Design approach
The company's new brand identity set the tone for the website design, clean, precise, and unapologetically performance-led. We were tasked with translating the new brand identity into a digital experience, which we achieved through a stripped back and purposeful interface, with typography, colour, and imagery used to ensure products took centre stage.
Immersive photography and bold layouts showcase the technical detail of the range, while a bespoke icon system highlights key specifications such as breathability, insulation and speed at a glance. White space and subtle transitions keep the site light, intuitive and free from distraction, echoing the simplicity and no-nonsense focus of the brand itself.
Web design
We rebuilt the site from a fresh database to eliminate legacy issues and provide a clean foundation for growth. The structure was carefully mapped around user journeys, making products, club information, and content quick to find. Flexible page components, from galleries to accordions and video blocks, allow the Nopinz team to build and manage content independently.
Product pages were reimagined to be image-led and specification-driven. Expandable accordions keep details organised, while a standardised performance scoring system allows riders to compare features consistently across the range. The result is a design that is modern, minimal and highly functional, fully responsive across desktop, tablet and mobile.
E-commerce solution
E-commerce functionality was engineered to match the brand’s focus on speed and precision. WooCommerce was customised to support product comparison, attribute filtering and mix-and-match bundles, enabling customers to assess options side by side or create custom kit combinations.
Checkout was refined with a staged, Shopify-style flow to make purchasing faster and clearer, while video integration and upsell options add depth to the customer journey. Multilingual capability via WPML prepares the platform for international expansion. For Club Nopinz, we worked with the client’s own developer to integrate custom functionality, allowing clubs to manage private kit ranges for their members.
Accountancy Automation
As part of Nopinz’s bespoke eCommerce system, we implemented a fully automated integration with Xero that streamlines the flow of order data directly into their accounting workflow. The system intelligently maps each transaction to the correct sales codes, ensuring financial records stay clean, consistent, and accurately structured without any manual intervention.
To support clearer financial segmentation, products from their main collection range are automatically assigned to a dedicated sales code, while club products are routed to a separate code. This separation ensures revenue streams are properly categorised at source, making reporting more accurate and easier to manage.
By removing the need for manual reconciliation and reducing the risk of human error, the integration significantly lowers day-to-day finance administration. The result is a faster, more reliable accounting process that saves the team several hours each week and allows them to focus on higher-value financial tasks rather than repetitive data entry.
Project outcome
The new Nopinz website reflects the brand’s uncompromising focus on performance. Customers benefit from a streamlined, responsive shopping experience that combines clarity with flexibility, while the Nopinz team can now manage content, products and campaigns with greater independence.
From product discovery through to checkout, the site captures the same precision and forward-thinking design that defines the brand on and off the bike.
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Project overview
A bespoke WooCommerce website created for a leading British cycling apparel brand, designed to support e-commerce and custom team kit ordering.
Nopinz is a British cycling brand specialising in race-legal, performance-driven apparel trusted by riders worldwide. We were commissioned to design and develop a new WordPress and WooCommerce website that applied their refreshed identity while improving the customer experience and supporting both direct e-commerce sales and Club Nopinz, their custom online ordering system for cycling clubs.
