We balanced internal stakeholder needs with the commercial objectives of growing user engagement.
We also focused on the short-term internal stakeholder requirements around the maintenance of the ‘Let’s Ride’ site. This allowed the current website and social community to continue evolving and growing, serviced by the British Cycling team, whilst we researched, created and built a brand-new ‘Let’s Ride’ community social platform in parallel.
Our new website fosters a more effective social community. We have introduced a comments system online, community groups through which users can organize group rides, and the ability for direct mail between users. To make members people, we ensured that users have easily-accessible profiles, and now include participant photos to show exactly who is booked on each ride.
Ride leaders and Breeze champions, who guide thousands of cyclists along amazing routes across the country, can now administrate all their rides on the main website rather than having to use a separate system. We have built in functionality that provides visibility of participants both before and after rides, and facilitates direct communication with all riders.
We are delighted to give Ride leaders a better platform to boost their individual engagement: they can now build their own profiles and add qualifications to demonstrate their experience. In terms of safety, Ride leaders can now do their job better. Once a risk assessment has been performed on a route, the new site enables them to share any necessary details with relevant participants with ease.