Class project · 2022
BicycleSPACE
Reinventing the wheel: turning a local bike shop’s site into an informational hub and community platform for cyclists.
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About the client
BicycleSPACE is a community-centered bike shop in DC that values people as much more than customers. They sell a finely curated selection of quality bicycles for people who live in the city: commuters, recreational trail riders, people getting into great physical shape and those looking for a sense of adventure. If you’re looking for your first bicycle and have no idea where to start, their door is wide open.
BicycleSPACE leads numerous social and educational events that bring Washingtonians together while celebrating the freedom of bicycling. Drawing hundreds of participants, their larger social rides are one of many reasons the shop was voted Best Bike Shop in the first-annual Washington Area Bicyclists Choice awards in 2015.
They wanted to encourage a greater sense of community for their customers. Most community communication and activities lived on a Facebook page, and the website was outdated and needed some love.
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The prototype
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Process
We began with several research methods to identify pain points among cyclists and their community: user surveys, competitive and comparative analysis, feature and element analysis, and 6 user interviews. We synthesized the data through collaborative affinity mapping, user flows and task analysis to generate personas and problem statements. Once our solutions became working prototypes, we validated our design decisions through usability testing, then iterated on the feedback.
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User insights
Cyclists prefer to be part of a community where they can foster connections.
Riders prefer leisurely, self-paced events over high-speed competitive ones.
Most riders face safety concerns while cycling.
Cycling feels expensive, so riders would love discounts and rewards for their community.
Cyclists want to learn about bikes and how to fix them.
Riders want to test bikes before investing in one of their own.
Other insights included that cyclists see riding as a cheap, efficient and healthy way to get around, like to track their riding data, want to know their route before and after a ride, prefer paved trails over hilly terrain, and want to trade tips and buy and sell parts within their community.
From this data we identified two clear personas: budget-friendly riders who commute to work, and novice bikers looking to be part of a community. Meet Cam the Commuter and Nate the Novice.
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Problem
Cam the Commuter
Needs easy access to information about bikes and parts so she can save money by maintaining her own bike, and a way to buy cheaper parts to manage a tight budget.
Nate the Novice
Needs an easy way to find and join local cycling communities, and a way to learn more about cycling so he feels confident making connections.
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Solution
For Cam
Multiple access points to the Guides page, a dedicated On Sale page and a newsletter with a clear sign-up call to action would make the site an informational hub and strengthen the community-friendly brand. We predicted these changes could raise brand loyalty and increase site retention times by 15%.
For Nate
Multiple access points to the Community and Group Rides pages, plus filters for group rides, would streamline finding and joining an event and reduce sign-up abandonment. We predicted these changes could increase event sign-up conversion by 20%.
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Features & implementations
- Visible subscribe call to action
- Sidebar navigation
- Guides page
- Community page
- Group Rides page
- Footer sitemap
- Quick menus
- Shop & On Sale pages
- Filter, map & calendar view
- RSVP call to action
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Next steps
- Connect to a health data tracking app
- Develop a dedicated mobile app
- Create an account portal
- Sell bike parts on the website