Case Study: Relic Bicycles 2021
Redesigning a Mobile Retail Portal
B2C Online Sales
In 2020, Covid-19 regulations forced Colorado retailer Relic Bicycles to close their Grand Junction store. With limited eCommerce capabilities and declining sales, they saw the need for a strong online presence. Their owner approached me for help creating a digital buying experience to attract adventure-driven buyers on mobile and web.
Problem
Marketing brings in adequate traffic, but product views, time on page, click-through rates, and completed purchases fall short of projections.​
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So what was happening?
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Users load up cart but not converting to checkout
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Complex + outdated interface and checkout flow
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Users bouncing after entering search query
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Few returning users
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My Role
Product Designer
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Primary Research
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1:1 User Interviews
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Industry Analysis
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Guerrilla Usability Testing
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Usability Testing V1
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Usability Testing V2​​
User Centric Process
Discover
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1:1 User Interviews​
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Industry Analysis
Design
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Iterate
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Prototype
Validate
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Usability Testing Wireframes
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Usability Testing V1
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Usability Testing V2
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Industry Analysis
The first step was to research the industry and consumer base, analyzing top outdoor retailers’ eCommerce strategies to understand what made certain brands stand out.
1:1 User Interviews
Findings
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Price Transparency and Affordable Shipping.
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Secure Checkout and Shipping Updates.
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Comparison Shopping: Prices, Products, and Features.
Empathy Maps & User Personas
Understanding users’ thoughts, feelings, and actions is key to grasping their pains and gains. By focusing on their motivations and pain points, we gained insights into how to enhance the search and checkout process.
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User Flows
User flows were outlined to visualize the users journey, uncover bottlenecks, and provide insight into how users navigate.
Wireframes
The first low fidelity mock-ups created were wireframes constructed using the basis of user flows, competitive analysis, and user research.
Guerilla Usability Testing
Details
Testing Performed = Guerilla Usability Testing
Location = Local bicycle retailer (Downtown Seattle)
Participants = 5 total
Test Quality = Low Fidelity Clickable Prototype
Findings
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Users want to check their order status regularly.
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Shipping options need to be presented earlier on in the checkout process.
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Clearer / more defined labels need to be incorporated into the Compare Table.
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The “Favorites” feature is greatly missed by users familiar with this eCommerce standby.
High Fidelity V1
Within a week's time the first round of high fidelity screens are created, prototyped, and approved for testing.
1:1 Moderated Usability Testing V1
Details
Testing Conducted = Moderated Usability Testing
Location = Remote via Zoom meetings
Participants = 10 total (6 male, 4 Female)
Test Quality = High Fidelity Clickable Prototype
Goal = Observe users interacting with the newly implemented design and red-routes.
Findings
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35% - “Make the Comparison Table Lab more distinct”.
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25% - Failed to checkout from the comparison page.
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“The product reviews could be more prominent.”
High Fidelity Iteration V2
After implementing feedback, a second round of high-fidelity iterations is created and approved.
Collaboration and Implementation
Annotating high-fidelity designs before handoff clarifies interface functionality and supports the team’s understanding.
Defining UI/UX behaviors and expectations also helps engineering align on element functions from the start.
Reflection & Impact
1. Increased cart to checkout rate by 18%
2. Reduced screens in checkout flow by 50%
3. An intuitive product comparison feature
4. The ability to use diverse payment options
5. Integration of clear CTA's & Accessible Product Search
In a highly competitive market, poor UX and unmet brand expectations can directly impact sales, as usability often drives purchasing decisions. Through user-centric design and close collaboration with stakeholders, product, and engineering teams, Relic Bicycles' new eCommerce platform now delivers an improved buying experience featuring: