Challenge

Customers faced uncertainty in choosing the right bike model due to technical terminology, unclear category boundaries, and inconsistent product positioning. 

The initial decision tree prototype often led to confusing flows, overly simplistic questions, and generic result pages. 

The challenge was to validate whether the logic matched real user expectations, ensure that the language resonated with both beginners and experienced riders, and balance the amount of information provided. 

At the same time, the tool had to align with internal category team perspectives and integrate seamlessly into Canyon’s digital ecosystem.

Strategy &
Design

The UX goal was to transform a complex decision process into something simple and approachable. 

While category experts defined the technical decision tree, I focused on shaping the interaction flow so that users could move step by step with clarity and confidence. 

Together with UI and marketing designers, we introduced friendly illustrations and clear language, giving the tool a warmer, more human tone—unusual for Canyon’s traditionally technical product pages and helping reduce user hesitation.

Strategy &
Design

Through rounds of moderated and unmoderated usability tests, we refined the question logic, adjusted terminology, and iterated on the result page until users felt the recommendations were both trustworthy and personalized. 

The improved flow reduced confusion, built confidence in bike selection, and aligned category teams on product positioning. The final Model Finder is now a key part of Canyon’s purchase journey, making it easier for riders to choose the right bike while strengthening trust in the brand.

Team