J&P Cycles: Cart & Checkout
UI/UX Design | Content Strategy and Design
About the J&P
J&P Cycles is a motorcycle retail company that is celebrating its 45th anniversary. They pride themselves on serving the rider and keeping people on two wheels.
The Problem
At the time there were a lot of friction points in the user experience preventing the customer from checking out quickly with confidence. After conducting user interviews, we found that customers have difficulty digesting all the messaging around fitment, restrictions, discounts, and promotions.
The Goal
Modernize the UI and UX of the Cart & Checkout flow by identifying and minimizing friction points. Since many of the items sold on J&P are vehicle-specific, it was important to group and highlight fitment. To increase account usage or creation, the sign-in step was separated as a pop-up on desktop and a drawer in mobile. The checkout UI was also updated to a cleaner design.
Awards
In Dec of 2023 this design won a Baymard award for 'Top 1% UX Performance in Automotive Parts & Specialty (mobile)'.
