Cycling, fishing and rowing for all enthusiasts

Leading experience strategy for the Shimano Experience Center

Cycling, fishing and rowing for all enthusiasts

Shimano is known for the technical quality of its equipment. However, the brand lacked an emotional connection to its users. The Experience Center is a part of a bigger complex. It should promote adventure to a wide audience, as visitors range from experts to enthusiasts.


Located in a city known for cycling and outdoor activities, The Shimano Experience Center connects users to the outdoors. It brings together education, community and trial. Worked with a team of designers and architects to define touchpoints, zoning and services.


Workshop Moderation
Stakeholder Management
Experience Strategy
Customer Journey Mapping
Touchpoint Guidelines
Communication Hierarchy
Service Design