Sugar Wheel Works

ux strategy.

the ask.

Sugar Wheel Works, one of few custom cycling wheel builders in the country, aimed to increase productivity without sacrificing their intimate, hands-on customer experience.

the result.

Through employee and customer interviews, we discovered an opportunity to create a custom wheel configurator where cyclists could not only design their new wheels but also gain behind the scenes access throughout the build process through custom designed digital tools.


  • Account direction and senior project management

  • Qualitative research / In-person interviews​

  • Digital & UX strategy, research & UX design

  • Database mapping

  • Functional requirements