Intense Cycles
Situation
Intense Cycles has a long-standing reputation in the mountain bike world and a lineup built for every riding style and skill level. That range became the problem: the more the lineup grew, the harder it was for a rider to confidently pick the right bike.
The Challenge
Simplifying a complicated decision without dumbing it down. The experience had to take real variables, riding style, size, weight, gender, and turn them into a path a rider could walk in a minute, narrowing dozens of options to the few that actually fit. The business goal underneath was conversion: people don't abandon a purchase because there are too many bikes. They abandon it because they're not sure.
What I did
I designed a step-by-step, highly visual selection flow that breaks the decision into small, answerable questions and progressively narrows the set until the right bikes surface. Every step was built to reduce hesitation: fewer inputs per screen, immediate visual feedback, and language a rider uses rather than language a catalogue uses.
The result
A finder that gets riders from "too many options" to "this one" quickly, and does it in a way that builds confidence in the choice rather than just filtering a list. Confidence is the conversion.
