As the national governing body for the pedal-pumping sport, USA Cycling’s website has to work as hard as its athletes. It provides event and athlete information for a huge variety of cycling disciplines and levels while also generating revenue for the organization. Unfortunately, the existing website was “bonking”—sporting disjointed user experience, outdated design, and zero mobile optimization. USA Cycling needed to provide a smarter, smoother ride for its most important audience: everyone on two wheels.
To set the pace (and the course) for the site redesign, Fact & Fiction’s strategy team challenged USA Cycling to focus on a few primary audiences to help us provide a more useful, intuitive experience for everybody. This involved shortening the purchase path for memberships, donations, and merchandise to generate more revenue, while restructuring content and bringing the organization’s new brand identity (which, not incidentally, we had just created) to life.
We first conducted a content audit of the 9,000(!) existing webpages to prioritize, focus, distill, and craft the subject matter for the behaviors and user journeys of three primary audiences we had identified. This allowed us to create twelve unique page templates that would provide ideal experiences for our audiences, while making it easy for USA Cycling to build the pages within their own content management system (CMS). This was especially important to the organization and its employees because, as cyclists, they tend to prefer physical challenges to technological ones.
As previously mentioned, Fact & Fiction was simultaneously rebranding USA Cycling, so our designers worked lovingly and thoughtfully to bring the new brand standards and identity to life across every page template. By incorporating edgier type, colors, overlays, and images across a hugely improved user experience, we created a digital hub USA Cycling could take pride in—inspirational, easy-to-navigate, mobile-optimized, and passionately determined to lead the pack.
“A lot of agencies do beautiful work without grounding it in insight. And a lot of agencies can bring you insight but can’t pay it off. Fact and Fiction represents the sweet spot and delivers incredible work grounded in business-changing insight.”
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