CFMOTO Website Refresh
Elevating User Engagement and Brand Experience
CFMOTO approached me with a mission to elevate their online presence by improving user engagement, simplifying navigation, and refreshing the overall brand experience. The task: design a website that not only resonates with adventure enthusiasts but also offers a seamless user experience across their product line.
The Challenge
Crafting a cohesive digital experience for a brand that speaks to adventure seekers.
CFMOTO wanted to refine its website with a more user-centric approach, targeting motorcycle and ATV enthusiasts. The website needed to connect visitors with the right products while reflecting the ruggedness and thrill associated with the CFMOTO brand. The challenge? Create an intuitive, visually appealing interface that communicates adventure without compromising usability.
Project Overview
Collaboration & Remote Workflow: The project required tight collaboration with a third-party agency handling assets, and there was no direct contact with the client, adding complexity to communication and feedback cycles.
Creative Freedom within Constraints: While the overall branding and design elements had to align with pre-existing guidelines, I was entrusted with full creative freedom to structure the website in a way that maximized usability and interaction.
Framework and Development: The designs had to be optimized for easy handoff to development, requiring detailed wireframes and responsive considerations to ensure consistency across devices.
UI Design: Crafting an Interactive 'Find Your Ride' Quiz
One of the key features I spearheaded was the 'Find Your Ride' quiz, designed to help users navigate CFMOTO’s extensive product lineup. The quiz needed to simplify complex decision-making by guiding users based on their preferences and needs. I designed an interface that feels intuitive and fun, matching CFMOTO’s adventurous spirit while ensuring easy product discovery.
This feature allowed users to filter by product type, engine size, and specific needs, resulting in a more personalized shopping experience.
Website Refresh: Elevating Visual and Functional Design
Following the success of the 'Find Your Ride' quiz, I set out to refresh the entire website. This involved:
Improved Navigation: Streamlining the user journey with a clearer site structure and concise labeling to enhance product discovery.
Mobile Optimization: Ensuring the website was fully responsive, catering to CFMOTO’s audience of on-the-go adventurers.
Enhanced Visual Design: Incorporating bold imagery and sleek UI components that aligned with CFMOTO’s brand, while also appealing to their tech-savvy user base.
The Outcome
Improved user engagement and streamlined product discovery
The website redesign delivered tangible results. User interaction increased significantly, with the 'Find Your Ride' quiz seeing high engagement rates. The updated UI design not only provided a smoother navigation experience but also led to increased time spent on the site, and more conversions were recorded within the first three months post-launch.
What I Learned
This project deepened my understanding of designing for brand consistency while adapting to new frameworks and teams. It required collaboration across time zones and agencies, allowing me to refine my remote working capabilities. From wireframing to high-fidelity design, this project honed my skills in UI design, responsive design, and user-centered problem-solving.
