Raceface
Race Face Performance Products is a global cycling brand with a rider-first focus. They specialize in mountain bike components and apparel for riders.
I led our team through the design of a new online experience for RaceFace, empowering riders to find the right products for their style of riding while taking the friction out of the purchase process.
Product Education
I interviewed customers and found they didn’t understand the difference between bike parts. This new experience allows mountain bikers to easily understand the difference between parts in order to find the best gear for their ride.
Product Storytelling
I wanted to highlight the story behind the thoughtful design that goes into RaceFace products while also making key specs digestible and understandable for riders. However I also wanted to find a balance of conversion with storytelling and chose to have a consistent ‘buy now’ button as the user scrolls on a product page.
Maintaining Trust
RaceFace is known for the durability and trustworthiness of their parts. I wanted to maintain this with their online presence. Creating a robust help centre for customers with tips and tricks this was key in translating their brand to digital.
Brand Differentiation
RaceFace is well known in the mountain biking community. They sponsor riders and the faces behind the brand are present on the trails alongside the riders that use their gear. I created a place to share and celebrate RaceFace as the community based brand that they are, a pillar of the Vancouver mountain biking scene.
