Digital · 2024
Orbit Supply
A parts shop whose customers knew more about the products than the site did.
- Client
- Orbit Supply Co.
- Sector
- Cycling
- Year
- 2024
- Scope
- Information architecture, Interface design, Motion system, Photography direction
The brief
Orbit sells nine thousand parts to people who arrive knowing the exact spec they need. The old store buried compatibility three clicks deep and lost the sale to a forum thread.
The brief was speed of certainty, not decoration.
The move
Compatibility moved to the top of every product page, stated as a sentence rather than a table, with the fit warning treated as brand voice instead of an error state.
Motion was cut back to one job: confirming that a filter had taken. Nothing on the site animates for atmosphere, so the one thing that moves is always the thing that changed.
Returns dropped because people stopped guessing. That is the only metric I cared about.
31%
Fewer returns from fitment errors
22%
Higher conversion on part pages
9k
Products migrated into the new architecture
What we made
- 01Information architecture for 9,000 parts
- 02Product and filter interface design
- 03Motion specification
- 04Photography direction
- 05Voice guide for fit and warning copy