How might we communicate trust, craftsmanship and sustainability through a digital experience?
The Green Bicycle Company is an independent bicycle repair and upcycling business committed to helping local cyclists maintain, restore and repurpose their bicycles through environmentally conscious services. While the business had already established a strong local reputation, its existing website did not effectively communicate its services, values or unique approach to sustainable cycling.
In this freelance redesign project, I applied a user-centred design process to reimagine the company’s online presence. Through research and UX-led design, I created a clearer, more engaging one-page experience that improves information hierarchy, strengthens trust and makes it easier for potential customers to explore services and get in touch.
ROLE
User Research
Responsive Web Design
PROCESS
Discover ➝ Define ➝
Develop ➝ Deliver
DELIVERABLE
Desktop
Mobile-Friendly Site
YEAR
2024
THE PROBLEM
An experience lacking clarity
Although The Green Bicycle Company had built a positive reputation through word of mouth, its existing website made it difficult for potential customers to quickly understand the services on offer, the company’s sustainability mission and why it stood apart from traditional repair shops. Important information was either difficult to find or lacked visual emphasis, reducing the website’s ability to build trust with first-time visitors.
KEY PAIN POINTS
01
Users want confidence before committing to a repair service.
02
Supporting local independent businesses is an important motivator.
03
Customers value clear pricing and transparent service information.
04
Convenience plays a major role when choosing where to repair a bicycle.
THE CHALLENGE
Creating trust from the first interaction
The challenge was to redesign the existing website into a clearer, more user-focused experience that better reflected the quality of the business. By improving information hierarchy, visual communication and trust signals, the redesign aimed to help customers quickly understand the company’s services and feel confident choosing a local, environmentally conscious repair provider.
“How might we help local cyclists find a repair service they can trust?”
THE GOALS
01
Communicate the company’s services, values and environmental mission clearly.
02
Build trust through transparent information, authentic imagery and customer testimonials.
03
Create a simple, intuitive experience that enables users to quickly find the information they need and make contact.
KEY SOLUTIONS
CLEAR SERVICE INFORMATION
Understand what’s available at a glance
Services are organised into clear sections with supporting icons and concise descriptions, allowing visitors to quickly understand what the business offers.
TRANSPARENT PRICING
Reduce uncertainty before enquiry
Service packages are presented in an easy-to-compare format, helping customers choose the most suitable option without needing to contact the business first.
BUILD TRUST
Showcase real people and real workmanship
Photography of the workshop, customer testimonials, business affiliations and the company’s sustainability story work together to establish credibility and reinforce the quality of the service.
SIMPLE CALLS TO ACTION
Encourage confident enquiries
Contact information, collection details and booking opportunities are placed throughout the page, making it easy for users to take the next step whenever they feel ready.
RESEARCH & KEY INSIGHTS
What matters most when choosing a bicycle repair service?
To better understand the needs of potential customers, I carried out an initial discovery phase consisting of research planning, a screening survey and interviews with members of the target audience. Alongside reviewing similar businesses, this helped identify the information users value most when selecting a local bicycle repair service.
USER INTERVIEW
One conversation highlighted several recurring themes that informed the redesign:
“If there was a local bike shop who was selling parts and I could check online through a catalogue, I’d rather support that.”
Elizabeth, Belfast, 24
KEY INSIGHTS
01
Customers value supporting local independent businesses.
02
Clear service information and transparent pricing increase confidence.
01
Convenience plays an important role when choosing a repair service.
02
Trust is built through authenticity, reputation and clear communication.
INFORMATION ARCHITECTURE
Structuring content around user needs
Rather than overwhelming visitors with information, the website was organised into a logical journey that gradually builds confidence. Beginning with the company’s mission and services, the page introduces pricing, customer testimonials, frequently asked questions and contact details in an order that supports informed decision-making.
DESIGN & ITERATION
Refining the experience
As the design evolved, content hierarchy, visual hierarchy and calls to action were continually refined to improve clarity and create a smoother browsing experience across desktop and mobile devices.
KEY LEARNING
Trust is built through clarity
This project reinforced the importance of information hierarchy when designing for service-based businesses. By presenting information in a clear, structured and approachable way, it becomes easier for users to understand the value of a business, build confidence and take action.
NEXT STEPS
Continue to evolve the experience
Future iterations could further enhance the website through online booking, an integrated catalogue for refurbished bicycles and parts, and additional opportunities for customers to engage with the business digitally while continuing to support its sustainability mission.
NEXT PROJECT
G&L Scientific➝
(COMING SOON)
