Creating a powerful vision for the “mountain biking capital of the world”
About the client
Led by two Walton brothers in Bentonville (yes, grandsons of that Walton) Runway Group is strategically investing in the community to create sustainable economic growth and enhance the quality of life for individuals and communities. One of the things the Waltons are personally passionate about is mountain biking, and – via the Runway Group – they are actively involved in building the bike community in Bentonville, promoting the area as the “mountain biking capital of the world.”
Runway recognized that more work could be done to bring the many disparate experiences together into something more cohesive for travelers and residents.
My Role
Traveling to Bentonville, we saw first-hand the incredible infrastructure that the Runway Group has created there. From world-class mountain biking trails, bike-friendly infrastructure and amenities, and modern and creative restaurants and hotels; Bentonville has a lot to offer. However there was a lack of cohesion to the experience. Trying to rent a bike was a lackluster and frustrating experience. There was no onboarding for those of us who haven’t ridden in a very long time, and several of us got seriously hurt. (Not gonna lie, one of these world-class trails, I took out a pole…just before I saw my life flash before my eyes). There was definitely room for improving the experience of visitors.
Through a myriad of interviews with local business owners, residents, and bike experts, we began to gather a vision of how we could help the entire community. By creating a platform that tied together marketing and booking for hotels, restaurants, bike shops, museums, and other businesses, we could empower the community to build a consistent experience and one-stop-shop for everything Bentonville.
From this, we built out a sophisticated vision for a full experience design, including business plans, technology audits, marketing plans, and an app design. I was instrumental in creating the architecture, design language, and high-fidelity designs of the app.
Our vision work received rave reviews from members of the community; it’s been dubbed the “rising tide that lifts all boats” for the small businesses in the community.
How would AI write this case study…
in the style of No Diggity?
Verse 1
Rollin’ through Bentonville, where the mountains be,
Runway Group got a vision, it’s a sight to see,
They want the world to know, this the biking capital,
With trails so fly, we takin’ it global.
Grandsons of the Waltons, they got the plan,
Investin’ in the community, buildin’ up the land,
Mountain biking passion, it’s runnin’ deep,
Runway Group bringin’ dreams to the streets.
Chorus
No diggity, we bringin’ the unity,
In Bentonville, it’s all about the biking community,
From trails to amenities, we got it all,
Runway Group makin’ sure we stand tall.
Verse 2
We hit up Bentonville, witness the magic,
Runway Group’s infrastructure, it’s so fantastic,
But there was a missing link, a need for more,
Rentin’ bikes was a struggle, a real chore.
So we got to work, interviews in the streets,
Craftin’ a vision, makin’ it complete,
A community platform, a one-stop-shop,
Connectin’ businesses, nothin’ can top.
Chorus
No diggity, we bringin’ the unity,
In Bentonville, it’s all about the biking community,
From trails to amenities, we got it all,
Runway Group makin’ sure we stand tall.
Bridge
The app we designed, it’s a game-changer,
Bentonville’s future, we rearrange it,
Bringing cohesion, a seamless ride,
Elevatin’ the experience, we takin’ it worldwide.
Verse 3
Rave reviews from the community we adore,
The rising tide liftin’ all boats on the shore,
Small businesses flourishin’, growin’ with pride,
Runway Group’s platform, it’s a wild ride.
So let’s celebrate, raise a toast in the air,
Bentonville’s on the map, it’s a place to dare,
No diggity, we made it happen, that’s true,
Runway Group and Bentonville, a dream come true.
Chorus
No diggity, we bringin’ the unity,
In Bentonville, it’s all about the biking community,
From trails to amenities, we got it all,
Runway Group makin’ sure we stand tall.
Outro
Bentonville, we’re takin’ it higher,
Runway Group’s vision, never gonna tire,
No diggity, we’re on top of the game,
Biking capital of the world, forever our fame.
Research
Workshops
System Design
Design Language
Information Architecture
Interaction Design
High-Fidelity Visual Design
Prototype
Home page, mobile
Explore and Discover, mobile
Runway DLS
Parent and Child Brands
Runway DLS buttons vertical
Activity Details, mobile
Authenticated Map View
Saved by List
