Improving UX for InvisiFRAME bike protection

InvisiFRAME is a small outdoor and sporting goods company based in Shrewsbury, UK. They provide a range of protection kits for your bike and have sold over 80,000 kits in their lifetime. You might look below and think the original site looked fine, what’s our problem? A site may look great, but that doesn't mean it's the most effective in increasing conversions. We produced a short questionnaire to recruit users and find out what they thought of the site. We found that InvisiFRAME had a wide range of users, from the bikers who knew all the technical jargon to those who just used their bike as a means to get from one place to the next. Because of the range of knowledge users had, a common theme we found was that many users were unable to understand some of the information on the product pages.