Bikeen: Professional Profiles Page (B2B)
How a confusing page was transformed into a clear and persuasive entry point, capable of increasing conversions and reducing the need for support.
Summary:
Results achieved:
New homepage and access flow dedicated to professionals, with clearer language and distinct calls to action.
Type of work:
navigation audit, UX analysis, interface prototyping with a B2B focus.
Delivery:
Redesign of the Professional Profiles page with navigation audit, definition of a narrative and visual flow aimed at professionals, and interactive prototyping focused on conversion.
Team:
Giacomo Dalia with the support of Bikeen representatives.
My role:
UX/UI Designer – gathering insights, defining pain points, and designing key flows and the interface.
Context:
Bikeen is an e-commerce platform dedicated to the world of bicycles, serving two different audiences: private individuals, who buy or rent, and professionals, who offer their vehicles or services. The Professional Profiles page was meant to be the entry point for merchants, but its original version failed to effectively fulfill this role. Instead, many users first landed on the How It Works section, intended for private individuals, and ended up confused.
The audit of the existing page
The first step of the project was a complete audit of the Professional Profiles page and the related navigation. Right from the start, a sense of disorientation emerged: those arriving on the page received no clear feedback about being in the right section. The header did not indicate the visited item, leading many users to click multiple times on the same menu item, unnecessarily reloading the page. An apparently trivial detail, but one that generates frustration and a perception of poor care.
Another critical aspect concerned the calls to action. The page should have had a simple and unequivocal goal – to encourage professionals to create a profile – but the call to action was not evident. Users faced descriptive texts and repeated buttons without logic, which did not build a visual hierarchy or a clear path to registration. This made the entire experience more confusing than persuasive.
Analyzing the overall structure, I noticed it was the result of successive layers rather than a coherent vision. The coexistence of two sections – How It Works and Professional Profiles – created a communication short circuit: both explained the service, but with different targets. Without an immediate distinction, many merchants ended up landing on How It Works, a page designed for private individuals, without understanding where to find the information most relevant to them. This architectural error not only slowed down the process but also jeopardized the conversion itself.
Internal orientation was also lacking. There was no breadcrumb or local anchoring system to indicate "where in the journey" one was. The result was a labyrinthine experience, where the user moved without reference points and without certainty of progressing towards the desired destination.
From a design perspective, the header was also poorly readable: the choice of a background that was too light did not clearly distinguish the menu items, reducing the visual impact of the brand and the clarity of navigation. This was compounded by misleading naming details, such as the menu item "Search" which actually opened the product category catalog instead of a search field, an inconsistency that broke user expectations, increasing the sense of disorientation.
Putting all these elements together, the overall impression was that of a page that failed to truly speak to professionals; it did not recognize them as a distinct audience nor guide them naturally, nor did it highlight the concrete benefits of the platform. It was more an accumulation of information than a clear path to profile creation.
The new design
Per affrontare queste criticità, ho creato una nuova versione della pagina con un obiettivo chiaro: comunicare direttamente con i professionisti e guidarli senza intoppi nella creazione del profilo. La pagina inizia con una domanda accattivante: “Hai bici da vendere?” che tocca subito il punto. Da qui, il messaggio si sviluppa in sezioni ben definite.
I vantaggi includono: maggiore visibilità, trattativa diretta senza commissioni, e servizi extra come assicurazione e spedizione.
Per rispondere a queste criticità, ho progettato una nuova versione della pagina, guidata da un principio: parlare in modo diretto ai professionisti e accompagnarli senza frizioni verso la creazione del profilo. La struttura si apre con una domanda immediata – “Hai bici da vendere?” – che intercetta la motivazione primaria. Da qui, il racconto si sviluppa attraverso blocchi chiari.
Benefici come: maggiore visibilità, trattativa diretta senza commissioni, servizi aggiuntivi come assicurazione e spedizione. Video esplicativo: un contenuto multimediale che riduce i tempi di comprensione e rende l’offerta più accessibile. CTA coerenti: pulsanti “Crea profilo” posizionati nei momenti chiave della lettura, sempre visibili e mai ridondanti. Sezioni di approfondimento: area web personalizzabile, mappa con geolocalizzazione attiva, chiarezza sui costi e vantaggi fiscali. Il nuovo design bilancia chiarezza comunicativa e usabilità, permettendo all’utente di passare dall’interesse all’azione senza interruzioni.
Per rispondere a queste criticità, ho progettato una nuova versione della pagina, guidata da un principio: parlare in modo diretto ai professionisti e accompagnarli senza frizioni verso la creazione del profilo. La struttura si apre con una domanda immediata – “Hai bici da vendere?” – che intercetta la motivazione primaria. Da qui, il racconto si sviluppa attraverso blocchi chiari.
Benefici come: maggiore visibilità, trattativa diretta senza commissioni, servizi aggiuntivi come assicurazione e spedizione. Video esplicativo: un contenuto multimediale che riduce i tempi di comprensione e rende l’offerta più accessibile. CTA coerenti: pulsanti “Crea profilo” posizionati nei momenti chiave della lettura, sempre visibili e mai ridondanti. Sezioni di approfondimento: area web personalizzabile, mappa con geolocalizzazione attiva, chiarezza sui costi e vantaggi fiscali. Il nuovo design bilancia chiarezza comunicativa e usabilità, permettendo all’utente di passare dall’interesse all’azione senza interruzioni.
Results
After the release, the results showed a concrete and measurable change. The conversion rate of merchants and renters increased by 8.5 percentage points, rising from 15% recorded after the initial interventions of the hackathon to a solid 18.5% with the new Professional Profiles page. An increase that can be explained by the greater visibility of the CTAs and the clarity of the value proposition, which made the decision to create a profile more immediate. The load on sales agents also lightened: requests for support related to profile creation and management decreased by about one fifth.
The introduction of a more guided and self-explanatory flow made much of the previous "personalized tutorial" work that consumed time and resources unnecessary.
From the users' behavior perspective, the bounce rate of the page decreased by about 25%, a sign that professionals no longer abandoned immediately after landing, but found valid reasons to continue navigating. In parallel, the share of users completing registration during their first visit increased by 12%, a clear indicator of a smoother and more convincing path.
Together, these data tell a story of transformation: how a confusing and laborious page began to contribute to the platform's conversion, capable not only of attracting professionals' attention but also guiding them to service activation.
Conclusions
Questo progetto mi ha permesso di lavorare su due livelli: da un lato la diagnosi delle criticità, che ho documentato con un audit dettagliato; dall’altro la progettazione di un flusso narrativo e visivo più convincente.
La nuova pagina Profili Professionali è oggi un punto di ingresso chiaro e funzionale per i commercianti, capace di comunicare il valore di Bikeen in pochi secondi e di guidare in modo naturale verso la registrazione.
Bikeen: Professional Profiles Page (B2B)
How a confusing page was transformed into a clear and persuasive entry point, capable of increasing conversions and reducing the need for support.
Summary:
Results achieved:
New homepage and access flow dedicated to professionals, with clearer language and distinct calls to action.
Type of work:
navigation audit, UX analysis, interface prototyping with a B2B focus.
Delivery:
Redesign of the Professional Profiles page with navigation audit, definition of a narrative and visual flow aimed at professionals, and interactive prototyping focused on conversion.
Team:
Giacomo Dalia with the support of Bikeen representatives.
My role:
UX/UI Designer – gathering insights, defining pain points, and designing key flows and the interface.
Context:
Bikeen is an e-commerce platform dedicated to the world of bicycles, serving two different audiences: private individuals, who buy or rent, and professionals, who offer their vehicles or services. The Professional Profiles page was meant to be the entry point for merchants, but its original version failed to effectively fulfill this role. Instead, many users first landed on the How It Works section, intended for private individuals, and ended up confused.
The audit of the existing page
The first step of the project was a complete audit of the Professional Profiles page and the related navigation. Right from the start, a sense of disorientation emerged: those arriving on the page received no clear feedback about being in the right section. The header did not indicate the visited item, leading many users to click multiple times on the same menu item, unnecessarily reloading the page. An apparently trivial detail, but one that generates frustration and a perception of poor care.
Another critical aspect concerned the calls to action. The page should have had a simple and unequivocal goal – to encourage professionals to create a profile – but the call to action was not evident. Users faced descriptive texts and repeated buttons without logic, which did not build a visual hierarchy or a clear path to registration. This made the entire experience more confusing than persuasive.
Analyzing the overall structure, I noticed it was the result of successive layers rather than a coherent vision. The coexistence of two sections – How It Works and Professional Profiles – created a communication short circuit: both explained the service, but with different targets. Without an immediate distinction, many merchants ended up landing on How It Works, a page designed for private individuals, without understanding where to find the information most relevant to them. This architectural error not only slowed down the process but also jeopardized the conversion itself.
Internal orientation was also lacking. There was no breadcrumb or local anchoring system to indicate "where in the journey" one was. The result was a labyrinthine experience, where the user moved without reference points and without certainty of progressing towards the desired destination.
From a design perspective, the header was also poorly readable: the choice of a background that was too light did not clearly distinguish the menu items, reducing the visual impact of the brand and the clarity of navigation. This was compounded by misleading naming details, such as the menu item "Search" which actually opened the product category catalog instead of a search field, an inconsistency that broke user expectations, increasing the sense of disorientation.
Putting all these elements together, the overall impression was that of a page that failed to truly speak to professionals; it did not recognize them as a distinct audience nor guide them naturally, nor did it highlight the concrete benefits of the platform. It was more an accumulation of information than a clear path to profile creation.
The new design
Per affrontare queste criticità, ho creato una nuova versione della pagina con un obiettivo chiaro: comunicare direttamente con i professionisti e guidarli senza intoppi nella creazione del profilo. La pagina inizia con una domanda accattivante: “Hai bici da vendere?” che tocca subito il punto. Da qui, il messaggio si sviluppa in sezioni ben definite.
I vantaggi includono: maggiore visibilità, trattativa diretta senza commissioni, e servizi extra come assicurazione e spedizione.
Per rispondere a queste criticità, ho progettato una nuova versione della pagina, guidata da un principio: parlare in modo diretto ai professionisti e accompagnarli senza frizioni verso la creazione del profilo. La struttura si apre con una domanda immediata – “Hai bici da vendere?” – che intercetta la motivazione primaria. Da qui, il racconto si sviluppa attraverso blocchi chiari.
Benefici come: maggiore visibilità, trattativa diretta senza commissioni, servizi aggiuntivi come assicurazione e spedizione. Video esplicativo: un contenuto multimediale che riduce i tempi di comprensione e rende l’offerta più accessibile. CTA coerenti: pulsanti “Crea profilo” posizionati nei momenti chiave della lettura, sempre visibili e mai ridondanti. Sezioni di approfondimento: area web personalizzabile, mappa con geolocalizzazione attiva, chiarezza sui costi e vantaggi fiscali. Il nuovo design bilancia chiarezza comunicativa e usabilità, permettendo all’utente di passare dall’interesse all’azione senza interruzioni.
Per rispondere a queste criticità, ho progettato una nuova versione della pagina, guidata da un principio: parlare in modo diretto ai professionisti e accompagnarli senza frizioni verso la creazione del profilo. La struttura si apre con una domanda immediata – “Hai bici da vendere?” – che intercetta la motivazione primaria. Da qui, il racconto si sviluppa attraverso blocchi chiari.
Benefici come: maggiore visibilità, trattativa diretta senza commissioni, servizi aggiuntivi come assicurazione e spedizione. Video esplicativo: un contenuto multimediale che riduce i tempi di comprensione e rende l’offerta più accessibile. CTA coerenti: pulsanti “Crea profilo” posizionati nei momenti chiave della lettura, sempre visibili e mai ridondanti. Sezioni di approfondimento: area web personalizzabile, mappa con geolocalizzazione attiva, chiarezza sui costi e vantaggi fiscali. Il nuovo design bilancia chiarezza comunicativa e usabilità, permettendo all’utente di passare dall’interesse all’azione senza interruzioni.
Results
After the release, the results showed a concrete and measurable change. The conversion rate of merchants and renters increased by 8.5 percentage points, rising from 15% recorded after the initial interventions of the hackathon to a solid 18.5% with the new Professional Profiles page. An increase that can be explained by the greater visibility of the CTAs and the clarity of the value proposition, which made the decision to create a profile more immediate. The load on sales agents also lightened: requests for support related to profile creation and management decreased by about one fifth.
The introduction of a more guided and self-explanatory flow made much of the previous "personalized tutorial" work that consumed time and resources unnecessary.
From the users' behavior perspective, the bounce rate of the page decreased by about 25%, a sign that professionals no longer abandoned immediately after landing, but found valid reasons to continue navigating. In parallel, the share of users completing registration during their first visit increased by 12%, a clear indicator of a smoother and more convincing path.
Together, these data tell a story of transformation: how a confusing and laborious page began to contribute to the platform's conversion, capable not only of attracting professionals' attention but also guiding them to service activation.
Conclusions
Questo progetto mi ha permesso di lavorare su due livelli: da un lato la diagnosi delle criticità, che ho documentato con un audit dettagliato; dall’altro la progettazione di un flusso narrativo e visivo più convincente.
La nuova pagina Profili Professionali è oggi un punto di ingresso chiaro e funzionale per i commercianti, capace di comunicare il valore di Bikeen in pochi secondi e di guidare in modo naturale verso la registrazione.
Bikeen: Professional Profiles Page (B2B)
How a confusing page was transformed into a clear and persuasive entry point, capable of increasing conversions and reducing the need for support.
Summary:
Results achieved:
New homepage and access flow dedicated to professionals, with clearer language and distinct calls to action.
Type of work:
navigation audit, UX analysis, interface prototyping with a B2B focus.
Delivery:
Redesign of the Professional Profiles page with navigation audit, definition of a narrative and visual flow aimed at professionals, and interactive prototyping focused on conversion.
Team:
Giacomo Dalia with the support of Bikeen representatives.
My role:
UX/UI Designer – gathering insights, defining pain points, and designing key flows and the interface.
Context:
Bikeen is an e-commerce platform dedicated to the world of bicycles, serving two different audiences: private individuals, who buy or rent, and professionals, who offer their vehicles or services. The Professional Profiles page was meant to be the entry point for merchants, but its original version failed to effectively fulfill this role. Instead, many users first landed on the How It Works section, intended for private individuals, and ended up confused.
The audit of the existing page
The first step of the project was a complete audit of the Professional Profiles page and the related navigation. Right from the start, a sense of disorientation emerged: those arriving on the page received no clear feedback about being in the right section. The header did not indicate the visited item, leading many users to click multiple times on the same menu item, unnecessarily reloading the page. An apparently trivial detail, but one that generates frustration and a perception of poor care.
Another critical aspect concerned the calls to action. The page should have had a simple and unequivocal goal – to encourage professionals to create a profile – but the call to action was not evident. Users faced descriptive texts and repeated buttons without logic, which did not build a visual hierarchy or a clear path to registration. This made the entire experience more confusing than persuasive.
Analyzing the overall structure, I noticed it was the result of successive layers rather than a coherent vision. The coexistence of two sections – How It Works and Professional Profiles – created a communication short circuit: both explained the service, but with different targets. Without an immediate distinction, many merchants ended up landing on How It Works, a page designed for private individuals, without understanding where to find the information most relevant to them. This architectural error not only slowed down the process but also jeopardized the conversion itself.
Internal orientation was also lacking. There was no breadcrumb or local anchoring system to indicate "where in the journey" one was. The result was a labyrinthine experience, where the user moved without reference points and without certainty of progressing towards the desired destination.
From a design perspective, the header was also poorly readable: the choice of a background that was too light did not clearly distinguish the menu items, reducing the visual impact of the brand and the clarity of navigation. This was compounded by misleading naming details, such as the menu item "Search" which actually opened the product category catalog instead of a search field, an inconsistency that broke user expectations, increasing the sense of disorientation.
Putting all these elements together, the overall impression was that of a page that failed to truly speak to professionals; it did not recognize them as a distinct audience nor guide them naturally, nor did it highlight the concrete benefits of the platform. It was more an accumulation of information than a clear path to profile creation.
The new design
To address these issues, I created a new version of the page with a clear goal: to communicate directly with professionals and guide them smoothly in creating their profile. The page begins with an engaging question: "Do you have bikes to sell?" which immediately hits the point. From here, the message develops into well-defined sections. The benefits include: greater visibility, direct negotiation without commissions, and extra services such as insurance and shipping.
An explanatory video provides visual content that facilitates understanding and makes the offer more accessible. The calls-to-action are strategically placed: the "Create Profile" buttons appear at crucial moments in the reading, always in view but never intrusive.
There are also in-depth sections: a customizable web area, a map with active geolocation, and clarity on costs and tax benefits. The new design combines communicative clarity and usability, allowing the user to move from interest to action without obstacles.
Results
After the release, the results showed a concrete and measurable change. The conversion rate of merchants and renters increased by 8.5 percentage points, rising from 15% recorded after the initial interventions of the hackathon to a solid 18.5% with the new Professional Profiles page. An increase that can be explained by the greater visibility of the CTAs and the clarity of the value proposition, which made the decision to create a profile more immediate. The load on sales agents also lightened: requests for support related to profile creation and management decreased by about one fifth.
The introduction of a more guided and self-explanatory flow made much of the previous "personalized tutorial" work that consumed time and resources unnecessary.
From the users' behavior perspective, the bounce rate of the page decreased by about 25%, a sign that professionals no longer abandoned immediately after landing, but found valid reasons to continue navigating. In parallel, the share of users completing registration during their first visit increased by 12%, a clear indicator of a smoother and more convincing path.
Together, these data tell a story of transformation: how a confusing and laborious page began to contribute to the platform's conversion, capable not only of attracting professionals' attention but also guiding them to service activation.
Conclusions
This project allowed me to work on two levels: on one hand, diagnosing the critical issues, which I documented with a detailed audit; on the other, designing a more convincing narrative and visual flow. The new Professional Profiles page is now a clear and functional entry point for merchants, capable of communicating the value of Bikeen in seconds and guiding them naturally towards registration.