Bike Stamford Brook is a local bicycle and accessories shop based in Chiswick – London, United Kingdom. The company was founded in 2016, catering for b2b and b2c customers, selling and repairing bikes together with specializing in building custom bicycles, where only your imagination is the limit. The problem After the initial launch of their eCommerce website in 2016, data demonstrated a reduction in nonbias information and transaction rate. The solution was never updated and navigation did not exist. The goal A user-led experience that was aesthetically pleasing was required to boost the company’s transaction rate and an online presence that was easy to navigate. A platform with fulfilling user journeys with non-bias information displayed and purchases of bicycles could be made with a few intuitive clicks.