It was a privilege to update Specialized.com to exhibit the artistry and passion behind making the most scientifically-advanced bicycles.
I worked on this project at Instrument and collaborated with strategy, designers, and developers concurrently in a sprint structure over a five-month period.
Working with Specialized, we connected informational, instructional, and lifestyle content to product on every page.
From the beginning, I pushed Specialized away from showing images of product alone to assist the novice cyclist in determining what bicycle would be best for their needs.
Product category pages evolved from lists of bikes to include instructional blog tiles, social posts from Specialized-sponsored athletes, and appropriate gear to accompany tiles. For the professional and aspiring cyclists, these tiles build the reputation of the brand and category of sport.
Specialized has many talented in-house designers and I worked hard to create an expansive sheet of potential tile styles to inspire them.
In a previous life, I was an amateur alleycat racer. Paired with a ranked Cyclocross cyclist/marketing strategist, we tackled long lists of components, specs, and features. We striped down those long text tables and elevated information that professionals like him crave and wouldn't scare the pants off part-time hobbyists like myself.
We also pushed to bring in curated content from the cycling community to the product page.
And of course, that information had to read well on your phone in your local bike shop.
Finally, I worked to reinvent Specialized's purchase flow to feel as sleek as its equipment and handle the complexity of their product line—on mobile as well as desktop.
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If you want to learn more about this project or others, please email me at email@example.com