True to the ride

UX & UI Design, Web Design, E-Commerce Design, Development Coordination, and Copywriting

Roval, owned by Specialized Bikes, is known for their top-performing premium bicycle wheels. Roval wanted to better showcase their wheelsets—independent of their parent brand. We collaborated with Roval’s marketing team and Shopify experts Presidio Creative to rebuild their site from the ground up. The new site design and architecture has helped Roval meet and beat their business goals.

Riders across disciplines

Roval needed to show riders of all types that they understand their needs and speak their language. We created separate pages to serve as the home base for cross-country, trail, road, gravel and triathlon riders, using breathtaking photos to tell stories of each type of rider doing what they love.

About turn

Within the category pages, large product cards provide quick statistics on the wheels and an example of a rider using them. This design elevates the traditional e-commerce approach by presenting products in a layout that emphasizes their high performance. On mobile, we displayed only those details necessary for decision making; the result was a 51% increase in Add to carts for mobile users.

The riders and makers of Roval wheels have fascinating stories to tell.  We pulled these stories together into the “Journal” section of the site. This gave Roval an opportunity to express a personality very different from its parent brand.