Roval Components — Elevating a user's online experience with a site that matches the quality of the brand's products

The world’s leading producer of carbon fiber cycling wheels, Roval Components hand-builds high performance wheels for riders of all disciplines.

They are a part of Specialized, one of the largest brands in the cycling industry. To date, Roval has existed mostly under the Specialized umbrella as their in-house wheel brand, seen only on Specialized bikes and at retailers who carry the brand.

Roval is poised for growth and sought to be developed as an independent brand while still leveraging the resources available to them by being a part of Specialized. This strategic initiative included a new website and an evolution of their brand in the process, for which they chose to partner with SevenDesign. The website needed to be easily scalable, integrated with Specialized via their Oracle inventory system and be hosted on Shopify Plus to enable the site to be able to evolve into a single global storefront.

In keeping with Roval’s mantra, “True to your ride,” the key goal of the website is to seamlessly provide riders with the information they need to find the right components for them. We worked to elevate the content and design to present the products in a compelling way, communicate the emotion of their brand story and speak to riders of all types, letting them know that Roval understands their specific needs.

As lead designer on the project, I was involved in every aspect of the site redesign: market research, competitive analysis, strategy definition, sketches, wireframes, prototypes, and finalized design files. Additionally, my role included regularly presenting designs and prototypes to key stakeholders, providing direction to members of my team, and working closely with our development partners to ensure quality and assist with front-end development fixes.