Sugar Wheel Works
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.
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