RideStyler

Introduction

RideStyler is a SaaS platform that offers turnkey and custom products and services to aftermarket automotive companies. Many leading manufacturers, distributors, and retailers rely on RideStyler to power their B2C websites and apps. In 2020 RideStyler wanted to expand their e-commerce functionality and improve the user experience.

As the designer for this project I was responsible for the creative direction and designing user flows, wireframes, prototypes, and mockups. I collaborated with the stakeholders and product team at Ridestyler to design a more capable and user-friendly e-commerce experience.

The challenge

The high level goals of this project were to:

• Make mobile a priority — The experience needed to work well on mobile devices, where the majority of visits took place
• Make it easier to find the right products — Customers needed to be able to easily find products to not only match their style, but also fit their vehicle
• Support product bundling — Presenting complimentary products in the right way could help users find the right products and help to increase average order value
• Include new features — Additional payment options would increase user choice and dynamic features could help businesses promote product and marketing information

Based on the new user flow, wireframes were created to get a feel for the new design in context. We spent some time iterating on the wireframes to get the experience right. For interactive areas like the new checkout flow and the new guided shopping experience, prototypes were developed to test and review with the team. This process enabled the design of full page mockups go fairly quickly.

The design

While the designs are definitely in the "automotive" zone, I focused on ensuring that they are simple, effective, and easy to use. Here are some screens from the new design: