VanMoof

VanMoof

VanMoof

UX Research helps to make new VanMoof bikes launch a big success

UX Research helps to make new VanMoof bikes launch a big success

UX Research helps to make new VanMoof bikes launch a big success

In the spring of 2020, the Dutch electric bike manufacturer VanMoof was about to launch its S3 and X3 models. But its website wasn't ready yet, especially the configurator, where customers choose things like colours, accessories, and extra services such as insurance. This didn’t lend itself well to a larger range of add-ons, so our sister company Soda was called in to redesign it. User experience (UX) research played a key role in designing a future-proof configurator. By engaging with the target group, it helped to make the launch a great success.

In de lente van 2020 was het zover: de S3 en X3 VanMoof elektrische fietsen zouden gelanceerd worden. De VanMoof website was er alleen nog niet klaar voor, vooral de configurator niet. In de configurator stel je een fiets samen qua model, kleur, accessoires en extra services zoals een verzekering. De configurator leende zich destijds niet goed voor een groter aanbod accessoires en services. Daarom werd ons zusterbedrijf Soda ingeschakeld voor een nieuw design. Bij het ontwerpen van een toekomstbestendige configurator, speelde UX research een sleutelrol. Door in gesprek te gaan met de doelgroep, werd de lancering een succes.

In the spring of 2020, the Dutch electric bike manufacturer VanMoof was about to launch its S3 and X3 models. But its website wasn't ready yet, especially the configurator, where customers choose things like colors, accessories, and extra services such as insurance. This didn’t lend itself well to a larger range of add-ons, so our sister company Soda was called in to redesign it. User experience (UX) research played a key role in designing a future-proof configurator. By engaging with the target group, it helped to make the launch a great success.

In the spring of 2020, the Dutch electric bike manufacturer VanMoof was about to launch its S3 and X3 models. But its website wasn't ready yet, especially the configurator, where customers choose things like colors, accessories, and extra services such as insurance. This didn’t lend itself well to a larger range of add-ons, so our sister company Soda was called in to redesign it. User experience (UX) research played a key role in designing a future-proof configurator. By engaging with the target group, it helped to make the launch a great success.

In the spring of 2020, the Dutch electric bike manufacturer VanMoof was about to launch its S3 and X3 models. But its website wasn't ready yet, especially the configurator, where customers choose things like colours, accessories, and extra services such as insurance. This didn’t lend itself well to a larger range of add-ons, so our sister company Soda was called in to redesign it. User experience (UX) research played a key role in designing a future-proof configurator. By engaging with the target group, it helped to make the launch a great success.

Development
2020

Methods used
Journey mapping
Usability testing

Uitvoering
2020

Methodes
Journey mapping
Usability testing

Development
2020

Methods used
Journey mapping
Usability testing

Development
2020

Methods used
Journey mapping
Usability testing

Uitvoering
2020

Methodes
Journey mapping
Usability testing

nadia_

Want to know more? Get in touch with Nadia.

Want to know more? Get in touch with Nadia.

Want to know more? Get in touch with Nadia.

Want to know more? Get in touch with Nadia.

Want to know more? Get in touch with Nadia.

fietsen_vanmoof

Back to the drawing board

Back to the drawing board

Back to the drawing board

Soda and VanMoof designed a new configurator. Instead of putting everything together on one page, they made it more user friendly by dividing it into steps: customers assemble their bikes in step 1, select accessories such as panniers in step 2, and choose insurance and other services in step 3.

Soda and VanMoof designed a new configurator. Instead of putting everything together on one page, they made it more user friendly by dividing it into steps: customers assemble their bikes in step 1, select accessories such as panniers in step 2, and choose insurance and other services in step 3.

Soda and VanMoof designed a new configurator. Instead of putting everything together on one page, they made it more user friendly by dividing it into steps: customers assemble their bikes in step 1, select accessories such as panniers in step 2, and choose insurance and other services in step 3.

The role of UX research in a product launch

The role of UX Research in a product launch

The role of UX research in a product launch

It’s all very well having a visually attractive design, but if the customer can't handle it, it misses the mark. UX research maps out the needs of the target group by testing design prototypes, which is particularly important for brands with digital-first strategies such as VanMoof. Milkshake Research consultants sat down with VanMoof customers to present the new configurator. We carried out a usability test to walk them through the steps, and watched how they interacted with the design.

It’s all very well having a visually attractive design, but if the customer can't handle it, it misses the mark. UX research maps out the needs of the target group by testing design prototypes, which is particularly important for brands with digital-first strategies such as VanMoof.

Milkshake Research consultants sat down with VanMoof customers to present the new configurator. We carried out a usability test to walk them through the steps, and watched how they interacted with the design.

It’s all very well having a visually attractive design, but if the customer can't handle it, it misses the mark. UX research maps out the needs of the target group by testing design prototypes, which is particularly important for brands with digital-first strategies such as VanMoof.

Milkshake Research consultants sat down with VanMoof customers to present the new configurator. We carried out a usability test to walk them through the steps and watched how they interacted with the design.

usertest_vanmoof copy

Improvements as a result of UX research

Improvements as a result of UX research

Improvements as a result of UX research

Overall, the target group found the configurator user friendly. Yet there were stumbling blocks. For example, VanMoof sought to create a sense of urgency by mentioning that availability of bicycles was limited. The "buy now while stocks last" message did not go down well with the target group: if they were investing €2,000 on a bicycle, they didn’t want to be pressured. They were mainly looking for a feeling of security and positivity,  and without UX research the new design would have been counterproductive.

In addition, it turned out that people did not scroll down the product pages. As a result, they missed out on important information: which accessories are included as standard, what a VanMoof private lease entails, and when they could expect their bikes to be delivered. If this had been a real purchase process, they would have called customer service to find out.

Overall, the target group found the configurator user friendly. Yet there were stumbling blocks. For example, VanMoof sought to create a sense of urgency by mentioning that availability of bicycles was limited. The "buy now while stocks last" message did not go down well with the target group: if they were investing €2,000 on a bicycle, they didn’t want to be pressured. They were mainly looking for a feeling of security and positivity, and without UX research the new design would have been counterproductive.

In addition, it turned out that people did not scroll down the product pages. As a result, they missed out on important information: which accessories are included as standard, what a VanMoof private lease entails, and when they could expect their bikes to be delivered. If this had been a real purchase process, they would have called customer service to find out.

Overall, the target group found the configurator user friendly. Yet there were stumbling blocks. For example, VanMoof sought to create a sense of urgency by mentioning that availability of bicycles was limited. The "buy now while stocks last" message did not go down well with the target group: if they were investing €2,000 on a bicycle, they didn’t want to be pressured. They were mainly looking for a feeling of security and positivity,  and without UX research the new design would have been counterproductive.

In addition, it turned out that people did not scroll down the product pages. As a result, they missed out on important information: which accessories are included as standard, what a VanMoof private lease entails, and when they could expect their bikes to be delivered. If this had been a real purchase process, they would have called customer service to find out.

What UX research has yielded

What UX research has yielded

What UX research has yielded

We discovered whether users followed the expected paths and found the right information. We learned which information was clear, and which could be improved. And we established what information customers needed, and when, before making a purchase.

Immediately after the design and research process, VanMoof started building the new configurator. By watching and listening to the target group, they created an effective website and made the launch a success. The company has sold large numbers of both models in a short time, and the upsell of accessories and extra services also increased significantly.

This success is not just financial: a well-designed ordering process also ensures that fewer questions now end up with customer service. In short, UX research helps to ensure that your product launch isn’t a gamble.

Inspired?
Milkshake Research specializes in improving digital products by analyzing the user experience. We ask your customers about their needs and motivations, so you can create content that’s personalized to them, which generates more traffic, increases conversion rates, and improves customer satisfaction. We think strategically and creatively, and understand digital. We don’t give you lengthy reports, but we do give you clear insights and concrete advice. To find out more contact Nadia, our Research Director, at nadia@milkshake-research.nl or +3161 566 7604.

We discovered whether users followed the expected paths and found the right information. We learned which information was clear, and which could be improved. And we established what information customers needed, and when, before making a purchase.

Immediately after the design and research process, VanMoof started building the new configurator. By watching and listening to the target group, they created an effective website and made the launch a success. The company has sold large numbers of both models in a short time, and the upsell of accessories and extra services also increased significantly.

This success is not just financial: a well-designed ordering process also ensures that fewer questions now end up with customer service. In short, UX research helps to ensure that your product launch isn’t a gamble.

Inspired?
Milkshake Research specializes in improving digital products by analyzing the user experience. We ask your customers about their needs and motivations, so you can create content that’s personalized to them, which generates more traffic, increases conversion rates, and improves customer satisfaction. We think strategically and creatively, and understand digital. We don’t give you lengthy reports, but we do give you clear insights and concrete advice. To find out more contact Nadia, our Research Director, at nadia@milkshake-research.nl or +3161 566 7604.

 

We discovered whether users followed the expected paths and found the right information. We learned which information was clear, and which could be improved. And we established what information customers needed, and when, before making a purchase.

 Immediately after the design and research process, VanMoof started building the new configurator. By watching and listening to the target group, they created an effective website and made the launch a success. The company has sold large numbers of both models in a short time, and the upsell of accessories and extra services also increased significantly.

 This success is not just financial: a well-designed ordering process also ensures that fewer questions now end up with customer service. In short, UX research helps to ensure that your product launch isn’t a gamble.

Inspired?
Milkshake Research specializes in improving digital products by analyzing the user experience. We ask your customers about their needs and motivations, so you can create content that’s personalized to them, which generates more traffic, increases conversion rates, and improves customer satisfaction. We think strategically and creatively, and understand digital. We don’t give you lengthy reports, but we do give you clear insights and concrete advice. To find out more contact Nadia, our Research Director, at nadia@milkshake-research.nl or 061 566 7604.

We discovered whether users followed the expected paths and found the right information. We learned which information was clear, and which could be improved. And we established what information customers needed, and when, before making a purchase.

Immediately after the design and research process, VanMoof started building the new configurator. By watching and listening to the target group, they created an effective website and made the launch a success. The company has sold large numbers of both models in a short time, and the upsell of accessories and extra services also increased significantly.

This success is not just financial: a well-designed ordering process also ensures that fewer questions now end up with customer service. In short, UX research helps to ensure that your product launch isn’t a gamble.

Inspired?
Milkshake Research specializes in improving digital products by analyzing the user experience. We ask your customers about their needs and motivations, so you can create content that’s personalized to them, which generates more traffic, increases conversion rates, and improves customer satisfaction. We think strategically and creatively, and understand digital. We don’t give you lengthy reports, but we do give you clear insights and concrete advice. To find out more contact Nadia, our Research Director, at nadia@milkshake-research.nl or +3161 566 7604.

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