UX/UI Case Study:
East Texas Venom Website Demo
A comprehensive case study detailing the design and development of a website demo for the East Texas Venom motorcycle club, showcasing graphic designs and e-commerce capabilities.
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Project Overview
Client & Context
The East Texas Venom Motorcycle Club sought visually impactful t-shirt graphics reflecting their regional identity and biker culture, as well as a user-friendly website demo. The goal was to increase merchandise sales at their annual rally—attended by over 1,000 enthusiasts—and provide an online store accessible to members year-round.
Designer’s Role
Served as lead UI/UX designer and front-end developer, collaborating directly with club leaders to uncover needs, research biker subculture, and translate insights into detailed wireframes, custom t-shirt illustrations, and a website demo. Oversaw usability testing sessions, iteratively refining design based on biker feedback to ensure both aesthetic appeal and functional navigation.
Project Goals
Produce original, club-branded t-shirt designs reflecting East Texas Venom’s spirit; develop an e-commerce-ready demo site featuring secure checkout, event promotion, and mobile responsiveness; and lay the groundwork for sustainable merchandise sales, driving revenue growth even outside rally season.
The Challenge
Ambiguous Requirements
The project's main challenge was the initial ambiguity and evolving nature of the client's requirements. The first client interview yielded some inaccuracies, specifically regarding the club's demographics and organizational structure, which initially influenced the design direction.
Lack of Online Presence
The client lacked a functional website, which limited their ability to connect with members, promote events, and sell merchandise outside of their annual meet-up. This represented a missed opportunity for community engagement and revenue generation.
Brand Translation
Effectively translating the client's vision (once clarified) into a digital experience that aligned with the club's identity and met the needs of its members was a key challenge.
My Process
Initial Client Interview and Scope Clarification
Initial discussions to understand the client's needs, preferences, and existing challenges, followed by several rounds of clarification to establish accurate project parameters.
Graphic Design Creation
Designing a variety of t-shirt graphics, exploring different styles and themes to appeal to the target audience.
Website Demo Development
Creating two iterations of the website demo using Gamma.app and incorporating elements from Relume. The first iteration served as a starting point, while the second iteration reflected the refined understanding of the client's needs.
Usability Testing
Conducting moderated and unmoderated usability tests, along with A/A and A/B testing, to evaluate the site's functionality, usability, and appeal to both club members and potential customers.
Research
Qualitative Interview
Held iterative interviews with the client to clarify their needs, goals, and club membership details. Multiple sessions ensured an accurate understanding of the project scope.
Competitive Analysis
Reviewed the online presence and design patterns of the parent MC and similar clubs. This shaped relevant, competitive features for the demo site.
User Testing
Conducted usability tests with both club members and non-members to refine site navigation, functionality, and user experience based on real feedback.
Design

Information Architecture
The website demo was structured with a simple, four-page navigation to ensure ease of use: Home, Store, Next Steps, and About Me.
Interaction Design
The demo focused on demonstrating core website functionality, with clickable buttons and links enabling navigation between pages and sections.
Visual Design
Branding was a key consideration, with efforts made to refine and modernize the club's visual identity.
The Home page was designed as a potential landing page to showcase the club's identity and activities. The Store page displayed the range of t-shirt designs available for purchase. The Next Steps page outlined the process and benefits of developing a full-fledged website. The About Me page provided information about my design services and qualifications. This structure was chosen to provide a clear and logical flow for users, enabling them to easily find the information they needed.
In the first demo (https://discover-the-east-texas--yxl7x21.gamma.site/), a more vibrant color palette was used, intending to appeal to a broader audience. The final demo (https://easttexasvenom-8j43hsv.gamma.site/) incorporated a more masculine aesthetic with a darker color scheme, reflecting the preferences of the club's primary demographic.
The "Don't tread on me" snake logo was redesigned to create a more contemporary and impactful representation of the club. Usability was prioritized through the use of clear visual hierarchy, intuitive layout, and consistent navigation. Accessibility was addressed through sufficient color contrast and readable typography. Strategic placement of call-to-action buttons aimed to improve user engagement and conversion.
Testing

Moderated Usability Testing
Observing users interacting with the demo and gathering qualitative feedback on their experience, including pain points and areas of confusion.

Unmoderated Usability Testing
Utilizing online tools to allow users to test the demo independently, collecting data on navigation patterns, task completion rates, and error occurrences.

A/A Testing
Conducting initial tests of the demo against itself to establish a baseline for performance and identify any inconsistencies.

A/B Testing
Comparing different design variations (e.g., button placement, color schemes, layout options) to determine which performed best in terms of user engagement and conversion rates.
Testing focused on evaluating:
  • Functionality: Ensuring all interactive elements (links, buttons) performed as expected.
  • Discoverability: Assessing the ease with which users could find key information and navigate the site.
  • Ease of Use: Evaluating the overall intuitiveness and user-friendliness of the demo.
Solution
Homepage Design
A visually appealing and user-friendly homepage design that effectively represents the East Texas Venom MC brand and provides easy navigation to key sections.
Online Store
A functional online store with a selection of t-shirt designs, allowing members and supporters to purchase merchandise year-round.
Next Steps
A clear outline of the steps and benefits involved in developing a full website, helping the client understand the path forward.
The demo was tailored to the specific needs and preferences of the East Texas Venom MC, demonstrating the potential for a website to enhance their online presence, engage their members, and generate revenue.
Outcomes (Hypothetical)
20-30%
Revenue Increase
Potential increase in funds through a new, sustainable revenue stream from online merchandise sales
24/7
Availability
Continuous online presence allowing year-round engagement with members and customers
100%
Brand Visibility
Enhanced brand recognition within the broader motorcycle community
While the project was a demo, the potential outcomes and impact of a full website implementation were considered:
  • Increased club membership and engagement through improved communication and online interaction.
  • Enhanced brand visibility and recognition within the broader motorcycle community.
  • A new, sustainable revenue stream through online merchandise sales, potentially increasing funds by 20-30%
  • Improved efficiency in event promotion and management through online tools.
Ultimately, the demo aimed to demonstrate the value of UX design in achieving the client's business objectives.
Lessons Learned
Throughout this case study, several key lessons emerged that are crucial to effective UX and website design. By reflecting on challenges, successes, and feedback, I was able to distill essential principles that can guide future projects and help ensure successful outcomes.
User-Centered Design
Consistently prioritize the needs and preferences of the target audience during the design process. Deep user empathy and regular usability testing help identify genuine pain points and ensure the solution truly addresses user goals. Involving users early and often leads to more relevant and engaging experiences.
Clear Communication
Foster transparent, ongoing dialogue with clients to ensure mutual understanding and trust. Open lines of communication reduce misunderstandings, incorporate feedback efficiently, and help align the design with both business objectives and stakeholder expectations. Setting regular check-ins and clear milestones was especially effective in this project.
Iterative Approach
Adopt an iterative design cycle, using regular feedback to refine and improve the solution. Iterative prototyping and testing allow for continuous enhancements based on real-world responses and evolving requirements. Embracing flexibility helped us pivot and adjust quickly when new insights arose.
Thorough Requirements
Invest adequate time in discovery and requirements gathering to lay a strong project foundation. Comprehensive research, well-defined goals, and capturing detailed user stories upfront minimized costly revisions later in the process. This groundwork proved essential for a cohesive and focused project roadmap.
These lessons reinforced the importance of UX methodologies in designing impactful digital experiences that truly meet user and client needs. Applying these principles not only improves design quality but also strengthens collaboration, project clarity, and end-user satisfaction. By incorporating these insights into future work, I can continue to deliver effective, human-centered digital solutions for a wide range of clients and audiences.