001. BACKGROUND

Combining Cycling & Commerce

When I was hired at City Grounds, the company was beginning a major shift from brick and mortar into the modern world of e-commerce. My task as graphic designer and eventually as Director of Design / UX was to take a loved and trusted bike shop brand and help grow that into a nationally recognized e-commerce store.

002. THE FLOW

Customer Journey

As a retailer carrying a wide range of cycling styles including fixed gear, bmx, road, and city bikes the City Grounds website needs to be flexible. This challenge led us to a very visually impactful website, merging the different styles of riding to co-exist under a set style guide. This led us to have the ability to adapt as trends came and went over the years.

The website has a clear intention to drive each customer through a unique user flow depending on what they are looking for. To achieve this, we created a bold visual navigation and utilized custom landing pages to help the customer sort through our wide array of products.

003. LANDING PAGES

Custom Commerce

Often times I was given the opportunity to build out custom landing pages for informational or promotional purposes. My role included initial conception of the landing page, to design, and eventually final development.

004. DEVICE FRIENDLY

Responsively Responsible

With most customers shopping on the phones in the palm of their hands, City Grounds was one of the earliest adopters of responsive design in the urban cycling space. We challenged ourselves to think mobile first and bring the best experience to even the smallest of screens. With over 1000 product sku’s we had to prioritize the best ways for our customers to find the products they were searching for.

005. MARKETING

Marketing & Media

Working at a smaller company allowed me the opportunity to not only design, but to take on marketing responsibilities and wear multiple hats. From building out e-mail campaigns, managing social media channels, and even planning out and building seasonal marketing initiatives.

Check out the City Grounds website and social media channels to see the designs in action by clicking the links below: