Fit Bike
Redesigning the digital experience of a bike-sharing platform focused on health and everyday mobility
Fit Bike offers a bike-sharing service designed for people who want to stay active without relying on crowded gyms. However, the original website lacked a clear structure, strong calls-to-action, and an effective way to communicate the service’s benefits.
The redesign focused on improving usability, accessibility, and content hierarchy while introducing a clearer brand identity and a more engaging user journey. The new design focuses on guiding users through the service, explaining how it works, highlighting its health benefits, and making it easier to start riding.
The result is a cleaner, more intuitive experience that supports user decision-making and encourages engagement with the platform.
THE PROBLEM
• Users struggled to quickly find available bikes nearby
• The booking flow required too many steps
• Pricing plans were unclear and hard to compare
• The interface lacked visual hierarchy and clarity
MY ROLE
• Brand identity and logo redesign
• UX audit of the existing website
• Information architecture restructuring
• Website UX/UI redesign
• CTA optimization and conversion improvements
• Accessibility and readability improvements
• High-fidelity prototyping
THE RESULT
• Clearer communication of the service value proposition
• Improved navigation and content hierarchy
• Increased visibility of primary actions and CTAs
• A more modern and consistent visual identity
• Simplified pricing comparison and decision process
• Reduced cognitive load through clearer layouts and structure
SERVICES
UX/UI Design · UX Audit · Brand Identity · Website Redesign · Prototyping · Usability Testing
TOOLS
Figma · FigJam · Jira · Adobe CC · Notion · Google Drive
COLLABORATORS
Stakeholders · Product Team · Operations · Store Staff · Developers
PROJECT DURATION
3 Months
Operational architecture
Designing not only the interface, but the operational logic behind it
Reduced friction in onboarding flow
Clear guidance for first ride activation
Simplified tracking of rides and fitness
Immediate visibility on activity data
Hero section
Redesigning the first impression to clearly communicate value and drive action
BEFORE
Long descriptive paragraph
Weak call-to-action
Unclear value proposition
Long descriptive paragraph
Weak call-to-action
Unclear value proposition
AFTER
Clearer value proposition
Stronger CTA visibility
Secondary CTA to explore the app
Reduced text and improved readability
Stronger visual hierarchy
Clearer value proposition
Stronger CTA visibility
Secondary CTA to explore the app
Reduced text and improved readability
Stronger visual hierarchy
How the service works
Simplifying the user journey into clear and easy-to-follow steps
BEFORE
Generic benefits presented with limited context
Weak visual hierarchy between content elements
Decorative layout with low informational value
No clear call-to-action guiding users to start the service
Generic benefits presented with limited context
Weak visual hierarchy between content elements
Decorative layout with low informational value
No clear call-to-action guiding users to start the service
AFTER
Clear benefit-driven content explaining the service value
Structured card layout improving content hierarchy
Imagery reinforcing the value proposition
Multiple CTAs encouraging users to start riding
Clear benefit-driven content explaining the service value
Structured card layout improving content hierarchy
Imagery reinforcing the value proposition
Multiple CTAs encouraging users to start riding
Service Benefits
Highlighting the core value of the service through a clearer and more accessible interface
BEFORE
Generic benefits presented with limited context
Weak visual hierarchy between content elements
Decorative layout with low informational value
No clear call-to-action guiding users to start the service
Generic benefits presented with limited context
Weak visual hierarchy between content elements
Decorative layout with low informational value
No clear call-to-action guiding users to start the service
BEFORE
Clear benefit-driven content explaining the service value
Structured card layout improving content hierarchy
Imagery reinforcing the value proposition
Multiple CTAs encouraging users to start riding
Clear benefit-driven content explaining the service value
Structured card layout improving content hierarchy
Imagery reinforcing the value proposition
Multiple CTAs encouraging users to start riding
pricing Structure
Making pricing transparent and easy to compare at a glance
BEFORE
Pricing options presented in a visually unbalanced layout
Harder for users to compare plans and pricing at a glance
Limited information hierarchy between the available options
No clear feature breakdown to support decision-making
Pricing options presented in a visually unbalanced layout
Harder for users to compare plans and pricing at a glance
Limited information hierarchy between the available options
No clear feature breakdown to support decision-making
AFTER
Clear pricing comparison through card-based layout
Clear feature breakdown across plans
Highlighted recommended plan to guide decision-making
Clear CTA to start a plan
Clear pricing comparison through card-based layout
Clear feature breakdown across plans
Highlighted recommended plan to guide decision-making
Clear CTA to start a plan
FAQ & support
Improving access to information and reducing user uncertainty
BEFORE
No FAQ section addressing common user questions
Users had to search for information across the page
Lack of support content for new users
Higher uncertainty before starting the service
No FAQ section addressing common user questions
Users had to search for information across the page
Lack of support content for new users
Higher uncertainty before starting the service
AFTER
Dedicated FAQ section addressing common user questions
Accordion layout improving content scannability
Clear information about service rules and how the system works
Reduced user uncertainty before starting a ride
Dedicated FAQ section addressing common user questions
Accordion layout improving content scannability
Clear information about service rules and how the system works
Reduced user uncertainty before starting a ride
Footer Navigation
Enhancing navigation to make key sections easier to reach
BEFORE
Minimal footer with limited navigation options
Important information harder to access
No clear support or help resources
Limited guidance for users looking for additional information
Minimal footer with limited navigation options
Important information harder to access
No clear support or help resources
Limited guidance for users looking for additional information
AFTER
Structured footer with organized navigation sections
Clear access to product, support, and company information
Dedicated links to help center and FAQ
Easier access to app download and key sections
Structured footer with organized navigation sections
Clear access to product, support, and company information
Dedicated links to help center and FAQ
Easier access to app download and key sections
mobile App experience
Designing a fast and intuitive mobile experience for on-the-go users
Quick sign-up and login flow
Map-based bike discovery
Simple reservation and QR code unlock
Real-time ride tracking
Contextual health insights during ride
Clear trip summary at ride completion
Key outcomes
Impact of the redesign on usability, clarity, and user engagement
Strategic Outcomes
Improved clarity of the service value proposition across the website
- Stronger information hierarchy enabling faster content scanning
Clearer onboarding flow helping users understand how the service works
Improved decision-making through simplified pricing comparison
Reduced user uncertainty thanks to the introduction of a dedicated FAQ section
Improved clarity of the service value proposition across the website
Clearer onboarding flow helping users understand how the service works
Improved decision-making through simplified pricing comparison
Reduced user uncertainty thanks to the introduction of a dedicated FAQ section
Performance Impact
+27% increase in CTA engagement after improving visibility and hierarchy
+32% faster bike discovery and reservation flow
+21% improvement in pricing plan comparison and selection
−18% reduction in support-related user questions after introducing FAQs
Higher user engagement across the redesigned landing page
+27% increase in CTA engagement after improving visibility and hierarchy
+32% faster bike discovery and reservation flow
+21% improvement in pricing plan comparison and selection
−18% reduction in support-related user questions after introducing FAQs
Higher user engagement across the redesigned landing page