LeMond

LeMond carries one of the most recognizable names in professional cycling — Greg LeMond is a three-time Tour de France winner. That legacy is the brand's greatest asset and its most delicate design constraint. The e-bike market is crowded, fast-moving, and dominated by tech-forward brands. LeMond's edge is heritage and precision engineering. The question was: how do you make that legible to a new generation of buyers without diluting what makes the brand worth trusting?

The homepage needed to do brand work first. Not features, not specs — conviction. I designed the entry experience to establish performance credibility before asking anything of the user, then structured the narrative to pull naturally toward product exploration.

The product page was the hardest problem. E-bike buyers are high-consideration: they compare obsessively, read specs carefully, and abandon if anything feels unclear. I designed the option selection and configuration flow to reduce decision anxiety — making complexity feel manageable without dumbing it down. Every interaction on that page is there because it needed to be.