With a younger generation seeking alternative transportation options, the market for bikes in urban centers was growing. To capture it, Specialized needed to step outside of its comfort zone with performance road and mountain riders, learn about the unique needs of this new audience, and offer a compelling solution.

​

We conducted 70+ hours of interview in five U.S. cities, using a variety of ethnographic methods including card sorting, photography, online usability tests, ride-alongs and shop-alongs.

​

To communicate with executives we visualized the experience of our users.  At important stages of this User Journey we identified and labelled key problems the user was facing, then translated those problems into broad design direction for both products and services

​

The most promising solution was field tested with the target market; live surveys and feedback discussions helped us revise the solution before developing a business plan including financial analysis to present to senior management.

​

​