Virtue Electric Bikes

Shopify Web Design · Web Development

[ SCOPE OF WORK ]

Web Design · UX Design · UI Design

[ INDUSTRY ]

Electric Bikes · Premium Retail

[ YEAR ]

2023

[ Overview ]

Virtue Electric Bikes is a premium UK e-bike retailer with a philosophy that sets it apart from the crowded online cycling market: rather than offering endless choice, it offers the right choice. Kalkhoff, Reise & Müller, Moustache, Gazelle, Raleigh — a carefully curated range of high-quality brands selected for comfort, reliability, and real-world performance, backed by expert advice and support that continues long after the sale.

The brief to us was for design only — we weren't touching the brand and we weren't doing the development. What Virtue needed was a Shopify design that finally did justice to the quality of the product range and the considered philosophy behind the curation. A site that felt as premium as the bikes it sold. An experience that guided a customer through a technically complex, high-consideration purchase without overwhelming them — and that communicated the warmth and expertise of an independent specialist in every layout decision.

We designed and built the complete Shopify store — from information architecture and UX to custom theme development and multi-brand collection templates.

[ Client ]

Virtue Electric Bikes

[ Website ]

Live Site

[ Project Goals ] Design a Shopify store that communicates Virtue's curation philosophy — fewer, better choices, selected with genuine expertise — and guides a customer through a high-consideration e-bike purchase with clarity and confidence at every step.

An e-bike is not an impulse purchase. A customer researching their first Reise & Müller or comparing Kalkhoff models is investing significant time before they invest significant money. The design had to support that research journey: making the product range navigable by category and brand, communicating the technical detail that serious cyclists need, and building the kind of trust that gets a customer from browsing to booking a test ride.

Everything needed to feel premium without feeling cold. Virtue's point of difference is human — clear advice, no pressure, genuine expertise. The design had to carry that quality into every page, every product card, every collection layout, even when there was no human in the room to deliver it.

[ Project Scope ]

We were engaged for web design only — UX and UI across the full store, handed to the development team with full Figma documentation.

UX research — understanding how e-bike buyers research, compare, and purchase across a multi-brand, multi-category range
Information architecture — structuring the catalogue by category (Leisure, Folding, Cargo/Trike, Mountain) and by brand (Kalkhoff, Reise & Müller, Moustache, Gazelle, Raleigh, UTO) without creating a confusing double-entry navigation
Conversion flow mapping — from homepage to category to brand to product to test ride booking
Category landing pages — distinct design for each bike type, communicating who each category is for before a visitor has seen a single product
High-consideration product page design — technical specification, imagery, range variants, and trust signals structured for a customer making a £1,000–£10,000+ purchase decision
Servicing page — communicating ongoing after-sales care as a brand differentiator
About page — bringing Virtue's human philosophy into the digital experience

[ Challenges ]

Designing a premium e-bike store that earns trust for a four-figure purchase — without a developer in the room and without touching the brand. Here's what that required.