Time to Ride
Bespoke WooCommerce website, logo, branding & online marketing materials
Time To Ride is a UK ecommerce store selling best of British bike accessories and cycling nutrition. As a new venture Time to Ride’s goal was to gain traction in a competitive field, but with niche emphasis on British-made and British owned companies.
Client testimonial
“I first met and collaborated with Sian back in 2007, since then we have worked on many client website projects, and the standard of work Sian produces has always been exemplary. When it came to creating my own ecommerce brand/store, I immediately turned to Sian, and I’m absolutely delighted with the end result. The branding and site Sian has designed and built not only looks great, but allows users to browse and purchase in an instant. I would have no hesitation in recommending Sian’s services, and have done so on many occasions already!”
– Simon Colley
Top Priorities
User Experience:
As a new website, my main focus was to provide a seamless and engaging user experience for cycling enthusiasts seeking British-made bike accessories and nutrition products.
Mobile Optimisation:
A responsive design is non-negotiable – most users will browse and buy via mobile.
Site Speed and Performance:
Fast-loading pages equals better user retention and SEO. Images, scripts, and server response times were optimised for quick-loading speeds.
Search and Filtering Capabilities:
A powerful, intuitive search bar with smart category filters helps users find products quickly.
Design Optimised for Conversion
- The strategically positioned “Add to Basket” button allows users to complete actions quickly.
- A clean, distraction-free layout keeps the user’s attention on the shopping journey and reduces friction.
- Crisp product images, paired with brief but informative descriptions and clear pricing, make it easy for customers to browse and compare items.
- Custom icons for product categories enhance the site’s UX by making navigation faster, more intuitive and visually engaging. They allow users to quickly recognise sections at a glance, reduce cognitive load, and improve the overall flow of the site – especially on mobile.
- Promotional pricing is effectively highlighted with original and discounted prices side by side, helping deals stand out and encouraging conversions.
- Offering free UK delivery on orders over £50 serves as a subtle incentive to increase basket size.
- The fully responsive design ensures the site functions smoothly across mobile, tablet, and desktop devices, delivering a seamless user experience.
Optimising a Product Page for Success
Time to Ride’s product pages are designed with several user experience (UX) considerations in mind to help provide an effective shopping journey:
Visual Presentation:
- The page features high-quality images of the frame bag, showcasing multiple angles and close-up details.
Product Information and FAQs:
- A concise and informative product description outlines key features, such as materials and compatibility with various bike frames.
- Instructional video content is used where possible.
- More details are listed in the FAQs, enabling users to assess the product’s suitability for their needs.
Navigation and Layout:
- The page employs a clean layout, with distinct sections for product details, specifications, and related products.
- Breadcrumb navigation at the top of the page indicates the user’s current location within the site hierarchy, allowing quick access back to higher-level sections.
Call-to-Action (CTA):
- The ‘Add to Basket’ button stands out, making it easy for users to take the next step (the button displays ‘view basket’ after interaction).
Trust and Credibility:
- Information about shipping options, return policies, and customer support is readily accessible, enhancing user confidence in making a purchase.
Customer Reviews:
- Incorporating customer reviews or testimonials could provide social proof and assist potential buyers in their decision-making process.
Product FAQs with schematic markup
Instructional video content where possible
Customer feedback collection system
Time to Ride Logo and Brand Identity
Design Objectives:
My goal was to create a modern, bold logo that:
- Communicates speed, energy, and forward momentum
- Evokes the cycling experience without relying on clichés
- Balances a tech-forward feel with a sense of lifestyle and freedom
Concept & Thought Process:
The creative direction was rooted in the idea of motion and dynamism – an essential part of cycling.
Key visual influences included:
- Road markings and directional lines: Representing both literal and metaphorical movement
- Handlebars and rider: From an aerial viewpoint, forming a subtle abstract “T” shape
- Clean geometry and symmetry: For a sense of balance and control, echoing the precision of cycling performance
The result is a stylised, abstract mark that can be interpreted in multiple ways – mirroring the duality of cycling as both a sport and a lifestyle. The strong, forward-leaning lines convey propulsion and direction, while the negative space hints at handlebars and a rider in motion.
Logo Execution:
- Typography: Custom, minimalist wordmark to complement the symbol and ensure versatility across digital and physical mediums.
- Colour palette: The logo is shown here in black for maximum contrast and legibility, combined with a bright pink that introduces an attention grabbing, modern highlight that helps the brand stand out in a saturated market.
- Scalability and Application: Designed to work on everything from website headers to packaging and cycling gear.
Final Result:
This mark captures the core of the Time To Ride ethos: freedom, movement, and performance – distilled into a sleek, memorable logo that stands strong in a competitive market.
Time to Ride Logo and Brand Identity
Final logo (dark version)
Worksheet showing the creative process behind the logo
Time to Ride Branded Elite Water Bottle
