hello@lovedby.com 0161 236 9898

1st floor, 68 Sackville Street
Manchester M1 3NJ

Canyon Bicycles

Customer insight for business transformation

Facilitating business transformation from a product-centric to a customer-centric organisation.


Making organisations customer-centric means building design capability and enabling a more agile approach to change.

Canyon required a customer-centric strategy that could be implemented and championed globally. Previously designing specific touch-points in the customer experience, a more holistic and unified vision was needed to enable further international benefits.

We conducted stakeholder interviews with teams in Germany, Italy, Sweden, Spain, France, South Korea and the UK to gain a broader understanding of the business, cultural differences and market priorities.


We delivered a two pronged approach designed to gain customer insight through research and facilitate business transformation.

Understanding the customer experience in each country using customer diaries, communication logs and feedback surveys helped gather information that would be integral to the in-house workshops.

Data and insight analysis to understand online behaviours in each market were visualised in journey maps to create a shared picture for all teams. Personas and behavioural archetypes were created to identify the common behaviours of customers regardless of location.

Discovery helped us to prototype a global toolkit, and facilitate collaborative design workshops with the C-suite and different teams within Canyon in order to start their journey of business transformation.


A series of artefacts made up the Customer Experience Toolkit, a visual tool to share and create common understanding for Canyon.

The toolkit was prototyped with a core purpose to communicate customer needs, and strategies for addressing those needs, throughout the business.

A series of artefacts made up the Customer Experience Toolkit. Each artefact could be delivered in a workshop session alone or shared throughout the business as part of the bigger picture. Applying user-centered design techniques we were able to bring stakeholders from across the world together to share, ideate and co-create rapid innovation workshops.

The toolkit included:

  • Shared research themes & market strategies
  • Customer journey & experience maps
  • Design process, patterns & agile methodologies
  • Universal brand design principles
  • Customer archetypes & experience design booklet
  • Performance measurement frameworks


Delivered in 2017, the strategy’s vision was to design the best customer experience by being customer-centric. Allowing Canyon to delight and value each and every rider. Anywhere, anytime.

Canyon has grown from a small family company to recently more than 800 employees. The business has continued to expand and has since launched in the USA, delivering to all 50 states.

Canyon won the Red Dot: Design Team of the Year 2017 for its consistent and unparalleled design performance with high regard for their exemplary customer-focused design.


  • Creation of a transformation roadmap
  • A shared customer experience vision
  • Culture & toolkit for change
  • Team design & process
  • Improved customer experience globally
  • Improved revenue & loyalty
  • UN Refugee Agency

    Designing self-sufficiency with refugees

  • Canyon Bicycles

    Designing a digital product for order tracking

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