CASE STUDY
Turning User Testing into New Product
A kids bike designed to adapt as they grow
Supercycle is a private label brand exclusive to Canadian Tire, with over 500 retail locations across Canada.
Client
Canadian Tire
Category
Sporting Goods
Type of Work
User Research, Product Development
Context
Kickstart into Cycling
Canadian Tire identified the kids bike segment as a category ripe for innovation. The core aspect of the innovation was to focus on a bike platform to explore and develop a child’s first bike that will grow and adapt to different stages as they learn. In addition to learning other aspects of the bike platform, design was researched and conceptually explored. This product launched spring 2017 with a nationwide advertising campaign.
Framing the Opportunity
Canadian Tire wanted to better capitalize on opportunities within the kids bike category. CTR has existing leadership in this area and offering unique product helps to drive traffic with young families.
User Insights
Gearing up for a Breakthrough
To gain firsthand knowledge, we held immersive workshops and in-store research sessions with children and their parents. These sessions allowed us to observe how children interacted with bikes at different learning stages and how parents approached the decision-making process. By studying motivations, challenges, and preferences, we uncovered insights into what matters most for a child’s first biking experience—from the excitement of trying out their first bike to the concerns of ensuring safety and comfort.
Design Process
Pedaling Towards Progress
We synthesized our findings from our user sessions and defined the solution to be a kids bike that would evolve as they learned.
A child’s first bike is a highly memorable experience. By developing a platform to help child and parent improve the bike learning experience it translates to a great experience for all. Learning can be easier. The newly designed bike is ergonomically designed to fit a wide range of kids and “grow” with the child. The bike is also easier to ride, has enhancements for safe learning, and customization features.
The Result
Taking off the Training Wheels
The Kickstart Bike was designed with additional features and high quality at an affordable price-point. CTR has a substantial story to support the category for kids bikes. The product launched spring 2017 with national marketing support.
