Raptor is a London performance cycling brand where every bike is custom-built to the rider. The range isn't broad, it's specialist: three distinct bikes, the RL1 aero, the SL1 endurance and the GR1 all-road, each built for a different kind of riding.

The problem was the path to the product. Reaching an individual bike meant clicking through several layers, and even then the bikes sat well down the page rather than front and centre. On a store where bikes start at £4,000 and run past £20,000, that friction is expensive: high-ticket buyers research carefully before committing, and a buried journey loses them before they ever reach the detail that justifies the price.

I reworked the whole structure and navigation so each rider lands on the right bike fast, then gets a clear route into the customisation and detail that matters at this price point. For anyone unsure which Raptor suits them, the buying guide routes them to the right lane rather than leaving them to work it out alone.

This began as a focused UX project and became an ongoing relationship: providing Raptor with continuing Shopify support as the store grows.