End-to-End Research to Drive Digital Transformation

A global bicycle component manufacturer engaged us to lead a foundational research and strategy initiative to inform the redesign of their fragmented digital ecosystem, spanning B2B, D2C, and service experiences.

Through 26 interviews with internal stakeholders, B2B retailers, and end riders, we uncovered consistent pain points across product discovery, compatibility, ordering, and brand engagement.

Approach

Conducted primary research across 3 persona groups (internal, B2B, rider)

• Synthesized transcripts into modular themes and user stories

• Mapped current-state journey, pain points, and tech limitations

• Created future-state modular blueprint and strategic opportunity map

Key Findings

• Product Discovery Friction: Search and catalog usability required insider knowledge (jargon, part numbers), pushing users to competitor sites.

• Compatibility Confusion: No centralized location to check fitment or lifecycle details, driving calls and manual work.

• Inventory Display Issues: Parts shown as “in stock” weren’t always shippable, eroding trust at the dealer level.

• Siloed Systems: Disconnected platforms for B2B, D2C, service, and marketing made support and scaling difficult.

• Under-leveraged Brand: Fragmented digital storytelling weakened lifestyle resonance and customer loyalty.

Future State Vision

The future experience was grounded in six key principles:

• Compatibility as a Service

• Simplicity in Discovery

• Unified Architecture

• Information Transparency

• Lifestyle-Driven Brand Expression

• Personalized Dashboards for Riders and Shops

Impact

“We now have a clear blueprint to align multiple product and digital teams around a single roadmap.”

— Client Strategy Lead