INFINITY BIKES

A One-stop shop to buy & Sell your bikes!

Project Details:

Role: Product Designer. Duration: Jan 2024

Team: Laxmi Bhargavi Vaditala, Chris Gierlich

Client:

This is a student project at Springboard, and I worked on designing the feature, conducted usability tests with five participants, and made changes to the developed prototype.

TLDR

THE PROBLEM: 

Infinity Bikes sells bikes of different brands and categories on its mobile web design. However, the company has encountered problems, such as users having to open seven tabs to compare seven different products. Additionally, users abandon the cart at checkout because they must sign up and create an account.

THE SOLUTION:

A feature within the app allows users to compare products without opening so many tabs. Also, provide a guest checkout option so users don’t have to sign up at checkout. 


IMPACT:

Infinity bikes benefited by adding a comparison tool to their website. The users were able to compare products within the same screen rather than opening several tabs, which increased engagement and conversion.

OVERVIEW:

 Infinity Bikes, an e-commerce mobile application that sells bikes. The application must enhance its browsing and checkout experience to significantly improve its product usability. The main business goal is to improve the conversion rate from browsing to completing checkout.

RESEARCH:

Based on the input from the company’s statistics, where users have been abandoning the cart at checkout as they are required to register or create an account mandatorily and open seven different tabs/ pages to look and compare products, I have prepared a survey with questions that would capture some critical information from users who would be interested in biking as part of their daily commute, exercise journey, or just for fun.

I have sent this survey to all social media platforms, friends, and have summarised the responses received as below- 

  • 55.6% were women, and the rest, 44.4%, were men.

  • 66.7% of the users would love to use Guest checkout.

  • 75% of the users were interested in buying road bikes.

  • 33.3% of users use a bike quite often.

  • 22.2% of the users are most likely to buy an item added to their cart.

The overall conclusion was that the users rely on reviews, product descriptions, the trustworthiness of the website, and a range of ways to upgrade the bike model.


USER PERSONA:

Based on the above analysis, I have created a User persona with their goals & Frustrations.

Goals:

  1. To purchase a good-quality bike from a trustworthy website

  2. A tool to compare, suggest, and provide interactive support.

  3. Ease of checkout - guest checkout without the need for mandatory sign-up.

Frustrations:

  1. To open seven tabs to compare and understand the differences between the bikes.

  2. Mandatory sign-up at checkout.

  3. High-quality images with no features marked and detailed explanations.

User Persona

USERFLOWS & HEURISTIC ANALYSIS

 After creating a user persona, I decided on the user flows. Here, I wanted to look at other apps and how they tackled similar issues of comparison and guest checkout. I looked at  Amazon, Target, and Trek Bikes.com platforms. Below, I have shared screenshots and the features I liked and wanted to incorporate something similar in the app.

Amazon: Compare & fundamental differences shown on the checkout page.

On the other hand, I liked how Trekbikes.com provided a guest checkout option and encouraged the user to sign up.  

Target: Allows you to browse as a guest but again requires a mandatory sign-up at checkout.


After conducting a heuristic analysis, I have developed user flows and low-fidelity screens.

Userflows

Low fidelity screens

USABILITY TESTING ROUND 1:

Low-Fi Screen Usability Testing: Conducted the First round of usability testing based on the low-fi screens created and gathered the user’s feedback as below-

  • Homescreen -no login for an e-commerce site.

  • Improve Content on the home screen. 

  • The compare button on the bottom of the details screen should be available on all screens once selected.

  • The features of the product can be found in bullet points.

  • Compare features between a max of 3 products only.

  • Add tags like NEW, PRE-USED, and FAST delivery.

High Fidelity Designs & Prototype

Based on the feedback, I developed high-fi screens and conducted a second round of usability testing using a prototype.

High Fidelity Screens

PROTOTYPE:

USABILITY TESTING ROUND 2-

High-Fi Screens/ Prototype (Usability testing round 2): The feedback received from the users on the second round of using the prototype is below.


  • Homescreen -Improve Content on the home screen. 

  • Add a hamburger menu and  remove the help icon

  • Details screen - size of the boxes, price is missing, scroll indication

  • The color of the buttons can be different instead of monochromatic to grab attention.

  • Add more information on the home screen to keep the user engaged.

  • Add a filter on the home screen.

  • Add a carousel to the cards -New arrivals, etc.

  • Copyright text at the bottom

  • The phone number field is missing in checkout.

Learnings:

Overall, based on the notes I have collected, I did not see users struggle with the user flow or understanding of the app. However, this app has so much more potential, and many more features can be implemented to make it engaging. I wish to work on this app in the future and design more interesting features.