Rad Power Bikes
Client
Rad Power Bikes
Focus
Product discovery
Customization
Product configuration
Accessories Upsell
Role
UX/UI Design · Ecommerce Strategy · CRO
Rad Power Bikes had a strong visual identity and a well-designed website, but the experience wasn't optimized around how customers actually shop for a bike. The redesign focused on improving conversion while preserving the brand, simplifying complex product decisions and creating stronger opportunities to build the basket.
Balancing brand with conversion
CRO-led redesign
Retained Rad's established visual identity while restructuring the experience around clearer paths to products and purchase.
Product discovery
Made it easier to understand the range and find the right bike based on different customer needs including the Find Your Ride quiz.
Commerce-focused content
Reworked brand and promotional sections to support product discovery rather than compete with it.
Accessory cross-selling
Created opportunities to introduce relevant accessories alongside bikes throughout the shopping journey.
Making a complex range easier to shop
Clearer product comparison
Improved product cards and collection layouts to help customers understand differences between models at a glance.
Product-led navigation
Structured discovery around the things customers actually need to consider when choosing an e-bike.
Accessory discovery
Introduced relevant accessories into the browsing journey to encourage complete bike setups rather than treating them as a separate purchase.
Curated product discovery
Designed the browsing experience around the stories, makers and causes behind each product, making discovery feel more meaningful.
Conversion-focused UI
Applied CRO principles throughout the experience without stripping away Rad's distinctive visual language.
Simplifying a complex purchase
Bike customization
Designed a clearer configuration experience for the many options available across each bike model.
Size calculator
Translated a complex sizing decision into a simple, guided tool that helps customers choose the right fit.
Configuration clarity
Made selections, options and pricing easier to understand before adding a customized bike to cart.
Accessory upsells
Created relevant opportunities to add accessories alongside the bike, increasing basket potential without interrupting the core purchase journey.
Conversion-focused PDP
Reworked the hierarchy around the questions customers need answered before making a high-consideration purchase.
Outcome: A more conversion-focused way to shop
The redesign preserved Rad Power Bikes' distinctive brand while restructuring the experience around how customers actually shop for an e-bike.
Complex configuration and sizing decisions became easier to navigate, while accessories and complementary products became a more natural part of the purchase journey.
