→ Collaborated closely with stakeholders for feedback and iteration.
→ Proactively addressed challenges as they arose.
ProCycle
Timeline
3 months
Type
E-commerce
An E-commerce website redesign to improve the overall experience for a bike store.
Company
Challenges & Responsibilities
→ Conducted thorough analysis to devise effective solutions.
→ Provided tailored design solutions to meet project requirements.
Role
UI/UX Designer
Overview
ProCycle is a bicycle store in Portugal, and they work with the most respected bicycle brands.
The aim of the business is selling bicycles in the physical store, but now they wanted to create a more significant online presence. That means allowing new clients to buy a bicycle and equipment at any time. With the website they had, the user's experience was frustrating, and they struggled to finish the checkout.
Process
Kickoff meeting
The CEO of ProCycle contacted me to help his business
to grow on the online market. The meeting had the aim
to understand the current business situation, the problems
are facing and what goals want to achieve.
Initial thougts
What causes frustration in a new or
a frequent user which can negatively affect their conversion rate?
How well organised is the website
to navigate smoothly?
Why do the vast majority of users face problems in performing a successful checkout?
Research
For this research, my main constrains were a tight budget and time.
I start to prioritise the research in three steps:
understand the users; competitors analysis; persona.
Main insights
I wish they could build a new website
Most of the time I feel lost when I’m looking for a product
I don't like the website,
it looks outdated.
The checkout process is a nightmare
Jobs to be done
The main focus:
the checkout process with minimal friction;
more than one method payment;
show the shipping rate as early as possible;
allow users to navigate through the website smoothly.
After the prioritisation, I used the sitemap provided by the CEO, initially designed from memory, I meticulously streamlined the layout by eliminating redundant and inconsequential labels. Subsequently, I curated and organized the content for an online card sorting exercise utilizing the Optimal Workshop platform, ensuring customer engagement and feedback.
Transitioning from this groundwork, I embarked on a sketching phase, diligently jotting down an array of potential choices while discerningly discarding off-topic concepts. The overarching objective was to transcend initial ideation boundaries, fostering a creative environment that yielded diverse and promising ideas.
Foundations
Final designs
What’s next
The next steps are to analyse the feedback from the tested MVP. If the feedback seems positive, then we will start to build the entire website with a team of developers, improve issues that appear on the way and work even more to get a memorable user experience.
Takeways
Manage expectations
Working on an exciting project can make us create high expectations on both sides. That can damage the project because trying to do all the new ideas can lead to making decisions without understanding the full scope of the problem at hand. So, relax and trust the process.
Setup a timeline
Since the beginning of the project, I set up a timeline with all steps we should take together like dates, workshops and presentation. That gave the client ease of mind as we both were on the same page throughout the process.
Include the client
Clients are unique — Including the client in a few exercises on the process is an excellent way to show them they are essential to the project. But be careful, sometimes the client may see this as an opportunity to change everything.
Adaptation is crucial
All projects are different, without a doubt. They will always depend on the surrounding contexts. However, we as designers need to adapt to the problem and the circumstances. By applying the same process for all issues, we will lose information along the way.