BICYCLE ROMA – Riding towards a smoother digital experience
Bicycle Roma is a bike rental and sales company based in Rome. The redesign project focused on giving the website a more dynamic, accessible, and mobile-friendly interface.
The goal was to make the browsing and booking experience faster, simpler, and more engaging, reflecting the brand’s passion for movement and sustainability.
Tools
Figma, Adobe Photoshop
Role
UI Design / UX Flow / Visual Direction
Year
2025
The Ask
Redesign the Bicycle Roma website to create a more modern and engaging online presence, focusing on a smoother navigation experience and improved usability across devices.
The Solution
I simplified the information structure and created a clean, mobile-first layout that highlights key services like rental, sales, and assistance. The new design uses dynamic visuals and clear CTAs to guide users through the experience.
The Challenge
The previous website lacked visual hierarchy and responsiveness. My challenge was to reorganize the content and design a modern interface that enhances usability while keeping the brand’s energetic and approachable spirit.
Designing the Ride
I started by analyzing the existing layout to identify usability issues and redundant sections.
From there, I developed new wireframes focused on mobile-first navigation, then translated them into high-fidelity mockups with a clean, modular design and consistent visual rhythm.
Old Website
New Website
Design Process - From Concept to Interface
I started by analyzing the existing layout to identify usability issues and redundant sections.
From there, I developed new wireframes focused on mobile-first navigation, then translated them into high-fidelity mockups with a clean, modular design and consistent visual rhythm.
Visual Identity - Shaping the Identity
The new visual language reflects Bicycle Roma’s personality — friendly, dynamic, and trustworthy.
The bright color palette and clean typography (Hind + DM Sans) evoke energy and movement, while rounded shapes and wide spacing ensure readability and flow.
Primary Colors
Secondary Color
Design System in Action
I created a small design system to maintain visual consistency across pages — including buttons, forms, cards, and navigation bars.
Each element adapts seamlessly to mobile view, ensuring a cohesive experience for every user.
Card Hover
Normal Card
Default and active button states
Results & Reflections
The redesign of Bicycle Roma resulted in a faster, more intuitive, and visually engaging website that reflects the brand’s energetic and approachable spirit. The new interface improves navigation, especially on mobile, and creates a more consistent user experience that guides visitors seamlessly through services like rental, sales, and assistance.
Beyond the visual improvements, this project was an opportunity to refine my approach to responsive design and mobile-first thinking. I learned how to adapt brand personality to a digital environment — translating movement and dynamism into visual language — while keeping usability at the center of every decision.
Working on Bicycle Roma also helped me strengthen collaboration with developers, ensuring that design components translated smoothly into implementation. It reinforced my belief that great interfaces are not just visually appealing, but also intuitive, scalable, and grounded in user needs.
