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Honda Motorcycles
Choosing a motorbike is a high-consideration decision with a lot of variables.
Licence type, riding style, experience level, intended use. Without guidance, users were left to navigate a complex product range alone, creating uncertainty and drop-off before reaching a purchase decision.
If we could surface the right questions in the right order, we could guide users to a confident bike recommendation and increase the likelihood of them moving into the configuration journey.
We started with user research, conducting and leading interviews with a range of riders, from beginners learning their licence requirements through to experienced riders looking for their next bike. This gave us a clear picture of the different needs, mental models and decision-making processes across user types.
Working closely with a content designer, we translated these insights into a set of structured questions covering licence type, riding purpose, road preference and physical fit. I then designed the look, feel and question order of the tool, collaborating with stakeholders to refine the layout and styling before moving into prototyping.
The prototype was tested with users to validate the flow and surface further improvements before handover to development.
In the first month after launch, the tool showed strong engagement through the guided journey, with near-perfect completion rates across every question step.
