Multi platform UX

Designing for an End-to-end rider experience

COMPANY

Ruroc

ROLE

UX Designer

EXPERTISE

Digital Product Design

E-commerce Optimisation

Ecosystem Strategy

YEAR

2021

Multi platform UX

Designing for end-to-end rider experience

COMPANY

Ruroc

ROLE

UX Designer

EXPERTISE

Digital Product Design

E-commerce Optimisation

Ecosystem Strategy

YEAR

2021

Multi platform UX

Designing for end-to-end rider experience

COMPANY

Ruroc

ROLE

UX Designer

EXPERTISE

Digital Product Design

E-commerce Optimisation

Ecosystem Strategy

YEAR

2021

The Connected Rider Experience

Ruroc is a direct-to-consumer helmet brand known for bold engineering and striking designs. As the brand matured, it needed to elevate its digital experience and connect with customers beyond transactional ecommerce.

My Role

Senior Designer

My work focused on extending Ruroc’s customer journey — from discovery and purchase to post-ride engagement — through innovative digital products, data-led design decisions, and touchpoint experimentation.

My Role

Senior Designer

My work focused on extending Ruroc’s customer journey — from discovery and purchase to post-ride engagement — through innovative digital products, data-led design decisions, and touchpoint experimentation.

My Role

Senior Designer

My work focused on extending Ruroc’s customer journey — from discovery and purchase to post-ride engagement — through innovative digital products, data-led design decisions, and touchpoint experimentation.

Key Projects

Chain App

Led the UX and design strategy for the Ruroc Chain App, defining the core use cases, communication flows, and community features.

E-commerce UX Improvements

Created solutions to build confidence and clarity into the sizing flow, reducing guesswork and helping users find their best fit before ordering.

Connected Product

Concept aimed to transform each helmet into a long-term interactive touchpoint — blending physical product with digital ownership and support.

Key Projects

Chain App

Led the UX and design strategy for the Ruroc Chain App, defining the core use cases, communication flows, and community features.

E-commerce UX Improvements

Created solutions to build confidence and clarity into the sizing flow, reducing guesswork and helping users find their best fit before ordering.

Connected Product

Concept aimed to transform each helmet into a long-term interactive touchpoint — blending physical product with digital ownership and support.

Key Projects

Chain App

Led the UX and design strategy for the Ruroc Chain App, defining the core use cases, communication flows, and community features.

E-commerce UX Improvements

Created solutions to build confidence and clarity into the sizing flow, reducing guesswork and helping users find their best fit before ordering.

Connected Product

Concept aimed to transform each helmet into a long-term interactive touchpoint — blending physical product with digital ownership and support.

Chain App

Designed to move beyond hardware and build rider communities. I led the app’s UX and design direction

Challenge

Title

Title

Traditional helmet intercom systems were expensive and clunky. Ruroc wanted to innovate by launching a VoIP-based rider communication app to replace costly bike radios and introduce digital brand presence in riders’ daily routines.

Impact

Post-sale engagement

Designed onboarding for linking website activity to rider profiles

New marketing channel

Riders would invite their friends to join the app for communication, often this was the audience the brand was trying to reach

Customer Portal

The Chain app became not just a tool, but a core touchpoint in the brand’s digital ecosystem, extending Ruroc’s presence from product to platform.

Impact

Post-sale engagement

Designed onboarding for linking website activity to rider profiles

New marketing channel

Riders would invite their friends to join the app for communication, often this was the audience the brand was trying to reach

Customer Portal

The Chain app became not just a tool, but a core touchpoint in the brand’s digital ecosystem, extending Ruroc’s presence from product to platform.

Impact

Post-sale engagement

Designed onboarding for linking website activity to rider profiles

New marketing channel

Riders would invite their friends to join the app for communication, often this was the audience the brand was trying to reach

Customer Portal

The Chain app became not just a tool, but a core touchpoint in the brand’s digital ecosystem, extending Ruroc’s presence from product to platform.

Website UX

Correct sizing is a core issue when purchasing online

Original

High return rates and friction

Lack of feedback or links to further information

Title 2

Working with pilots, flight dynamics experts, I was tasked with designing a modular interface that would be used to test future flight scenarios

Original

High return rates and friction

Lack of feedback or links to further information

Title 2

Working with pilots, flight dynamics experts, I was tasked with designing a modular interface that would be used to test future flight scenarios

Original

High return rates and friction

Lack of feedback or links to further information

Title 2

Working with pilots, flight dynamics experts, I was tasked with designing a modular interface that would be used to test future flight scenarios

Considerations

Additional fit criteria

The new flow included tailored inputs such as head shape, cheek size, and the customer’s current helmet brand and size.

Additional resources

The output surfaced visual guides, video explainers, and fitment tips to support decision-making.

Considerations

Additional fit criteria

The new flow included tailored inputs such as head shape, cheek size, and the customer’s current helmet brand and size.

Additional resources

The output surfaced visual guides, video explainers, and fitment tips to support decision-making.

Considerations

Additional fit criteria

The new flow included tailored inputs such as head shape, cheek size, and the customer’s current helmet brand and size.

Additional resources

The output surfaced visual guides, video explainers, and fitment tips to support decision-making.

Results

A/B Testing

The designs were A/B Tested using Convert platform resulting in clear improvements and new versions being made live.

Reduced CX load

This resulted in reduced CX sizing support tickets and improved conversion.

+10% Sales increase

Results

A/B Testing

The designs were A/B Tested using Convert platform resulting in clear improvements and new versions being made live.

Reduced CX load

This resulted in reduced CX sizing support tickets and improved conversion.

+10% Sales increase

Results

A/B Testing

The designs were A/B Tested using Convert platform resulting in clear improvements and new versions being made live.

Reduced CX load

This resulted in reduced CX sizing support tickets and improved conversion.

+10% Sales increase

Digital Product Strategy

My work at Ruroc spanned from e-commerce optimisation to mobile app design and connected product concepts.

By aligning physical product design with digital services and customer needs, I helped define a broader digital product strategy that extended the brand beyond the point of sale.

The goal was to create a cohesive, end-to-end experience that connected riders with the brand before, during, and after the ride.