The client’s Swiss-hosted website was problematic due to the high costs associated with their Swiss agency’s retainer and the difficult-to-use, outdated CMS.

The client’s purpose was to achieve a clearer, more accessible online presence through a WordPress migration. Information needed to be strategically prioritised so that product clarity was easy to understand over potentially confusing technical details, like the aerospace science behind the wheel.

This project required understanding the customer profile for high-performance bicycle wheels, a market segment that includes products priced up to £2,000 per pair. Spengle, a Swiss startup with roots in the 1970s, recently re-entered this market.

A key persona I developed during the UX workshop was:

Jason — a keen cyclist with plenty of disposable income. Although he’s serious about cycling, he’s more interested in style and design than technical information. 
As a result, he doesn’t know exactly which options to pick, so he needs some guidance.

Within six months of launching the redesigned homepage and product pages, I contributed to a 3% increase in sales across Spengle’s product lines: mountain bike, gravel, and urban wheels. The client expressed significant satisfaction, especially considering the product’s premium price point.

I navigated challenges in aligning the client’s expectations, which were influenced by aspirational references like BMW and Audi, with the project’s budgetary and time constraints. This was addressed through my transparent communication and a phased approval process, ensuring realistic and achievable outcomes.

I redesigned key customer journey templates, including the homepage and product details page, to simplify the complex purchase process that was causing significant user drop-off. By implementing WooCommerce functionality on product pages, I streamlined the information, clarified bike colour and decal options, and dramatically improved purchase completion rates.