Bike Rental Central Park is a bike rental business located near Central Park, and part of a family of sightseeing brands in New York City. They offer a variety of traditional and electric bike rentals, along with guided bike tours. Their website was in need of a modern redesign, with the primary goals of streamlining the user checkout process, updating existing pages and content, and incorporating their new offerings of electric bikes and scooters.
Research & User Flows
Before diving into the design, I analyzed user behavior using Google Analytics and Lucky Orange. While customers had a clear path to enter the purchase flow, there were missed opportunities to highlight product quality and upsell add-ons, accessories, and rental insurance.
I started with the mobile design, focusing on the product cards and checkout flow. The introduction of electric rentals, with different hours and accessories, required a few additional steps in the checkout process. I also identified new opportunities to guide customers in selecting the best rental option based on their sightseeing goals and schedule.
UI Design
Drawing inspiration from the parent company’s other sightseeing brands and analyzing trends from tourist-focused sites like Airbnb and Google’s travel pages, I revamped the existing design. I introduced new conventions for sliders and developed a range of UI components to enhance the user experience.
A Unique Experience
I was impressed with the original site’s extensive catalog of Central Park’s attractions, and I wanted to make better use of those resources to enhance the user experience and inspire customers to discover the park throughout the year. The original site featured primarily warm weather imagery, but I decided to implement seasonal graphics and imagery to showcase the unique experiences that each season has to offer.
Steps of Service
I created a storyboard with the revised steps of service based on the updated website checkout flow and future technological integrations to the in-person rental experience, including a QR code bike maintenance system.
Environmental Signage
I designed a series of signage examples to connect the new digital experience and branding to the in-person experience. Drawing on the illustration style, the signage is meant to be friendly and informative.
