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UX Case Study: Good Cycles

The online and offline is inline




Good Cycles


Axure, Photoshop, Illustrator


01. Key UX Methodologies:

  • Contextual Inquiry

  • Business Model Canvas

  • Swot Analysis

  • Competitive & Comparative Analysis

  • User Interviews

  • Persona Creation

  • How Might We's

  • User Journeys

  • Heuristic Evaluation

  • Collaborative Design Studio

  • Card Sorting

  • Paper prototyping

  • Interactive prototyping

  • User Testing

  • UI Design

  • Integrated UX & Brand Strategy

02. The Challenge

Good Cycles is a social enterprise and charity using bicycles to engage, educate, empower and find employment for those experiencing disadvantage. The organisation consists of a retail bike shop, bike servicing centre and consumer bike maintenance courses, with 100 % of profits going towards social programs which work with asylum seekers, refugees, at-risk youth and long-term unemployed. Good Cycles needed a consistent user experience online and in-store as well as an innovative way to leverage their social message.


03. Contextual Inquiry

After the client meeting we decided we needed to validate some assumptions within the organisation about how the public perceived a service provided by a social enterprise, we began this by conducting interviews with stakeholders as well as users. Our research uncovered some interesting information including a market that wholeheartedly supported the social aspect of the business as well as others that had apprehensions about the concept. This played a crucial part in understanding how to publicise their social message.

We also conducted some contextual observations within the retail store and the bike hub to see how the customers interact with the physical space. We then went on to the website to see if this was reflected in anyway online. This uncovered some major pain points customers might experience when trying to book a service online or try to find any information about their in-store stock. Speaking to the Mechanics we found that approximately 2-3 of 10 booking per day were online bookings the rest walk-ins, was this a direct result of the point experienced in the online booking system? This might be an aspect we test further down the line.

04. Compedative And Comaprative Analysis

The competitive analysis was completed to see what other cycle stores were focusing on and to see where we could find a point of differentiation with Good Cycles. The information uncovered showed that areas not covered by our competitors included staff and mechanics profiles with their special expertise and interests also, no other cycle store that provided bike servicing had an option to book online. This was a good area to focus on to differentiate Good Cycles from its competitors it also helped enforce a message of safety and professional service which was an area of doubt uncovered in the user interviews.

The comparative analysis helped uncover how other social enterprises in different areas with a strong brand and social message were successful. I looked at organisations like Streat and Who Gives A Crap and found that they used different styles of messaging like data visualisations and short bullet points with graphics along with more in-depth messaging to create an integrated messaging campaign.

05. User Interviews

With my team I undertook a series of user interviews with participants who were avid bike riders, daily commuters and leisure riders to discover servicing habits and perceptions of social enterprises. The information was critical in understanding how to approach the service design aspect of the organisation as well as any apprehensions the biking community might have using a social enterprise. Some key responses can be read below.

I like a local bike shop that listens and follows through with the service.

– Interviewee

Social enterprises that have a clear message resonate with me

– Interviewee

06. Persona Creation

The research uncovered 2 persons, the first one Daniel was a customer who was not aware Good Cycles was a social enterprise before engaging with them and the second one Georgie went out of her way to shop at Good Cycles because they were a social enterprise. These 2 personas helped me understand where and how to push the message in store, online and in the public. For testing purposes persona Daniel was used.



Works: Myer accounts

Lives: Essendon (wife and 2 young kids)

Tech empathy: High

Owns: Windows laptop, Android phone


A convenient way to service his bike

To know that his bike is in good hands


Professional servicing options

A scheduled service reminder



Works: Researcher at RMIT

Lives: Port Melbourne

Tech empathy: High

Owns: Macbook, iPhone, and iMac


Has a history of ethical consumerism and prefers to spend her money at these businesses.

Appreciates knowing what impact her purchase has.


She is pressed for time and needs a convenient place to service her bike.

A reminder when her next service date is due.


07. User Journey

We decided to collaborate on a few different user journeys, one for the online booking for a single bike service, one for a user wanting to purchase a product and one for a group bike service booking. These helped us understand users pain points recommendations on how to fix them and also user touch points online and in store and how might we push the social message cohesively in these areas. Here they are below.

08. How Might We's

I created a series of How Might We’s to inject into the user journey map so that the client could interact with their team and start to think about ways to solve other problems within the organisation.

09. Heuristic Evaluation

I created a heuristic evaluation of the current website using the UX Check plugin, based on Jakob Nielsen’s 10 heuristics for user interface design. The evaluation outlined what heuristic was broken, its severity on a scale of 1-4 and a suggestion on how to fix it. This was instrumental in understanding what problems to fix to improve the user experience when using the site. This report along with a reworked sitemap, wireframes and mockups made up part of the final deliverables for the project.

10. Problem Statement And Hypothesis

Once I had fully fleshed out the personas I worked on the problem statement, this is important because it helped me stay on track through the rest of the design process, the problem statement was referred back to like the persona. The hypothesis also known as the solution statement is the proposed solution to the problem statement with a metric for measuring the success of the solution.

Problem Statement

Daniel needs a convenient and professional way to service his bike because he values being part of a cycling community that also does good.


We believe that a well executed, multi-leveled awareness message for the social enterprise will strengthen the bond with existing supporters and enhance the brands' community awareness message for prospective customers.

11. Collaborative Design Studio

We decided to collaborate on a few different user journeys, one for the online booking for a single bike service, one for a user wanting to purchase a product and one for a group bike service booking. These helped us understand users pain points recommendations on how to fix them and also user touch points online and in store and how might we push the social message cohesively in these areas. Here they are below.


12. Card Sort

An open card sort was completed to better understand how to organise and even reword if needed the pages and content. This was an eye-opener as most of the participants categorised the content similarly but completely different from the current categorisation of information on the Good Cycles website.

13. Paper Prototyping

I sketched out the online booking form design and quickly made up a paper prototype that I could test quickly and iterate. This helped me understand the best way to design the form with the user in mind without investing my time wireframing in Axure.

14. Interactive Prototyping & User Testing

I then moved on to creating a clickable wireframe in Axure of the form design, to test with different users. Along with the form functionality the messaging was also tested. This process was a little bit harder as we were asking users what messages resonated with them and this doesn’t always have a straight forward answer.


15. The Final Deliverables

The final outcome was made up of 3 main areas the online, offline and the strategy to keep them inline.  The ‘online’ website redesign was accompanied by the design specification a document made up of annotated wireframes. The offline or ‘in store’ messaging encompassed the data visualisation posters and other high impact concepts for the retail space. And the service design strategy which was developed in order to empower the client to implement new ideas and use UX methodologies to keep their online and offline inline.