Specialized – Design Website

Overview:

I undertook a comprehensive four-week design project focused on developing an online store for high-end bicycles, named Specialized. This project, part of my learning journey, involved extensive product research, competitor analysis, low and high-fidelity wireframing, UI design, UX considerations, and prototyping. The task was to create a user-centric and visually captivating online shopping experience for a brand synonymous with luxury in the bike world.

Role:

UX/UI Designer

User Experience Design | User Research | User Persona | Site Map | Wireframe | Prototype

Design Objectives:

The primary objective was to showcase and sell premium bicycles while conveying the essence of a lifestyle associated with owning these high-end products. Specielized is positioned as an exclusive brand, targeting consumers seeking more than just a bike — a membership in an elite community with a distinctive lifestyle.

Key Features:

1. Inspiration Integration: To highlight the unique lifestyle associated with Specielized, the design incorporated sections for “inspiration,” showcasing the brand’s ethos and the distinctive experiences associated with owning a Specielized bike.
2. Personal Account Management: The user experience was enhanced through a personalized account feature, allowing users to edit personal data, track active orders, review order history, and maintain a wishlist for future purchases.
3. Dealer-Focused Selling: Acknowledging that Specialized bikes are often sold through dealers, the design aimed to impress buyers on the dealer’s website. The UX/UI mirrored the premium nature of the product, aligning with the brand’s exclusive positioning.
4. Elegance and Exclusivity: The design prioritized precision, conciseness, and an absence of cheap appeals. The approach was to position Specialized as the “Apple of the bike world,” emphasizing an even higher level of exclusivity.

Learning & Takeaways:

From this project, I learned the importance of meticulous research and attention to detail in online store design for premium brands. It’s crucial to align every design element with the brand’s identity. I also learned the significance of user-centric design and integrating features like inspiration sections and personal account management. This project deepened my understanding of translating brand values into a digital experience.

Figma link