Tilting Motor Works

Three-wheel motorcycle conversion kit manufacturer, Tilting Motor Works, faced significant challenges with their outdated website. It did a poor job of effectively communicating the benefits of the conversions and offered a subpar mobile experience, which was particularly problematic when directing enthusiastic inquirers to the site during rural motorcycle rallies.

I was brought on to address these issues by consolidating, simplifying, and refining the site’s flow to resonate with their targeted older demographic. My primary objectives were to improve the clarity and usability of the site, ensure mobile compatibility, and inject strength and dynamism into the brand aesthetic to align more closely with motorcycle culture.

To address this, I initiated a comprehensive overhaul of the content architecture, and redesigned the navigation and visual elements to prioritize clarity and usability. Ensuring mobile compatibility was a key priority, so I implemented responsive design principles and touch-friendly interfaces to optimize the user experience on smaller screens.

To strengthen the brand’s connection with its audience, I injected strong elements that resonate with motorcycle culture — such as dynamic angular shapes and imagery inspired by the wheel tilting of their kits, bold typography, and a color palette influenced by black leather and innovation. Through iterative design cycles and collaboration with stakeholders, I successfully transformed Tilting Motor Works’ website into a user-friendly, visually compelling storefront. The new design not only showcases the benefits of their conversion kits clearly but also enhances engagement and brand perception among motorcycle enthusiasts.

This project deepened my understanding of user-centric design principles and the nuances of catering to a specific demographic. It became an impactful example of aligning business objectives with user needs, resulting in a platform that effectively communicates the benefits of Tilting Motor Works’ tilting front wheel technology for improved traction, safety, and comfort.