Crafting a high-performance Shopify experience for a leading electric motorbike manufacturer
Overview
Maeving is the UK’s first electric motorcycle manufacturer - changing the way the world moves for the better whilst drawing on the rich heritage of British motorcycle design.
Ahead of the launch of their newest electric motorcycle, the RM2, Maeving came to us with a Shopify store that was no longer fit for purpose. Their existing product configurator was clunky, full of bugs, and unable to support the level of customisation required for different bikes and markets.
Unfold undertook the challenge of transforming the buying experience. We delivered a fully bespoke product configurator within Shopify, designed to be intuitive, reliable, and capable of handling market-specific variations across the UK, France, Germany, and the US - all in time for launch.
Peter
Izzy
Ian
Harry
Challenges
The project presented several complex challenges:
-
The RM2 configurator required functionality beyond Shopify’s out-of-the-box capabilities, demanding a fully bespoke solution
-
The RM2 launch date was fixed, with a large go-to-market campaign prepared many months in advance. This meant the configurator had to be ready on time
-
The existing configurator and buying experience lacked consistency, failing to represent the quality of the brand and bikes
Outcomes
By leveraging Unfold’s combined UX and technical expertise, we delivered:
-
A fully custom Shopify product configurator that handles complex configurations and market-specific options
-
A consistent, user-friendly design across the configurator, making bike customisation simple and enjoyable for customers
-
Successful rollout across the UK, US, Germany and France
-
Launched on time, ensuring the success of the marketing campaigns
“Working with the team at Unfold, we have noticed a step change in the leadership and quality of the work that has been delivered compared to other agencies we have worked with. Their designers and developers work together closely and communicate a lot which has meant the end result is closely aligned with our expectations.”
James McGowan, Head of Marketing
So how did we do it?
Immersing ourselves in the Maeving brand
We began the project with a factory visit to Coventry, seeing the bikes and the production line firsthand. This allowed us to fully understand the product, explore the different configuration options, and get a feel for the brand.
The project required a blend of creative and technical problem-solving. Shopify didn’t support the level of customisation Maeving needed, so we developed a bespoke solution from the ground up, carefully integrating custom code with Shopify’s platform to deliver a seamless experience for customers.
At the same time, the user experience needed to feel premium, intuitive, and easy to navigate to reflect the quality of the bikes. By collaborating closely with Maeving’s marketing and creative teams throughout design and development, we ensured a highly polished, customer-ready digital product at launch.
Streamlined and agile approach
With a tight timeline and a fixed launch date, our specialist, nimble team thrived in an environment of complexity. Continuous iteration and testing meant we were able to respond to design and technical challenges quickly and pivot the brief as new requirements arose.
This combined effort and approach ensured we were able to meet the autumn deadline for launching the RM2 bike on the site.
Working together for long-term success
Building the configurator was just the first step for Unfold. We’re now partnering with Maeving to bring about a whole raft of improvements across the rest of the site – helping them lead the way both on the road and online.
