Barracuda bikes is an online bike store that targets high-income earners that take biking seriously, yet accommodates novice bikers as well. This was a solo project that I worked on with constraints from a project manager.
Lack of guest checkout and users' ability to compare products makes decision making and checking out a pain.
Of users open on average 7 items before abandoning the site
Place an item in the cart but do not ever checkout.
Need & Business goals
Enhance the browsing and checkout experience from beginning to end in order to improve conversion rates and increase revenue.
High income earners
Takes biking seriously
I used the design thinking process to generate solutions to the task.
Talking to the pros
To begin my research journey, I visited a couple local well respected bike shops to talk about the bike buying process to understand the customer from the viewpoint of a SME
The bike shop synthesis
I took all my notes from my visit and broke them down into insights to display on an affinity map and then crossed referenced my insights between the two bike shops
Quotes - Observations - Insights
My key finding from exploring bike shops leads me to believe online bike shops are currently winning the game against online buying.
I found 2 qualifying candidates for my interviews (hoping for 3) and ran through the same process that I did with the bike shops. Taking notes, capturing key insights, and plotting them on an affinity map.
Quotes - Observations - Insights
Aside from the bike aficionado, it seems that even the more serious cyclists prefer the help of a sales rep for confidence in selecting a bike.
Who are my users?
Meet Jackie & Mark, My novice and experienced rider. Based on my insights from talking to my users and SME's, it was clear that there are 2 different types of serious bike riders. The novice and the expert.
Putting myself in the users shoes
User stories guided my way to the start of my ideation. These were important in understanding what is most important for my users.
Shopping for a bike online does not provide the same level of interaction that helps customers understand what they need nor does it provide the same customer service after purchase.
How Might We
Ensure that customers are confident buying a bike that is right for them and provides the comfort they need online when buying a bike in store is the primary method of purchase
Provide the customer with adequate information on component parts, features, and adjustments with a professional worthy explanation that is easy to digest and helps the customer make an informed confident choice.
Offer exceptional delivery and maintenance options after purchase to compete with the customer service bike shops so customers have an incentive to purchase a bike from us.
Building the site structure & defining routes
Site map provided the base for the architecture of the site and shows the split path between my main users.
User flows mapped out how my 2 users would navigate. Either browsing themselves or help finding their bike.
This shows the options the user had when browsing bike models
Checkout flow with guest checkout (PM requirement)
It started a little sketchy
Sketching is always key for me to crank out ideas. Here are sketches of various screens.
I used a lofi prototype made in figma to get an evaluation of my design before moving on to High fidelity. (1. Browsing Bikes & checking out as a guest)
(2. browse by brand & compare models)
(3. Find a bike feature)
The experience browsing of bikes and brands is not cohesive. The landing page before the home page is not necessary (omitted from the screen recording). The homepage needs more content as well. Check out everything else I learned in the test coded by color for like issues.
Checkout the lo-fi test results
High Fidelity design, prototype, and test
Taking the results of my lofi test and implementing changes to make a high quality design before a second round of testing.
Finding the right bike is just a few clicks away.
Get the perfect fit
We can't forget to give our customer the perfect fit.
For those that are more versed in the cycling world, browsing bikes should be quick and easy to find what you're looking for.
Get all the bikes juicy details on the bike page.
Compare up to 4 bikes for a high-level overview of what each has to offer.
Not a member yet? checkout as a guest. but don't forget to checkout our great membership features.
For the second round of testing, I created a more specific testing script and learned more from my users. Particularly for this round, it was about the visuals, homepage hero section, comparing bikes and getting measured.
Checkout the second test
High level overview of what needed adjusting from the second round of testing.
Checkout the second test results
My final stab at making this website look awesome and capture my learnings about what the online bike shopping experience should be.
Reflection of project
As I was getting deeper into the project, I realized, I could have taken a much shorter approach to this task by implementing a lean UX approach to find the MVP, and using the MVP as the focal point of testing to iterate on the design. Finding the right people for user research was surprisingly difficult, but I don't think I explored the right avenues. I felt as though my user testing missed the mark on exploring the accuracy and success rate of getting measured for a bike and receiving help to find one that truly fit the needs of the user in a real scenario. working with an SME to fine-tune the algorithm and customer feedback would have proven effectiveness.