E-commerce redesign for a bespoke bicycle wheels producer

client
Dandy Horse Wheels
role
Designer
deliverables
UX design
UI design
completion
2022

Background

Dandyhorse is a small bespoke bicycle wheel producer. Although their product is of high quality, their existing online shop provided a subpar shopping experience due to poor design in both UX and UI levels. Here are key points that I have set on to improve.

Improve user experience

Bring the website visual language closer to the brand identity

Create a modular and scale-able design system, which can help the brand grow

Modular design

The entire website has been designed in a modular way. Components can be mixed and matched to form entire pages.

Homepage layouts

Font pairing

Product category page

Product landing page