We started by shadowing the buying process in our Copenhagen flagship store. We began by interviewing the shop staff about the decision-making process customers went through. We shadowed the store for a number of days, noting the order of the questions asked to better understand what was the most urgent for them and how we might present the information online.

We created a user flow and customer journey map based on the decision-making process witnessed and described in-store. This would form the basis of the information to be presented online and so guide the user through the buying process in the bike builder.

Once we had a defined understanding of the users' needs and concerns, we began wire-framing the content that would meet them and present the user with the information they most urgently needed in a digestible and easy-to-navigate manner. Through user testing of the high-fidelity prototypes in Adobe XD, we could be confident in moving to the delivery stage of building the design.

The delivery process happened in two parts. Owing to the urgency of the problem, we would create a 'soft launch' minimum viable product site in Webflow, which I built and launched. This prototype would validate the research but without incurring high development costs. The site proved very successful in increasing sales and engagement. Once approved, development of the e-commerce site began in full with Hoeks ApS, who created the builder and webshop in Magento, based on the Webflow and Adobe XD prototypes.