We fully integrated the exploration of the bikes with the shop, rather than keeping them separate things. ‘Bike’ and ‘Shop’ came together. By thinking of marketing and ecommerce as one and the same, we were able to improve the experience for all Brompton fans.
We designed all digital assets to create a feeling of unfolding throughout the website and layouts. We wanted the structure and hierarchy of the site to feel familiar, and so made it seamless to learn about product lines alongside the option of buying, much like you’d be able to consult a store expert while browsing various models in real life.
Instead of giving each bike model its own landing page, which would create too many choices for the shopper, we streamlined the experience. Once a cyclist has picked the line of bicycle, all further decisions about model, seat type and colour are customisable.