Redesign bikesauce's website to make it more enjoyable to browse.
Regent Park is a lower-income neighbourhood in the downtown Toronto area. Our potential users are those who have experience with bike shop websites or biking with financial difficulties.
The current website is built on WordPress with one page.
Browse current web site
3
60 mins
Google Meet
I started off with a usability test of the current bikeSauce website to gather insights on user behaviours and pain points through a micro lens.
It's so hard to search for things I need.
Carmen / Bike owner
I read so much information here, but I get nothing out of it.
Lung / Bikes owner
The donation page doesn't look legit to me.
Fion / Occasional biker
I rather watch tutorials on youtube, there's thousands of videos.
Carmen / Bike owner
13
14
1 week
Google Form
Then, followed by an online survey to get qualitative data to learn about users in a broader sense.
Top 3 pain points
Sketchy branding
Feels disorganized with no clear position
Inconsistent design
Bad visual hierarchy with a long navigation
Overwhelming content
Filled with unnecessary information but lack important details, also minimal value in video tutorials
Top 3 needs
Get a bike
Get accessories/parts
Check out reviews
Relevant valuable insights
No correlation between owning a bike and visiting a bike shop’s website
Tend to visit the website before going to the physical shop
Tend to get updates from Instagram or email subscription
73% prefer appointment over walk-in for bike repair service
55% prefer booking online, 27% prefer calling for reservation
86% prefer Youtube for video tutorials for simple bike fixing
Based on the user research, I consolidated everything into an actionable list and that is the scope of areas that needs to work on.
After checking with the team, 2 and 6 was removed from my next step due to the shortage of volunteers.
I decided to keep the original colour palette, so it’s easy for existing users to relate to.
bikeSauce doesn’t have a pre-existing guideline, so it’s important for me to define how it aims to look, feel, and sound before moving on to the high-fidelity design.
I decided to keep the original colour palette while adding some more shades to play with. So it’s easy for existing users to relate to.
I discovered how people verify a brand heavily relying on its footprint on social platforms such as Instagram, Twitter, Tik Tok and Facebook. They thought this was the quickest way to fact-check a company.
People are very familiar with online purchases or payments now, they would expect a certain user flow. Sticking with the common pattern will give them the confidence to make online donations.
Hopefully, we can publish the website very soon. Stay tuned!
