BACKGROUND
Established in 2000, The Bike Doctor services and sells bike parts and bikes. The Bike Doctor also specializes in custom-built wheels and bikes. The project focuses on website redesign that will increase customer experience and engagement with the website.
This project aims to establish a hierarchy for the site’s information architecture, streamline the checkout process, and improve the site’s visual and UI design. Reaching the goal will help their target customers complete finding and purchasing products, enhance their overall interaction with the site, and redesign the checkout process to increase sales completion.
TIMELINE
2 Week Sprint
ROLE
UX/ UI Designer, UX Researcher
TOOLS
Pen & Paper, Miro, Figma, Draw.io, Photoshop, Illustrator
▹ DISCOVER
THE RESEARCH:
My goal for this research is to find out how their target customer would utilize this small business and what problems they face when interacting on the websites. Looking into similar businesses and non-related businesses to compare how The Brooklyn Bike Doctor's website ranks. Some of the methodologies that I utilized are below and what was discovered.
METHODOLOGY
Heuristic Analysis:
The results were that The Bike Doctor's website had many pain points from the overall flow and, purchasing products to aesthetics.
C&C Analysis:
There are features that were lacking on the website compared to similar businesses and others that were not related such as a search bar, shopping history, integrated checkout process, and product reviews.
Key Takeaways from Task Flow Analysis
Current Website does not have search bar to search for product.
Product Page does not contain product reviews to help shoppers with buying decisions.
Buying Now button directs you to a different site to complete the purchase.
Navigation does not clearly show products that are available.
PERSONA AND USER JOURNEY
▹ DEFINE
What's the problem?
After synthesizing all our research, especially the task flow and user journey Joseph needs a way to read reviews about products and have the ability to save the products he likes, in order to make an informed decision on purchasing.
How might we create a seamless shopping experience, where users are
able to find their products quickly and easily checkout.
“I want to make sure that I get what I paid for.”
▹ DESIGN
IDEATION:
I wanted to restructure the IA of the website in order to organize the products. I did utilize some tree testing to get an idea of what organizational hierarchy would make sense to customers. Then from simple wireframes to usability testing that resulted in a few iterations, which landed me to what the final would become.
THE INSIGHTS:
There were some UI changes that needed to be made as a result of the usability testing.
▹ DELIVER
PROTOTYPES
Prototype Snapshot of The Brooklyn Bike Doctor's website.
See the full clickable prototype on Figma here
WHAT'S NEXT?
RECOMMENDATIONS
Continue refinement of the website and usability.
Add member/ account holder page. This would then give the member the ability to see their purchase history and save favorite items.
Integrate the Brooklyn Bike Doctors custom building feature on the website. This is his specialty and should be highlighted.
Integrate checkout in one platform
REFLECTION
What did I learn? 🤔
There are so many things that this website needed help with. The simplest to do was the aesthetics and the information architecture. Having it pleasing to the eyes, resulting in customers finding it more trustworthy and willing to look through the site. The restructuring of the information architecture made it easier for customers to find things that they were looking for, with the addition of the search bar.
This was an interesting and a learning experience for me since I did not know much about bikes, but I had to learn the parts and where they belonged. This small business had over 50 products on its site and they did not categorize them, it was all laid out on the main page. What was I to do? I was overwhelmed by the number of products they had. In this case, tree testing was extremely useful. I recommend doing as many tree tests as you can to help you with e-commerce that has many products.
