Re-Volt
Date
November 2023
Project Type
Website Design
Contribution
UX Research, UX Design, UI Design
Re-Volt is an electric scooter, made from recycled metals, that combines the most powerful features on the market at an unbeatable price.
Revolutionising urban mobility
The founders of Re-Volt were driven by the urgency of the climate crisis to take proactive measures. Recognising that vehicles account for a significant 20% of total greenhouse gas emissions, they identified electric scooters as a straightforward solution to reduce reliance on petrol and diesel-powered transportation. Their vision encompassed creating a sleek, premium-grade model accessible at an affordable price point. Notably, Re-Volt distinguishes itself as the sole e-scooter crafted from recycled metals. The project mandate entailed crafting a distinctive brand style and a captivating landing page for the new scooter, aiming to both elevate brand visibility and optimize conversion rates from visitor to customer.
Challenge
Potential consumers face difficulties in finding comprehensive and user-friendly information to guide their purchasing decisions. Existing e-scooter websites often lack clarity in presenting key features and benefits, leading to confusion and frustration among users. Additionally, there is a need to address diverse user preferences and priorities, ranging from price sensitivity to the importance of product specifications and customer reviews.
Solution
Through a deep understanding of e-scooter consumer needs and the factors shaping their purchasing decisions, coupled with the development of a distinctive brand style and enhancements to website features surpassing those of competitors, users can now effortlessly compare offerings. This enables them to grasp the value proposition of riding a Re-Volt and recognize its standout position within a saturated market landscape.
Understanding the driving forces behind e-scooter adoption and purchase decisions
Using a blend of qualitative and quantitative research methodologies, I conducted in-depth interviews with 10 e-scooter owners and fielded a survey to an additional 100 participants. The primary objectives were to reveal the motivations behind their initial e-scooter purchase and the decision-making process leading to their eventual selection. Following careful analysis of the gathered data, I developed distinct user personas and created empathy maps, offering comprehensive insights into the diverse spectrum of customer needs and preferences.
Key Takeaways
The primary motivations cited for purchasing an e-scooter included: Enhanced Mobility; Environmental Considerations and Trendiness (particularly among the younger demographic, the perceived 'cool' factor associated with e-scooters was a significant allure).
The most important factors influencing consumers' decisions include price, range, durability, look, technological integrations and portability.
Research participants exhibited diverse expectations regarding e-scooter pricing, with some prioritising affordability while others emphasised quality and performance
Consumers employ a range of research methods, such as online reviews, recommendations from friends, and in-store visits, to inform their purchase decisions.
Standing Out From the Rest
ReVolt operates in a crowded market. Following the interviews and surveys I decided to conduct a competitor analysis. To do this I used five established e-scooter brands and researched their business and online presence to understand what they might be doing well and where there is room for an improvement. Subsequently, I crafted a customer journey map to understand the path to purchase. This exercise aimed to uncover opportunities for delight while safeguarding against potential pitfalls that might lead to user disappointment.
My analysis revealed that many brands within the e-scooter market overlook showcasing their unique selling points. Additionally, a considerable portion neglects to leverage social proof, such as reviews or testimonials—a key aspect emphasised by user research. Furthermore, there is a prevailing trend where brand identities tend to blend together, lacking distinctiveness.
I also encountered a significant pain point: the tedious process of navigating between multiple websites to assess various features and prices. This inefficiency underscored the necessity for a streamlined solution. The customer journey map played a pivotal role in pinpointing this need and ultimately inspired the decision to incorporate a comparison table directly onto the landing page.
Laying the foundations for a first class buying experience
Following initial sketches and the development of low-fidelity wireframes, I sought feedback from both management and panelists involved in the research phase. A significant insight emerged during this stage: the initial designs were overly transactional in nature, lacking the inspirational touch necessary to soften the sales pitch. This feedback underscored the importance of infusing the design with elements that evoke inspiration and elevate the overall user experience.
I then worked on refining the site map and crafting higher-fidelity wireframes. After a round of feedback with the management team and obtaining final approval, I proceeded to advance the brand identity and finalize the designs. This iterative process ensured alignment with project objectives and stakeholder expectations, paving the way for the implementation of polished and cohesive design elements.
Crafting an engaging single-page experience
After evaluating various design styles, I concluded that integrating elements of classical flat design, minimalism, and large typography would distinguish the brand while maintaining a clean and intuitive user experience. This approach aimed to elevate the brand's visual identity, ensuring it resonates with users and fosters effortless navigation throughout the website.
Next, I curated a mood board comprising diverse colours, imagery, and assets aligned with the brand and design specifications. Insights from the competitor research phase indicated a prevalent usage of black and white palettes among other brands. To differentiate ReVolt while retaining the product type's colour association, a variation of black paired with off-yellow was selected. This choice aimed to achieve distinctiveness while staying cohesive within the market. For typography, emphasis was placed on selecting a robust header font capable of making a bold statement when capitalised and displayed in larger sizes.
Balancing inspiration with showcasing product superiority
Built upon a robust foundation of research into consumer motivations for e-scooter purchases, the Re-Volt landing page strategically guides users through immersive sections. These sections aim to evoke the lifestyle potential of adopting e-scooter travel while showcasing the scooter's distinctive specifications and facilitating effortless comparisons with competitors. Aligned with the original brief and client's directive to prioritise conversion, strategically placed call-to-action buttons empower users to seamlessly transition from interest to purchase throughout their journey on the page.
Problems Solved
Inclusion of most important web features according to user research.
Easier to compare with other brands/products through the addition of a comparison table (unique among the competitor set).
Addition of more lifestyle/inspirational components as required based on low fidelity usability testing.
Clear communication of value proposition to customers.
Use of quality testimonials/reviews as necessitated by user and competitor research.
Ease of conversion due to placement of different CTAs throughout the page.
