“Visually stunning and technologically progressive, it caused us to wonder if the world is truly ready to move on from Amazon shopping. We remain skeptical and hopeful.”
—juror Michael Kern
“Putting context front and center, Rapha isn’t selling products—it’s selling an experience.” —juror Megan Meeker
Overview: When crafting a new digital home for cult cycling brand Rapha, digital product agency Work & Co’s aim was to deliver an experience that does more than sell. By suggesting local rides, helping users book a cycling holiday, offering advice from cycling legends and connecting users to Rapha’s Clubhouses, Rapha.cc encourages users to get out and ride every day.
• The site caters to both seasoned cyclists and newcomers.
• Users can select a pro ciency level to nd the right products.
• The site launched in May 2018.
Comments by James Ayres:
What was the thinking behind the navigation structure? “Our strategy was to redesign for a modular content structure that simplifies the overall experience and allows for greater flexibility. The new navigation we introduced focused on three areas: Shop, Ride and Stories. Not only is it a more streamlined structure, but also, by elevating all three to stand on equal footing, it’s a more cohesive representation of what the brand
offers. We also focused on simplifying Rapha’s large array of product stock keeping units so that finding the right shirt wouldn’t be daunting or tedious. Additionally, we employed a visual approach that elevated the overall site experience to better match the premium reputation of the Rapha brand.”
Describe any special interactive features. “Rapha sells apparel, but for its customers, it’s much more than a retailer. It’s a lifestyle. The site must—on every single page—excite users about the global cycling community. Interactive content abounds. For example, visitors to the site can see daily calendar updates of when group rides are taking place.”
Was the topic/subject of the project a new one for you? “To help us better understand Rapha’s core users, we had to ingrain ourselves in their world. Our team decided to hold weekly group rides throughout the project. It helps that as a core value, Rapha invests in—and believes in—great design. That’s evident in its premium cycling products. Actually getting into the gear helped the entire team push boundaries aesthetically. What’s more, the collective experience of riding as a team inspired us all and helped us feel even more confident that we could deliver a superior digital experience that Rapha enthusiasts would love.”
