Bigmoto

Redesigning BigMoto’s outdated DMS template into a mobile-first, rider-focused e-commerce platform that prioritises trust and conversions. The result was higher purchase, finance, and PX completions, reduced friction, and a bold new brand identity that stands out in the UK bike market.

Tasks

Process audit
Interviews
Rapid iteration

Deliverables

E-com platform

Rider focused tasks

Scalable UI

Team

Myself
Stakeholders

Dev team

The Problem

BigMoto relied on a templated website provided by their DMS. It was never built for motorcycles, and the experience showed. Poor mobile design, car-centric search functions, and cluttered layouts damaged trust and made high-value transactions unnecessarily difficult.

Outdated DMS template with limited customisation

Cluttered, redundant filtering system

Poor mobile UX leading to drop-offs

Lack of trust-building elements for high-value purchases

Discovery

To understand where the platform failed, I combined direct user insights with competitor benchmarking and my own industry experience.

Stakeholder interviews revealed core frustrations and goals

Hotjar recordings and clickmaps exposed friction areas

Competitor analysis highlighted industry gaps

Rider-focused market research surfaced trust barriers and UX flaws

Strategy

I designed for conversion over decoration, focusing on mobile first and trust at every step. Instead of long cycles, we relied on live prototypes to test, iterate, and validate ideas with stakeholders quickly.

Live stakeholder testing of interactive wireframes

Conversion-optimised UI centred around rider priorities

Trust-first layouts using reviews, pricing validation, and offers

Modular design system for rapid updates and scale

The Solution

The redesigned platform became a scalable, high-performance e-commerce experience where motorcycles, stayed at the centre of attention.

Added TrustPilot reviews, warranties, and delivery info to build trust

Simplified finance/PX messaging to reduce uncertainty

Introduced rider-first filters and removed clutter

Made Reserve and Finance sticky, streamlined checkout, and added inline calculators

Created guided flows for new users, PX, and finance journeys

Built a modular system with consistent layouts for easy scaling

Outcomes

The new platform delivered tangible business impact, improved customer confidence, and positioned BigMoto as a bold player in the UK motorcycle market.

Increased purchases, finance, and part-exchange completions

Longer session durations and reduced bounce rates

Reduced friction through simplified search and clearer navigation

Stronger brand identity with trust-led, rider-first design

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Samuel Plumb