Online retail of purchasing bicycles and accessories has yet to reach a satisfactory level of customer experience. The majority of retail activity takes place in-store, where a traditional salesman-customer interaction occurs. Sales are limited to store locations and accessibility.

Project Objectives

  • Identify a design opportunity in the domain of bicycle purchasing that’s justified through supporting evidence in the form of market research, industry insights, and user preferences.

  • Prototype a product/system for cyclists and create early prototypes for testing with user or industry stakeholders.

Value Proposition

Bespoke aims to provide novice and expert bicycle enthusiasts with an online platform that fulfills or improves upon the current in-store experience through a guided profile builder, smart part/bike recommendations, and a virtual garage space for creating saving assembled bikes.


Sept. 1st - Nov. 15th

Industry Collaborator:

  • Atlanta Cycling

My Roles:

  • UX Design Lead: drove the team’s process of developing user interfaces from early sketches to high-fidelity prototypes.

  • Industry Contact: primary contact for industry client




Identifying Stakeholders

The project prompt given established only that research and design efforts should address the topic of bicycle retail. While not required, our team self-imposed that a real-world need be discovered from industry and/or customer perspective. Finding an real opportunity to solve for is no easy task, but the team aimed for

With only two weeks to spare for needfinding, a research plan was designed around maximizing the team’s familiarity with the problem space through a series of semi-structured interviews and contextual inquiries with key stakeholders. While not all possible stakeholders were engaged, the team prioritized stakeholders based on their importance/influence on the problem space.

To learn about the precedent sales practices of a bicycle shop, we focused on interviewing floor salesman and shop managers. To learn about customers,

The following efforts comprised our qualitative need-finding phase

Industry Manager | Atlanta Cycling

Atlanta Cycling had the most

Industry Salesperson | Atlanta Cycling

‘Atlanta Cycling, the most successful retailer for bicycles and bicycle accessories, became a primary feedback contributer over the course of the project.

00 | Method

To ensure the semi-structured interviews stayed on-track, the team

For every stakeholder research effort, the team formed into complimentary researcher roles. The unstructured nature of many of these interviews often required the presence of a facilitator/questioner, one or several note takers, photographers, and a secondary facilitator in case of unexpected needs.

I handled the scheduling, question drafting, and facilitation of interviews.

After the conclusion of each interview session, the team met for a debriefing that involved each member sharing thoughts, notes, and observations while one member recorded everything.

Notes were transposed into codified insights via a shared Realtimeboard. The realtime board allowed the team to work simultaneously without the needs of using physical materials. In addition, codifying information was systematized.


00 | AnALYSIS & Synthesis

Affinity mapping was used because it takes in a huge amount of raw, open-ended qualitative data and processes it through meaningful hierarchies. Interviews were transcribed from audio recordings, notes, and videos. Approximately 475 “bits” of information were captured in Realtime Board, a digital affinity mapping and diagraming tool. The tool was selected because it allowed the team to collaborate in realtime without needing physical materials. The board can be found here.

This affinity map was organized by the following format.

  • Design Ideas

  • Themes

  • Distinctive grouping

  • Observations/interpretation notes

Screenshot 2019-01-28 05.40.11.png

The team then reviewed the concepts together with the goal of identifying the most promising evidence-based design directions based feasibility, strength of evidence, course parameters, and the team’s personal interest. A round of voting took place, and the top three distinctively different concepts were identified for future ideation:

{insert carousel with three realtimeboard compositions of findings)

00 | Ideation


#1 | Home-fitting

Riders are traditionally matched to bikes through an ergonomic fitting session in-store. All industry stakeholders adamantly expressed the importance of this step to preventing future user injury


#2 | Bike Fitting

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#3 | Questionnaire

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Note on other Design Direction

Of the three concepts, the at-home fitting experience had the most evidence suggesting a real design opportunity. Initially, the team began developing this concept (see storyboard below). However, after discussion about augmented reality prototyping tools available and concept relevance to retail, the team shifted focus on a platform that utilized concept #2 and #3.

00 | Wireframes


00 | Testing & Refinement