J&P Cycles

Project Details

Overview

I led the complete redesign of J&P Cycles' e-commerce platform—the brand's first major overhaul in 13 years. This wasn't just a visual refresh; it was a strategically-driven initiative to modernize outdated interfaces, streamline clunky user flows, and deliver a superior shopping experience tailored specifically to motorcycle enthusiasts.

Objectives

Improve usability and modernize the customer experience.
Build 12-month product roadmap aligned with user insights and business goals.
Create a new custom design system and UI framework.
New user flows using data-driven insights to boost engagement and conversions.

Timeline

8 Months

Contribution

Project Chamption, UX Design, User Research, Front-end Developer

Product Planning

I built and owned a 12-month product roadmap encompassing five major initiatives, aligning platform scalability with user needs and business goals. I managed and mentored a multidisciplinary team of UX designers and frontend developers, fostering a culture centered on experimentation, collaboration, and continuous learning. In close partnership with engineering leadership, I helped modernize the tech stack, integrating a new frontend framework that laid the groundwork for sustainable, long-term growth.

Product Management PDFs

UX Research PDFs

Approach

My approach began with a deep dive into historical analytics and sales data, supplemented by both quantitative and qualitative user research to validate new concepts and inform our design direction.

User Flows

Shopping paths were restructured to reduce drop-offs and guide users through purposeful entry and exit flows, which improved conversions at key decision points. I also infused the digital experience with lifestyle storytelling—crafting landing pages that featured rich media, purposeful UI layouts, and visual narratives that resonated deeply with riders and motorcycle culture.

New Design System

I created a reusable design system that significantly accelerated development velocity—cutting build time by 50%—and improved implementation accuracy to over 90%. By applying a systems-thinking mindset, I ensured that our design and engineering collaboration was structured to scale efficiently across future product initiatives.

UI Framework Architecture

To support the modernization effort, I designed and implemented a custom frontend UI framework built on Zurb Foundation, enabling responsive layout structures, modern interaction patterns, and scalable component architecture across platforms. I developed a bespoke grid system using nested media queries and custom Sass mixins, ensuring layout flexibility and precise alignment with our design specifications.

Outcome

The Results

The redesigned site delivered a significantly more immersive and customer-centric shopping experience. I reimagined user journeys and content structures based on real user behavior and cultural insights from the motorcycle community. New design interactions were introduced to reduce friction specifically for parts shoppers, increasing both engagement and time-on-site.

We saw a measurable increase in customer engagement, improved conversions across the shopping journey, higher average order value (AOV), and a significant lift in new customer acquisition.

Key Outcomes

Search & Navigation: +112% funnel entry
PLP & PDP: +651% product views, +150% add-to-cart sessions
Cart & Checkout: -19% cart abandonment, +15% checkout sessions, +$95 AOV (+27%)
User Feedback: 75% positive post-launch
Revenue Impact: +$20M in 5 months

Executive Response

The results led to our acquisition by Comoto, an investment holdings company that owned 2 of our top competitors (Revzilla and Cycle Gear). I was one of five employees (out of 1,500) to receive a top company award from our CEO and the president of J&P Cycles.

Thereafter, I was hired to manage the Product Design department for all of Comoto's brands and REVER mobile app. I hit the ground running leading complex initiatives including creating new omni-channel strategies and building a new loyalty program, Riders Preferred Membership, shared across all 3 brands.