Duration:
3 months, 09.2016 - 12.2016

Team:
4 Strategic Designers, Graphic Designer, 3 BCG business consultants

Location:
San Francisco, Colorado, London

My contribution:
Research, strategic thinking, concept development

Overview

• I led the creation of the research strategy, work plan, target segments, and stimuli used in interviews. I oversaw all research conducted in North America with a fellow strategic designer. We then co-located with the rest of the case team in London to synthesize our findings and develop the business concepts.

Objectives

• Develop a new digital business across tires, accessories, and other social and lifestyle opportunities. The new business must provide:

  • Integration of product and service

  • Continuous user engagement and a customer-centric approach

  • Strong underlying opportunity of growth

  • Opportunity to grow into automotive and motorcycle spaces.

Outcomes

• The team presented 10 business concepts to the client in late 2017. In addition to identifying new strategic opportunity and compelling user experiences, the teams worked to create platforms that were strong contributions to the client’s brand.

• Though it was decided it was not the correct time to enter the bicycle space, the concepts and thinking aided the development of a smart tire platform which provides real time data about the pressure, temperature, use and maintenance of high-end automobile tires.

research
methodology

In October of 2016 two teams spent two weeks in the field. The UK team conducted interviews in Berlin and the US team conducted interviews in San Francisco and Denver. Road cyclists, mountain bikers, commuters, and bike mechanics were formally recruited across both markets.

FINDINGS

Our research helped us understand 2 key things:

1. The emotional benefits of different types of cycling, which guided our thinking as we developed new platforms and services for cyclists.

2. Customer pain points, or unmet needs, that could represented strategic opportunity

Each strategic designer partnered with a BCG consultant to create a business concept that delivered a compelling, on-brand user experience as well as a solid business case.

Below is an example concept I created with a BCG consultant. I was responsible for the initial idea, experience/service design, as well as all concept visualization.

The team presented 10 business concepts to the client in late 2016. In addition to identifying new strategic opportunity and compelling user experiences, the teams worked to create platforms that were strong contributions to the client’s brand.