HLC's biggest proprietary brand, Evo has always been tailor-made for the retail customer. When the brand was pushed into the direct-to-consumer market, it needed an enhanced Shopify site with a better story to tell.
With a wide range of products at a low price point, Evo is geared towards families and people who aren't hardcore cyclists. It was important for the homepage to portray people's positive experiences, rather than emphasize the quality of the products themselves.
My role: Shopify design, research
Our team conducted a "5 Branding Questions" exercise, and the resulting messaging focused on building trust with consumers who have anxiety about walking into a bike shop with little knowledge.
Brand exercise that laid the foundation for our messaging
User persona reinforced the brand messaging direction
The most challenging aspect of defining the best possible site architecture was how to group the various product categories. Initially, we proposed breaking the categories down based on area of the bike, and using the most 'technically correct' naming convention — e.g. cockpit, saddle, frame, etc. However, we realized this approach flew in the face of the brand's ethos, so we had to develop a more intuitive system. We settled on more common nomenclature, which would likely reduce barriers and allow consumers to more easily complete their task.
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