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My Role 

In this UX case study, my primary responsibility was to optimise the website's conversion rate and simplify the checkout process for online shoppers while concurrently enhancing the brand's image and fostering trust among potential purchasers.


Moreover, I aimed to provide users with an intuitive and seamless experience by facilitating the swift identification of the most suitable bike for their needs, complete with the relevant features.


Additionally, I proposed a 'brick and mortar' page for users to visit a physical store and establish trust by examining the product in person. I also aimed to implement a bike comparison page, enabling users to compare bikes' characteristics side by side.

Problem + Solution

Currently VEHI are facing issues with online user conversion rates.


Data suggests that 70% of users add bikes to their cart but don't complete the purchase, and 50% browse seven pages without adding any bikes to their cart.


VEHI also believes users struggle to identify the most suitable bike for their needs.

Main Softwares Used Throughout

With the Introduction to the VEHI bicycle manufacturer case study over, I am thrilled to present this project, which I am confident showcases my expertise, experience and passion for UX design.


In this section of my case study, I researched the challenges consumers face trusting online retailers and the strategies retailers use to address these issues.



Consumers have concerns about the trustworthiness of the retailer, particularly if they are unfamiliar with the brand or have had negative experiences with online shopping in the past.

Product Quality

It can be difficult to assess the quality of a product when shopping online, as consumers are unable to physically inspect the item before purchasing.

Shipping and Delivery

Late deliveries, lost packages, and damaged goods during transit are common issues that can cause frustration and inconvenience for consumers.

Returns and refunds

Consumers may have difficulty returning items or obtaining refunds if they are dissatisfied with their purchase, particularly if the retailer has a complex or unclear returns policy


Online shopping requires consumers to share personal and financial information, which can be vulnerable to cyber threats such as hacking and identity theft.

WireFrame + Testing

In this section of my case study, I created a style guide, user flows and wireframes, followed by conducting the first round of user testing

Style Guide

Below is the style guide I have developed for VEHI, a bicycle company whose name is derived from the Latin word "to ride." The chosen font is Hiragino Sans, which has an elegant appearance that appeals to the company's target demographic of young professionals who enjoy mountain biking. The color scheme consists of burnt orange, off-white, and off-black, which creates a soft, easy-to-view appearance while also contrasting with the bold and dynamic burnt orange.

User Flows

These User Flows illustrate the step-by-step process for VEHI customers. The objective is to create a streamlined and intuitive path for users, while ensuring that each step flows seamlessly into the next, resulting in a frictionless customer journey

Home/Landing Page

Bike Type

Individual Bike


Drop Down Menu



Review and Pay

Find a Local Shop

Wire Frames

The minimal wireframes below depict each page in the User Flow journey. The design is informed by fashion and bicycle websites, with the goal of seamlessly combining these two elements into a webpage that effectively engages the target demographic.

Initial Wire Frame Prototype

This is the first of three user-tested prototypes for the VEHI webpage. It has a simple wireframe design to prioritize the flow and customer journey without visual distractions. My objective was to test usability and functionality before adding imagery, ensuring a smooth and intuitive user journey.

Initial User Testing + Research Synthesisation 

Finding a Bike

'Finding a Bike' was simple and intuitive for all five participants, with some taking a different route, but overall no issues or frustrations.

Comparing Bikes

'Comparing Bikes' was a significant issue, with each participant struggling to find it and some giving up. A solution is to have a comparison button on the homepage and drop-down menu, as well as allowing users to compare bikes from different categories.

Finding a Shop

All participants found the 'Finding a Shop' easy, participants claiming this enhanced their trust. However, some participants were uncertain whether entering a zip code or city would be more appropriate.


The 'Shipping' section had a significant issue that could be resolved earlier in the webpage with a location popup. Users need to choose the country before selecting the pickup or delivery option, which caused confusion for participants.


Payment flow is generally strong, but some users preferred having the review section after payment for a "double confirmation". Incorporating the review and confirmation as a separate step or popup would enhance the overall UX design.

Bike Page

The 'Bike Page' design was commendable, but feedback suggests that displaying the price and shipping cost on this page would improve user experience.

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