About the Brand

Founded by Peter James, Christiania Bikes America brings Danish-engineered cargo bikes to the U.S. market. The brand needed a dedicated digital experience—beyond a generic site—to showcase customizable options and support direct sales.

My Role

As UX designer and e-commerce strategist, I led a robust digital build:

• User research and persona development
• UX/UI design for bike configuration tool
• Shopify website architecture and build
• Content strategy and SEO basics
• Google Analytics setup and performance optimization
• Ongoing vendor & app integration coordination

The Challenge

Christiania cargo bikes have unique configurations and features, making it challenging to educate and convert visitors. They needed:

• An intuitive configurator experience for complex products
• Scalable Shopify infrastructure
• Clear product navigation across multiple bike models
• Strong brand presentation to match premium status  

‍

‍

The Solution

• UX Research & Wireframes - Created personas, journey maps, and sitemap to define flows and showcase bike variations.  

• Interactive Build-a-Bike Configurator - Developed a visual tool allowing users to select frame, color, accessories, and e-drive options—all embedded in the Shopify product page.

• Shopify Build & App Integration - Customized product templates with variant picker, pricing updates, and dynamic inventory. Integrated essential Shopify apps to support analytics, optimize site health, and improve UX.  

• Visual Storytelling & Content - Used high-quality photography, GIFs, and embedded video to highlight each bike model. Focused on clear messaging of functionality, durability, and customization options.

‍

‍

Through in-depth user research and competitor analysis, we identified key pain points and opportunities for improvement. This informed our design and development process. We chose Shopify as the foundation for the website due to its robust e-commerce capabilities and flexibility.

‍

‍

‍

A core component of the project was the development of a custom product configurator. This interactive tool empowered customers to design their ideal cargo bike by selecting from a wide range of options, including frame size, color, accessories, and electrical components. To enhance the user experience, we implemented a clear and intuitive navigation system, allowing customers to easily explore different bike models and configurations.

‍

‍

To ensure a visually compelling and engaging website, we incorporated high-quality product photography and videos. The design aesthetic reflected the brand's identity while prioritizing user experience and functionality.

The Results

• 233% increase in online sales within 6 months of launch  
• Over 10 cargo bikes configured & sold via the online tool in year one  
• 30% increase in average time on site, indicating improved engagement  
• 100% increase in positive reviews, thanks to better UX and brand clarity

‍

Key Takeaways

Developing interactive configurator tools for specialty products can vastly improve conversion rates. Combining strategic UX design, Shopify expertise, and brand-aligned content supports both customer education and sales growth.

‍