Pulse Fatbike: Website Design for a Dutch Fatbike Dealer
The company is launching a new product directly to consumers — a fatbike, essentially an e-bike resembling a scooter. The product is positioned as a premium offering, similar to Apple in the smartphone world, featuring unique design, high quality, and an extended warranty.
The target audience includes active individuals aged 16 to 26 who love adventures and fun, and are ready to spontaneously go for a picnic outside the city or to a party.
Pulse Fatbike is a business in the Netherlands with 700 dealers across the country. It sells scooters and e-bikes. The company has traditionally operated under a B2B sales model, working through its dealer network.
We aimed to analyze market competitors and create a competitive website for selling fatbikes. Additionally, we improved the site structure based on the client’s unique selling proposition (USP) and marketing formula.
Fatbikes provide a source of joy, giving riders exciting moments of pleasure. The technologies that enable such products bring the future closer, blending sustainability with urbanism. Therefore, the client’s USP is an urban solution for modern people. The fatbike is the energetic heartbeat of adventures. It becomes a reliable companion, energizing and igniting a passion for exploration.
Our idea involved creating an animated gradient resembling a cardiogram. We used a vivid gradient to highlight elegance and luxury. Rows of the gradient reflect, adding dynamism, depth, and energy to the content. The gradient can pulse during scrolling or remain statically pulsating.
We implemented the STAR-CHAIN-HOOK sales model on the homepage. The Star represents the USP, the Chain includes reasons to buy and benefits for the client, and the Hook is the call to action. The main screen features an engaging video motion that showcases the product and its features. This video immediately grabs and holds attention, with an option to pause using a convenient, pulsating pause button.
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