Canyon Grail MY24 launch

Role
Digital design

Canyon is a German manufacturer of road bikes, mountain bikes, hybrid bikes, triathlon bikes and e-bikes. As one of the leading bike brands selling direct-to-consumer, Canyon is known for producing innovative bikes that offer great value for money.

As part of the digital design team, I was responsible for creating the customer journey and imagery for the launch of Canyon’s latest generation Grail, the new benchmark for gravel performance. Quick where you want it, rugged when you need it, adaptability and integrated storage that enables you to get the most out of your ride, the new Grail holds the key to speed across all types of terrain. This is the New Fast! 

This was our first project launching gear alongside the bike, that has been specifically designed to fit this bike – a mix of internal storage and custom frame bags for an a la carte setup where riders can choose how much kit to carry or how aero to make the frame.

As part of customer journey, I worked on the structure of the pages, positioning it alongside the previous model year at launch. This was our first bike launch in our site simplification project, in an effort to improve customer engagement and acquisition. The project focussed on simplifying the navigation, directing customers to richer storytelling in just one core page, whilst directing our effort towards improving the product detail pages.

Whilst working on the imagery, I also worked with the photography studio to produce specific shots to highlight key features of the bike. The customer journey included a homepage takeover, updates to the world and ridestyle pages, a new core family page, as well as a series of emails.