Rapha

I spent 7 years evolving Rapha’s digital experience. As the sole digital designer in the business, I produced all UX and UI design for Rapha.cc – ranging from functional changes to larger re-designs, leveraging site metrics, A/B tests and user testing.

I worked on user journeys, interaction, brand aesthetic and business requirements, seeking to continually evolve the design language in line with the larger brand voice, and deliver an experience that enabled cyclists to find the right product for their cycling lifestyle.