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BESV's E-commerce Transformation: Accelerating Towards Success

BESV designs and manufactures high-quality electric bicycles and accessories with advanced technology, cutting-edge design, and a superior user experience.

We crafted BESV's creative direction, UX approach, and user flows for their e-commerce website, with a particular focus on customer onboarding for first-time users. Through this transformative effort, they can unlock promising potential and harness innovative ideas for future success online. By implementing effective onboarding strategies, BESV aims to provide a seamless and user-friendly experience to new customers, ensuring they quickly understand how to navigate and make the most of their online shopping journey.

Role

UX Design / Strategy

Client

BESV

Industry

E-commerce

Problem

BESV's website currently lacks a feature that allows customers to purchase their products online. The only way to purchase a product is by using the "Where to Buy" page, which provides a store locator with third-party distributors marked on a Google Map. This long and arduous process is likely to reduce conversion rates as customers have to navigate away from the BESV website.

Solution

To establish a cohesive brand identity, BESV should create its own e-commerce website. This approach ensures that the brand's unique aesthetic and messaging remains intact, as opposed to relying on third-party websites that may have their own branding. By having an exclusive online store, BESV can provide customers with a visually consistent, immersive, and engaging experience that aligns with its brand image. This not only strengthens brand recognition but also instills a sense of trust and loyalty among customers.

Creative Direction

Motivate

Promote deep stimulation through visual content and visual incentives.

Innovate

Manifest the philosophy on having the perfect balance in design and technological advances of BESV products.

Belong

Create opportunities of community engagement. Biking as a social sport of attracting people to encourage this feeling.

UX Approach

To engage users, we should emphasize these key areas.

User Preference

Acquire knowledge of user behavior and preferences to ensure content is constantly relevant.

Some of the ways to gather data based on a user’s interest and preference

Implicit Data

Context

Understanding the context such as device, location, keyword search or promotional campaign can help to offer products in a logical context.

Behavior

Browsing and purchase history, added items into the shopping cart or wishlist help determine content to be presented based on the user’s interests.

Explicit Data

Onboarding

Approaching users with an onboarding questions such as “bike finder” that relates to products they might be looking for.

Personalization

Present users with personalized content based on their preferences.

Some example components that can be personalized based on user preference.

• Hero Banner

• Curated Products

• Navigation

• Search Suggestions/Results

• Store Location

User Control

Site configuration provides users a sense of control and keep engagement on committing to the purchase journey.

Some configurable site features for the user:

• Compare products

• Have installment payment options

• Customized product options

• Filter products

Engage and delight

Delight the user with site interactions. Encourage them to engage with community content.

Review submissions or by referral programs for the user will drive engagement on the site. Community driven content such as events keep the social engagement running and grow the customer base organically.

Gain retention and loyalty

Encourage customers to repurchase by sending timely, personalized reminders through emails or mobile notifications using their purchase history data.

Sitemap / App Map

Home

Overview of everything BESV has to offer. Personalized content maybe possible with onboarding information from the user.

Products

Product landing pages highlighting the main product offering (eBikes) as well as its parts and accessories.

Try our eBikes

Test ride locations, bike events and in-home test ride services. This is also a part of the community facet of the brand experience.

Search

Find products in a way that suits any visiting user through keyword search queries.

Community

Belongingness aspect of the site for the user. Sparks motivation for constant engagement on the site by fostering a community of BESV eBike users.

Core Flows

New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.

New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.

New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.
New user onboarding
User is new to BESV and is introduced to a “bike finder” journey, which will help them personalize their experience through these questions.
First Purchase
User is new to BESV and is looking through the products. They find a product to buy and adds it to the cart.
First Purchase Checkout
After adding the product to cart, the user checks out.
Returning User
A returning user is back on the site and will see personalised content based on their browsing or purchase history, and preferences.
Community
To find out community related content, the user checks the community landing page.

Deliverables

UX Wireframes

We created low-fidelity wireframes to visualize the layout and navigation based on the proposed sitemap and core user flows.

Figma Project File Link

Stack

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Get in Touch

Pushing pixels since 2006 😅

Dribbble

Resume

Let's work together.

Get in Touch

Pushing pixels since 2006 😅

Dribbble

Resume