Ride Factory
I led the strategy, research & design of an eCommerce website. I worked closely with stakeholders and users to evolve the user experience.
Meet
The client
Ride Factory is a young and dynamic swiss company selling bikes and skis online. It provides young riders as well as families with sports goods and services. Its presence is both offline (real physical shop) and online with an e-commerce store.
Personas & Customers Jobs & Pains
Understanding the user
The typical profile is a 19-26 yo corporate worker with the willingness to have fun after a day at work and to enjoy being outside. This person wants to break the 9-5 routine with an exciting activity.
Generating ideas with
sketches
Architecture, menu and organizing products
Focusing on the shop architecture
Mapping out the general structure to organize thinking
Mapping out the general structure of the shop and organizing products
By mapping out, I could understand the general structure of information and how things relate to each other.
Engaging into a convergent phase and narrowing down the selection
Displaying the same information, differently
Desktop
Concept design #1
Dynamic sorting inside the page
Design concept #2
Dynamic sorting inside the menu
Design concept #3
Mega option menu
Design concept #4
Display menu on click
Mobile
Concept design #1
Display menu on click
Design concept #2
Categories on the side, V1
Design concept #3
Categories on the side, V2
Checking prototypes with users
User Testing & User Flows
Selecting the winning solutions
Wireframes selection
Desktop
Mobile
Analysing user behaviour
Heatmaps & Screen Recordings
Heatmaps
Checks clicks and behaviour
Screen recordings study
I find screen recording extremely useful to track behaviour and to grasp a good understanding of product findability.
Impact, quantitative data and analytics
Coming soon...
My goals and metrics, using Google Analytics
I decided to set the following goals:
- increase findability
- decrease cognitive load
- keep it simple and easy to implement in development