Design & Video


Visual elements have the strongest conversion rate from visitor to customer in any industry sphere. With that in mind, having a short 30-second homepage video demonstrating the functionality of this service allows for more precise and direct sales to potential customers.

Video


The goal of this video is to showcase the new service and its benefits to current STONE residents, especially if they commute to work via public transportation.


The video was shot with an iPhone 13 and edited in Adobe Premiere. The editing was done in a format similar to an ad, showcasing both the user, scenario and location.

Design


The final design is simple, resembling the structure of CitiBike and visually similar to the Lime landing page, to appropriately accommodate the target user demographic.

Style Guide

Typography


TT Hoves is the font used across all the other webpages on the STONE website due to its unique corporate style. It is visually similar to Helvetica, which is widely used for the purpose of being universal.

Color


The color palette uses neutral dark tones with a bold blue accent to reflect STONE’s professional yet modern identity, creating a balanced contrast similar to visual design seen in urban areas.

Iconography


These types of icons are often used in eco-friendly adverts to convey a friendly and welcoming image, which helps soften overall presentation of this new service to STONE residents.

Aa

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!-+=?

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!-+=?

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!-+=?

Soft Dark Grey

24262F

36 38 47

Dark Grey

141416

20 20 22

Blue

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1 95 250

Off White

FEFEFE

254 254 254

Balancing whitespace and hierarchy was key to keeping the interface clean and easy to scan. Because the target audience is tech-savvy, calls to action could remain short and direct, reducing visual load while maintaining clarity. Each iteration, from sketch to high-fidelity mockup, refined the layout for better focus, premium feel, and seamless alignment with STONE’s minimalist brand identity.

Strategy & Wireframing


Studied competitors such as Velobike, Lime, and CitiBike to identify usability gaps - overcrowded layouts, weak CTAs, and lack of local payment options. Defined target users: ages 25–45, tech-savvy urban commuters.

Understanding Target Audience Data


Analysis of the collected data reveals that the key characteristics of all potential users across Moscow's districts are youth (25 to 45 year olds), technological literacy, and regular bicycle use for everyday commuting. Therefore, the landing page should clearly and concisely explain the service, indicate pricing, and include a quick user guide.


The most fitting interface would be CitiBike due to its transparent pricing model and straightforward explanation.

STONE - Sokolniki🏅


Age: Primarily working adults and seniors, with a smaller number of young families.


Income: ~₽85,700/month (above average for Eastern Moscow).


Eco-consciousness: Yes - proximity to the park and reliance on public transportation indicate a shift toward a more sustainable lifestyle.


Transportation Habits: Public transport (metro, tram, bus) dominates. Cars are common, but traffic is minimal; bicycles are rarely used.


Usage Scenarios:

- Residents store personal bicycles or scooters in their apartment building entryways.

- Commonly used for the “last mile” to the metro.

Before deciding which competitor's design to take inspiration from, it's essential to precisely understand the target audience, as the bicycle parking station will be built in a specific location. Through research and data gathering on demographics in this area, the findings will serve as a guide for designing the mobile landing page UI.

Research & Analysis


Studied competitors such as Velobike, Lime, and CitiBike to identify usability gaps - overcrowded layouts, weak CTAs, and lack of local payment options. Defined target users: ages 25–45, tech-savvy urban commuters.

Research

Strategy

Design

Analysis of similar websites and apps related to bike parking and rental zones to identify usability patterns and visual standards.

Structuring data and defining flows to ensure clarity, safety, and consistency throughout the design process.

Development and creation of interactive prototypes suitable for user testing and collecting feedback for refinement.

Process

Velobike


Pros

  • Simple interface

  • Intuitive user flow


Cons

  • Lacks a premium feel

  • No multilingual support

  • Weak visual hierarchy

  • Not distinctive or memorable

CitiBike


Pros

  • Recognizable brand style

  • Clean and minimal layout

  • Easy subscription and payment process


Cons

  • Doesn’t feel luxurious

  • No localized versions

  • Feels visually “empty”

Lime


Pros

  • Clear step-by-step instructions

  • Clean, modern design

  • Strong hierarchy and CTA clarity


Cons

  • Too generic in tone

  • Calls-to-action feel misplaced

Headquarters

Moscow, Russia

Founded

2018

Industry

Smart Infrastructure / Urban Mobility

Revenue

$12M (2024 est.)

Company size

200+

Challenge

Moscow’s rapid urban growth has increased bicycle use, yet parking remains inconvenient and unsafe. Existing solutions lacked clarity, personalization, and a high-end digital experience.
Our challenge: create a minimalist, mobile-first landing page that would convey the brand’s premium aesthetic while guiding users through a quick and frictionless reservation flow.

Outcome & Learning

Although this was a concept project completed during an interview process, the outcome demonstrated my ability to approach a real-world challenge with a complete UI/UX workflow—from research to visual execution.


The final prototype showcased a clear content hierarchy, balanced whitespace, and a premium aesthetic consistent with STONE’s brand identity.


User-testing feedback highlighted:

  • Immediate clarity of purpose (“I understand what this service is within seconds”)

  • Appreciation of clean design and visual hierarchy

  • Positive reactions to the looping video hero section replacing static imagery

STONE - Bicycle Parking Service
Mobile Web UI/UX Mini Case Study

Design a mobile landing-page for STONE's new service, purchase and rental of bicycle parking space near complexes they've constructed.