Project: West 2 Wielers
A local bike shop in Vlaardingen was drowning in repeated emails and phone calls about prices, opening hours, and location. I designed a new website from scratch to let customers find answers themselves.
The problem
West 2 Wielers' website was built quickly at launch with no clear goal. Three years later it showed, outdated opening hours, no service descriptions, no pricing, and no indication the shop repaired fatbikes. As those were trending and very popular in the neighbourhood.
The owner was flooded with the same questions over email and phone every week. "How much does a repair cost?" "Where are you located?" "Are you open today?", questions the website should have answered automatically.
The goal
Customers of West 2 Wielers should be able to find the information they need clearly and quickly, so that common questions are answered without any human contact, freeing the owner to focus on his repairs.
The redesign also needed to address two very different audiences. An older, phone-first person who values personal service, and a younger generation of fatbike riders who prefer digital self-service.
Process
I followed the double diamond framework. Exploring the problem space first through research, then converging on targeted design decisions. Every design choice in the final prototype maps back to a specific user story or research finding.
Competitor analysis
Analysed several local bike shop websites on findability, self-service tools, and accessibility. Documented these side-by-side to see where West 2 Wielers can stand out.
Client interview
Before opening Figma, I sat down with the owner of West 2 Wielers for a structured interview. He interacts with customers daily fielding the same questions over phone and email. I focused on uncovering the underlying problems rather than steering him toward solutions.
A few things stood out immediately. Repair work is his primary income, yet the website said almost nothing about it. Pricing was the biggest source of incoming contact, people always wanted to know how much it would cost. Besides that, customers regularly showed up to a closed shop due to outdated hours. These findings directly shaped the priority of every section in the final design.
Customer interviews
Four interviews across two segments. Older regular customers and younger fatbike riders. Open questions to uncover real motivations behind contact behaviour.
Personas & user stories
Insights clustered into 2 personas and 13 user stories. These became the constant reference point throughout the design phase to avoid designing on assumptions.
Wireframes
7 wireframe sections, each tied explicitly to one or more user stories. Every element has a documented UX rationale.
Hi-fi prototype
Applied the style tile to produce full hi-fi screens. This included a homepage, repair service page, repair planner, and a product detail page. We offered the owner to develop the website through moverise, and now it's up and running aswell.
Personal achievements
This project taught me to hold back on designing until I truly understood the problem. My first problem statement already pointed toward a solution before I had done any research. My supervisor caught this early. Rewriting it gave me the space to discover the repair planner through the research, backed by both the competitor analysis and the client interview.
Looking back, I would interview more than four people, stopping only once the answers started repeating. The small sample made it harder to be confident in the patterns I found, which I felt most when building the personas.
Outcome
The final prototype covers four key screens. The homepage, the repair service page, the repair planner, and a bike product detail page. Every screen is WCAG-compliant, minimum 4.5:1 contrast ratio, 16px+ body text to ensure the design works for older users and low-literacy visitors alike.
The prototype addresses all 13 user stories defined in the research phase. Recurring questions about price, location, opening hours, and fatbike repairs are answered at a glance.
Check out the live website:
ww.west2wielers.nlTake a look at my other projects
Let's create something great!
