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1st floor, 68 Sackville Street
Manchester M1 3NJ

Canyon Bicycles

Packaging innovation for better customer experience

Welcome Kit is a packaging project, designed to engage and delight customers when receiving their Canyon bike.


Strategically developing customer-centric experiences is the focus of our design with Canyon. One of the biggest identified area for improvement was the unboxing experience.

Customers are always excited to receive their new Canyon bike, but a lack of appropriate instructions or a clear process for assembly created misunderstanding for riders.

With this in mind, Canyon asked us to rethink the Welcome Toolkit in order to create a positive first impression for the product.


A pain point for customers was the messy flow of information on delivery of their bike. The challenge was to turn this into a simple process. One which reflected the expectations of the brand - simplicity, passion and excellence.

We looked behind the scenes in the Canyon factory, researching and interviewing stakeholders to understand the constraints and viability for change backstage.

We observed how customers interacted with the current experience alongside other best in class packaging design. Teardown’s, ideation sessions and focus areas for concept development all informed the different versions of the prototype.


Using techniques of progressive disclosure to guide customers through the steps of building their bike. Canyon wanted the experience to be clear and straightforward enough to support all levels of riders – beginner through to expert.

Subject matter experts in packaging and materials design enabled speed, sustainability and environmental considerations to be integrated into the packaging prototyping.

Liaising with manufacturers several low-fidelity prototypes were created to test usability and functionality. Visual elements including graphic design and an illustrated Quick Start Guide were introduced for further customer testing and feedback.

The final iteration encompassed a boxing experience that was a better and more desirable customer experience and simple for factory staff to implement.

The prototype facilitated:

  • Simple visual design language (for global distribution)
  • Physical prototypes with sample testing group
  • Concept development of 3 prototypes
  • Illustrations of 100s of concepts
  • Sustainable and environmental
  • Visual design of Quick Start Guide booklet


The Welcome Kit launched in 2017 with the all new Inflite bikes - every detail is geared towards the best possible functionality in combination with the highest aesthetic quality.

Positive feedback from Canyon customers has elevated the brand experience to bring their customer experience on par with their products.

The business has also seen a reduction in enquiries into the global service centre as a result of the clear instructions and guides with the new Welcome Kit, saving cost as well as time.


  • Rolling out globally with all Canyon orders c. 120,000 unit per year
  • Launched alongside RedDot award winning product
  • Reduction of inbound calls to Canyon global service centre
  • Canyon Bicycles

    Designing a digital product for order tracking

  • Well Pharmacy

    Prototyping digital consent for services

Get in touch

We’d love to hear from you. We’re always interested in meeting new people, businesses and organisations.

0161 236 9898

Find us

1st floor, 68 Sackville Street
Manchester M1 3NJ