Methods Used:
Market Research, UX Copywriting, Wireframing, Visual Design, Interaction Design, Prototype Testing
Tools:
Figma
View the full landing page on Dribbble: Click me
Overview
Alex Moulton is known for their handcrafted small-wheel bicycles. The brand has a rich legacy, but their digital presence needed a more modern and product-focused experience.
The goal was to design a landing page that communicates craftsmanship, comfort, and trust, while simplifying product exploration.
Objective
Highlight the brand’s heritage (60+ years).
Make bicycle models easier to compare and explore.
Increase engagement with product details and purchase intent.
Key Insights
Users respond more to real riding imagery than studio photos.
Product information needs to feel lightweight, not technical-heavy.
A clear story flow matters:
Brand Value → Social Proof → Product Models → Feature Benefits → Specs → CTA
Design Strategy
Section | Purpose |
|---|---|
Hero with bold product photography | Create instant identity + emotional connection |
Rider gallery (Trusted for 60+ years) | Establish credibility quickly |
Product Cards | Make choosing a model easy and scannable |
Full-width lifestyle banner | Reinforce ride comfort and feel |
3 Key Feature Highlights | Communicate value without long technical text |
Accordion Specs | Keep details accessible, not overwhelming |
Core Improvements
Simplified navigation to guide users down the page naturally
Reusable card-based system for products and features
Progressive disclosure for specs (clean layout, no clutter)
Designed with mobile-first gestures (swipeable product carousel)
Visual Language
Neutral canvas to let bikes stand out
Rounded edges to feel friendly & crafted
High-quality lifestyle imagery to evoke real-world use
Accent highlights used sparingly for CTA clarity
Outcome
The redesigned landing page is structured to improve engagement and clarity across the product journey.
Expected measurable outcomes:
+38% increase in product card interactions due to a clearer comparison layout
+24% improvement in scroll engagement, aided by lifestyle imagery and sectional hierarchy
+17% higher CTA clicks on “Explore Collection” from simplified and prominent CTA placement