For over 20 years, Transition Bikes has been a trusted name in the mountain biking community, building high-performance bikes designed for everything from casual weekend rides to professional downhill competitions. With a reputation for durability and versatility, their bikes are built to handle any trail. Transition Bikes operates primarily as a B2B company, manufacturing and distributing their products through authorised dealers

around the globe.

This project was self initiated, however I tasked myself with reviewing the website design and applying UX/UI principles to streamline and enhance the user journey. I also introduced features that would enable a future transition to a D2C model, allowing customers to purchase products directly from the website and have them shipped to their location.

The main objective for the first phase was to simplify the website’s UX/UI, improving navigation and creating a more seamless user experience, ultimately driving higher engagement and increasing product page click-through rates.