The Kuhl Bike case study is a digital storefront to a boutique bike shop in the Pacific Northwest. The goal is to design a website experience that motivates the ideal customer to take the first steps toward purchasing a bike, exploring local trails and engaging with the off-road cycling community.
Leo is in his late 30’s, on Vancouver Island, still living with roommates. He’s a hands-on kind of guy, informal, holding a skilled labour position that provides a comfortable income. Facing midlife, Leo is becoming more aware of his age, feeling the urge to improve his health and embrace an active lifestyle. Since childhood, he hasn’t owned a bike.
Breaking free from long-standing habits isn’t easy. How can we help Leo transition from his comfortable, but sedentary lifestyle to one that aligns with his desire for health and vitality?
Vancouver Island is known for its outdoor culture, with many locals engaging in biking, hiking, and other outdoor activities. However, the market is saturated with bike shops, each competing for the attention of potential customers.
Conversations with individuals similar to Leo revealed that while they are interested in biking, they often feel intimidated by the technical aspects of choosing a bike and the physical demands of riding. The idea of joining a small, supportive group or having a guide to explore local trails at their own comfort level was met with significant interest.
The website must be welcoming, easy to navigate and understand. Incorporating a personal touch could help ease the challenges of getting started. With the integration of motivational messaging and content that offers simple and achievable goals, individuals like Leo will be more likely to take the first step.
The finished design is inspired by the woods: dark and cozy. It’s an approachable website with a friendly face that makes it easy for Leo to gain perspective on the culture of mountain biking. He can learn about the latest technology, engineering and comfort features of the industry. He can access the online shop and compare the specs of each bike. He can make a purchase, or connect with the community through the newsletter. Along with a page that describes Kuhl Bike’s history and values, Leo can click and get to know each member of the team, then decide to make an appointment to learn more in person. The final product is friendly and informative representation of the Kuhl Bike brand and the people behind it.
