Gazelle is the most iconic bicycle brand in the Netherlands. The unique combination of its products in terms of design, durability and ergonomics, make Gazelle the preferred choice among the Dutch.
Gazelle hired the renowned agency AKQA to redesign its entire e-commerce, and at Algobueno, we were commissioned to help with the Visual and UI Design. The art direction was built around the product and the lifestyle of Dutch cities where the bicycle is the primary means of transportation. To convey these values, natural colors based on the color palettes of the brand's different models were used, along with high-quality product images and lifestyle photography.
The mission of finding the right bicycle begins on the homepage. The user is visually presented with three categories as entry points: City, Trekking, and Electric. Additionally, users can take a look at a selection of some relevant news.
The navigation was streamlined through a visual bicycle filter. Alongside the internal UX team, we analyzed user interaction, reaching the conclusion that lifestyle imagery had to extend to the way of filtering and displaying the product as well. This was to reinforce the brand narrative and guide the user to the right choice based on their lifestyle.
A large-scale project in which the integration of all involved departments was crucial and the website itself served as inspiration for the brand's e-commerce platforms in other countries. The client highlighted the satisfaction of seeing not only improved website interaction statistics and sales results but also how the website redesign had enhanced the product itself, elevating its value.
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