Cowboy

ProjectFocus

Retail+eCommerce
Software+Technology

Cowboy

/ Overview

cowboy.com — Elevating a luxury ebike website to match its brand’s elegance.

User Experience Design
Content Strategy
Visual design
Copywriting
Technical discovery and development
Quality assurance testing
Project management

View live site

Challenge

Cowboy ebikes are the future of the ride: electric, with intuitive technology so riders spend less time navigating and more time enjoying the moment. They embody everything an ebike ride should be: sleek, calming, and more than anything, freeing.

The problem was Cowboy’s digital experience reflected a past version of the brand — it was bright, colorful, whimsical, and youthful. Cowboy wanted an updated site that highlighted its maturation alongside the ideals its new lineup of ebikes represented.

Approach

We worked with Cowboy to craft an elevated digital brand experience that showcased its new ebikes as works of art designed to bring forth true freedom of movement.

Our vision was to craft a gallery-like site that showed off the beauty of the bike and the intelligence of its design and function, ultimately inspiring site visitors to believe anywhere was possible with Cowboy.

BASIC/DEPT®

/ Strategy

IMMERSION & SYNTHESIS

Ebikes are luxury items, but competitors only focus on the specs and tech of their products. They’re missing out on one important aspect: the human element. People have been stuck at home for the last few years, and crave an escape from their indoor routine.

We knew we could differentiate Cowboy by answering the call to break free. Create irrational desire around the ebike lifestyle, and demonstrate to site visitors that Cowboy ebikes were the freedom machines they dreamed about.

BASIC/DEPT®

/ Design

EXPERIENCE DESIGN / “A DARE TO BREAK FREE”

We wanted to evoke the same level of freedom to explore that riders felt on the open road. So we crafted Cowboy’s new site in the brand’s spirit of unrestricted exploration.

USER EXPERIENCE / MOTION GRAPHICS

Embodying the ride through a seamless user journey.

We used animations and motion throughout the site to capture the intuitive connection between rider and ebike. Our goal was to get visitors into the mindset of what riding a Cowboy felt like via a seamless site experience, whether viewed on desktop or mobile.

WEBSITE / PDP DESIGN

Building a world for every rider.

Each Cowboy ebike spoke to a specific person; we wanted to build the world of each audience into the site, inspiring visitors to envision which bike fit perfectly into their lifestyle.

PRODUCT / 3D DESIGN

Exhibiting the ebike’s beauty.

To emphasize the craftsmanship of the Cowboy, we enlisted First Things Studio, one of the best digital design and animation studios in the business, to create 3D models. The result was incredibly detailed product renders that showcased the ebike’s premium aesthetic, down to the handlebar texture.

01/04

DragDragDrag

CONTENT / EDITORIAL EXPLORATION

Creating moments to explore the finer details.

We designed interactive and editorial moments within the site for visitors to look deeper at Cowboy ebikes, giving them the power to view the beauty of the models at macro and micro levels.

Showcasing the intelligence of the companion app.

We highlighted the companion app through a series of previews that showed how the app was more than just a navigator for Cowboy riders; it was an intuitive connection between the rider and their ebike.