Motorcycle Pages
Driving purchase intent and increasing conversion.
Role
UX Designer
Team
2 UX, 1 UI, 1 Project Manager
Timeline
7 weeks, August - October 2024
Triumph is a British heritage brand with legacy and loyal fans.
With an expanding product line and audience, we needed to transform their motorcycle pages to drive purchase intent.
I led the UX research, defined page structure, wireframes, and components, collaborating with the Senior UX Director and Senior UI Designer on design strategy and client delivery.
Here’s an example of a motorcycle page that went live with our new design.
Business goals
Triumph’s business goals were to:
Get riders one step closer to purchase
To generate more leads for dealerships so they get more customers through the door.
Enhance website performance
To support the interest and consideration phases of the purchasing flow which are done online.
Key insights
For riders, inspiration starts online.
We surveyed Triumph customers, motorcycle enthusiasts, and talked to sales at the dealership to understand how riders purchase a bike.
-
Riders want hard numbers (power, torque, seat height, weight) and assurance of reliability, but the emotional trigger comes from styling, finish, and imagining the experience on the road.
-
Riders don’t just look at the motorcycle in isolation - they’re actively comparing models, considering accessory packs, and looking for ways to make the bike their own.
-
People research online (reviews, configurators, comparisons), but the final decision is made in dealerships where personalised advice, expert opinion, and real-world validation complete the purchase.
Idea
Make riders fall in love with the bike to get them one step closer to purchase
How might we create pages that elicit desire?
The website is used as an initial entry point to browse bikes and understand the experience of the ride. If we make riders fall in love with the bike and create an emotional pull, we can push them further down the purchase funnel.
Design and features
Inspire
Show the bike in action and capture a lifestyle
We know that the look and feel of the bike creates an emotional tie. We use video in the hero for an initial pull. Riders see what the bike looks like on the road and can visualize real-world performance.
We position key CTAs above the fold for riders who are ready to get in touch with the dealership.
Snapshot
Give riders a quick snapshot of the bike:
Type of ride the bike is built for
Ride position
Tech specs we know influence purchase decisions: engine size and wet weight
360 view
Designed an experience that highlights key features without breaking immersion — using parallax scroll and close-up visuals to showcase the bike’s craftsmanship.
Trust
Getting into the details
Created a consistent template for the engineering and handling details. Used benefit-led, simple language so riders understood the impact on their ride:
Power: Engine design and performance features.
Handling: Features related to responsiveness to the rider's inputs and ease of control.
Ergonomics: Elements focused on rider comfort and positioning.
Tech: Features involving connectivity, software, dashboard display, navigation, cruise control, and hill hold control.
Styling: Aesthetic elements such as chrome finishes, paintwork, and seat materials.
Tech specs
Highlight the most popular specs by keeping certain specs high in the visual and information hierarchy of the component.
We used cards and images to make them easy to scan.
360 view
Designed an experience that highlights key features without breaking immersion — using parallax scroll and close-up visuals to showcase the bike’s craftsmanship.
Make it stand out.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
“It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.”
— Squarespace