Thomson Bike Tours Website


Designed from the ground up, we created a comprehensive digital ecosystem for premium cycle tour brand Thomson Bike Tours. The WooCommerce based website has become the beating heart of the business, moving the entire booking system online to streamline the sales process. 

At the front end, it was imperative to create an architecture for the site that allowed visitors to access a wealth of information easily and quickly. With several trips, multiple departures and three different ride levels – plus spectator only trips and B2B to consider – we had to deliver information succinctly and allow users to delve deeper as they wished. 

The UX is delivered in a ‘card’ system, where information can be organised into stacks for easy reference , ever expanding to reveal more information as desired. 

The performance switcher gives users the ability to see their trip itinerary change in real time; showing the small differences in route and updating the daily distance and elevation.

A unit switcher allows users to decide on miles or kilometres, catering to both the US and European audience. 

Since each trip itinerary is incredibly detailed, we were careful not to overload users with information.

Considered information architecture allowed us to deliver overview information simply and easily, whilst providing a platform that would answer any question. From the definition of technical gravel sections to the metre by metre gradient of a climb.

With automated emails, journal content, a climb repertory and associated social media channels all integrated, the site is Thomson’s online brain.

The Thomson team of professional guides, mechanics and support van drivers are the envy of the mountain, playing a vital role in making every trip a success. Continuing the language of cards, we were able to introduce each member of the team thoroughly, allowing guests to get to know their ride leaders ahead of a trip.

The website is far from an information only resource, it performs on all levels; as a booking system, a source of inspiration and a place to answer all questions about a trip.


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