Jawa Motorcycles
Motorbike e-commerce
Crafted multichannel consumer booking experience, resulted in 20,000 bookings and 14% reduction in competitor sales
Overview
Context
Jawa Motorcycles left the market 30 years back and no one in the new generation share their parents experience old motorbike experience. The youth bike market is growing and competitors like Royal Enfield have a high market acquisition. The company was bought and was planning for the release of two new motorcycles which are Jawa and Jawa Forty-Two. I was part of the ambitious project to focus on CVR by helping customers learn about the new motorbikes and enable them to book online, discover nearby showrooms, engage with online marketing campaigns, help a team of developers to launch the website during the live event reveal.
My role
Conducted focus group interviews and field research to structure information, design wireframes, interactions and design system. Simultaneously working with digital marketing team for launch campaign.
Engaging with the Jawa community
International Jawa Day, a community event allowed me to conduct an informal semi-structured interview to learn about customer bike purchasing decisions, preferences and the challenges they face. These interactions also enabled me to empathize with customer's feelings about Jawa and the motorcycle industry.
Field research: Bringing In-store experiences online
One major constraint I had to tackle is the lack of physical stores upon launch. Visiting stores is a widespread practice among customers as they are satisfied from enquiring in person and doing a test drive which heavily contributed to one's decision-making. Engaged in a field study at a competitor store identifying customer behaviors and in-store inquirieas enabling me to identify opportunities on how those could be addressed for online pre-booking.
Research insights: Pain points and breakthroughs
Bike specifications
A massive market thrives on specifications as they use it for day-to-day purposes. In stores, customers are provided pamplets to know other bike options to understand every specification.
Store availability
Since they stopped manufacturing in India decades back, there isn't a single trusted place where they can visit and please discuss with like-minded people.
Visualise
People wanted to visualize how a bike looks in an everyday environment, with their outfit, partners and explore different color options.
Testing the bike
Test Rides are very important for customers, perhaps one of the main reasons to go to the showroom.
More than a motorcycle
People have been using it for over forty years. There is a lot of emotion that goes with the brand, reliability and its product.
My Reflection
Limited time
The limited timeline was a challenge that helped to test my capabilities on how much of my past learnings can help me display my creativity.
Collaboration
I am very proud of the work that I did on my own. The collaboration with the content writer and developer was challenging work as they varied perspectives but it was rewarding, which helped me realize its value.
Next major steps
Interviews and online concerns
Starting with researching the product usability through interviews and hearing people's concerns online.
Share manufacturing stages
Establish a better customer connection by providing motorcycle delivery dates and manufacturing stages.
Check for elderly friendly
Considering few Jawa bike owners are elderly, the website needs to become senior-friendly.