Experience Freedom with E-Bikes
OverView:
The E-Bike platform case study highlights a user-centered redesign aimed at addressing key usability challenges: simplifying the bike selection process and reducing cart abandonment rates. Through mixed-methods research, including interviews, usability testing, and competitive analysis, the team identified pain points such as feature overload, lack of comparison tools, and mandatory account creation during checkout. Solutions implemented included a dynamic comparison tool, wishlist functionality, transparent pricing, and a streamlined guest checkout option, all validated through iterative testing. These changes resulted in a more intuitive shopping experience, reduced abandonment rates, and increased user confidence, aligning the platform’s design with user needs and business goals.
Team and Role:
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As the UX designer for the E-Bike project, I led the design process to enhance usability and user experience. I conducted user research, usability testing, and competitive analysis to identify pain points and opportunities. I designed key features like the dynamic comparison tool, wishlist, and guest checkout, creating wireframes, prototypes, and test scripts to validate solutions. Using a user-centered approach, I helped improve cart conversion rates and user satisfaction, ensuring a seamless shopping experience.
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Headlines from E-Bike usability tests:​
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“Bike Selection Simplified: Users Seek Clarity, Visuals, and Purposeful Guidance”
Through interviews and usability tests, participants expressed the need for clear, jargon-free explanations and visual aids to compare features. Users prioritized durability, comfort, and brand reputation, seeking expert-curated recommendations to guide their decisions.
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“Streamlining Checkout: Guest Options Build Trust, Account Barriers Cause Friction”
All users appreciated the newly introduced guest checkout option but remained cautious about sharing personal information. Transparent pricing and simplified email capture were critical to earning their trust and reducing abandonment.
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“Wishlist Value: Save Today, Decide Tomorrow”
The wishlist feature resonated with users, especially those comparing multiple bikes over time. However, its placement was not intuitive, leading to missed opportunities for engagement. A more prominent and accessible design could further improve the experience.
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“Transparent Pricing: Early Clarity Fuels Confidence”
Participants consistently highlighted the importance of viewing total costs, including taxes and shipping, earlier in the shopping journey. Tools like estimated price calculators and clear cost breakdowns were praised for increasing trust and reducing hesitation.
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“Trust in the Experience: Reviews and Recommendations Drive Confidence”
User reviews and expert-curated recommendations were significant trust builders for participants. Success stories and top-rated products within categories like "Best for Mountain Trails" inspired confidence and helped streamline decision-making.
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Challenge:
Users faced complexity and friction in bike selection and checkout, leading to high drop-off rates. Feature overload made comparisons difficult, and the lack of a wishlist or dynamic comparison tool added frustration. Mandatory account creation further contributed to cart abandonment, while concerns about pricing transparency and security created hesitation.
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Solution:
A dynamic comparison tool simplified bike selection with clear descriptions and visual aids. A wishlist feature allowed users to save and compare options over time. The checkout process was streamlined with a guest checkout option, reducing friction while maintaining email capture for tracking. Transparent pricing, trust signals, and expert recommendations improved confidence and conversion rates. Usability testing validated these solutions, ensuring a seamless, user-friendly experience.
User Flow and UI Moodboard:
Wireframes:
Wireframes are essential in shaping a digital product’s structure and layout. In the E-Bike project, they helped translate user insights into design solutions, mapping out key features like the dynamic comparison tool, wishlist, and guest checkout. By focusing on functionality and user flow, wireframes enabled early testing and validation, ensuring alignment with user needs before high-fidelity design. Iterative feedback refined them into a solid foundation for a seamless user experience.
Figma Design:
Top Highlights of the Usability Testing:
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Usability testing of the E-Bike platform provided key insights that improved the user experience. The dynamic comparison tool was well-received for simplifying bike comparisons, though users wanted clearer explanations for technical terms. The wishlist feature was popular but needed better visibility and accessibility. The guest checkout option reduced friction, with users valuing the streamlined process while requesting more transparency on email collection. Additionally, early pricing transparency helped build trust and reduce purchase hesitation. These findings highlight the importance of balancing usability and trust to create a seamless shopping experience.
Learning and Takeaways:
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​Simplifying decision-making with dynamic comparisons and clear explanations improves usability. Trust-building elements like transparent pricing and secure checkout enhance confidence. Wishlist functionality boosts engagement by making comparisons easier. A seamless guest checkout reduces friction and abandonment when paired with clear data usage messaging. Aligning design with user needs drives better experiences and business outcomes, while iterative testing ensures solutions effectively address pain points.