Outride | toniebrehenydesigns

Outride: An Online Bicycle Shop.

How do we improve the shopping experience?

Team & Role

Role

UX/ UI Designer

Mentor

Lily H.

Research Participants

2-3 participants

OVERVIEW

Override is a UX capstone project for Outride, a premium bike retailer catering to serious cycling enthusiasts. The focus is on improving the browsing and checkout experience to reduce cart abandonment.

My Role
Led the UX/UI design process—research, wireframing, prototyping, and testing.

The Problem
Outride’s mobile site attracts traffic but struggles with low conversion from browsing to checkout.

Goals

Uncover user pain points in the mobile browsing and checkout flow
Identify features that enhance engagement and ease the purchase path
Boost mobile conversion rates and revenue

Process

Discovery: Conducted user interviews and surveys
Ideation: Sketched wireframes and built prototypes
Testing: Iterated based on feedback
Delivery: Produced a high-fidelity prototype aligned with user needs

UNDERSTANDING SHOPPER'S CHALLENGES

Shoppers face several common issues

Users must create an account to purchase, adding friction.
High bike prices cause drop-off, especially on mobile.
Uncertainty around returns, warranty, and fit deters commitment.

These frustrations lead to big questions like:

“This is a lot of money—what if the bike doesn’t fit? Can I return it?”
“Do I really have to sign up just to shop?”

HOW MIGHT WE
STATEMENTS

What: HMW statements clarify specific problems to brainstorm creative solutions.

Why: They help prioritize key challenges identified in interviews and surveys, avoiding overwhelm and keeping focus.

Insights: HMW questions guided the workflows by targeting impactful problems to solve.

HMW Questions:

-How might we make comparing expensive products easier for users on mobile so they can make confident choices?

-How might we let users smoothly switch between mobile and desktop without losing their cart or browsing history?

-How might we provide personalized product recommendations that are relevant to users based on their browsing history?

-How might we provide users with easy access to similar or alternative products within the same product page?

GOALS

Find high-quality bike
Have a secure and easy shopping experience
Make informed purchases based on authentic reviews and comparisons
Use flexible payment options for expensive items.

Firefly image of 28f bicyclist woman 6774.jpg

TRAVELS, FOODIE,OUTDOORSY

MEET
ALEXA

DATA ANALYST, 35

FRUSTRATIONS

Security concerns on mobile (e.g., accidental double payments, fraud risks).
Return policy snd replace warranty
Hard to tell if reviews are authentic or sponsored.
Too many checkout steps on mobile compared to desktop.

Jobs to be Done Statements

Epic: Flexible Payment Options During Checkout

User Story: "As a shopper, concerned about payment flexibility for expensive items, I want to see multiple flexible payment options (installments, Klarna, PayPal Pay Later) during checkout so that I can manage my budget better."

Task: show a list of payment optionss including google pay,apple pay, installments

How Might We Statements

How might we make comparing expensive products easier for users on mobile so they can make choices?

Why?
Testers spend too much time browsing and comparing bikes. They use multiple platforms and review tools.

How might we let users smoothly switch between mobile and desktop without losing their cart or browsing history?

Why?
Tester preferred to browse on mobile but feels more secure completing purchases on his desktop.

How might we provide users with easy access to similar or alternative products within the same product page?

Why?
Testers mentioned comparing products from different retailers and platforms. By offering quick links to similar or alternative products on the product detail page.