Bike Kingdom

March 2020


When inside labs asked if I could support them with design (UX and UI) I jumped at the chance. The question they were looking to answer was, “How can you help us realize our goal of adding another dimension to Bike Kingdom including creating a greater level of engagement and brand loyalty?”. They had worked out how to make this happen for Laax in winter but needed a fresh perspective on how to make it work for Lenzerheide during the bike season.

In 2020, Lenzerheide Bikepark became Bike Kingdom; arguably Switzerland’s favorite mountain bike destination that encompasses six regions with more than 900 kilometers of single trail as well as host to a UCI Downhill World Cup.

Collaborating closely with the inside lab co-founder and CTO, Daniel Medina, as well as inside lab Partner, Michael Krähenbühl, I created the look-and-feel including the user-experience (UX) for the game-aspect of the application. The screens above are late stage designs that would influence the overall app while the sketches below are illustrations of UX notes and ideas after having a conversation with the client.

In the very first season the app was downloaded more than 40’000 times and used more than 400’000 times with a 4+ rating. The Bike Kingdom App would also go on to win an Swiss Innovation Milestone Award.

“The innovative app adds a digital dimension to the kingdom, which far exceeds mere route planning. The multitude of gamification elements create a new, playful experience while generating a vast amount of data.

The needs of the bikers can be analyzed as never before and new tour suggestions or offers can be played out in a targeted and personalized manner.”

Michael goes into further detail how the digital and physical aspects were woven together specifically for a promotion named X-calibur. You can find out more about the app via the Bike Kingdom website itself.