Luxury just set a new standard.

Luxury just set a new standard.

Overview

Overview

Blink Bikes was designed as an exclusive e-commerce website that specializes in selling high-end bicycles to high earning clients. After being presented with a problem to solve, I utilized an organized and iterative design process with a primary focus on providing a cohesive shopping experience and an extensive range of premium bikes to choose from. The website caters to the needs of those seeking an elevated cycling experience.

Blink Bikes was designed as an exclusive e-commerce website that specializes in selling high-end bicycles to high earning clients. After being presented with a problem to solve, I utilized an organized and iterative design process with a primary focus on providing a cohesive shopping experience and an extensive range of premium bikes to choose from. The website caters to the needs of those seeking an elevated cycling experience.

Blink Bikes was designed as an exclusive e-commerce website that specializes in selling high-end bicycles to high earning clients. After being presented with a problem to solve, I utilized an organized and iterative design process with a primary focus on providing a cohesive shopping experience and an extensive range of premium bikes to choose from. The website caters to the needs of those seeking an elevated cycling experience.

Role

Product Designer, User Researcher, Brand Designer

Duration

Jan 2023 - Mar 2023

Outcomes

Web App Concept

Problem Framing

Problem Framing

Problem Framing

I chose to break the problem into 4 questions.

I chose to break the problem into 4 questions.

I chose to break the problem into 4 questions.

Who

🤔

Adults, ages 24-38, seeking a luxurious, yet functional, bike.

Persona • Empathy Map

When

Seeking a method to remain active without sacrificing comfort.

Journey Map

Where

📍

In areas with a large population of high-income earners.

Journey Map

Why

❤️

To maintain a healthy hobby with a high degree of comfort.

Value Prop Map

Goal?

Goal?

To increase the customer conversion rate by improving the shopping to checkout process.

User Research

User Research

To ascertain the issues that stood between my goal and I, I used a variety of research methods including: user interviews among our target audience, usability tests, and secondary research

✍️

10

usability tests

💬

10

in-person interviews

Brand Motivation

As an athlete myself, I understand that cycling may not be just a hobby but often a lifestyle. The platform is designed to cater to the needs of high-income bikers who demand the best in class quality and service. From mountain bikes to road bikes, a wide range of products are offered to tailor to the needs of discerning riders.

Brand Attributes


  • Growth: Green is a color that is associated with growth and renewal, making it the perfect color to represent a brand that is constantly evolving and expanding.


  • Balance: The combination of green and white creates a sense of balance and harmony, which can be used to emphasize the importance of a healthy work-life balance, or to showcase the benefits of a balanced lifestyle.


  • Activity: Because we service an active audience, I wanted users to feel connected to the brand that understands and relates to their needs.

Overall Design

A simplistic and intentionally minimal design enhances the experience, removes barriers to entry and engagement, and welcomes users on a journey that gets them acclimated and using the product quickly and easily, while also making use of popular convention.

Insights

Insights

3 main findings that I’d use as my guiding light moving forward.

28% of Shoppers Share Their Thoughts: Is convenience a luxury?

28% of shoppers abandon checkout if site requires account creation. Make sure guest checkout prominent and easily accessible to avoid confusion with other options.

(Per Amazon Pay & Shopify)

Consumer demand and experience: A Study Reveals What Nearly 55% Believe

Salesforce reports that 55% of consumers are willing to pay more for a better experience. (Per Compose.ly & Forbes)

Your Potential Clients Chime In: Proven methods to increase customer retention

Implement social proof, such as customer reviews, on the checkout page to build trust and credibility. Showcase the brand and its values to reinforce the customer's confidence in the company.

(Per Optimizely & BigCommerce)

Ideation

Using user stories as a starting point, I wanted to set up an intuitive flow that also solved for the attributes they desired most in-site. In addition to conventional UI and intentional limitation of information on the screen at once, the app needed to:

  • Build trust with customers on our checkout page

  • Offer clear and compelling reasons for customers to complete their purchases

  • Streamline the checkout process and minimize steps and fields

Using user stories as a starting point, I wanted to set up an intuitive flow that also solved for the attributes they desired most in-site. In addition to conventional UI and intentional limitation of information on the screen at once, the app needed to:


  • Build trust with customers on our checkout page


  • Offer clear and compelling reasons for customers to complete their purchases


  • Streamline the checkout process and minimize steps and fields

Future Roadmap

Future Roadmap

Never Stop Learning

Firstly, I plan to conduct further user research to gain a deeper understanding of user needs and preferences. This research will inform the design of future iterations of the Blink Bikes interface, with the goal of creating an even more intuitive and user-friendly experience.

Information Control / Flow

Secondly, I will continue to refine the design of the information hotspots and the flow of information on the page, with the aim of further improving the user experience. This will involve ongoing testing and iteration to ensure that the interface remains efficient and streamlined.

Improve Interaction Design

Thirdly, I plan to explore ways to enhance the interactivity of the interface, such as through the use of animations or other visual cues. This will help to make the experience more engaging for users and could further improve the usability of the platform.

Simplicity Is Key

Finally, I will continue to prioritize simplicity in the design, aiming to create a clean and uncluttered interface that makes it easy for users to find the information they need. This will involve ongoing refinement of the design and careful consideration of how to present information in a way that is both effective and efficient.

© 2024 Grayam Church

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