Overview
Giant, a global leader in bicycles and mobility solutions, partnered with Lippincott to redefine its brand and customer experience strategy. The focus was not just on product or retail design, but on reshaping how people experience the brand — across digital, physical, and service moments. I contributed to translating brand strategy into actionable user archetypes, defining new signature offerings, and creating the experience blueprint that guided the future of Giant’s ecosystem.
Challenge
As Giant evolved from a performance-focused manufacturer to a lifestyle mobility brand, its audience expectations and journeys had diversified. The challenge was to identify distinct user mindsets and align them with meaningful experiences that could unify digital and retail engagement globally. We needed to design a service model that connects the emotional and practical sides of cycling — transforming touchpoints into connected brand experiences.
Solutions
I helped lead the service design process — defining core customer archetypes, crafting signature offerings, and mapping the experience blueprint that connected them across Giant’s ecosystem.Each blueprint was tested through digital and in-store mockups, ensuring the experiences were both desirable and scalable. The outcome was a cohesive experience strategy that reframed Giant from a bicycle manufacturer into a mobility experience brand — blending performance, lifestyle, and human connection.
