Swifty Scooters site
At Swifty Scooters, I concentrated on conducting user research to evaluate the website's usability, accessibility, and content structure, while also analyzing the UX/UI aspects of our email marketing strategies. Additionally, I undertook UI design and improvements for our Shopify site and marketing campaigns.
Through thorough review and redesign of these elements, the aim was to increase site traffic and customer engagement and increase conversation from 'exploring' and 'understanding' the products on offer, to transaction - the purchase of a product.
The Challenge
Swifty Scooters is a UK-based company founded in 2010 by Jason and Camilla Iftakhar in Manchester, dedicated to designing high-quality adult kick and electric scooters. Positioned as a stylish and practical alternative to bicycles, their scooters were built for urban commuting and adventure, blending sleek aesthetics with robust performance.
Their flagship model, the SwiftyONE, stood out as one of the first premium folding scooters for adults, equipped with large pneumatic tyres for a smooth ride on mixed terrain. The product range later grew to include the SwiftyAIR, designed for off-road use, and the SwiftyGO electric scooter series.
Swifty built a strong brand through partnerships with leading names like The Conran Shop and Paul Smith, and their scooters gained popularity among celebrities such as Kate Hudson and Matt Bellamy, helping the brand earn international acclaim in the micromobility space.
Evaluative Research Objectives for Swifty Scooters
Heuristic Review - Website Usability
Check how easily users browse, find info, and complete purchases—especially on mobile.
Competitor Analysis
Review competitions in the adult and children's scooter market and undertake heuristics review of content strategies.
Identify Checkout Issues
Spot drop-off points in the Shopify checkout and uncover barriers like payment or shipping friction.
Evaluate Product Pages
Assess if pages clearly show value, build trust, and support buying decisions for key models.
Measure User Trust
Test how reviews, policies, and design impact trust and confidence in the brand.
Assess Marketing Campaigns
Gauge if ads and content attract the right audience and drive quality traffic and leads.
Understand Motivations & Barriers
Learn why customers buy or hesitate—style, sustainability, price, or delivery?
Explore Brand Perception
Check if users connect with Swifty’s premium, urban, and eco-conscious identity.
Drive Site & Campaign Improvements
Use insights to refine site design and marketing based on real user needs.
01
Heuristic Reviewing Desktop
At Swifty Scooters, the client sought a designer to enhance website traffic. In my capacity as a designer, the project objective involves employing research techniques to incorporate contemporary design protocols. The overarching goal is to revitalize the website and redesign email marketing initiatives strategically, fostering increased user engagement and encouraging follow-through. Using heuristic reviewing as a start.
02
Heuristic Review Mobile
At Swifty Scooters, the client sought a designer to enhance website traffic. In my capacity as a designer, the project objective involves employing research techniques to incorporate contemporary design protocols. The overarching goal is to revitalize the website and redesign email marketing initiatives strategically, fostering increased user engagement and encouraging follow-through. Using heuristic reviewing as a start.
03
Competitive research and KPI'S
At Swifty Scooters, the client sought a designer to enhance website traffic. In my capacity as a designer, the project objective involves employing research techniques to incorporate contemporary design protocols. The overarching goal is to revitalize the website and redesign email marketing initiatives strategically, fostering increased user engagement and encouraging follow-through.
04
Personas and User stories
At Swifty Scooters, the client sought a designer to enhance website traffic. In my capacity as a designer, the project objective involves employing research techniques to incorporate contemporary design protocols. The overarching goal is to revitalize the website and redesign email marketing initiatives strategically, fostering increased user engagement and encouraging follow-through. Using heuristic reviewing as a start. Getting to know the user helps encourage this.
05
The Bottom
At Swifty Scooters following conducting research we now know the direction we need to follow regarding redesign.
