further opportunities to enhance our online biking shop include exploring the potential to sell used bikes, as there is a growing demand for them among users. Additionally, establishing selling centers-partners where customers can test ride bikes before making a purchase can greatly enhance their confidence and satisfaction. Lastly, building a biking community where users can share recommendations, experiences, and tips will not only foster engagement but also strengthen brand loyalty and trust.