PUBLIC developed a line of customized electric bikes, but the sales are slow to rise. They are looking to use their digital channels to turn this around.


Designed a conceptual time saver tool highlighting the value of electric bikes along with redesigning key product pages to educate online shoppers about electric bikes overall.


My Roles
  • User interviews

  • Competitive analysis

  • Persona creation

  • Rapid sketching

  • Wireframes 

  • Prototyping

  • Usability testing

Research and Discovery

Contextual Inquiry

Main Insights:


Typical buyers are commuter students, commuters to downtown and cyclists struggling with typography.


Typography, commuter delays, and autonomy for multiple stops on the bike are common reasons for purchases.


Underlying theme for most electric bike purchase scenarios was shoppers looking to save time.


User Surveys

Key Insights


  • 45% of participants already own one bike 


  • Majority are comfortable riding a bike


  • 45% have interest in purchasing electric bikes


  • Main use for a potential E-bike would be commuting, running errands and visiting local areas of interest


  • Main concern in purchasing an E-bike is whether the use would justify the purchase


Competitive Analysis

What other options are out there?


  • Faraday, Kalkhoff and Specialized Bike’s online shops were directly compared

  • Other smaller brand online bike shops

  • Existing bike owners could consider attaching a motor kit to an existing bike 


How can we differentiate?


  • Electric bike "Time Tool" concept to help users personally identify with how electric bikes improve their quality of life by saving them time

  • Clear global and local navigation options for online shoppers to find electric bikes quickly and easily on the site

  • Robust “educational section” for shoppers to learn about electric bikes overall

  • Curated content which directly addresses common concerns in regards to purchasing an electric bike 


User Interviews

Four separate interviews were held.

Some with current E-bike owners and others with those who have considered purchasing one.

I need to make a couple stops on my bike and make it to dinner by 8:00 pm.

Walking my road bike up the hill takes forever.

The train is always late!

Key Takeaways


  • Current electric bike owners enjoy shorter commutes

  • Others are looking to remove “mess factor” from riding

  • Others are looking to solve longer rides which take a lot of time

  • Concerned with getting enough use out of an E-bike





Ideation and Validation

Name: Tiffany


Age: 43


Occupation: Medical Technology Investment Banker


Location: Pacific Heights, San Francisco


Marital Status: Married


Bio: Tiffany moved to San Francisco 14 years ago with her husband for a job at JP Morgan. When she was in her 20’s and 30’s she was an avid road cyclist and still owns a number of high-end bicycles, including a road bike, a mountain bike and less expensive bike for commuting around town. They chose a house in Pacific Heights which is close to bus lines but is on a tall hill.


Behavior and habits: Currently Tiffany takes public transportation to work but hates the disorganization and delays. She’s thought about cycling to work but an old knee injury prevents her from riding up the hills back to her house.

Goals & Needs: Tiffany is at a breaking point and is fed up with the bus system. She’s starting to look for alternatives and an electric bike looks like it makes the most sense. She also loves the idea of stopping at their favorite grocery store on the way home, even though it’s 5 blocks out of the way.

User Persona

User Scenario

The value added scenario for the primary user was derived by considering her pain points and needs. The design goal became to provide Tiffany with an educational site experience which will help her see how an electric bike will save her time and add value to her life overall, therefore supporting her idea to purchase.

User Flows

Mutilple user flows were considered for leading site visitors to the Time Tool through the redesigned pages.


Product Detail Page

Time Tool



Time Tool


Rapid Prototyping

The Time Tool concept began as sketches and later developed into the low fidelity wireframes presented.  


Sketches were also drawn when initially planning the redesign of key touchpoints along the user flow such as the homepage and product detail page.

Wireframes and Design

Usability Testing

User testing was held before moving forward. Multiple participants were asked to walk through Tiffany’s task of using the E-bike Time Tool for the first time as a site visitor.


Some takeaways included:


  • Interest in having the Time Tool have an interactive element

  • Having a preset persona generate for the Time Tool instead of having the site visitor enter information as a first step

  • Offering a car comparison option for zip codes entered from heavy car traffic areas instead of only comparing commute times to public transit options

Low-Fidelity Wireframes

The redesign of the key pages covering electric bikes on PUBLIC’s site transformed through multiple concept iterations. The importance of making the user journey more educational and engaging for site visitors in regards to electric bikes became the main focus for the designs. 

User Interviews
Further Usability Testing

The second round of user testing included three further participants. Feedback included:


  • Importance of highlighting general information on electric bikes

  • Using local landmarks in the tool makes it a personable experience

  • ‘Time Saved’ to be a focal point

  • Adding a separate area for the interactive aspect

  • Including a call to action or next step on the tool view


Improvements to design ...


Duplicate navigation options which were in place


Simplify the product details page


Unnecessary advertisements for subscribing

High-Fidelity Wireframe Iterations

RESULTS: Meeting Business Needs and Customer Needs

This tool serves the direct business needs of PUBLIC to sell more E-bikes online by improving the digital experience for shoppers. It also provides a simple yet personable experience for those considering purchasing an E-bike, while clearly showing the E-bike's ability to solve a major issue for riders.


When it comes to the Time Tool design ....

  • We worked to keep the E-bike Time Tool feature simple in nature. It supports one of the main arguments for the E-bike.

  • The Time Tool offers both relatable examples along with an interactive aspect site visitors can easily pilot.

  • The design for the tool came from extensive user research such as surveys, interviews, and contextual inquiry.

  • The E-Bike Time Tool incorporates technology similar to Google Maps which many site visitors are already familiar with.

Style Guide Suggestions
Next Steps

What are the next steps for PUBLIC?


Other design concepts


  • Develop a new cost comparison tool to highlight the monetary savings a rider can benefit from over time by purchasing an electric bike. For example, costs saved from not taking public transportation


  • Research into the concept of an interactive infographic showcasing calories burned on an E-bike


  • Work on further developing the curated content aimed at other common nuances addressed through electric bikes


Other “time focused” concepts


  • Concept showcasing a “day in my life”, where the rider is performing various tasks on the E-bike and the benefits of saving time visually display in one place




Improving the online experience for those shopping for an electric bike
UX Desktop Redesign 

Contextual inquiry was held at the San Francisco storefront where shoppers and staff members were both observed and interviewed about shopping for electric bikes.

Case Study: PUBLIC Bikes, Improving the online shopping experience of electric bikes

© 2016 by Diana Muina