VelikBy
Velik.by is an online store selling bicycles, electric vehicles, accessories, spare parts, tools, and equipment. The design concept is based on the principles of simplicity, user-friendliness, and content orientation. The store operates in the Belarusian market.
- 001/
Develop a e-Commerce for two types of users.
- 002/
Attracting new clients.
- 003/
Showcase a wide range of products.
- 004/
Provide the client with an opportunity to learn more about the option to purchase bicycles and equipment, individual custom bungle for professional riders.
Scope of work
Conducted desk research with competitor analysis, documented in a brief.
User research. Personas. Problem statement. Prioritizing ideas. User Flow. MVP
Made information architecture and user flows. As a result, we got Hi-Fi prototypes.
Conducted usability testing, A/B testing, and Tree Testing. After which finalized the prototypes.
Designed the components of the system design and moved on to the visual design. Prepare to handoff.
Create Logo and prepare a presentation.
- 001/
What design solutions can be adopted to enhance the user experience in the interaction between the user and a digital product, taking into account the differences between the Beginning and Professional riders?
- 002/
What design strategies choose to display characteristics by equipment type and skill level of riders?
I hypothesize that small companies require a lightweight, simple, intuitive e-Commerce, with a high response mobile version. Flexible filter systems. The main competing solutions are clear for understanding navigation and customer support. The hypothesis will be validated with the usage data showing continuous user engagement.
Target audience
People with low and middle incomes. In most cases, 25+ years old, with a family, love spending time with family and friends, rather than leading an active lifestyle. Professional cyclists seeking the best solutions for outfitting their bikes, professional equipment, and rare components.
User flow
This flowchart describes how a user goes from a main page to a cart. This flow helped to spot product deficiencies and understand the scope of a project, including the number of pages, components for each, and information architecture of it all.
Interviews
We have conducted 5 interviews to get an overall voice of customers. We talked with medium users type (3 persons), and light user type (2 persons) and asked them about their general experience, needs, fears, and ideal scenarios for communicating with construction companies.
Artefacts:
Difficult ways of searching for company contacts and delivery information.
I don’t want to waste time filling out huge forms.
I always analyze base options and price before make order.
I start my search online from a smartphone device.
Main pain points:
I am worry of making mistakes when filing delivery form.
Delivery time and cost of product.
I worry about certifications and the quality of equipment.
I worry about return and money back policy.
User survey
Analysis of the results of the study showed which services of the company are of interest to users, what is important for them, what fears they experience.
Customers care about the availability of products
Customers care about the quality and durability of products
Customers want an production description consistency of products
Customers wont to know about guaranty and return policy
User personas
Personas based on the results of the research. It helped to understand real users pains, motivations, task & goals.
Vlad
27 years old, IT Specialist, Minsk, Belarus
Dreams of a city bike for convenient commuting to work, with a moderate budget.
Motives
- Safe a time in the big city;
- Active lifestyle;
Goals
- Buy high quality and durable bike;
- Prepare for riding in city;
- Loose weight.
Pains and fears
- Find a reliable sales;
- Base knowledge in this field;
- Delivery and Post-purchase support.
Oleg
37 years old, Engineer, Vitebsk, Belarus
Professional bicycle rider, participates in cycling marathons
Motives
- He wants his training to be as productive and safe as possible, using high-quality equipment;
- Maintaining physical fitness.
Goals
- Improve his physical performance and achieve new athletic milestones;
- He seeks maximum comfort and safety during training and competitions.
Pains and fears
- Purchasing items that turn out to be unreliable or not meeting his expectations;
- Complicated returns;
- Lack of information.
Wireframing
After analyzing the research I started building wireframes to visualize, revise and explore ideas for MVP
- Main page
- Product page
Prototyping & test
At this step, we have a clickable prototype and two usability tests among group users. Tests showed what users made extra steps for search variants of the product. I proposed ideas to make the third block with Call-to-action with filtering based on key parameters. That guides the user to the product catalog. We've also developed a product filtering system for the convenience of both advanced users and beginners. As a result of the changes made during A/B tests, I found that the rejection rate decreased by 13%, while the number of transitions to the services page increased.
- Main Page
- Product page
Solution: clean, minimalist, intuitive design.
- Main Page
- Catalog
Typography & Colors
- Product Page
What I learned
I learned the value of user-centered design and simplifying the e-commerce experience through user interviews and competitor analysis. Creating clear navigation, responsive layouts, and effective product filtering were key takeaways. Wireframing and prototyping helped refine ideas, while usability testing improved engagement, reducing bounce rates by 13%. Balancing the needs of both beginner and advanced users emphasized the importance of flexible, scalable solutions.