Marin Bikes wanted to increase mainstream brand awareness. They wanted to provide added-value content in form of a mobile app for outdoor activities enthusiasts.
Users were outdoor sports enthusiasts with little biking experience but have intersections of interests with mountain bikers. They don't know much about biking brands. We must first persuade people to try mounting biking. However, people fear they won’t use the bike enough. They are intimidated by bike specs and trip planning logistics.
A product that connects their love for nature to mountain biking by provoking desire to explore (imagery) and then addresses their fears by giving info to enjoy the experience (trail info, community events+carpools), and teaching what bike/equipment to select (interactive chart).