MTB Monsters redesign — a UX case study
Overview
Mtb Monsters is an online mountain bike store that sells a variety of bicycles to a worldwide audience. Through a website redesign, their goal is to increase online conversion rates. For this project, I was tasked with identifying pain points in the current purchase flow and making the necessary changes that allow for an easier online shopping experience.
General Website Research
I went to www.mtbmonster.com website to find out who they are, where they are from, what products and services they offer to find out why the website conversion rates were so low.
Takeaways
- Lots of 403 errors
- Couldn't complete a full purchase
- Very cluttered and disorganized
Competitive Analysis
My competitive analysis involved assessing how the competition is creating their online bicycle buying experiences. I researched 3 other bike sites. I mostly focused on the purchasing flow of the website and the visual hierarchy of the user interface.
User Interviews & Analysis
I conducted 5 user interviews to gain a better understanding of their needs and expectations while shopping for and purchasing a mountain bike. From these interviews
- Users want to be able to feel safe when purchasing
- Users want to be able to trust the information about their product
- Users also want to be able to just search for what they need
- The fewer clicks the user goes through the better
- Users said that the longer they were on a website the less likely it was to complete an order
User Flow
(Current State)
User Persona Development
I created a persona to help me get a deeper understanding of my user. This helped me to achieve the goal of creating a good user experience for my target user group.
Wireframing & Prototyping
After all my research I started wireframing for solutions to solve all my pain points of my users. After conducting another usability test on my proposed wireframes I evaluated some more and Iterated. I turned my wireframes into a high-fidelity clickable prototype.
A Crisp and freshly re-designed UI
In short, the new user-friendly interface is improved.
The landing page
Redesign the visual hierarchy to help direct customers more quickly and efficiently.
The Product list Page
Redesigned the faceted navigation so that customers can find what they want with only a few clicks to filter. Redesigned all visual elements so the customer can almost feel what the bike is actually capable of.
The Product Page
Designed a detailed and effective way to deliver information about a bike's description. ade an easy way for customers to figure out the size of the bike they need. There are bread crumbs on every page from the home page so customers can never get lost easy blue button to add to cart.
The Checkout Page
Designed a tracker so the customer always knows what steps are left before they place an order. Very intuitive and easy to follow form.
If you have made it this far thank you. Like for any UX project, there is always more work to be done. We are continuously researching and improving for our user's experiences.
This is only for academic exercise I don't work for mtbmonster.com.
