About the Brand

Christiania Bikes America brings the iconic Danish-designed cargo bike to U.S. customers with a focus on customization and quality. They needed a digital storefront that not only showcased their premium product line, but also educated users on build options and configurations.

My Role

As UX designer and Shopify strategist, I led the entire e-commerce build—structuring the site for clarity, flexibility, and product education:

• Conducted user research to drive navigation and configurator flows
• Built a custom “Build-a-Bike” experience powered by Shopify
• Organized product data, variants, and visual configurator components
• Designed responsive UI for desktop/mobile browsing and checkout
• Implemented product-focused storytelling to help buyers make informed choices

The Challenge

Launching a niche product like customizable cargo bikes required clarity and conversion:

• Educate buyers on cargo bike options
• Demonstrate configuration possibilities visually
• Build trust and inspire purchases
• Create a scalable Shopify e-commerce platform to support future growth

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The Solution

• Created an intuitive Shopify setup with a visual build process & clear variant selection
• Optimized product pages with high-quality images, technical details, and pricing clarity
• Structured the site for educational storytelling—highlighting features, material quality, and user benefits
• Integrated Shopify apps for site performance and visual consistency

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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.

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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.

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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 custom-configured and sold via the online Shopify tool in year one
• 30% boost in average time on site, showing stronger product engagement
• 100% increase in positive customer reviews, driven by improved UX and brand clarity

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Key Takeaways

Interactive product configurators on Shopify empower niche e-commerce brands. With strategic UX and clear content, Christiania Bikes America can educate users effectively and help them confidently configure high-value cargo bikes online.