Work & Co’s website for cycling brand Rapha combines a seamless shopping experience with editorial content that encourages customers to get out and ride. “Rapha has two distinct audiences for its website: loyalist road warriors in search of products for specific types of rides, and novices to the sport who need assistance finding the best fit for their level,” explains Work & Co. “To serve both of these audiences, we integrated the in-depth personal stories that had previously been buried directly into product pages. This integrated content also served as an educational entry point for those new to the sport.”
The site allows users to select their proficiency level and serves up tailored content and products in response. A ‘Ride With Us’ section promotes Rapha’s physical stores, known as Clubhouses, providing details of upcoming events and cycling trips. The result is a rich, engaging site that places just as much emphasis on content as it does on product, highlighting Rapha’s focus on community and its passion for the sport.
Design Studio: Work & Co. Partner, Design: Joe Stewart. Partner, Strategy: Mohan Ramaswamy. Associate Partner, Strategy: Caleb Yarian. Associate Partner, Technology: Oliver Dore. Design Director: James Ayres. Senior Product Manager: Scott Davis. Design Lead: Seth Terpstra Senior Designer: Lauren Thomas, Ryan Leitz.