CHALLENGE + APPROACH
Purchasing a bike online can be overwhelming, especially for first time buyers. Rather, a traditional brick and mortar experience offers the guidance customers prefer.
How might we merge the convenience of shopping online with the comfort of shopping in store?
My role was to facilitate research and conceptualize the brand identity and overall user experience. I managed a copywriter, motion designer and engineer to help execute the designs.
Michael Bartolomei Copywriter
Sonny Geha Software Engineer
Patima Pataramekin Project Lead / Designer / Researcher
Tyson Stryg Motion Graphic Designer
Please contact me for the full case study report
Our client believes the dual challenges customers face when purchasing bikes online are finding maximum comfort, as well as proper fit.
Contextual Observations (77)
At-Home Visits (8)
Day-in-the-Life Shadows (2)
A/B Testing (16)
Customer Journey Mapping (4)
By observing female bicyclists, the design team gained an understanding for how women use their bikes. The team uncovered trends in accessories and discovered use cases that informed the structure of our site navigation, customization and buy flow.
Shadowing employees at bike shops illuminated techniques used to put customers at ease and simplify the decision making process.
IDENTIFYING PAIN POINTS
Interviews provided us with insights that guided our designs. The client's assumption of comfort and proper fit as the leading pain points were found to be incorrect. Rather, the team's research demonstrated that customers primarily felt overwhelmed by too many choices.
I created customer journey maps to identify the pain points and design opportunities.
OUR DESIGN GOALS
Show don't tell. Use visuals instead of descriptions to reduce cognitive overload.
Simplify the buy flow. Eliminate or couple unnecessary steps.
Create a quiz. Use results to provide recommendations and expedite the flow.
The team's research informed the visual language I used to design the brand identity.
I created a style guide to define our brand, messaging and visual language.
TESTING my DESIGNS
One insight gained from A/B testing my designs is that customers want to know the details in the fine print, and yet felt overwhelmed by them.
After A/B testing the customization flow, I learned that 83% of our participants preferred choosing between two features rather than three. In hopes to prevent cart abandonment, testing this flow helped identify moments of buyer exhaustion.
Progressive disclosure made it easy for customers to discover information when needed, but hide it otherwise. Usability tests helped me fine tune the placement and discoverability of these buttons.
The team's research informed my product strategy, design and overall user experience. Through interviewing bicyclist, I learned the challenges of first time bicycle buyers.
These insights helped me establish guiding design principles, such as, our brand feels personal, like chatting with a old friend or our website feels effortless, like flipping through a magazine.
© 2018 Patima Pataramekin