Ridel Bikes

Context & Challenge
Ridel’s product pages were functional but generic — they didn’t capture the unique details of each bike or create a strong connection with their customers. Key features were buried, the layout didn’t feel special, and the overall experience wasn’t optimized for driving sales. They needed a redesign that highlighted what made their products stand out while resonating with very different audiences, from performance-focused riders to casual leisure cyclists.

My Approach & Process

1. Discovery & Strategy
   • Partnered with the Ridel design team to identify the most valuable aspects of each bike model.
   • Clarified how to tell each product’s story in a way that aligned with customer priorities and buying motivations.
2. Wireframing & Content Flow
   • Designed wireframes that mapped out where key details, photography, and calls-to-action should live.
   • Focused on creating a clear, persuasive structure that guided users naturally toward making a purchase.
3. Design & Customization
   • Developed distinct page designs for different bike categories — from rugged men’s mountain bikes to relaxed women’s leisure models.
   • Used tailored photography, color palettes, and layouts that matched the personality of each bike, helping customers see themselves in the product.

Results & Impact
The new product pages transformed Ridel’s sales experience from generic to engaging. Each bike now feels unique, with a design that connects directly to its target audience while highlighting its most important features. After launch, Ridel reported a significant increase in sales, confirming that the redesign not only elevated their brand but also had a measurable impact on conversions.