a new Surly hardtail
Mountain bike trails have evolved to be faster, bigger, and more engaging with a larger crossover of recreational riders. I was tasked with developing a platform to bring a new experience that builds on it's predecessors as the first modern mountain bike in the Surly trail portfolio.
This project is in production with some parts redacted or not included for patent consideration.
shop talk, North America edition
We talked to shops and riders from all over North America to get a breadth of location and terrain as well as consumer knowledge.
how do we create a brand right experience?
We were able to gather information and opinions from the shops are riders we talked to with questions focused on the Surly brand, how they thought Surly could come to the table with a new hardtail, the experience we should be creating, the parts we should be specing to be competitive, how customers are making purchases, and a general gut check about the validity of a new platform.
modernizing Surly mtb
Surly has the opportunity to fill a gap in it's mountain bike portfolio that is focused on the modern trail experience, bringing technicality, playfulness, and speed.
design focus areas
brake mount & ISCG tab concepting
first xs prototypes
Status: In Production
Skills: Consumer Insight Research, Sketching, Solidworks, Keyshot, Photoshop.
