The Collaboration
Royal Enfield didn’t want just another app—they envisioned a true riding companion, one that could bring together a diverse audience of proud owners, aspiring buyers, and riding enthusiasts under a single digital experience. The product had to deliver a deeply emotional, premium experience, while managing immersive like 3D bike configuration, service bookings, ride events, and telematics.
Problem Definition
What made the challenge unique was scale and collaboration. With thousands of screens, multiple stakeholders, and five agencies involved across modules, consistency and cohesion became critical. Brand identity had to be preserved across touchpoints while accommodating each designer’s creative lens. The visual language needed to feel authentically Royal Enfield—rugged, timeless, yet modern and minimal. Adding to this was the complexity of maintaining quality and precision across both mobile and responsive web journeys.
The process we followed
- Discovery Workshop & Research
- Stakeholder Goal Setting
- UX Strategy Roadmap
- Information Architecture
- Key Page Wireframes
- Visual Explorations & Designs
- Rapid Prototyping
- User Acceptance Testing
- Tokenised Design System
- Design Evolution
Opportunities discovered
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the EXPERIENCE we created
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We worked to ensure visual consistency across modules, including identifying and resolving instances of micro-level design fragmentation
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The IMPACT
DAUs
3X
%
Increase in Daily Active users
Goal Completion
280%
%
More time spent on configurator
Upselling
125%
%
increase in accessories sales
Digital Bookings
2.7X
%
growth in bookings through configurator
Our CLIENTS
ARE SAYING...
"Onething navigated customer pathways and resonated with the core ethos of Royal Enfield. The team built experiences across touchpoints, united by a design system, ensuring brand consistency across all channels"
Jatin Chhikara
Head - Digital Marketing, Royal Enfield
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