Materials from Agile Experience Meetup NYC April 29, 2010. Document 2 of 3. Doc 2 and 3 contain some overlap because I wanted to use the same materials to facilitate both service design and interaction design practice sessions.

1. Agile Experience Design Meetup NYC April 29, 2010
Design Studio Workshop
Mike’s Bikes
Mike’s Bikes is an established and popular urban neighborhood bike shop. Mike and his staff are
passionate about bikes and bike transportation and want to help each person find the right bike for his
or her lifestyle.
When thinking about a bike purchase, Mike’s customers often visit several times; to see what is in stock,
learn about features, compare prices and take a trial ride. Once they pick out the frame and accessories
they want, it takes a day or so to configure the bike, requiring another trip to pick it up when it’s ready.
The sales staff at Mike’s is happy to talk about and demonstrate the bikes, but on a busy day they can
get overwhelmed by requests and the repair department staff have to help, interfering with that part of
the business. Mike knows that it’s difficult to get the feel of a bike unless you’ve ridden it, but he thinks
some parts of the process could actually be done better from the customer’s home.
Even though the space isn’t large, Mike tries to keep well stocked with bikes and accessories for
immediate purchase. It’s hard to know what components and accessories are most desirable, and what
combinations are most popular with customers.
Project Assignment
Mike wants to make it easier for his customers to learn about, configure and purchase bikes. He knows
that some of the process happens from home on different internet sites, and some of it happens in bike
stores. He sees an opportunity to make it easier for people to do the entire process with HIS store.
License: Creative Commons Attribution-Share Alike 3.0 United States Author: Lane Halley
Photo credits: Bike shop: LaneHalley, Noona, Fran: richardmasoner, Peter: Let Ideas Compete Page 1 of 2

2. Agile Experience Design Meetup NYC April 29, 2010
Design Studio Workshop
Because of his observations, Mike expects that the right solution will contain both online and in-store
elements. He’s open to solutions that include Web interfaces, connections to social media, in-store
kiosks, and he’s even willing to change the way his staff interact with customers. Mike has asked us to
show him our best thinking about what’s possible. He trusts that once we understand the big picture,
we can focus on some good ideas that can be implemented near term and within his budget.
The goals for this project are to:
Make easy and pleasurable for people to learn about, configure and buy bikes at Mike’s Bikes.
Allow Mike’s sales and repair staff to be more efficient and available to customers.
Collect information that helps Mike stock the right inventory.
Increase bike commuting through education and support to the community.
Customer Profiles
Your team interviewed Mike and some of his staff. You also talked to some of your friends who own and
ride bikes. You identified three different customer archetypes who are likely to shop at Mike’s Bikes.
NOONA, a first time bike buyer
Shopping for her first adult bike
Hasn’t ridden since she was a kid
Recreational/weekend use
Doesn’t know bike jargon (“cruiser” “road bike”)
Limited budget for bike purchase
FRAN, a bike fitness fan
Owns several racing bikes, has rack on top of her car for transport to races
In training, rides almost every day
Knows jargon and recognizes brands
Carries training supplies (energy packets, water)
Values durability and light weight
PETER, a serious bike commuter
Owns several bikes (mountain bike, recumbent), doesn’t own a car
Biking is his main form of transportation
Bikes are his hobby, he loves to look at and learn about bikes
Carries lots of stuff when he rides (computer, books, groceries)
Rides in all weather, needs to get to work clean and not too sweaty
Mike wants the solution to be focused on PETER (bike commuter) because he wants to use bike
commuting as a way to differentiate his shop. However, Mike also recognizes that a successful solution
will also meet the needs of FRAN (fitness biker) and NOONA (first time buyer).
License: Creative Commons Attribution-Share Alike 3.0 United States Author: Lane Halley
Photo credits: Bike shop: LaneHalley, Noona, Fran: richardmasoner, Peter: Let Ideas Compete Page 2 of 2