B2R

A group of friends, drawing from their own experience,
decided to bring together the best developments and create

a genuinely cool product

Brace2Race knee braces are made using 3D scanningand computer modeling technologies.

The process includes:

software-controlled equipment

and

carbon parts polymerization in an autoclave

The main stages are carried out by experienced orthopedists.
Each brace comes with a titanium protective capsule and an adjustable
exoskeleton that reliably protects ligaments, the meniscus, and the kneecap under
heavy loads, impacts, and rotations.

Tasks:

Define the target audience
and segment it geographically
Conduct CustDev
Competitor analysis
Draft the initial website concept, identifying key touchpoints with the user branding and MindMap and agree on the tech stack
Develop a prototype
and iterate
Work through the site’s UI/UX
Layout, backend, programming, and content integration

Solution:

The chosen stack:

HTML PHP CSS JS

For a budget-friendly balance, the CMS MODX was selected.

This allowed us to:

Prepare the site for further SEO optimization in advance
Simplify responsive work to shorten development time
Add more visual dynamics through animations
Ensure stable and fast server-side performance
Make internal content management simple so the client can edit the site themselves

Working in Europe comes with specifics

The client and their store are based in Bratislava, Slovakia, but
with the online shop they want to enter the European market
and reach

up to 80% of Europe

Key points to consider

Plan time for multilingual support. MVP launches in English by default, but for proper localization other languages must follow

Pay special attention to mobile-first, responsive layout, and fast load speed. Users in this region are demanding

Preference for clean, simple design with no visual clutter, high readability (contrast text — important for accessibility too), and clear hierarchy

Smooth UX: the user should never wonder where to click or what to do

Avoid aggressive sales tactics like constant pop-ups, intrusive offers, and overwhelming ad copy

CompetitorAnalysis

We analyzed, analyzed — and analyzed again. Since we don’t often work with
international clients, we devoted extra time to product, competitors, and audience
research. And of course, we started with competitors.

Benchmarking mode on

We had two types of competitor lists:

Provided by the client Gathered by us

yami-brace.de

Pros

Clean, minimalistic design, plenty of whitespace. Good text hierarchy and CTA. Modern flat design, not overloaded. Clear informational content

Cons

Poor mobile responsiveness (cropped blocks). Lacks marketing triggers (reviews, social proof, offers). Weak text/background contrast in places. Feels more like a brand’s business card than a commercial resource

Notes

Clear B2B/partner focus, not B2C

evs-sports.com

Pros

Solid content marketing (useful articles). Good header navigation. Adaptive and fast. Quality photos and branding

Cons

A bit text-heavy with few separators. Too many transitions, some CTAs unclear. Video content underused

Notes

Focus on educational content and building trust via expertise — a strong trend. Uses animated transitions

mobiusbraces.com

Pros

Strong visual style, sporty vibe. Large product imagery. Good mobile adaptation. Clear presentation of tech features

Cons

Poor CTA button contrast in places. Complicated navigation, overloaded menus. Heavy background images slow loading

Notes

Excellent for brand awareness and premium positioning. Sliders add energy but can distract

podactive.com

Pros

Minimalist, premium design. Large action shots of products. Smooth content animations. Straightforward checkout

Cons

Very little text, product value underexplained. Hard to find detailed specs. Few reviews or case studies

Notes

Approach: “less text, more emotion” — aligned with visual storytelling trends

enovis-medtech.eu

Pros

Broad product line. Strong corporate style. Trust via scale. Clear catalog structure and search

Cons

Overloaded homepage. Outdated design elements. Some sections open in new tabs — confusing

Notes

Aimed at professionals and dealers, less at end users. Content feels bureaucratic at times

ortema.de

Pros

Clear catalog of products and services. Solid coverage of braces/orthotics. Clear contacts and service info

Cons

Outdated design (2010s feel). Small, hard-to-read fonts. No engaging visuals (video, animations, cases)

Notes

More about informing and supporting existing clients than attracting new ones. Missing emotional component

Results of competitor analysis → goals:

1.Focus on visual storytelling, minimal text for easier perception (avoid overload);
2.Pay attention to catalog structure;
3.Use educational content/FAQ to boost NPS and session depth;
4.Highlight reviews — also improves NPS;
5.Ensure responsive design (mobile-first) without losing style.

Target Audience Analysis

This product is not for casual Sunday bike rides. It’s aimed at pro athletes, thrill-seekers, motocross riders, and lovers of snow or water sports. Age 20–40 — wide, but values-driven.

Focus points for the website:

Exclusivity

custom-fit only

Innovation

best of all competitors
combined

Premium image

Custom, like Iron Man’s suit

Video content

product in action

Simple UI

with a twist

Checkout