The Challenge

Cannondale approached us with a desire to understand and improve their customer’s discovery, purchase, and in-store experience.  

This meant that our creative team would need to work across multiple aspects of experience design: the customer experience of purchase, the user experiences of website and content, and the service experience of how Cannondale engages owners in using and servicing their bikes. Our overarching goal was to align digital and real-world experiences into one strategic, on-brand experience aligned with business strategy.


understanding cusTomers

Cannondale’s customers range from commuters and leisure riders to professionals who participate in cycling events. This diverse range of customers requires thoughtful content strategy and cross-circulation within a site to ensure that visitors find the content and bikes they are interested in. We leveraged the brand’s reputation as a high-performance bike producer to showcase Cannondale’s adventurous side, as well the full range of bikes made for everyone.


It was important for us to give visitors to Cannodale’s website a path to bike purchase that showed examples of high-performance bikes in action, but also made them more accessible in terms of understanding just what’s so special about these bikes.

Cannondale also hosts local bike demos and ride events and we wanted to make sure we churned up content that showed how audiences could try before they buy, and meet the other riders in the social events Cannondale hosts across the country.

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Research and personas

We began our work with in-person interviews with a range of Cannondale customers. We also explored social media sites where customers talked about their favorite bikes and posted pictures of day-to-day use and events like road trips or races. We created Personas based on our interviews that helped us keep specific customer’s needs in mind, and enriched the team’s empathy as we developed a strategy of how to extend and streamline the Cannondale experience.

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As we spoke with customers we recorded the stories of how they became bike owners and why some of them had purchase more than one Cannondale bike. We recorded the good and the bad and condensed these experiences into a single map that illustrated the multiple scenarios and touch points the Cannondale team needed to be aware of as they strategically made changes to customer experience touch-points.

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Next, we reviewed the Experience Map with the Cannondale team and selected scenarios that we wanted to understand more. We created “Scenario Deep-dives” and examined how each of the personas we’d created would respond to these scenarios. This helped the teams our to not only identify pain-points that needed to be improved, but to realize how only a portion of customers was likely to have an ideal experience.

The pain-points we identified in our Experience Map and Scenario Deep-dives became part of our roadmap for improving experience.

We created a stream-lined flow through Cannodale’s content and product call-outs.

We created a stream-lined flow through Cannodale’s content and product call-outs.


One of the challenges we observed customers facing in Cannodale’s website was that customers we dissatisfied with the navigation of content and the path to product (purchase) pages. Customers either felt it was too difficult to reach bike product pages (with too many other types of content getting in the way) or had the opposite issue: feeling that the site pushed too aggressively for them to purchase a bike before they knew enough about it!

Generally, both types of customers wanted a mix of entertaining and informative content along with product information, but also wanted to easily reach the point of purchase in the website when they were finally ready to make the decision.

We did a market analysis of competitor’s web content and mapped the variations in content and path to purchase. We borrowed and combined from the best experiences and formulated a strategy for streamlining content that offered visitors opportunities to dig deeper or cut straight to purchase. By allowing users to identify themselves and their interests we were also able scale pages up or down in size to include only content most relevant to them.

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We also wanted to make sure that content quality was high. We did a survey to explore what content that was most popular across consumer goods companies- in the bicycle industry and beyond.

Cannondale is definitely an adventure sport company. The experience of Cannondale is not just about the bikes, but about where they carry you. We wanted exhilarating, energized images of the places riders experienced and the people they meet along the way.

We also wanted some solidly elegant nerd-footage of the machines themselves. Every part of a Cannondale bike is methodically designed into a frame sturdy enough to withstand hardcore adventures, and also elegant enough to pass as sculpture!

We brought play on scroll video to the company’s home page, and added 360degree interactive photographs of bikes to the product pages.

Some of Cannondale’s bikes cross into the professional racing price bracket (where bikes cost over $10K) so each product needed to truly stand out and tell the story of precision manufacturing and superior on-road performance.



Our final deliverables for Cannondale were truly cross channel: webdesign, content strategy, and solutions for in-store sales. This was an amazing project to be a part of and I was proud to work on it as one of the team at Primacy, a creative technology agency.

Visit Cannondale’s website, social media and stores today to see our efforts in action.