E-commerce is never just a store

Stenger-Bike is a specialized bike retailer based in Germany, founded in 1927. The store's value proposition is built around expertise, personal advice, and service. Selling bikes online means competing with that.

The UX strategy started with a discovery phase that included surveys with both customers and employees to understand what the in-store experience did well and what the online experience was missing. The data was clear: 95% of customers preferred an in-store expert consultation before buying online, and 83% would ultimately buy a bike in person. The site could not replace the store. It had to complement it.

That reframing shaped every design decision. The product pages were written from the point of view of an advisor, not a catalog. A comparison tool let users evaluate two bikes side by side. Appointment booking was integrated directly into the product page. An interactive size guide reduced the friction around fit. The site also became a tool for the store's employees: product information could be accessed on the floor via QR codes, and in-store availability was surfaced online to align both channels.

Randolph is a Quebec-based brand built around a network of playful bars where people discover, rent, and play board games. The physical locations are loud, social, and full of personality. The digital presence had to hold all of that while also functioning as a straightforward e-commerce store.

The design split the site into two experiences: bars and an online store. The first half features location info, events, and the brand's vibe, while the second is a product catalog with filters and a clean purchase flow. Both sides must connect as a single brand without overlap. Users seeking games shouldn't navigate bar content, and newcomers should see the bars as the brand's core, not just a side note. The navigation model was key to achieving this balance.

Lightship builds all-electric, aerodynamic travel trailers. Their two models, the Atmos and the Panos, are high-spec, high-price products available to order online. A customer configuring a Lightship is not adding a product to a cart. They are making a considered, long-cycle purchase decision for a product that starts at $151,000.

My role focused specifically on the reservation flow and the product customization experience. The challenge was twofold: first, design a configuration interface that let customers select options, packages, and finishes in a way that felt intuitive and visually engaging. Second, translate that configuration into a reservation commitment with the right balance of information, trust signals, and friction. Not too easy, not too hard.

A product at this price point demands a different kind of UX. The user needs to feel informed, not rushed. They need to understand what they are choosing and why each option matters. The interface had to communicate quality and craft at every step, not just at the end. The reservation flow also needed to work for a product that does not ship immediately, building confidence in a purchase that would be fulfilled months later.

This project pushed the e-commerce model beyond traditional cart-and-checkout thinking, into territory closer to configurators and considered purchase flows.