Challenge:
A local bike shop, with over 100 different bicycle models across four locations, needed a cohesive signage program that could speak to diverse customer demographics. The challenge was to create a program that focused on engagement and customer needs rather than overwhelming shoppers with technical specifications. As the sales floor lead, I noticed that most customers were intimidated by the technical jargon used to describe the bikes, so I set out to develop a more approachable and aspirational signage experience.

Approach:
I designed a signage program that moved away from focusing on the specs of each bicycle, instead highlighting the lifestyle benefits and experiential aspects of riding. The goal was to create inspirational narratives that would spark conversation based on the customers’ needs rather than their technical knowledge. My process included:

• Writing 110+ unique mini-narratives for each bike, focusing on the best uses for each model, from casual rides to long-distance biking adventures.

• Crafting simple, relatable copy that would help customers connect with the product on a personal level, rather than feeling lost in technical details.

• Designing signage that encouraged conversation between customers and staff, with each sign acting as a starting point for discussion about how the bike would fit their needs.

Outcome:

• The new signage program led to a noticeable increase in customer engagement on the sales floor. Customers felt more empowered to make purchasing decisions based on their individual needs and riding styles, rather than feeling overwhelmed by technical specifications.

• Female customers reported a particularly positive experience, as the signage allowed them to bypass “mansplaining” from male partners, making it easier to engage with the products on their own terms.

• Feedback from both customers and staff indicated that the signage played a key role in creating a more inclusive and approachable shopping environment.

Check out these signage samples.