01
Background
Professional cycling is a sport defined by unpredictability – a thrilling mix of dynamic team strategies, intense competition, and breathtaking landscapes. Yet its complexity and passion often came with moments of confusion and fragmented access to information. Road Code was developed to address these challenges and transform the way fans, riders, and teams experienced cycling.
Road Code was a platform built on Web3 principles, designed to bridge the gap between riders, teams, and fans. It aimed to create cycling’s first “fan universe” – a complete digital ecosystem that brought clarity, engagement, and community to one of the world’s most beloved sports. The platform integrated real-time race tracking, fantasy games, rankings, exclusive behind-the-scenes content, and deep rider insights, making the sport’s vibrant chaos accessible and enjoyable for everyone.
Key features included:
Fantasy game: An advanced experience that allowed fans to engage with races before and during events.
Race center and live coverage: Real-time updates and race insights, including unique perspectives such as live data directly from the riders.
Rankings and analytics: Detailed stats and tracking for fans to follow riders and teams.
Exclusive content: Behind-the-scenes access and insider knowledge from professional riders.
Road Code was developed in partnership with Velon – the collective of the world’s leading professional cycling teams — and Hedera, a sustainable, energy-efficient blockchain platform. Together, they delivered the first community-driven digital platform for professional cycling, offering fans a unique way to experience and engage with the sport.
02
The Challenge
Professional cycling is thrilling but complex, with unpredictable races, diverse strategies, and scattered information. My challenge as a UX/UI designer was to translate this complexity into a digital experience that could engage both new and existing fans. This meant simplifying access to race data and creating a unified platform that made it easy for riders, teams, and fans to connect.
03
The Opportunity
Road Code had the chance to expand cycling’s reach by creating an intuitive, all‑in‑one platform that simplified access to race data, rankings, and content – strengthening engagement and connecting riders, teams, and fans in one unified space.
04
The Process
My role in the development of Road Code was to structure and design a platform that brought together a wide variety of products – from live race data and coverage, to a new ranking system, and an advanced fantasy game – into one unified experience.
The process began with mapping out the platform’s core functionalities and defining how they should connect within the overall ecosystem. This required gathering insights from multiple perspectives:
Industry expertise
Working with Velon to understand race structures, team dynamics, and the type of content that fans valued most.
Technical capabilities
Collaborating with Hedera to explore how blockchain could support digital collectibles, in-game assets, and sustainable scalability.
User needs
Identifying fan pain points, workflows, and expectations to ensure the platform remained intuitive for both dedicated followers and newcomers.
With these inputs, I developed user journeys, feature hierarchies, and interaction flows that tied the different product areas together into a coherent experience. I then designed wireframes and prototypes that explored how to present complex information – such as live race data, rankings, and fantasy gameplay – in ways that felt clear, accessible, and immersive.
This was a highly iterative process, refined continuously through close collaboration with developers, stakeholders, and industry experts.
