Everything to Cycling (ETC), a Moorelarge brand, came to us as an extension of the Lake Cycling project. As a large distributor of high-spec cycling gear, they also wanted to push for an online presence rather than focusing solely on brick-and-mortar sales. With deep knowledge of website design and UX in the e-commerce space, we were delighted to take on the challenge.
With limited metrics from a non-existent online presence, we had to get vital data from our client. Moorelarge distributes their brand of ETC gear to over 300 stockists, and it was there we would gather the best insights. Talking to users and staff of stockists allowed us to gather a mass of qualitative data. We then used this data in developing user journey maps and personas that help decision-making during the analysis part of our process.
Some key insights from our research were that users were averaging around 30-40 years old. Those of which were knowledgeable of online shopping conventions and openly accepted the idea of an online ETC store.
As we enter the analysis stage, we used all the information gathered to analyse and distil the most critical elements. Creating user personas and journey maps allows us to develop valuable artefacts for our teams and clients while diving into a deeper study of the users. Even though users would welcome an online store for ETC, we believed that it wasn’t the true solution for a premium product. Taking users out of stores prevents them from getting that tangible feel from in-store experiences. Creating more returns and pain points for end users. We wanted to develop a platform that supports both. Highlighting the importance of in store purchases for premium products but supporting a younger generation of online shoppers for ease of use.
We played with many ideas that might help provide ETC with the flexibility to cover a range of different use cases. While developing an e-commerce platform was still a primary focus, we also wanted to include a function that directed users to local stores. Identifying stockists that sold ETC gear would speed up user searches and provide directions straight from their current location. To fully support both cases, we created low-fidelity wireframes to map user flows and ran in-house tests. User testing helped solidify our assumptions and tweaks where necessary in smoothing out rough edges. It was noted that users were looking at products before heading back to the home page to find the store locator. To ease this journey, we added in a direct link to the store locator under every product, as well as an option to purchase online.