Project
Chetak Website Redesign
Elevating the digital experience of Chetak, India's no. 1 two-wheeler EV brand, to improve their customer satisfaction, strengthen brand values, and enhance digital presence.
Year
2024 - 2025
Duration
8 Weeks
Industry
Automobile
Awards & Accolades:
Best Use of Website – Afaqs Bradz Awards 2025
Nominated for Kyoorius: First List
Won ACE Awards Q4FY25
Product Design
Design System
The Goal: Rebuilding a digital flagship for India's best EV brand
Bajaj Chetak is an iconic name in India’s two-wheeler history and a front-runner in the electric mobility revolution. Backed by decades of trust, the brand today stands at a unique intersection—honouring its legacy while actively shaping the future of urban commute through innovation and sustainability. As Chetak’s product portfolio and digital ambitions expanded, its website needed to evolve from a single-product showcase into a future-ready digital flagship. The objective was to create a scalable, customer-centric experience that could clearly communicate trust, innovation, and leadership in a highly competitive EV market, while supporting the entire buying and ownership journey.
Impact:
👍 2X increase in lead rate.
👍 2.5X times test rides booked per day.
👍 3X times online bookings.
The Challenge: A market leader held back by its interface
Despite being a category leader, the existing website struggled to support these ambitions. Built initially for one product and expanded over time, the platform lacked flexibility, making it difficult to add new offerings or adapt to changing business needs. Visual and structural inconsistencies weakened brand cohesion, while poor information accessibility made it harder for users to find critical product and ownership details. Disjointed customer journeys further limited the website’s ability to guide users smoothly from discovery to decision, ultimately impacting engagement and confidence.
Together, these challenges highlighted the need for a complete rethink of Chetak’s digital experience—one that could scale with the brand’s growth, strengthen its storytelling, and deliver clarity, confidence, and continuity across every touchpoint.
With just eight weeks to deliver, we relied on parallel workstreams and tight stakeholder alignment to move fast without sacrificing clarity, craft, or long-term scalability across the Chetak digital ecosystem.
From Alignment to Execution: Designing with Speed and Clarity
We began with a focused discovery workshop to align early on business goals, scope, constraints, and success metrics, bringing stakeholders across marketing, product, technology, and operations onto a shared vision from day one. With a strict eight-week timeline, we adopted an adaptive, agile design approach built on parallel workstreams, bi-weekly stakeholder connects, and clearly defined ownership across phases. This structure enabled us to move rapidly from discovery to execution without compromising depth, craft, or strategic intent. Through stakeholder interviews, user research, website audits, and dealership visits, we grounded every design decision in real user needs, operational realities, and business priorities. These insights were synthesised into a clear information architecture, a brand-aligned visual direction, and a modular design system, culminating in high-fidelity designs, comprehensive documentation, and a seamless developer handoff.
The redesigned experience was governed by three core pillars—Elevate, Ensure, and Enable—which acted as guiding principles throughout the project. Elevate focused on making the buying and ownership journey engaging, seamless, and premium, ensuring users experienced Chetak as both aspirational and intuitive. Ensure reinforced trust by making the experience transparent, inclusive, and accessible, signalling Chetak’s long-term commitment to electric mobility and its customers. Enable empowered users with ready-to-access, relevant information that supported confident decision-making and long-term ownership. Together, these pillars ensured that every interaction balanced emotion with clarity, legacy with innovation, and immediate usability with future scalability.
The Elevate, Ensure, and Enable pillars kept every design decision grounded, balancing emotional brand expression with transparency, accessibility, and practical decision-making across the entire Chetak experience.
With just eight weeks to deliver, we relied on parallel workstreams and tight stakeholder alignment to move fast without sacrificing clarity, craft, or long-term scalability across the Chetak digital ecosystem.
Designing for Scale, Clarity, and Impact
The redesigned Chetak website was anchored by a future-ready design system built to scale with the brand’s rapidly expanding EV portfolio. The earlier platform, designed for a single product, struggled to adapt as offerings and digital touchpoints grew. We reimagined the system to be modular, reusable, and adaptable—capable of supporting not just the website, but also EMI tools, dealer portals, and the Chetak app. At its core, the system translated Chetak’s brand identity into functional design language through a structured colour framework, defined typography and spacing scales, consistent grids, and rounded geometries. Accessibility was treated as a foundational requirement rather than an afterthought, while motion and micro-interactions were embedded as first-class elements to add clarity, feedback, and polish across interactions.
This system came alive through carefully crafted experience moments across the customer journey. Engagement was elevated using immersive video banners, reactive backgrounds that enhanced scooter colourways, and an idle enquiry interaction that replaced interruption with intent. Decision-making was simplified through feature-led video demos, interactive 3D scooter models, and the “Get Your Ideal Chetak” flow that reduced comparison fatigue. Trust and confidence were reinforced through transparent design choices—highlighting Chetak’s legacy via a brand timeline, reducing range anxiety with a charging station locator, and clearly explaining TecPac™ pricing. Together, system and experience worked in tandem to deliver clarity, confidence, and scalability.
