VanMoof.com
Improving the e-commerce platform for VanMoof potential riders
RESEARCH
STRATEGY
NEW BIKES
EXPERIMENTS
USER TESTING
CONTEXT
VanMoof is an electric e-bike brand, specialised in city commuting. Initially, I joined VanMoof as a Digital Product Designer for the e-commerce team, focusing on the discovery and purchase flows. I worked on several new projects and initiatives to improve the discoverability of VanMoof products and services. I also researched and worked on multiple ways of improving the usability of the website.
Provide the best discovery and buying experience of a VanMoof e-bike
Responsibilities
- Evaluating and improving the overall buying experience and web usability.
- Stakeholder management - product, development, production and marketing teams across the organization.
- Analysis of current user experiences and feature ideation.
- User research and competitors analysis.
- Design user flows, from product discovery, exploration to checkout.
- Align on product launches vision together with the rest of the product and marketing teams.
- Concept and collaboration with external agencies.
- Working around the technical constraints in a high pressure environment.
Improving the key entry points and user flows
The main purpose of the homepage is to provide an introduction to VanMoof bicycles as well as other related products and services. A card system is utilized to show various content in a flexible manner based on the particular market.
On the product overview page, the primary features of the bicycles are concisely showcased. To highlight the distinctions between each frame and to assist users in finding the key specifications they seek, a comparison table is included below.
Supporting the launch of the 5 Series e-bikes
During my time at VanMoof, a highlight was launching a new generation of bikes, which meant switching the entire website focus towards the new products. The launch was extended through multiple stages: the hype, the closed group sale, the open sale and the test rides.
All these phases needed a different strategic design, and in each stage we adapted the designs and content towards the user needs.
