MELANIE SCHUMACHER UX/UI + Digital Design
Bolt Bikes
Case study of a website upgrade
Design Goal
Increase BoltBike's conversion rate
Design Details
The creative brief that we were given at the start of the project, stated that 50% of users open an average of 7 item pages and then abandon the site without moving any items into the cart.
The hypothesis - that users were unable to determine which bike was best, based on relative features.
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Additionally, 70% of users who place an item in the cart did not purchase. Data given in the design brief, showed that users abandoned the cart at the registration page.
Project: Capstone 2 BoltBike Website Springboard UX/UI Bootcamp
My role: User Research, Mobile layout design, Logo design, Branding
Tools: Figma, Illustrator
Target User
Target User
Target User Demographics
• 24 - 38 years old
• They take biking very seriously
• User base is 72% men
• They research before purchasing​
• High income earners
User Flow
This diagram shows the user flow, the path a typical user would take to complete a specific task, from entry point to final outcome.
The user’s path would start at the BoltBike homepage, then look at the bike’s features, add the bike to the cart, and finally complete the purchase of the bike.
Mood Board
The BoltBikes mood board had an emphasis on lifestyle and product photography.
Low Fidelity
Low fidelity screens were designed first. These were used to get a sense of layout, and site design functionality. The Low Fidelity screens were used in the initial Usability tests.
High Fidelity
The High Fidelity screens were created, based on the Low Fidelity wireframes.
Beautiful bike - lifestyle photography, and product photography from unsplash.com was used to help “sell” the upscale bikes.
The High Fidelity screens were used in the second round of usability tests.
Key Screens
