Case StudyMV Augusta
Introducing the MV Augusta Brand to a Younger Audience
MV Augusta wanted to connect with a younger audience through its website by making accessories, e-bikes, and scooters an approachable entry point into the brand. The long-term goal was to build familiarity and loyalty early, so customers might aspire to purchase a motorcycle in the future.
Overview
A website designed to make the MV Augusta brand more accessible.
The website needed to introduce MV Augusta to younger audiences who may not be ready to purchase a motorcycle yet. Accessories, e-bikes, and scooters offered a more accessible way to start building a relationship with the brand.
My role was to design a website that made these entry products easy to discover and purchase, while presenting the wider MV Augusta brand as something customers could grow into over time.
What I Did
I researched how younger audiences discover lifestyle and mobility products online, and how the website could make MV Augusta feel relevant before they were ready to consider a full-size motorcycle.
I designed the website around strong visual storytelling and clear product presentation. Accessories, e-bikes, and scooters were given a more prominent role so visitors could find an accessible product that matched their lifestyle and budget.
The main focus was driving accessory sales through a clearer path from discovery to checkout. The experience also connected these products back to MV Augusta's heritage, helping younger customers build an early connection with the brand.
Design Decisions
The design captured the passion and heritage of MV Augusta while making the website feel approachable to people who were new to the brand. Bold typography, product-led imagery, and a confident visual direction kept the experience premium without making it feel exclusive.
Products were organized around accessible entry points and use cases, making it easier for visitors to find accessories, e-bikes, and scooters that fit their interests and daily lives.
The website positioned these products as the beginning of a longer relationship with MV Augusta. By creating a positive first purchase experience, the brand could stay relevant as customers' interest and ability to purchase a motorcycle developed.
Outcome
- Created a website experience that introduced younger audiences to the MV Augusta brand through accessible products and a clearer digital journey
- Focused the experience on driving sales of accessories, e-bikes, and scooters
- Improved product discovery with stronger presentation and clearer paths to purchase
- Built an early relationship with younger customers who may aspire to purchase a motorcycle in the future
- Created a more modern and approachable entry point into the MV Augusta brand
E-bike product page
Accessories presentation
Product on mobile
Checkout
Future Steps
- Expand the website with richer product storytelling for accessories, e-bikes, and scooters.
- Create more campaign landing pages that introduce younger audiences to the brand and its product range.
- Add stronger product comparison and recommendation tools to help shoppers choose the right entry product.
- Build content that connects everyday accessories and urban mobility products to the wider motorcycle brand.
- Continue optimizing the website and checkout journey with testing focused on accessory sales.