UK Cycling Events

UK Cycling Events is the lead provider of Cycling Sportives in the UK

Riders having completed a UK Cycling Event


Design, build and online strategy for UK Cycling Events for the 2010–2011 season of mountain bike and road sportive events.

  • Duration and Team: 6 days, 1 designer and 1 product owner
  • Tools: Pen and Paper, Adobe Photoshop, HTML & CSS

Discovery and Definition

With design direction from John McFaul, we started to understand the needs of the project. What were users interested in? What was going to make them to decide to buy an entry ticket?

We also scoped out the site hierarchy — identifying pages that would be most popular and their prominence within the site.

Planning the hierarchy

Understanding the hierarchy of the site

Design and Testing

I designed and developed the UK Cycling Events website, curated the website content and all graphic design elements, including print and graphic design.

Wireframe sketching the homepage and event page designs

12 column grid

Before Responsive Design became mainstream, the site was designed to fit a 12 column grid.

The first design iteration of the homepage in 2010

The first design iteration of the event page in 2010

Taking on feedback and results from Google Analytics, we iterated upon the design in time for the 2011 season of events. This is the event page

Also did some print design for on the day entries

I also designed the print forms to ensure that customers signed up correctly


The redesigned website received between 1000–3000 hits per day in 2011. My design efforts also received press coverage on Cycling Weekly, British Cycling and Cyclosport websites.

What the client, Martin, said about working with me:

“With short notice Ross has just built me a superb website. He was briefed on Friday and today (Wednesday), our site went live smoothly. I have dealt with several web agencies in the past and have always been frustrated with the amount of talking, but little amount of doing, often trying to balance more work than they have capacity.
I was amazed with how Ross listened, then executed what I requested, quickly and to a simply brilliant standard. I would recommend him to anyone.
He has made a expected painfully process, enjoyable and super efficient.”

Originally posted in 2011 and moved here.

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