Rift Riders, a high-end bicycle eCommerce platform, faced challenges with users abandoning product pages without adding items to their carts and high cart abandonment rates during checkout. The project aimed to enhance user experience by implementing a product comparison feature and introducing a guest checkout option to improve conversion rates.
As the Lead Designer, I was responsible for ideation, sketching, wire framing, developing the brand platform and design system, UI design, prototyping, and conducting usability testing
• Secondary online research
• Synthesis of research findings
• Development of user personas
• Adobe XD for wireframes and prototyping
• Concepts iPad app for sketching
• Mural for ideation and user flows
Rift Riders, a high-end bicycle eCommerce platform, faced challenges with users abandoning product pages without adding items to their carts and high cart abandonment rates during checkout. The project aimed to enhance user experience by implementing a product comparison feature and introducing a guest checkout option to improve conversion rates.
As the Lead Designer, I was responsible for ideation, sketching, wire framing, developing the brand platform and design system, UI design, prototyping, and conducting usability testing
• Adobe XD for wireframes and prototyping
• Concepts iPad app for sketching
• Mural for ideation and user flows
• Secondary online research
• Synthesis of research findings
• Development of user personas
Rift Riders, a high-end bicycle eCommerce platform, faced challenges with users abandoning product pages without adding items to their carts and high cart abandonment rates during checkout. The project aimed to enhance user experience by implementing a product comparison feature and introducing a guest checkout option to improve conversion rates.
As the Lead Designer, I was responsible for ideation, sketching, wire framing, developing the brand platform and design system, UI design, prototyping, and conducting usability testing
• Adobe XD for wireframes and prototyping
• Concepts iPad app for sketching
• Mural for ideation and user flows
• Secondary online research
• Synthesis of research findings
• Development of user personas
• Create a more streamlined way to display and compare product features for high-end bikes
• Improve conversion rates from product browsing to completed purchases
• Reduce cart abandonment during checkout
Collaborated with the Product Manager and other internal stakeholders to align design solutions with business objectives and user needs.
My 1-1 Mentor for the program represented the internal stakeholders.
• Users were opening multiple product pages without adding bikes to their carts, indicating difficulty in comparing products.
• A significant portion of users abandoned their carts at the registration stage, suggesting that mandatory account creation was a barrier to purchase.
• Developed a comprehensive brand platform to align design elements with user expectations and brand identity.
• Conducted discovery through secondary research to understand user behaviors and pain points.
• Designed and iterated through two rounds of testing, including user flows, experience mapping, wireframes, and high-fidelity prototypes.
• Designed a streamlined product comparison feature to allow users to easily evaluate high-end bike features side-by-side.
• Introduced a guest checkout option to reduce friction during the purchasing process, ensuring email capture for future engagement.
• Developed a cohesive brand identity with specific color guidelines to enhance the user interface and overall user experience.
• The implemented product comparison feature and guest checkout option led to improved user satisfaction and increased conversion rates.
• The refined brand identity strengthened Rift Riders’ position as a savvy, focused, serious, and dependable expert in the high-end bicycle market.
• Understanding user behavior through research is crucial for identifying pain points and designing effective solutions.
• Iterative design and testing ensure that the final product aligns with user needs and business goals.
• Developing a strong brand identity enhances user trust and engagement.
• The project demonstrated the importance of user-centered design in eCommerce, particularly in high-investment markets like high-end bicycles.
• The experience reinforced the value of interviewing actual purchasers or high-end bikes and using an iterative design processes for achieving successful outcomes.
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