Astrid, 29
Lawyer in Paris, wants to cycle to work.
“The price shown up front put me off.”
What made them give up, and my answer
Emoving
Making an e-bike online store clearer and more reassuring.
At a glance
- Context
- Emoving sells e-bikes, its main range, and e-scooters, online and in its stores. Based on customer feedback, the brand wants to improve its online store.
- My role
- UX/UI Product Designer, from feedback analysis to the coded site; beyond the brief, the brand's story and its new identity
- Year
- 2026: the exercise in spring, the redesign in autumn
Fictional brief provided by the course: the brand, its products and its customers are made up.
01 · Two customers, five answers
Astrid and Antoine gave up on their purchase. I listed what stopped them and answered each point, with screens from the coded site.
Antoine, 46
Cyclist for 15 years, looking for a bike for bivouacs.
“They're two different areas of expertise, I wonder if I can trust them.”
What made them give up, and my answer
-
01 / 05
Bikes and scooters mixed up
Experienced by Astrid, Antoine
Before
Both ranges follow each other from the home page with no distinction: Astrid can't find the scooters, Antoine doubts the brand.
After
Two separate worlds from the home page and in the menu: one mega menu per world, with its ranges, models and prices.
-
02 / 05
A price that puts people off
Experienced by Astrid
Before
A “from” teaser price, then a €120 option for a more powerful motor: Astrid feels misled.
After
One final, all-inclusive price, recalculated with every choice and always visible in a sticky buy bar. What's included is spelled out, options are flagged.
-
03 / 05
Technical information nowhere to be found
Experienced by Antoine
Before
No materials, no precise range, no charging time: impossible to judge a bike for bivouac trips.
After
A single spec sheet for all 15 models, used by the whole site. Up to 3 models can be compared side by side, with the differences highlighted.
-
04 / 05
Where to buy, who to contact?
Experienced by Astrid, Antoine
Before
Order online or only in store? And no contact form: that's where Astrid gives up.
After
Delivery, pickup and test rides shown on every product page, a Stores page to book a test ride, and a Help and contact page in the menu.
-
05 / 05
A brand without proof
Experienced by Antoine
Before
No certification or commitment in sight: a brand covering two worlds lacks legitimacy.
After
An About page telling 20 years of history, the B Corp certification and concrete commitments: spare parts, battery recycling, bike trade-in.
Personas and journeys provided by the course.
02 · From sketch to screen
In spring, the exercise: paper sketches, wireframes, then high-fidelity mockups, all made by hand in Figma, with a desktop and mobile prototype of 821 interactions. Here, the home page.
03 · Six months later, audit and rework
In autumn, I audited my prototype with the help of AI, then reworked it: four findings, four answers.
-
BlockingFinding : The product page contradicts itself
My answer : One spec sheet for the whole site
-
MajorFinding : Trust isn't addressed
My answer : An About page, with the B Corp certification up front
-
MajorFinding : Promised pages missing
My answer : A complete coded site: comparison, stores, checkout
-
ComplianceFinding : No design system
My answer : A design system, then 12 pages designed
04 · A new identity, in continuity
In the exercise, the logo and colours were imposed, and the brief said nothing about the brand's story: I imagined it (20 years, French design, 13 stores, B Corp). For the redesign, I redrew the logo in Figma and tightened the identity, without losing what makes Emoving recognisable.
What changes, and why
-
A logo that says what we sell
The plug spoke of electricity; the wheel and handlebar say bike and scooter.
-
A single brand colour
Green, doubling up with purple, is kept for “In stock”: purple alone carries actions.
-
Rounder shapes
Figtree and pill-shaped buttons echo the roundness of the wheel.
-
More warmth
Apricot answers purple on midnight blue, for badges and links.
The design system
Colours
- Purple
- Midnight blue
- Lilac
- Apricot
Typefaces
- Figtree Headings
- DM Sans Body text
05 · The shortest path to purchase
From product page to confirmation, filmed on the coded site: one tap to add to cart, then a 3-step checkout. Everything really works.
What I take away
I designed this site twice. In spring, by hand, screen by screen in Figma: I learned the tool in depth. In autumn, with AI, from the design system to the coded site: I learned to audit my own work without indulgence.
A good online store is a balancing act: the shortest possible checkout, and enough story, proof and beautiful visuals to make people want to buy. For Antoine, a reliable spec sheet matters as much as the most beautiful photo.
Credits: site video, Designed by Magnific; bike photos, Tenways; scooter photos, Xiaomi.
Want to get in touch?
I'm looking for my next permanent role, and I'm also open to a fixed-term contract, an exciting project or a coffee to talk shop. Drop me a line!