• Design Strategy
  • Product Design
  • Prototyping

In the late 90s, I grew up racing mountain bikes so when Inside Labs asked if I would explore concepts for product design directions for what would become Bike Kingdom — Europe’s biggest mountain bike destination in Lenzerheide, Switzerland — 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?”

Inside Labs had worked out how to make this happen for Laax in the winter but needed a fresh perspective on how to make it work for Lenzerheide during the bike season. Collaborating closely with the Inside Labs co-founder and CTO, Daniel Medina, as well as Inside Labs partner, Michael Krähenbühl, we went on to define what would ultimately become the digital layer to Bike Kingdom.

Bike Kingdom product design (mobile app)