UX / UI Design Case Study - Two Brothers Racing

TBR manufactures race proven aftermarket motorcycle exhaust systems, and motorcycle parts. Selling high performance exhausts made in the USA since 1985.

Situation:

TBR's website was dated, cluttered but most importantly not mobile friendly. Customers were frustrated via the navigation and not getting the product information they came for, resulting in customer service calls and emails.

Solution:

Design a responsive site via user centric design. We created user stories and surveyed users on what they liked and didn't, came up with a plan and started mocking up. Internal and external validation ensued and we launched a new shopping experience.

Results:

Customers were engaged with the website and bounce rate dropped while conversion rate rose. Customer service & sales had less inbound calls and were able to make outbound calls.

Art Direction

Besides UX/UI, I also directed visual design at TBR, creating the look and feel across different mediums, including photography, print and web.

A clean, racey tech vibe was introduced and brand loyalty was our focus, along with educating customers.

Research & Design

We took the metrics from sales reports online and offline, as well as traffic analytics and came up with a game plan for design. Any easy to use homepage with product pages full of information is what we thought we needed. User surveys backed up this information and we created prototypes for all the pages on all devices. We also found that users loved our videos, so heavy attention was put into providing informative videos for users to easily watch.

Final Product

Bringing TBR into a competitive web presence, I created a responsive design that was based upon user feedback. Users wanted to drill down to the bike they owned and fast, so a front and center bike finder was offered to users as soon as they hit the site. Users are able to shop quickly and effectively via the easy menu, responsive design and informative product pages increasing revenue and lowering customer service calls.

UX Design Case Study