Digitising 153 years of saddle making.

Services Employed:

Ecommerce Strategy
Design & UX

John Boultbee Brooks took up cycling to work in 1878 after his horse passed away. Finding bicycle saddles uncomfortable, he began manufacturing them under his name and the brand has been making quality cycling goods ever since. Diligent worked with Brooks England to create a design that showcases their rich heritage in a way that resonates with their contemporary global audience.

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To ensure a seamless blend of content and commerce, we designed the homepage to include dynamic image blocks, where Brooks England can showcase their beautiful editorial images. Creating a user interface designed focused on brand storytelling allows the brand to showcase their history, quality and craftsmanship.
Working closely with the Brooks England ecommerce team, we analysed their previous website’s performance and user behaviour to produce a modern, visually-led shopping experience. We created a new sitemap, allowing customers to access products in a more logical and streamlined way.
Blogging is a crucial element of Brooks England’s content strategy and brand utilises their site journal to depict stories of cyclists, announce new collections and showcase their products in action. We decided to bring these stories right onto the home page by including an easily accessible blog block, in order to engage customers.
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