Tour de France Singapore Criterium ⎯ UX strategy, UI design and production for an elite sports event marketing website.


The Tour de France, the world’s premier cycling event, launched their Singapore Criterium, produced by TEG Sport, featuring the worlds 30 best cyclists and a host of pro-am and family events over two days at Singapore's beautiful Marina Bay.


UX strategy
UI Design


Total Sport Entertainment (TSE)


Event Promoter TEG Sports


The Challenge

This was a new event launching into a new market. An audience unfamiliar with professional cycling needed information a long way in advance to inspire and excite them to purchase tickets, though all the details were yet to be confirmed. The promoters also expected details to evolve and be quickly communicated, without impacting the brand integrity, as the event date arrived

Elite sports marketing agency Total Sports Entertainment (TSE) asked Userkind to led the UX and UI design for the website. We modelled the website content to educate Singaporeans about the excitement and features of pro road racing, the energy and excitement the event was bringing to Singapore, who the Tour de France riders were and the details of the event days and surrounding activities. All with the key objective of funnelling site visitors to purchase tickets and grow the audience for the following year’s event.


We crafted a bespoke design system and flexible suite of templates to enable to marketing team to react quickly and update the site with ease, without compromising the design. As new content, pages and information were added, it would remain fully integrated in the brand look and feel.


The UI design focused on high readability, to deliver important information is bitesized segments, encouraging further reading and exploration. We also provide fast and easy access to critical event information for visitors on the day, like event maps, schedules and activities.


Userkind is a Sydney-based digital agency founded by Lucie Bertiau & Garreth Wills.

© Userkind 2024. All rights reserved