Development of an Online Store for Brace to race

Let's start with what all case studies require before diving into details: a brief introduction to our client.

Brace to race is a Slovak manufacturer of professional orthopedic knee braces developed using 3D scanning and computer-aided modeling. The products feature a titanium protective shell and an adjustable exoskeleton that provides reliable stabilization of the ligaments, meniscus, and kneecap under extreme loads.

The strategic goal of the project was to launch the brand in the European market and cover up to 80% of the territory through an online store.

The scope of work included CustDev research and geographic audience segmentation, competitive benchmarking, concept and MindMap development, prototyping, UI/UX design, and the full development cycle. HTML, PHP, CSS, JavaScript, and MODX CMS were selected as the technology stack. This solution provided a reliable server-side foundation, created the basis for SEO optimization, accelerated responsive development, and enabled the client to manage website content independently.

Design

As part of the benchmarking process, six key competitors were analyzed in detail: yami-brace, evs-sports, mobiusbraces, podactive, enovis-medtech, and ortema. This helped define the core principles of the future website: visual storytelling with minimal text, a logical catalog structure, educational content and an FAQ section designed to improve NPS, a social proof section, and seamless mobile-first responsiveness.

The project’s target audience consists of professional athletes and enthusiasts of extreme sports, including motocross, snow racing, and water racing, aged 20–40. For this audience, the exclusivity of custom manufacturing, technological innovation, and a premium brand image are particularly important.

Based on these insights, we developed a concept focused on emotional engagement through video content, a concise user interface with unconventional visual accents, and a streamlined ordering process.

Implementation

The prototype follows a linear structure based on the classic AIDA funnel and includes the key sections: unique selling proposition, product catalog, FAQ, news, and contact forms. Particular attention was paid to communicating the reasons for choosing the brand through quantitative indicators, developing a five-step custom ordering process with complimentary measurements, and preparing detailed privacy policy pages in accordance with GDPR requirements.

The implementation also considered the specific requirements of the European market. The architecture supports future multilingual expansion, while the mobile-first approach ensures fast loading. A high level of web accessibility was achieved through strong contrast and a clear information hierarchy. Aggressive sales techniques and pop-ups were completely excluded in favor of native, expert-led communication with users.