xtnd -designing a website for a smart electric board.

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After a successful Kickstarter campaign with $346,000 pledged on an idea with a smart electric skateboard and many years of development of XTND team, there was a need to create a website/landing page for the release and pre-orders. After releasing this MVP, we got a lot of great insights out of user testings and analytics and continued iterating on it.


Find the best way to communicate the product to potential customers with the highest impact on KPIs.


— Purchase conversion rate.

— Email subscription conversion rate.

— Incoming feedback & survey plugin results.


Me — Product Designer

Jan Blunar — Product Designer

Marian Galba — 3D Designer

Dominika Dovcik — Copywriter

Marek Pohlodek — User Testing/Management

Ondrej Barta — Developer

2 months to release the first version of MVP.

Start of the project — 05/2020

my role.

— Visual Design

— User Experience

— User Research

— Market Research

— Analysis of User Testings

— Moving from Sketch to Figma

— Communication with Stakeholders

— Communication with Developers


Jakub's main focus on the project was a redesign of our website, allowing the users to learn more about the product and pre-order it. From product discovery, market research, all the way to the actual product design Jakub was able to do it all extremely well and very quickly. He was able to look at the big picture, is able to give and receive feedback very well, and iterate extremely quickly based on new findings and feedback. I can confidently say that he’d be a valuable addition to any team or organisation.

Marek Pohlodek — Chief Product Officer at XTND

user/market research.

Going through competitors websites


— How they communicate the product

— What features they focus on

— Visual communication

Reddit, Facebook Groups, Competitors Forums


— What are the concerns of potential customers

— What features they mainly focus on

— What owners define like as the main value propositions

— What they don't like about their current board

— How they describe the product to their friends

user testing.

7 potential customers — user research combined with usability testing

We have tried to cover different types of people. From active electric board users, seekers of a last-mile device to not actively seeking people. The user testing started with a general question focused on last-mile transportation and approach to technology followed by usability testing of the MVP website. The users went through the whole website, shared us their feelings, concerns and tried to buy the board.


Please keep in mind that you can still find most of the findings in the design bellow. We haven't iterated on it yet.

Communication Issues

— The features of the board aren't described deeply enough and more technical potential customers would need more information and comparison with the competition.

— There was no clear hierarchy between the features and no biggest selling points highlighted. The whole website is just a list of features.

— No social proof. The users don't believe the product is real.

— The users would like to see more product videos. They want to see the board in action. How it all works, how the features work.

Pour About Us Section

— The potential customers would like to see more of a story about our company, see the team, how was the product created etc. The about us page is really weak.

Usability Problems

— Cart is not visible enough. The number in the circle looks more like some kind of notification.

— Loading time is so high.

design highlights.

— Product Page: Describing the electric skateboard with order section

— FAQ/Contact Page, Blog Section, Post Detail

— Subscription Page and About Us

— Modals, describing the product page sections better: User Experience, Advanced Technology, Innovative Design

— Cart, Custom Cursor, Email Pop-Up


— Talk to users as much as possible even during the design process itself - don't wait for the main release.

— User testing is good, but I would say it is even more important than talking to potential users to talk to users who already visited the website on their own and churned for example because they exactly now what were their feelings and what is keeping them from buying the product. - Don't build the hypotheses just on your own thoughts or looking at hotjar. Get the real thoughts.

— Always try to create a hierarchy between things you communicate to potential customers (first focus on things that matter to the users the most and convince them to buy the product). It is not good to create just a list of all the features.

— It is difficult to sell a product just with renders without so many real images or real reviews. The potential customers don't believe it that much. They need some kind of social proof when buying that expensive product.

— Look at data and look for the main drop-offs in flows of the users, try to find the reasons behind it (recordings, talking to customers) and iterate on these parts to improve conversion