Pinnacle bikes
E-commerce

My role

UX/UI designer

Project duration

Jan 2023- March 2023

Scope

Discovery + Desgin + Validation

Collaborators

Solo

About the Project


Context


Pinnacle Bike was founded in 2006 wanted to make quality bikes accessible to everyone. The brand’s passion and commitment to innovation quickly made them a top contender in the industry. Over the years, they expanded their product line and launched their e-commerce platform to make their products available to a wider audience and meet the growing demand for online shopping.

Problem


The platform was initially well-received by customers, but over time, Pinnacle Bike noticed a high rate of cart abandonment and a decrease in conversion rates.

Hypothesis

Users face challenge in determining which bike is best suit for them based on relative features. 

Goal

Aim to help users minimize the friction in finding the product in order to increase conversion rate.

  1. "How might we improve the website's user interface to make it more intuitive and easy to navigate?"

  2. "How might we streamline the checkout process to reduce cart abandonment and increase conversions?"

  3. "How might we enhance the search function for better customer experience"

Research

Solutions

Breakdown the problems

Finding the right product

Purchasing

01.

Core problems

Specific obstacles

  • Lack of information

  • Overwhelmed by choices

  • Confusing product options

  • Difficulty in comparing products

  • Unsure of riding experience

  • Shipping and delivery issues

  • Returns and exchanges

  • Difficulty navigating the checkout process

  • Lack of product information in the checkout section

  • Creating survey for product finding

  • Categorizing the products

  • Adding filter feature

  • Offering test ride option

  • Adding product comparison feature

  • Adding product specifications in the checkout section

  • Adding clear information for delivery, and return

  • Offer alternative checkout options

  • Sending abandoned cart reminder emails

Target Users-Personas

02.

Pinnacle Bikes is a platform that connects cyclists of all ages and backgrounds, making it easy for them to access quality bikes, accessories, and resources to enhance their riding experience. With a focus on three main user groups - commuters, cycling enthusiasts, and teenagers.

Target Users-Journey map

After conducting interviews, we organize the information into a journey map to empathize with users. Our findings indicate that users struggle and feel frustrated during the "compare" and "negotiate" stages.

Competitive analysis

03.

In order to better understand the interior design app market, a competitive analysis of several existing apps is conducted to evaluate each app on several criteria, including user experience, feature sets, target audience, monetization strategy, and other competitive advantages.

Target

Trek Bikes

Summary Chart

Analyze

User flow

01.

From registration to looking for a product and eventually checking out. With the purpose of improving user engagement, satisfaction and ultimately driving sales by streamlining the process.

Filter

View product

Add to cart

Checkout page

Log in

Add payment

Continue as guest

Sign up

Checkout

Landing page

Take survey

Search product

Find test ride

select items

choose items

Optional

Compare products

Architecture information

02.

Structuring the information will help to improve the overall user experience by providing a clear and consistent structure. It allows users to quickly locate the desired product, reduces cognitive load, and enhances usability.

Mountain

Full Suspension

Hardtail

Cross-Country

Trail

Downhill

Fat Bikes

Road Bikes

Racing

Endurance

Aero

Gravel

Touring

Time Trial/Triathlon

Hybrid Bikes

City/Urban

Commuter

Fitness

Comfort

Electric Hybrid

Electric Bikes

Electric Mountain Bikes

Electric Road Bikes

Electric Commuter Bikes

Electric Folding Bikes

Electric Fat Bikes

Kids Bikes

Balance Bikes

Training Wheels Bikes

BMX Bikes

Mountain Bikes for Kids

Road Bikes for Kids

Landing page

Design

Low fidelity Wireframes

01.

After establishing the main objectives and structuring the framework for the product, I developed low fidelity wireframes to begin consolidating the userflow to ensure a smooth and easy navigation process.

Product selection & comparison

Checkout pages

Design style

02.

After establishing the main objectives and structuring the framework for the product, I developed low fidelity wireframes to begin consolidating the UI design.

High fidelity wireframe

03.

After establishing the main objectives and structuring the framework for the product, I developed low fidelity wireframes to begin consolidating the UI design.

High fidelity wireframe reiteration

04.

After establishing the main objectives and structuring the framework for the product, I developed low fidelity wireframes to begin consolidating the UI design.

Reflection

This project provided an exhilarating and transformative experience for me. Despite the tight deadline of just 4 weeks, I was able to redesign and provide solutions to achieve business goal of decreasing abandoned rate from 40% to 15%. Through this endeavor, I not only honed my design skills but also greatly enhanced my business thinking, acquiring invaluable experience in both areas.

Some Challenges

Desirability vs. Feasibility

Throughout the project, we proactively generated numerous potential solutions to address the identified problems. However, it was a humbling experience to discover that human behavior can deviate from our initial expectations. Recognizing the significance of striking a balance between desirability and feasibility, we constantly seek to collect and analyze testing results from users, enabling us to iteratively refine our designs and ensure optimal outcomes.

Collaboration with Offline Stores

Establishing a strong collaboration with offline stores before developing features like booking a test ride, or showing inventory. Implementing features such as dedicated human resources for test rides and incorporating an online map to book test rides near the user's location require seamless coordination and cooperation between the e-commerce platform, the offline stores, and their staff.