Roar Bikes
Brand Identity and UX Case Study
Roar bikes is an online shop that sells bikes, and not just that, it offers a fully customizable process that at the end of it, the customer ends up with a bike of her/his liking just the way they planned it.
Role
Sole UX/UI Designer
Date
February 2025
Link
*Please follow the comments
about the project
Problem Statement
Bicycles are an abundant item, especially in the city. There's so many possibilities, and so many types, enough to get people's minds spinning, but which one should be suitable particularly for the rider's specific needs above all, and let's be honest, which one really suits our style and personality?
Should I ride a racing because I want to reach from A to B in the quickest way possible? or I just wanna look like one of the cool kids?
Do I want a safe and comfortable ride? or do I wanna jump the dirt ramps with my mountain bike?
These types of questions I wish people would be confronted with when engaging with the Roar Bikes website, because it's not enough to have a bike, you should have a bike that fit you and you fit on the bike.
The Solutions
From the research that I conducted with several people regarding their bike needs and what are they expecting to get or to encounter when they would face an online shop for selling bikes and bike parts, I came up with several solutions:
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A customizing service that will allow the user to choose the bike that will fit them.
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An active service support system that will escort the user throughout their shopping journey.
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A fully detailed and rich content about the bikes and the bike parts in order to resolve any doubts.
Final Screens
Wireframing
Task Flow
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To Follow
Task Flow
Wireframing
Final Screens
Concept & Design
Meet Jane the Designer
From the information that I gathered from the Affinity map, which derives it's knowledge from the User Interviews, I managed to retrieve an image of the persona, which from now will be referred to as Jane.
Jane epitomizes the needs and pains of the future users who would engage with the Roar Bikes website and through her voice I manage to get a clearer idea who who would eventually be using the service and purchasing their future dream bike.
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Affinity Map
I gathered up the information that I received from my wonderful interviewees into an affinity map in order to make sense of the amount of information that I got and also to organize it in a way that will allow me to extract most effectively the right information that will assist me in modifying the website according to the needs of the users. and there you have it:
To Follow
Affinity Map
Persona Study
Further Analysis
Analysis
Notable trends
• The dissonance between visiting a physical bike shop and an online one is vast and unreplaceable.
• Good value for the price that they are paying for the bike is key.
• The people are engaging themselves in research before they make their final decision.
• An advice from someone that they trust would help them make the purcahse.
User Interviews
During the research phase of the design process, I conducted several User Interviews with several people , in order to gain a more precise knowledge about the needs of the Stakeholders.
What did process really taught is, how big the gap I have between the knowledge and experience that I hold in my head, in compare to that of the other person sitting in front of me.
key takeaways
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Guidance + service matters: Competitors that stand out offer support throughout the buying journey.
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Content balance is a differentiator: One approach is heavy, text-rich guidance.
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Selection strategy: Some competitors win with a massive selection, while others succeed with a strong but not overwhelming range that still feels curated.
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Customization is a major competitive lever: A detailed, highly visual, step-by-step configuration experience is highlighted as a key strength (especially for shops leaning into “build your bike” positioning).
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Brand feel & UI quality influence trust: A lean, cool design, “small-shop/personal” vibe, and a clear design language are called out as positives.
Competitive Benchmarking
After a deep dive into the vast competitive market, and seeing the thousands of online shops that are out there, I decided to focus on the ones that are located in Germany, and the ones that put their focus on service and personal configuration.
To Follow
Competitive Benchmarking
User Interviews
Research
about the project
Design Brief
The goal of this project of to create a Webshop for bicycle lovers that would allow them to cutomise their future bikes, with as detailed information and tested credibility as possible, and to make the experience of shopping feels like the person didn't leave their seats.
To provide the user a solid ground to do so, the online shop provides detailed information about the products, close and available chat with a real person, articles and other written info and a community of bicycle lovers to help out.
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