Select Page

City Cycles | Website redesign concept


Improve the user experience of an existing web app for City Cycles, making the online rental process easier and more convenient for bikers, thus increasing the number of online bike rentals.

“Good company in a journey makes the way seem shorter.”

- Izaak Walton

The Problem

City Cycles discovered their bike reservation process was inefficient, requiring users to come by the  office and complete paperwork in-person before getting their confirmation.

Users were complaining that the site was“frustrating” to use and they felt “misled.” This led to fewer bike rentals and an increase in customer phone traffic.

The Solution

Re-design the menu so it includes a clear “Book Now” button that would lead users through a short 3 click reservation process with instant confirmation.

This would address the confusion issue and the annoyance of needing to phone or take a trip down to the office for a booking confirmation and increase the online reservation rate by 50%.

Design, Planning
& Research

After defining the problem and identifying the solution, the next step involves design planning and research. In this phase, I built an  inspirational mood board, sketched out ideas and designed task flows & wireframes around user requirements.

Research presentation (full pdf)

Inspirational Mood Board
Rough Sketches
Lo-Fidelity Wireframes & Task Flows

Stakeholder presentation (full pdf)

High Fidelity

After brainstorming, sketching out ideas and creating rough wireframe task flows, I’m ready to start working on hi-fidelity mockups based on items gathered in the planning phase. I extended the site to clarify the information architecture  through the main navigation to make it more accessible to visitors so they would be able to find information more easily eliminating the feeling of frustration and confusion described throughout the testing phase.

Additional Screens


After clarifying the site pages, I designed some extra screens to give the client a visual idea of what a more accessible online booking process could feel like for users.

Interactive Prototype

After completing all the essential screens and flows based on the user requirements, the final step is to create an interactive prototype so that we can validate the user flows and usability with the team and actual users via usability studies.

Let's work together

I'm Available for new projects
Make it happen

Copyright © 2017-2020 Joy Fonderson