Bike Shack Leyton Desktop Redesign

Project Overview

Participants:

Emma Perry (Solo Project)

Roles:

UX Researcher, Information Architect, UX & UI Designer, Project Manager.

Timeline:

2 weeks

Tools:

Figma, Zoom, Optimal Workshop, Slack, Google Drive, pen and paper

Project Summary

I was tasked with discovering, defining, and implementing ways to improve the online retail experience of a local bike shop.

Through a range of research methods, I discovered a variety of issues. Once these had been addressed, I was able to increase Bike Shack’s System Usability Scale rating from 55.5 to 96 based on a sample of 5 users.

Outcomes

The Client

Bike Shack, a friendly, community-focused bike shop in Leyton, has challenges with its online experience.

Despite having over 25,000 followers across social media platforms, Bike Shack’s website produces low engagement, and they mostly rely on eBay for online sales.

Bike Shack Shop

Defining the Problem

“Users need a fast, reliable and affordable way to access bikes and cycling gear to minimise disruptions to their commute and alleviate concerns about bike theft.

New Bike Shack Logo
New Bike Shack Logo
Bike Shack Mood Board

Users said white minimalist website was “nice but not in keeping with real life feel of the shop.”

Most users cycled to commute and said the existing mountain logo seemed “quite random” for a shop in London.

To address this disconnect, I created a mood board to explore how the minimalist aesthetic could be enhanced to better reflect the real-world experience of Bike Shack's customers. This process led to the development of an updated logo and design framework that resonated more with the shop's identity and its urban clientele.

During usability testing, users described the new design as “very bikey” and noted that it had “a very Londony feel,” highlighting the improved alignment between the website and the cycling culture of the city.

Colour palette
Fonts

Branding shift

Product availability

Usability testing revealed that users faced challenges identifying which products were out of stock.

While it was apparent when an item was completely unavailable, there was no clear indication of size and colour availability. This led to confusion, as users couldn’t understand why certain products couldn’t be added to their basket.

This issue was quickly resolved by “greying out” unavailable sizes and colours, providing users with a clear visual cue and improving their overall shopping experience.

Size and colour drop down menu with out of stock options greyed out

Access to Product Reviews

Interviews revealed that many users prefer purchasing bikes and cycling products online, prioritizing trustworthy sellers and competitive pricing. Consistently, users rely on reading reviews before making their final decisions.

Usability testing highlighted difficulty finding reviews on the Bike Shack website. In response, my solution provides easy and consistent access to customer reviews and offers multiple navigation paths, making it simpler for users to find the information they need.

New Product Page

Accessibility

Midway through the high-fidelity prototype, I noticed readability issues in my colour palette. A WCAG test confirmed the need for adjustments, leading to a fully AAA-compliant design.

Usability testing also highlighted that some text sections were too large and difficult to process for a user with ADHD. To improve readability, I increased spacing and added icons for clarity. The same user later found the text much easier to read and process.

This experience reinforced the importance of prioritising accessibility from the start to ensure inclusivity and avoid time-consuming, costly revisions.

The Solution

Through a range of research methods, I discovered a variety of issues. Once these had been addressed, I was able to increase Bike Shack’s System Usability Scale rating from 55.5 to 96 based on a sample of 5 users.

Key Takeaways

Prioritising Accessibility

Midway through prototyping, a WCAG test revealed readability issues, leading me to update the colour palette to AAA compliance. Usability testing also showed that large text was hard to process for a user with ADHD, so I improved spacing and added icons. These changes made the content easier to read and reinforced the importance of prioritising accessibility from the start.

Creating a design framework and component library

This project was my first time creating a design framework and component library, and I found the process incredibly rewarding. Initially, I had planned to focus on user research throughout my studies, but through this experience, I discovered a real passion for UI design. My skills developed significantly, especially in understanding spacing and colour palettes, which gave me the confidence to take on more UI-focused roles in future projects.