Design Brief

Gamla Stans Cykel

Redesign a responsive e-commerce website for Gamla Stans Cykel, a family-owned bike shop located in the oldest parts of Stockholm. As customer traffic flow has primarily been in-store, this redesign is an ideal solution to manage their existing clientele as well as attract more potential bike shoppers and renters through their online presence.

Client Gamla Stans Cykel

Background

Gamla Stans Cykel is a family-owned bike shop located in the oldest parts of Stockholm and was founded in 1917. Since its initial opening, the business has been run by four former owners. Ever since 2004, father and son Lars-Åke and Martin Fredberg have been running Gamla Stan Cykel (Old Town Bicycles).

Research

GOALS

Recognise existing and potential bike owners.
Identify where and how they shop their bicycles and accessories, e.g. online vs retail shop.
Discover users’ habits and preference in bike repair services.
Learn about both local and visiting cyclists’ goals and pains on bike rental, shopping and repair in and around Stockholm.

METHODS

Market research
Online surveys & interviews
Ethnographic Research: using my own experience as a local cyclist and experiences with different bike shops and their services.
Evaluation: Usability testing and user reviews

COMPETITORS ANALYSIS

Direct competitors offers similar bike shopping and repair experiences as Gamla Stans Cykel.

An independent bike shop that offers custom-built bicycles directly from their website. They also offers bike repair services.

Specialised in their own bike production and bike parts can be customised. In-store repair service is available.

Offers bike repairs and custom built bikes with worldwide shipping option.

Indirect Competitors

Convenient bike hires at any location
in the city of Stockholm

Central location for bike rentals with
instore repair service.

In summary, Gamla Stan Cykel has an advantage of offering all of the primary services from both direct and indirect competitors. However, their dated online content and lack of online shopping experience put them behind the rest in this aspect. Perhaps this has to do with the fact that they are family-run business which might not be a feasible setup. However, there are great opportunities in utilising their online retail space.

ONLINE SURVEYS

Total participants: 14
Age range: 15-44
‍
• 100% participants owns a bike in Stockholm.
• Most people have rented bicycles from one of the indirect competitor City Bikes.
• Half of participants commute by bike every day.
• About 65% of participants research online before purchase.

Interviews

• Total participants: 42
• Age range: 25-44
• Almost 70% of the participants travel 2-4 times a year
• Average duration of trips: 1 week
• More than 60% of participants prefer longer trips (2 week or more).

KEY FINDINGS

Majority of users prefer to shop bicycles and their parts in store. They are worried that they might not order the right product that they need if they shop online. Meanwhile, they feel that staffs at bike shops do not possess good knowledge in helping them to find a suitable bicycle or product.

The opportunity here is to find ways that lessens users’ concern on shopping bicycles and parts online as well as provide useful and clear information on products.

Personas

4 provisional personas were identified as potential based on market research, online surveys and user interviews.

The Commuter
‍16 - 65 years old

The Seasonal Cyclist
18 - 65 years old

The Bike Enthusiast
20 - 50 years old

The Tourist
18 - 65 years old

A main persona was formulated based on key findings from all research phases and analysis.

The Thriller-seeker
25 - 45 years old
Avid travellers

The Collector
30 - 45 years old
Sophisticated

The Innovator
40 - 50 years old
High income earners & tech savvy

Responsive UI

Bike selection questionnaire assists users to determine which bicycle will suit their need and help them to determine which bicycle is the most suitable.

Usability Testing

Total participants: 3
‍Age range: 30-45
‍Method: in-person testing

TASK

To purchase a city/commuter bicycle and to decide on which bike to buy by using the selection question guide

GOALS

User is able to find the product that they need and make a purchase successfully.
A smooth and frictionless journey from finding the product and relevant information to the completion of a purchase.
Utillise the bike selection guide to find the suitable bicycles.

Summary

It was generally a smooth and easy process for participants to complete their user tasks. They found it helpful and easy to use with simplicity and adapted design patterns.
‍
Completion Rate: 100%

GENERAL COMMENTS:

Simple and clean interface makes navigation much easier.
Smooth shopping journey
Bike selection guide was a nice feature to help making purchase decision.
Side bar navigation on product results page is a useful feature.

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