Tangram
Democratizing custom bicycle
building experience
Infos
Project Background
Google UX Design
Project Type
Identity
Art Direction
Website
Tools
Figma
Photoshop
Illustrator
Role
UX Research
UX & UI Design
Date
@2025
Tangram is an innovative online bicycle shop that empowers riders of all skill levels to design and build personalized bikes tailored to their specific needs. By combining an intuitive self-building platform with expert-level customization options, Tangram serves a diverse community ranging from urban commuters to weekend adventurers and trail enthusiasts.
Problem
Off-the-shelf bikes force trade-offs on fit and performance. Going custom means navigating components, compatibility, and pricing most riders don't understand, so they either overpay through a shop or give up.
Solution
A guided builder that starts from the rider's needs, checks compatibility in real time, shows cost as it changes, and explains every technical term, then assembles and tests the bike professionally before it ships.
Ideate
Building the Perfect Bike, Step by Step
Customers start with a quick questionnaire about their riding style and needs, receiving a personalized starting point.
As they build, real-time 3D visualization shows their bike taking shape while compatibility checks prevent errors and a budget tracker shows costs.
Educational tooltips explain technical terms, and comparison tools clarify component trade-offs. The platform suggests fit adjustments based on their measurements.
After ordering, they track professional assembly through photos and updates, then receive their bike fully built, tested, and ready to ride with a personalized guide.
User Flow
Low-fidelity prototype
The Ideal Tangram Journey
I focused on creating the key screens showing Sam's complete journey from landing on the website to purchasing his personalized bike, covering the questionnaire, frame selection, component building, review, fit check, and checkout process.
Designing Tangram's website
Visual identity
SOLUTION
Breaking Down Barriers to Bike Customization
Tangram makes custom bike building more accessible through guided customization, adaptive cycling options, transparent pricing, and real-time budgeting tools. Educational resources and intuitive guidance help riders confidently create a bike that fits their needs and budget.
The Result:
Tangram achieves exceptional customer satisfaction by balancing guided customization with creative freedom. A thriving community sharing builds and experiences creates a feedback loop that continuously improves the platform and strengthens user loyalty.
Customization Tools
Anyone can confidently build their perfect bike without technical expertise or costly mistakes. Real-time visualization, flexible customization, and adaptive options make personalized bikes accessible to all. The result is a bike truly tailored to individual needs, abilities, and preferences.
Pricing & Budget Management
Real-time compatibility guarding prevents the “expensive mistake” fear, raising confidence to complete a custom build. Users build their dream bike within budget by seeing exactly where money goes and exploring alternatives at different price points. The result is maximum value without compromise or regret.
Guidance & Education
Starting from a recommended build instead of a blank configurator reduces decision fatigue and abandonment in the first session.
Tangram removes knowledge barriers, transforming novices into confident builders who understand their choices. Personalized recommendations and fit verification ensure the bike matches both riding style and body. .
Quality & Delivery
Every custom bike meets professional standards with quality assurance and transparency. Customers receive a meticulously assembled, tested bike ready to ride immediately, plus personalized maintenance guides for long-term care. The result is professional-grade quality with zero assembly stress or uncertainty.
Community & Sharing
Users showcase their unique designs and connect with fellow riders, creating pride and community. The result is ongoing inspiration, feedback, and support that enhances the entire customization experience.
Selling confidence, not configuration
Tangram reframes bike customization as an end-to-end product experience where guidance does the heavy lifting. By replacing the rider's fear of choosing wrong with guardrails, transparency, and plain language, the concept is designed to lower the barrier to custom builds, and to be tested, not assumed.
More projects
