Past Editions
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While working as a developer at Zero Motorcycles, I helped solve an urgent sales challenge: older 2024 motorcycle models were sitting unsold across warehouses and dealership floors. These bikes were technically purchasable online, but the buying path was nearly invisible — hidden behind a model-year toggle that very few customers ever used.
Project Overview
With no marketing budget and only a few weeks before a major new product announcement, we needed a quick and simple solution to guide users towards buying previous model year bikes.
We landed on a concept for an eCommerce storefront for previous model year bikes called Past Editions. It would be a dedicated section of our site for browsing and filtering through our selection of models, offering a visually appealing and easy to navigate experience that led users directly towards a path to purchase.
Technical Approach
To keep development efficient, I reused an existing headless Shopify setup originally built for a “look-book” style accessories experience. This allowed me to create a new shopping flow without building new backend systems.
Existing accessories look-book page
Model page for the SR/S with Past Editions CTAKey Fearures Included
- A Past Editions landing page: A clean, grid-style layout where customers could see all older models at a glance.
- Better discoverability: Added Past Editions to the top navigation and placed “Shop Past Editions” CTAs across relevant pages.
- A redesigned sidebar navigation: Allowed users to switch between Accessories and Past Editions seamlessly, giving both sections a more cohesive feel.
- New product detail pages: Each bike received a prominent “Purchase Now” button, key specs, high-quality images and video, and a full specification sheet pulled from the CMS.
All pages were styled to match the brand’s visual system and feel fully native to the rest of the site.
How I built it
This was delivered as a 4-week MVP, with roughly 2 weeks of hands-on development.
My responsibilities included:
- Scoping a minimal, fast-to-build solution
- Designing the layout and UI patterns
- Developing all new page templates and components
- Integrating Shopify and Ekho checkout flows
- Adding GA4 tracking for views and checkout initiations
- Handling QA and releasing to production
The entire solution was built to be lightweight, flexible, and easy to maintain.
Homepage for the Past Editions sectionResults
Even without any marketing push, the new storefront quickly gained traction:
- 9 online motorcycle purchase initiations in the first month — well above expectations.
- 6,500+ page views in the first 30 days.
- Delivered the entire experience in 4 weeks.
- Became a Top-10 most viewed page type in the U.S.
- Gave the Sales team a new digital path for moving aging inventory.
- Demonstrated the power of reusing existing infrastructure for future e-commerce projects
This project showed how impactful a focused design and development effort can be — especially when budgets and timelines are tight.
Past Editions home page
Past Editions product page for the 2024 Zero DSR/XReady to improve online sales?
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