future of electric scooters (Website Redesign)


This was a client project with eGen who is a high-quality supplier of electric Scooters/Mopeds with the vision of being the amazon of their industry. To meet their primary target of maximising sales conversion, their website was redesigned and brand identity refined.


Sketch | Illustrator | Photoshop | XD | InVision | Principle

Role - UI/UX Designer

My primary task was redesigning the interface based on research.
— 01

Product discoverability + Branding

Dissecting the current website, it was obvious there was room for clearer/better information architecture to improve navigation and discoverability within the site. This was confirmed with the very high bounce rate and an average session duration of 1 minute.

The current branding and visual design of the current website felt impersonal, outdated, as a result, couldn’t connect with the current target audience. The old logo looked dated and difficult to display across multiple platforms. From a UX perspective, the value offerings were not clear to the target audience as they did not know how the product fits and enhances their current lifestyle.
— 02

Clearer interface + Lifestyle brand

The interface was made cleaner and clearer with the whole user journey made easier from discoverability to checkout. Unnecessary steps were eliminated to take the user as fast as possible to checkout. To help users who are unsure about choosing products, a "help me choose" feature was added.

To improve the branding, lifestyle images of the target audience (having a good time with the Moped) are used on the website redesign. The logo was simplified and designed to be responsive to multiple platforms. Colour palette is chosen to be friendly, fun yet trustworthy for the brand.

Video of Prototype

Read more about the design process

Case Study

Click through to high fidelity prototypes

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