UX & UI, WEBSITE DESIGN
Chapter2
Chapter2 is a New Zealand-based company founded by Neil and Mike Pryde. They sell a range of high-end bicycle frames through a disruptive business model.
With a growing number of products, Chapter2 were ready to shift to a soft-coded website, giving them the flexibility they desired. The website would include a full rebrand with the sole goal of attracting new customers to their global multi language / currency e-ccomerce website.
Challenge
Chapter2 is a frame-only retailer, selling primarily online and through its global network of dealers. In a market full of ready-to-go bikes, the website must communicate the value of a frame-only service. Why should a consumer choose C2 over industry giants that offer quicker and easier solutions to cycling?
Solving this problem must translate into attracting new and existing customers to their platform with the intention of buying bike frames.
Solution #1
Key Message
The frameset-only business model gives customers total control over every component. They can dictate whether the bike is built for speed, comfort or somewhere in between, creating a truly unique bike. Inspirational images of bike builds are shown throughout the website, along with interactive AR & VR builds.
Solution #2
Not Just a Pretty Frame
Designing for performance sports requires science, engineering and artistry. The website communicates the technology behind the frames using video, interactive charts, diagrams and 3rd party press and trust pilot reviews.
Solution #3
Tailored Human Service
Piecing a bike together from raw components, you’re going to get an unrivalled insight into the mechanism behind the finished machine and C2 has a team of experts on hand to help. The website has links to direct assistance through live chat, country-specific contact of the C2 team and a global network of dealers.
Results
Testimonial
“For Chapter2 to succeed in a highly competitive marketplace with our unique product line based on limited editions of highly styled carbon bike frames we needed experienced and innovative expertise in digital marketing. The marketing had to be capable of creating a worldwide market for our products.
Divine team are an integral part of the Chapter2 Management Team and has played a huge part in creating the International reputation and respect that Chapter 2 now enjoys in the bicycle industry.”
– Neil Pryde, Co-Founder, Chapter2 Bikes