At-A-Glance
BigMoto is a used motorbike retailer and e-commerce store aiming to disrupt the industry with a bold, conversion-driven platform. Prior to my involvement, the company relied on a templated website provided by their Dealer Management System (DMS), which failed to meet user expectations. The outdated design, poor mobile experience, and redundant filtering systems resulted in high friction and suboptimal conversion rates.
As the founding designer, I led the transformation from an ineffective DMS template into a fully optimized, scalable e-commerce platform that enhances user experience and drives conversions.
My Role
Founding Designer
Team
Scott Behrens, F
Click Dealer, DO
Timeline
R & D
Rapid Iteration
Design System
Testing
Tools
Figma
Miro
Hotjar
Highlights
Letting riders buy, finance & part ex the best priced bikes in the UK
Trust & Clarity
Implemented a structured homepage layout with TrustPilot scores in the hero, a clear ‘Make & Model’ search, and prominent financing and part exchange options, ensuring users understand BigMoto's offerings instantly.
Confidence in Purchasing
Designed a structured PDP with large images, financing and reservation CTAs, and trust-building components like Auto Trader pricing validation and Trust Pilot scores to reduce hesitation.
User Research
Where are similar products struggling, and what do riders need?
Research & Discovery
A comprehensive research phase was conducted to gather insights, define user needs, and align business objectives with the final product.
Stakeholder Interviews
Worked closely with the founder and team members to understand their goals, frustrations, and expectations.
Competitor Research
Leveraged my experience at SuperBike Factory to analyze user behaviors, pain points, and industry best practices.
Market Research
Reviewed competitor websites globally, identifying features that worked well and gaps that could be improved.
Pain Points & User Needs
BigMoto needed more than just a visually appealing site, it needed an intuitive experience that addressed buyer concerns and removed obstacles in the purchasing process. I started by identifying key industry challenges:
My Design Approach
As a Product Designer, my goal is to create an experience that simplifies and enhances the buyer journey while fostering trust and engagement. My approach focuses on aligning business goals with customer needs.
Prototyping & Rapid Iteration
Instead of long feedback loops, I built and tested interactive wireframes live with stakeholders. This reduced development guesswork and allowed us to refine designs in real time.
Branding & UI Development
Bigmoto needed a distinct identity, one that communicated reliability and ease of use. The design moved away from the sterile, generic look of traditional marketplaces, instead focusing on bold, rider-centric visuals.
Conversion Focused
Rather than prioritising aesthetics alone, I designed for conversion. 'Crass' but effective choices, like large CTA's based on previous data and A/B tests, this gives our users clarity and increases conversion.
Solution
Focused on building trust, simplifying the search experience, and unifying the purchasing journey.
Hero section
To establish credibility from the outset, trust signals are prominently displayed in the hero section, featuring TrustPilot ratings that reinforce our reliability. A straightforward search component is implemented ‘Make & Model’, reducing user confusion and helping them find relevant results quickly. The hero also highlights key offerings such as financing options, part exchange, and exclusive deals, ensuring users immediately see the value propositions.
This section could very easily be overwhelming with the amount of visual data, but with carefully structured hierarchy, A/B testing, and user demos, I ensure its effective. Customers can navigate and understand the homepage with ease.
Product Display Page
Transparency is emphasized with clear pricing and financing options, allowing users to see affordability upfront. A sticky call-to-action keeps the ‘Reserve’ and ‘Finance’ buttons readily accessible on both desktop and mobile, ensuring a unified purchasing process. Third-party verification markers, including AutoTrader pricing indicators and TrustPilot scores, further convey credibility and trust.
Business Outcomes
What does all this mean for Bigmoto?