Brand-led product showcase
Layouts that give products space and atmosphere without sacrificing browsability.
Segway cover
Segway
Designing a premium e-commerce experience for the European website of a global mobility brand.
Overview
Segway's European e-commerce had to do two jobs that pull in opposite directions: present products with the space and atmosphere of a premium brand, and let people compare and buy across consumer, professional, and enterprise lines without getting lost. Confidentiality limits the visuals here, so the text focuses on how I approached the problem.
Goals
Multi-category navigation
Help users orient across consumer, professional, and enterprise product lines.
Commercial usability
Make exploration, comparison, and purchase easier to complete.
Two rhythms, deliberately
Two rhythms, deliberately
Averaging the two jobs produces pages that do neither: a showcase too dense to breathe, a shop too vague to use. The design keeps two distinct rhythms instead. Brand and product-story pages get space, large imagery, slow pacing. Category and purchase views get density, comparison, speed. The cost is discipline: every new page type needs a clear answer about which mode it belongs to, or the system drifts back into the mush it was built to avoid.
Case study gallery
Case study gallery
Case study gallery
Outcome
One experience where moving from inspiration to purchase doesn't feel like switching websites. The premium tone survives contact with the shopping cart, which in this category is where it usually dies.