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Conceptual UX/UI Redesign of an E-Commerce Site

Performance Bicycle e-commerce redesign

Performance Bicycle has retail stores across America and more than 10,000 products available on their website. They are commitment to providing value, education, expert advice and professional service to the cycling community.

my role

In two weeks, redesign the website's existing user flow and update the overall look of the site to create a more modern and easy to navigate purchase process. I used Balsamiq to create the prototype.


Performance Bicycle's target customers are 43-65 year old cycling enthusiasts who know what they want. The company would now like to attract a younger demographic, but the retailer's

e-commerce site lacks organization and is visually distracting making it difficult for potential new customers to find products. 

Performance Bicycle Home Page

Current Home Page

Performance Bicycle's drop down menu

Current Drop-Down Menu

user survey

I created a survey for current users and potential shoppers to complete. I wanted to better understand the needs and pain points of online shoppers and their level of bicycle knowledge.

Main results:

  • 70% currently own a bike

  • 80% have never bought a bike online

  • 90% budget of $700 or less

  • 80% quality is most important


The survey can be viewed here and my full case study can be viewed here.

Persona for Performance Bicycle e-commerce site redesign

I created the clickable prototype using Balsamiq. If you would like to view it please email me here

Performance Bicycle site redesign
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