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Project Overview
“For some time we were trying to find a way to make our website mobile friendly. Red Pants offered an inexpensive and speedy solution."
"It seemed too good to be true, it wasn’t."
"In a few days the mobile website was up and so was our traffic.” (Craig Richards - CEO Bicycle Network)
Project Commissioner
Project Creator
Team
Wes Garth - Project Director
Rohit Verma - Design Director
Peter Forster - Technical Director
Project Brief
With over 50,000 members, the Bicycle Network (charity) is Australia's largest cycling member organisation.
Having been encumbered with a overweight desktop website, the Bicycle Network desired to reflect its upwardly mobile membership base in a dynamic mobile friendly website.
With cyclists naturally on the move, be it on bike, home or at work, it was essential that the mobile friendly website was built on a Fast and Easy-To-Use platform.
The Bicycle Network scope was wide and varied to help drive;
- Awareness
- Membership
- Event Information
- Connectivity
Project Need
Utilizing new Australian technology developed in 2012, the customised Bicycle Network Mobile Website is a flagship mobile website in global innovation and design.
Engineered on an m. re-direction script in the desktop website, it ensures that for >50% of web searches conducted on smartphones, it will immediately load the mobile friendly version fast in seconds.
With soaring mobile website abandonment rates at 81% by smartphone users for either;
- a website taking >5 seconds to download, or
- desktop 'pinch & squeeze' version
...the brand new Red Pants Mobile Website version for the Bicycle Network was ground breaking in the Not-For-Profit sector.
It delivered to the Bicycle Network immediate credibility, reinforced and enhanced its standing as Australia's largest member cycling organisation.
User Experience
Have you ever seen 50,000 cyclists pull out their laptop or tablet as they stop for a mid ride coffee break ? Nup.
Crucially the Bicycle Network identified not only the need to get ahead of the curve with smartphone technology, but also connect with their core constituent by having a dynamic mobile friendly website.
It's was a natural fit. Mobile for the Mobile.
To cement their credibility, leadership position and essence of the modern day cyclist, the Bicycle Network embraced the Red Pants innovative technology of;
- One Tap technology
- Interactive information portals
- Easy-To-Navigate menu tabs
- Fast downloading for the time poor cyclist
The Bicycle Network mobile website was designed to complement the fast and dynamic nature of the cycling enthusiast.
Project Marketing
Premised on 'under promise and over deliver', Red Pants Mobile Websites in conjunction with the Bicycle Network took an underground discovery route in marketing the mobile website.
The re-direction was switched on in clandestine only days prior to the opening of entries for the 2013 Round The Bay In a Day cycling event.
Members and Non-Members organically discovered the dynamic mobile friendly website at this critical time and visibly shared their user experience amongst the cycling and non-cycling community.
Smartphone users actively engaged with all aspects of the critical target areas identified;
- Event Information and Entry details
- Membership benefits
- Bicycle Network brand and values
Members were given the distinction of having priority entry access ahead of non-members thus driving an aspirational membership message to all smartphone users.
Immediately post the soft launch the mobile website achieved over 10,000 unique visitors in the first month alone.
Not For Profit
This category recognises applications developed for Not-For-Profit organisations and charities.
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