Handsome Cycles Case Study

Handsome Cycles


UX Design
UI Design
Art Direction

What was the problem?

Handsome Cycles is a no-bullshit, quality-made bike company based in Minneapolis, MN. In 2016, they were ready to expand their retail experience to a DTC offering nationwide. There was only one problem: how do you communicate the exhilarating thrill of riding a well-built bike through a digital-only experience?

What did I do?

I worked with the great team at KNOCK to develop a story about the quality of a Handsome Cycle. What components were they using in their bikes? What kind of steel do they use? Why does it matter? The website serves as a portal to convert everyday people into riders by helping them understand not only bicycles but the culture of biking. I sought to remove the stigma that biking is just for elitists. To do that, we had to communicate what makes a Handsome Cycle tremendous, but also go a layer deeper and provide simple maintenance tutorials and culture guides to deepen their understanding of bike ownership.


increase in organic traffic to website


Increase in sales of new bikes online


Increase in parts & accessories sales through Amazon Integration


Increase in add to cart rate across categories


Increase in newsletter signups


Success rate in transfering accounts from old site

UX Design

When building the Handsome site, we had to take into account parts, accessories, synced inventories across multiple platforms, resources with tutorials and videos, and much much more. The UX process was focused on how to arrange content so that it not only offered value to prospective customers, but also supported our #1 goal: to sell bikes.

Handsome Cycles UX Design Mobile
Design System+

The initial brandmark was designed by Jason Miller. His stuff is great, look him up. I expanded the work into a full design system including: buttons, forms, controls, typography, and colors.

I also concepted and art directed the product photoshoot. Highlights below.

Handsome Cycles Design and Style
Handsome Cycles Lookbook Example
UI Design

Handsome’s mission is bikes for everyone; the website had to reflect this. Through clean layouts featuring huge, impactful photography of the bikes and bold swashes of color throughout, the site demystified the bike buying process in an exciting, memorable way.

Handsome Cycles Mobile Screen Lifestyle Hero
Handsome Cycles Mobile Screen Devil Graphic
Handsome Cycles Mobile Screen Navugation Menu
Handsome Cycles Mobile Screen She Devil
Handsome Cycles Mobile Screen Lifestyle Grid
Handsome Cycles Mobile Screen Hero
Handsome Cycles Mobile Screen How Tos
Handsome Cycles Mobile Screen Shop All Bikes
Handsome Cycles Design and Style
Handsome Cycles Design and Style
Handsome Cycles Design and Style

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