MyTIER GOMyTIER GO

myTIER

myTIER is a direct-to-consumer sub-brand of TIER, created to allow customers to purchase and own their own e-scooter instead of renting one. Building on TIER’s established presence in shared e-mobility, myTIER translates the rental experience into a fully digital purchasing flow, making a high-consideration product feel easy to buy online.

Purchasing an e-scooter online involves multiple decision points—from product configuration and pricing to trust, delivery and checkout. The challenge for myTIER was to translate this complexity into a smooth, conversion-focused shopping flow without overwhelming users.

The Shopify-based shop was developed to support this by clearly guiding users through the purchasing journey, helping them understand the product, compare options and confidently complete their purchase. A strong focus was placed on clarity, performance and scalability to support future growth.

Together with another designer, I worked on the UI and UX design of the shop, defining the overall shopping flow and visual system. We continuously optimized key sections of the store through A/B testing—experimenting with components, content structure and checkout flows to reduce friction and improve conversion rates.

Special attention was given to defining the user journey end to end, from landing on the shop to configuring the product and completing checkout. This included structuring product pages, navigation and decision points to create a coherent and intuitive purchasing experience across devices.

For myTIER, I was responsible for developing the Shopify shop, co-leading the UI and UX design, defining the user journey and running A/B tests on sections, components and checkout flows.