My Location:

Remote

I Worked on:

User Research | UX Design | UI Design | Backend communication System | CMS

Tools:

Figma | Excel Sheet  

Platform:

Shopify

Team:

Solo project

Research

The shop provided three services:

1. Bike servicing.
2. Sell bikes and bike accessories.
3. Organizing events for the biker community.

However, after visiting the store, I found a few more valid pieces of information that gave me another perspective that can help bring a fresh approach to the website.

My findings:

Trigger Fail

I discovered that Pedal Drive was one of the dealers of SportNetwork in India. Pedal Drive marketed new bikes and accessories on its social media page, and it stopped there; there needed to be a CTA or quick link provided to interested users to find more information or take action. A very example of a trigger fail.

The customer visited the physical shop to learn more about the bikes. The clients provided the customers with a Sport Network website link to learn about bike specifications and availability.

Professional service scarce:

‍Most bikes were high-end, and bikers were ready to invest time to maintain them. They were prepared to wait to bring them in for servicing at Pedal Drive as it provided professional service. Such professional service is scarce to find in and around that city.

Hard to find a Community:

According to the survey and interview, bikers get motivation from other bikers. In Pune city, there are many biker groups, and they have their own WhatsApp group where they share their upcoming events. So, for a new biker to be part of a group, the biker should know someone from the group.

Solutions and why

After researching the clients, its target audience, and competitors, I devised a solution of bringing in a fresh and unique approach by focusing the website on bike servicing while simultaneously providing all the services the physical store provided under one platform.

1. Create a website focusing on the bike servicing feature first. Why?

Bikers don't have to call and wait for the following servicing availability.

By focusing on bike servicing and providing an appointment booking option, the users can book a slot according to their convenience and avoid the wait time. At the same time, because of a book an appointment plugin, the client can collect contact information of their target audiences for marketing purposes.

No FOM: I came up with the idea of walking the users through every bike servicing process by sharing videos and images via WhatsApp.

2. Users can browse biker communities based on shared goals and interests and join them via WhatsApp.

By providing options to join the community option, the biker is supplied with a list of different biker communities in Pune and can join them with one click.

3. Users can browse the high-end bikes and request a test drive.

Hence, the users can browse the range of bikes available in-store and check their features/specs on the pedal drive website. If convinced, they can book a test drive based on their convenience.

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Development:

I chose to concentrate on one task flow at a time. As the bike service is the most requested, I decided to focus on it and work on the flow of booking an online appointment for the service. I sketched various iterations of this task flow and user journeys; below are a few sketches.

Pedal Drive provides three types of bike servicing options. The initial idea was to make sections for each bike servicing option on a single page and give a booking an appointment CTA for each service section.

However, after testing it out with the user, it needed to make more sense as they wanted to know how each service is different and its cost. I decided to dedicate a page for every bike service so that users can understand what every service provides.

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Interaction Design

Book a bike service:

I decided to add infographics to make it easy for the users to grasp the information about bike services on the homepage.

Book a test drive:

As the user research suggested users prefer testing the bicycle before purchasing, I added a feature of booking a test drive on the Bikes Information page. Below is the design for booking an appointment for a test drive for a specific bicycle.

Pedal Drive Community:

A page dedicated to the pedal drive community where new bikers can join with one click or if using a desktop using a QR code.

Result

After the launch, I noticed -

1. There was no need for the traditional calling and asking for more information.
2. The website provided all the bikes and service information, which made it very convenient for the users.
3. Bikers found booking an appointment for bike service and test drives very favorable.
4. The service providers were able to prepare themselves based on the bikers' selected options before time.
5. It was great to witness the Pedal Drive community grow and see the store's publicity increase.

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My work and case study is published by UX Bootcamp on Medium. View

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