Ethnographic Study: International Bicycle Centers

Over the course of three months, I performed an ethnographic study of consumers and employees at International Bicycle, an established independent bicycle dealer in Boston, MA. The goal of the study was to explore the various types of consumers that visit the store, and how their experience might be improved. Following an analysis of the various categories of consumers, I proposed a new layout for the store that would greatly improve the user experience by creating zones based on the preferences of 5 key consumer categories. The new design would reduce the cognitive load of a given consumer and create a more streamlined in-store experience.

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