Case Study: Carbon Drive Website Redesign
Case Study
Overview
Carbon Drive expanded its belt-drive technology from bicycles into scooters, motorcycles, and fitness equipment. However, the website architecture still reflected a single-product business, making it difficult for users across new markets to find relevant information. Outdated visuals and inconsistent branding further weakened clarity and credibility.
My Role
UI/UX Designer — Website Redesign Lead
Defined three primary user types to guide the redesign
Restructured information architecture from product-based to market-based navigation
Designed 20+ responsive pages across desktop and mobile
Developed updated web-specific branding elements in collaboration with the creative team
Synthesized limited content (white papers, testimonials, brochures) into structured, user-friendly web experiences
Key Design Decisions
The most significant shift was reorganizing the site around market pathways rather than individual products.
Users approach Carbon Drive through their application (bike, scooter, fitness equipment), not through internal product categories. Aligning navigation with user intent reduced friction and created a scalable structure for future expansion.
Process Highlights
Identified three core user groups:
Existing active customers seeking product support
Prospective customers comparing belt drives to chains
Curious visitors exploring the technology
Audited and consolidated fragmented content sources
Simplified navigation hierarchy and improved mobile accessibility
Iterated wireframes to prioritize clarity, scannability, and brand consistency
Impact
Expanded site architecture to support four markets instead of one
Replaced a product-centric structure with a scalable market-based framework
Redesigned 20+ responsive pages to improve accessibility and clarity
Simplified primary navigation to better align with user intent
Established updated web branding standards to guide future digital efforts