Below is an overview of work I delivered at different moments in the lifecycle of a recent project for People For Bikes. The brief was to imagine a new ownership experience with a bicycle to increase participation which in turn grows revenue for the industry.

Part 1: Selling The Approach

Developed a sales plan, project roadmap, and budget in the business development phase. Selling ideas is one of the highlights of "work." There is nothing I enjoy more than getting people excited about future state vision. When you become so passionate about the idea, selling becomes more authentic, and it's the authenticity that helps build relationships that last.

Part 2: Understanding the Audience

Designed the research plan that was used to create the first industry profiles designed for the cycling industry. To develop these audiences we combined primary research conducted by People For Bikes, Global Web Index for digital behaviors, Trendwatching.com for mega consumer trends and industry purchase data. These profiles were then prioritized and served as the basis for our product design.

Part 3: the Approved VIsion

Once we established the vision for how to increase participation in cycling, I created the user journeys for a production team to bring to life to help people visualize the potential. The video below is what the People for Bikes leadership team is using to socialize the vision to the cycling industry to secure funding for phase 2. Having a background in experience planning helps imagine how an idea moves from a strategy to something real.

Part 4: socializing the vision to the industry

Once we got buy-in on the vision for increasing participation in cycling through a mobile platform, we now have to bring it to the industry to secure the next round of funding to bring the product to market. I designed the executive summary presentation below as a sales tool that People for Bikes can use in tandem with the concept video.


In addition to helping clients create a better version of where they are today, I understand the role thought leadership plays in contributing to recruiting new business. Sharing my ideas on where the market is going online or offline is something I enjoy. I like to say there are no wrong answers, just uninformed ones.