URB-E

Twice named Best of CES, their folding electric scooter was designed and made in Pasadena for the last mile of a commute. I built the store that sold it.

CompanyURB-E
RoleE-commerce
Years2015
URB-E store home, the last mile line over a customize button
The same store on a phone, the GP Original Edition at $1,499 against an MSRP of $1,999

Two choices that depended on each other

You picked a frame color and one of six accent inserts. That part was standard Shopify attributes. The limited editions were not. They ran off the combinations, and making those work took the deeper mapping. Accessories got a separate template, with room for several images. All of it replaced a store already taking orders, without losing the history.

The Commuter product page, frame color and insert swatches above add to cart

Set rates

Live FedEx quotes broke on anything smaller than a scooter, so each product got its own price to ship, limited to the zips they could reach.

Orders into accounting

Shopify POS ran at the counter and traveled to events on iPads, each of the sales staff with their own PIN, all off one catalog. Orders still had to reach accounting, first through Webgility into QuickBooks, later mapped product by product into NetSuite with their integrator.

Five URB-E scooters on the brick wall of their Pasadena shop, each in a different frame and insert pairing
Their shop on Colorado Blvd

Before the Journal piece

The Wall Street Journal was about to run a story on URB-E, so I stress tested everything, because press traffic arrives all at once or not at all. At the end I moved the owner account across and trained their operations manager.