We’re back with another monthly UX deep-dive!
Every month, our UX designer Tom picks a real website and gives it the full Limely treatment. No client brief, no formal pitches… just pure design thinking, UX problem-solving and a whole lot of fun. This month, we’re shifting gears and looking at Atherton Bikes, a brand known for high-performance, precision-engineered mountain bikes. Their bikes are serious pieces of kit and when a product is that good, the website experience needs to match. Naturally, Tom was more than up for the challenge.
What we noticed about the original site
Before diving into design changes, Tom took time to properly explore Atherton’s product display pages (PDPs) as they are one of the most important aspects of a website. While the site has all the right ingredients, the product pages don’t do their bikes justice. In fact, the current layout doesn’t actually feel like a traditional product page at all, which makes the buyer journey harder than it needs to be.
One of the first things that stood out was the page hierarchy; The title, description and pricing don’t have much structure, which makes the product identity feel unclear. For a high-end, technical bike, this is a big deal as users need instant clarity in order to feel reassured. The configuration options also felt disconnected from the rest of the page. They’re there, but not presented as a cohesive part of the buying process. As their product is fully customisable, the page should make that feel obvious, intuitive and an exciting part of the ecommerce journey.
The Fit Calculator is a great idea, but the execution is clunky. Having to scroll far down the page to find it disrupts the natural flow of the user journey and the lack of a clear primary CTA leaves users confused about what the next step should be. Even if users can’t purchase directly online, they still need a confident next step. While Atherton’s reputation speaks for itself, the absence of prominent trust signals means the page isn’t reinforcing that credibility. All in all, there’s huge potential here it just needs tightening up so Atherton Bikes can reach their full potential.
Designing with serious riders in mind
Atherton Bikes’ audience is incredibly clear; Riders who know exactly what kind of bike they want, or at the very least, what riding style they’re looking for. They’re technical, they’re informed, they know the difference between frame builds, travel and component options and they expect a product page that respects that level of knowledge. That’s why the product page needs to deliver clarity, detail and confidence, fast.
Here’s what we changed & why
1. Improved Page Hierarchy
The first step was restructuring the top of the page so it actually feels like a product page. The bike name, headline features and pricing are now clearly defined and positioned with logical visual hierarchy. Users instantly understand what they’re looking at, why it’s special and where to focus next. Highlighting key features earlier means riders instantly understand the product value, without having to scroll.
2. Simplified Product Configuration
The custom options were too visually separated from the main content, so we reworked them into a structured, easy-to-follow configuration panel directly beneath the product details. Each option is now clearly grouped, visually connected and intuitive to select. The page finally communicates that the bike is custom-built, not a one-size-fits-all model and demonstrates the bespoke and premium nature of the products.
3. Redesigned Fit Calculator
Instead of burying such an important tool halfway down the page, we added it as an expandable section right next to the configurable options. The language has been simplified, the fields cleaned up and the overall interaction improved so riders can find their fit quickly without disrupting their flow.
4. A Clear Primary CTA
Even though Atherton doesn’t sell directly online, users still need a destination. So we introduced a bold, unmissable ‘Enquire Now’ CTA that appears immediately after the configuration elements. Now, riders have a clear next step and the brand gets a higher-quality pipeline of qualified leads.
5. Improved Page Navigation
The technical content further down the page is excellent, but there’s a lot of it. To prevent endless scrolling, we added simple anchor links at the top, letting users jump straight to sections like Specs, Reviews, Features or FAQs. This instantly upgrades usability, especially for riders comparing technical details.
6. Social Proof & Trust Elements
For a high-performance, premium bike, credibility is everything. We added space for athlete endorsements, reviews, awards, expert quotes or engineering certifications where relevant. It reassures customers that they’re not just buying a bike… they’re buying into a proven, trusted performance culture.
7. Availability & Lead Times
Custom builds naturally come with questions like how long does it take? What happens after submitting a quote? When will my bike be ready? We added a clear section outlining the process from quote to build to delivery to reduce uncertainty and give users confidence before taking the next step.
The key takeaways
Sometimes a product page doesn’t need a complete overhaul, it just needs refinement, clarity and a little design logic. Atherton Bikes already have an incredible product range, but the UX needs to communicate that quality with confidence and ease. By focusing on hierarchy, configuration, navigation and trust, the page now feels more intuitive, premium and aligned with how real riders actually shop for a high-performance bike.
We’ll be continuing this UX redesign series every month, picking a real ecommerce site and showing how thoughtful UX design can completely transform the customer experience. Got a site you think we should take a look at? Send it our way! And if you’re wondering what a full Limely-designed UX could do for your own site, you know where we are. And it doesn’t matter whether your existing site is built on Shopify, Magento, Hyvä or something else, we can wave our magic wands on any ecommerce platform.
