Case 04 · Royal Enfield · E-commerce UX

What convinces a rider to buy a ₹30,000 riding jacket online?

From safety certifications to real-world reviews, we uncovered the factors that turn consideration into purchase.

Role IC Role
Timeline Aug 2024 – Present
Disciplines Brand & Product Design · Information Architecture · Competitive Benchmarking · Storytelling
Responsibilities Navigation Redesign · Persona Mapping · Competitive Reframing · Copywriting Direction

My impact

What was my impact?

Persona based navigation Iterative design for concepts backed with reasoning Right copy for the right user

Design challenges

01
Who is this for?

Royal Enfield targeted bikers and non-bikers too, we had to get the personas right. So it was on us to understand the users, their shopping ecosystem and map it out to the client.

02
Merch v/s E-commerce

After choosing the E-commerce route, we had to curate experiences for the different personas, without breaking the classy reputation of the brand.

03
RE website v/s RE Amazon store

Royal Enfield has many other channels that users shop from: Amazon, Flipkart, Myntra, etc. Why will users come to the Royal Enfield website? Are we our own enemy?

This project is under NDA, till it goes live.

But, does it help when I can tell you that the clients invited my team to Motoverse and they kept tickets for us???
(we were too busy to go, haha *cries in corporate*)