Brand overhaul and ecommerce site design for an online retailer of all things cycling
The primary goal here was to transform a rather bland online store with a considerable inventory, into an engaging brand, with a vastly improved shopping experience. The real challenge, however, was the timeline—the site was to relaunch in just three months.
Completely restructuring the product taxonomy created a much clearer navigation that made shopping easier and more enjoyable. We added useful shopping tools such as faceted search, live-chat support, and user reviews, and introduced a simple way to shop by either brand or by discipline, with brand overview pages to help educate visitors on their choices.
I refreshed the logo, added a ‘Culture’ section containing a blog, galleries, and honest product reviews available in both text and video, and created a visually stunning homepage that highlighted feature articles as well as calling out new products or specials.
In the first 30 days after launch the site saw a 13% increase in pages viewed per visit and a 17% increase in average visit duration. Unfortunately, the company lost its funding and is now offline.
Role: Creative direction, IA, UX, design, project management.