Jawa Motorcycles
Motorbike e-commerce
Led end-to-end design for Jawa Motorcycles' online booking experience, from product pages to omnichannel entry points, ahead of a launch with zero physical stores.
20,000 bookings at launch, with the year's full inventory selling out within a month.
Context
Jawa Motorcycles had been off the market for thirty years, and the launch of two new bikes, Jawa and Jawa Forty-Two, needed to win over a generation with no memory of the brand, against competitors like Royal Enfield who already own that market. I joined the team building the booking experience: helping customers learn about the bikes, book online, find nearby showrooms, and engage with the launch campaign.
Role
I led field research and information architecture, interviewed the Jawa community at International Jawa Day, studied competitor showrooms to bring the in-person buying experience online, and worked with a remote design manager to build the design system the site shipped on.
The opportunity
People buy motorcycles in person. They want specs, a test ride, someone to talk to. Jawa was launching with no stores at all, so the booking flow had to answer everything a showroom visit would and get people comfortable enough to book sight unseen.
Streamlined navigation built around what first-time visitors actually needed to find.
140 years of Jawa's history, visualised for a generation
discovering the brand for the first time.
Created and maintained a design system behind it: rugged and simple, matching the brand
