Cervélo: The Fastest Bikes, Made Faster

Cervélo is the industry leader in bike engineering and their story is one of constant innovation. But they were failing to do so online. We worked with Cervélo to create an improved user experience that transformed the bike selection process and redefined how the luxury brand is presented to both everyday riders and Tour De France athletes alike. 

 
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A MILLION POSSIBILITIES

Cervélo were faced with a product structure that had evolved to a point that was confusing to understand and navigate. We focused on consolidating the range to simplify the decision process; allowing users to configure, save and compare bikes along the way. The final result is over 70 unique templates that took 7 rounds of revisions to get right.

 
 

 

MAKE THE ENGINEERS HEROEs

Creating the world’s fastest bikes is a complex process. But we needed to make this incredible technology seem simple. The engineers at Cervélo know their product inside and out, so we worked closely together to translate this online and provide a place for them to share their thinking.

 
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CREATE A HOME FOR THE CYCLING COMMUNITY

We discovered an already passionate community that wanted to share their experiences with one another. We simplified a laborious bike registration process, introduced tiered user accounts with a loyalty program, developed a comprehensive rider gallery and allowed users to comment, ask questions and share their stories. 

 
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A PREMIUM LOOK

We worked to develop a visual language that elevated the brand to feel as premium and aspirational as it’s product. We set the tone for imagery, established iconography and introduced a new typography system that was tall and confident. We worked together to reshoot their photography, create video content and establish a calendar for publishing editorial content.

 
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THE NEXT CHAPTER

Three years on the Cervélo website still maintains much of the original design. After a successful launch that saw a growth in traffic and customer databases, the site earned a Webby Honoree in Corporate Communications. We have continued to work across numerous projects with Cervélo, including microsites for new bike launches and the Tour De France each year. 

 
 

 

CREDITS

Role: Information Architecture, Art Direction, Design 
Front End Development: Danny Grant
Agency: Reactive New York
Launched: September 2012