I designed and developed Christiania Bike America (CBA) from end to end and created a build-a-bike feature that allowed customers to customize their cargo bike. I worked directly with the CEO, Marketing expert, and the Design team at Christiania Bikes Denmark, acting as Principal Product Designer. 

I was required to use Shopify because the CEO was familiar with it. And matched and coordinated over 150 accessories with specific bike models. The project was expected to be complete in 3 months. Expected launch date was May 2021, Bike week.

I entered over 400 cargo bike variations (10 different models) with special SKU's, pricing, images and tags. Max number of variation options were limited to 3 due to limited budget to work with.

In my role as Principal Product Designer, I was in charge of designing and developing the end to end design of CBA's website in Shopify. The owner wanted a theme similar to Artisans & Agency that included side bar filtering and add on product options for a build a bike feature.

I partnered with the business owner, business consultant and digital artist while leading the design process. Our team of 4 collaborated weekly on ideas and took on different aspects of the project.

Create a new website for Christiania Bikes America that focused on multiple product options allowing customers to customize and purchase their cargo bike directly from the site. And create a tagging convention for custom side bar filtering.

Christiania Bikes is a luxury brand for wealthy bike lovers willing to pay for bikes starting at ~$3,000.00. Users of Christiania Bikes enjoy the outdoors and are looking for alternative transportation with extra cargo space. The target audience consisted both of educated men and women 35-60.  Who has younger children and/or owns a business. 

I created 4 Persona’s using sketch and free images from Pixaby. And I conducted interviews with the owners of Christiania Bikes and researched past customers.

Some of the questions I asked were: What are your customers like? Married, single, own a business, has children? What are their needs for the cargo bikes? Income range? Where do they live? Education? and What goals are they looking to fulfill?

I gathered the stakeholders for a meeting to discuss the project. During this time we realized we would need to create a new domain and build a website specific for large product catalogs with sidebar filtering. I created a list of actions to keep our communication open.  And decided to document a roadmap of our work. My initial focus was to know who the customer was, and to understand the personality of the customer.

I identified Christiania Bikes direct and indirect competitors and targeting the same customer base. I also analyzed their competitors online presence and evaluated their website functionality. I looked at things like: How easy is it to shop on their website, do they offer a build a bike feature? and what are their policies and delivery costs.

While conducting the analysis I visited online reviews and blogs to get more insight on their customers experience. Identified their strengths and weaknesses and used this information to focus on specific areas that Christiania Bikes America can capitalize on. I noticed that most bike websites did not have the ability for customizable features. We solved it by using a theme that allowed large catalog options and product option features. 

I studied Christiania Bikes website to get a better understanding of their product, the owners were looking for similar features for their website.

I found the importance of product filtering, how and why Christiania upsells their equipment rather than offering it as a full package and how they market their cargo bikes? Along with what type of customers would buy a cargo bike, where they live, education and goals they want to fulfill.

With the data from the study I was able to uncover that most buyers have small children, educated, upper class and/or own a business. Between the ages of 35-60.

I surveyed the owners and past customers to understand Christiania Bikes demographic. With the data from the study I was able to uncover couples with small children and business owners love the idea of having cargo a bike because of it’s capabilities. Here is what they said: "Game changer!", "Fun to ride", and "Great for versatility and hauling!"

I created an empathy map of a married couple with children that need a cargo bike that can transport kids and run errands to gain a deeper insight on who they are. I found that they need the cargo bike to take their kids to school and scoot around town, they see these type of bikes as functional. Families that have purchased these bikes are enjoying the time they are able to interact together while riding together.

One of the pains they experienced is the bike is expensive and large to store. However a gain is the quality of the product, it's easy to ride and riding together allows them to have extra time with their family.

In 2020, initial revenue for Christiania Bike America was ~$6,000 month. After the site launched in May 2021, Christiania Bike America’s monthly revenue increased by 233%.