Understanding and Choosing Technology: Oliver Tomlinson

Understanding and
choosing technology
Oliver Tomlinson - Autumn term 2009
Contents
Discovery phase
page 2 User analysis
page 4 Buying process
page 5 Market analysis:
page 6 - Advertising
page 7 - Product catalogues
page 12 - Product reviews
page 16 - Online purchase
page 20 Discovery stage conclusions
Transformation phase
page 22 The five bicycles
page 23 User test comparison
page 27 Component comparison
page 29 Original bicycle test
page 30 Individual bike concepts
page 34 Test summary concepts
Making phase
page 42 Individual bike test: Final
page 44 Bike test summary: Final
Appendices
page 46 Appendix A - Component comparison
Background to the
project
Shoppers are often confronted with a multitude of options
when choosing an item of technology, and now there are so
many channels for gaining information on a particular process,
it makes it more and more difficult to decide.
As technological advances are made, they filter down into the

products the consumer is purchasing, causing older models
to become obsolete and improving performance in new items.
Information design is a tool in which the manufacturer can
explain these technologies and their benefits to the buyer in
order to advise, educate and inform.
The challenge
This project will focus on why, where and how we make the
decision on which racing bicycle to buy. Racing bicycles have
been chosen as they are often the first type of bicycle to be
effected by new technologies, and are at the forefront of
research and development with high-end users often requiring
high specification models.
Researching current methods used by suppliers and retailers,

and studying the psychology of selling, this project will aim to
develop an effective means for the buyer to compare bicycles
from different manufacturers.
Project goals

To gain understanding of user habits and requirements

Analyse how the products are sold and compared

Create a design that guides the user through the buying
process, focusing on the stage of like-for-like comparison
Oliver Tomlinson - Autumn term 2009

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Understanding and choosing technology 1

User analysis
In order to successfully improve how bicycle technology is

explained to the user, research needed to be carried out to
define user groups and ascertain what information is most
valuable during the decision making process.
A few short questions were asked to local bicycle shops, and

users of racing bikes; results of these can be seen here.
Shop questionnaire
Action Bikes Berkshire Bikes
1) What type of people are People come here because the manager rides road bikes so is Most people get racing bikes to train on for fitness, not just
interested in racing bikes keen to get best value, good prices in the shop, so people specifically for bicycle racing, but for other sports like
and what is your bike who want a good deal come here. Prices range from £300 to motocross or rowing. We have bikes that range from £500 to
range? £600 on the shelf, but we do have £2.5k bikes around the £2k+, the lower end are for people having a dabble in cycling,
back for the higher end customers. People either want £300 and the higher end are for people taking a step up in training –
or £2.5k so the £600 bikes are slower to sell. they might even be in a club. We don't get people who want
to commute on a bike.
2) What do different user £300 bike users want a fast road bike for commuting, whereas The most popular bikes are always the ones seen winning the
groups want? the £2.5k customers are more interested in weight and gear Tour de France. People are always after the same thing; the
specifications. lightest bike for the cheapest amount. Everyone is looking for
carbon, STI gears, and a good group set.
3) How do you find out what We'll ask what sort of budget the customer has, explain the How much are they going to use the bike and what is their
bike would suit the user? specifications they'll get for that amount, and then use a budget.
sizing chart to find out leg length etc before trying them on a
bike.
4) What benefits does the We offer a 6 week service for free in order to check brakes A bike is a mechanical object that people want to see in the
user get from buying a and gears slacking since purchase. flesh and get sized up on. Each manufacturer uses different
bike from you? sizing so one size fits all does not apply. If you went to
somewhere like Halfords the service wouldn't be as good as
the staff don't have the knowledge or time.
Findings: User analysis

In this table I have grouped users Club
User group name Beginners Improvers Professionals
into four categories. The key members
differentiator is the amount people
Experience level LOW MEDIUM HIGH VERY HIGH
are willing to spend.
Use (miles per week) 20-50miles 50-100miles 100-150miles 150+miles

Reasearch has identified that most
users essentially desire the same
Spend * Up to £500 £500-£2,000 £2,000-£4,000 £4,000+
things; the best specification and
lowest weight for the least amount of
money. The ‘feel’ of the bike is also
* NOTE: Most magazines, and people interviewed, say that buyers should spend as much as they can
afford; therefore, you may get beginners spending much more than £500 on their first bike if their budget
a key element, but this could only be can sustain this.
assessed in certain buying

situations.
Fit Group set
Feel Price Specification Frame
Comfort Wheels
Weight
2 Oliver Tomlinson - Autumn term 2009

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User questionnaire
Person 1 Person 2 Person 3 Person 4
1) How often you cycle and 1.5 hours four times in the I bike 150 miles a week and Every day, most days just to Once a month, between 25 to
how far? week, and then for 3 hours at run, plus circuits. I train so I work. Training a couple of 50 miles
the weekend. I guess can compete in events that times a week - distance up to
approximately 27 miles for are at least 60 miles up to 100 miles.
1.5 and 48 miles for 3 hours. 110 miles
2) Provide a list of the most

Group set
Most important is your
Fits well
Wheels
important features of the
Frame budget, you can get decent
Good quality group set
Frame
bike (most important at
Wheels entry level bikes that are full (minimum Shimano Ultegra
Forks
the top). carbon but you get lower - preferrably Dura Ace)
Group set
spec gear on them.
Comfortable ride quality -

Weight some materials (i.e.

Handling carbon/titanium) are more

Comfort comfortable than others
that produce a harsher ride
(aluminium)
3) Do you have a favourite No favourite but specialized Colnago; the ultimate bike! No favourite brand Specialized. It's a famous old
brand, and why? would be up there along with It's got pedigree. American brand: famous
Giant and Bianche. American is cool and means
good products, old brand is
positive for me because
racing bikes is something like
vintage. There could also
have been Sunn (French) and
Bianchi (Italian), but the
Specialized one I had seen
was dark, shiny blue (like old
Renault Alpine sport cars),
with the name written in red.
I thought I would take this
one because the image it
sent was very good; thanks
to the colours it looked
sportive and unique.
4) How much would you I've just spent £850. As much as I can afford; I have spent £2300 in the I wouldn't pay more than
spend on a new racing probably up to £4k. I'd buy past. At the moment I can't 1000 euros.
bike? from a bike shop as opposed afford a new one, but
to off line for back up and wouldn't object to paying up
service; I wouldn't buy from to £3500 for the correct bike
say Halfords. You can get if I had the money to buy it.
something for say £500-800
that will do, but if you end up
enjoying it (cycling) you will
want to up-grade. I would
have thought £1500-2k
should get you something
quite decent.

The buying process
As the user progresses through the buying process they will Stage 1: Desire “I need a new bike”
start with many options and work their way down to the one

A requirement for a new racing bike: need to get
bicycle that fulfills all their primary needs.
fit/train, or an upgrade etc.

Product advertising: often with a focus on sporting
During the process the user is likely to seek social validation
idols and speed - promoting emotional buying
of their choice by asking other users, or get the feeling that
tactics.
they have made the correct decision from expert reviews or
intelligent product placement/branding in the racing bicycle
Stage 2: Explore and investigate “which bike do I want”
competitions, e.g. Tour de France. If there is too much choice

Reading reviews and tests in magazines or on the
in the marketplace then the user will be confused by the
internet.
multiple options and is more likely to feel they have made the

Requesting and observing product catalogues.
wrong decision.

Asking opinions of other trusted users such as
friends or perceived ‘experts’.

Preliminary shop browsing.
Stage 3: Decide and purchase “I want this bike”

Often in a trusted shop: the type of shop will depend
on the user group, e.g. beginners or professionals.

Web purchase after physical testing within a shop.
The process of drilling down to

your ideal bike from a multitude of
bike options.
Models Sizes
Ranges
Bike types
“I need a bike”

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Market analysis
To analyse different methods of bicycle comparison I have Effective: The completeness and accuracy with which
used an approach to usability defined by the 5 E’s: effective, users achieve their goals.
efficient, engaging, error tolerant and easy to learn The goal in this project is to find the correct racing bike for the
(Quesenbery, 2001). user, or to aid them in the decision making process.
By using the tool as part of the human-centred design

Efficient: The speed (with accuracy) with which users can
process it will be possible to assess the effectiveness of each
complete their tasks.
individual method. The tool can be modified to suit the user’s
needs when choosing a bicycle and any final product can be When comparing bicycles the efficiency will depend on the
based on this. time taken to review multiple options; time to purchase will be
a factor for the last stage of the buying process.
Over the next pages I shall compare the different approaches
used during the buying process of a new racing bicycle; each Engaging: The degree to which the tone and style of the
shall be scored against their approach to the 5 E’s using the interface makes the product pleasant or satisfying to use.
following scale: This area would have a greater impact on web pages, but is
still useful to measure in print. Web comparison of bicycles
could promote a shop ‘feel’ to the process, whereas print
Effective Poor effectiveness
would have to engage on a purely visual level.
Efficient Good efficiency
Engaging Good user engagement

Error tolerant: How well the design prevents errors, or
Error tolerant n/a Not applicable in this instance helps with recovery from those that do occur.
Easy to learn OK easy to learn
Errors could result in the bicycle user choosing the wrong
number to call, or on a bigger level, order the wrong bicycle
that did not match their needs, e.g. size.
Easy to learn: How well the product supports both initial

orientation and deepening understanding of its
capabilities.
On first use of the bicycle comparison the user must
understand how to use the system, but once understood must
not become bored or desensitised to the help messages.
Comparison should be consistent throughout.
These diagrams show the balance

Effective of the 5 E’s. Far left illustrates a
product where all the dimensions
Effective are even, i.e. each one is 20%.
The model to the left shows a
product that more reflects this
project at the comparison stage.
Easy to There is little need for the product
Easy to
Efficient learn to be efficient as the user will be
learn taking their time during
Efficient comparison due to the high spend
(efficiency is more closely related to
online purchasing), however, they
should enjoy the experience and
feel like they are making an
educated conclusion therefore the
Error product must be engaging.
Engaging
tolerant Most importantly the approach
Error
Engaging must be effective in the way
tolerant
information is made available and
usable by the prospective buyer.

Advertising
Even though these advertisements

are not used in the buying stage of
product comparison, they are
designed to initiate a desire for the
product.
The advert on the left expects the

reader to know that Continental
make tyres; it’s drawing you in with
a large hero image of Mark
Cavendish. With no mention of the
actual product details this advert
works on the principle of
association.
Milani cycles are focusing on build

quality and heritage, sitting on a
speedy image and a modern
product shot.
Both methods are excellent at

promoting an emotional
attachment to a product, but
neither offer any form of
comparison.
Effective
Efficient n/a
Engaging
Error tolerant
Easy to learn n/a
Effective
Efficient n/a
Engaging
Error tolerant
Easy to learn n/a

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Product catalogues
Genesis Bikes
This is a difficult brochure to

navigate due to undistinguished
bike types and similar branding
throughout.
Comparison of bike specification is

difficult as there are no areas to
see features together, and all
features are in the same text
format.
The only place to see all the bikes

together is found in a large
geometry table. The bike diagram
is useful but the table is difficult to
use due to it’s size and lack of bike
group differentiation.
Effective
Efficient
Engaging
Error tolerant
Easy to learn n/a

Product catalogues
Cinelli
An illustrated cover is an
interesting contrast to the high
specification bikes inside.
Cinelli is an Itallian manufacturer so

they have produced a bilingual
brochure in Italian and English,
using colour as the differentiator.
Product shots focus on elements

the user would be interested in,
however, product naming is
confusing and not intuitive.
Technical data is layed out well but

Effective there is still an element of
confusion with the naming.
Efficient n/a
Coloured columns should be used
Engaging to highlight different ranges rather
than individual bikes.
Error tolerant
Easy to learn

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Product catalogues
Scott
References to racing successes on
the brochure cover. As most users
of racing bikes buy them to ride
faster, racing team imagery is a
good method to prove the quality
of the bike.
Once the user has been attracted

by this original image (on an
emotional level), they are shown
more specific close-ups of quality
components, mixed with whole
bikes shown from the side. This
addition of detail allows the user to
review the bike on a rational level.
A useful guide at the front of the

brochure provides information on
bike types and their purpose. It is
a shame location within the
document is not mentioned.
Double page spreads on bike

innovation and specification
explain features using data
graphics.
Bikes within the same group can

be viewed next to each other, with
highlights on the number of gears
and bike weight. Specific details
on specification are not so easy to
compare as they sit in rows of text
under each image.
Effective
Efficient n/a
Engaging
Error tolerant
Easy to learn

Product catalogues
Giant
An excellent start to the brochure,
this colour coded diagram aids the
reader to find the correct section
(note the subtle background
images), then once in that section
the reader will find another similar
diagram giving further guidance.
Technology spreads break up the

brochure with relevant information
to that particular section. Written
in a ‘news story’ style they are
informative and interesting.

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Individual model groups are

compared together on one spread,
with a description of the range
located near an inspiring image.
Model specification is compared in

bullet form and includes logos of
particular features, however, the
up-spec models are difficult to
understand, i.e. which one is best?
Specification charts are easy to

navigate and compare by grouping
similar elements together.
Colour coding on the pricing chart

allows the user to find their relevant
section quickly.
Effective
Efficient
Engaging
Error tolerant
Easy to learn

Product reviews
Procycling magazine
Leaning type mimics the riding
position and bold title to attract the
reader - already a positive start to
the test.
Clear specification layout and good

use of detailed product shots. I
would have preferred to see the
specification grouped into sections
though.

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A pullout to give the reader some

information concerning the brand
history. A useful addition to add a
emotional connection between the
brand and the potential user.
Captions on the images enable a

clear link between usage and
illustration, e.g. ‘The 595 offers
great descending characteristics’
is linked to an appropriate image.
The conclusion is brief and heavily

text based, with only a simple plus
and minus system it is difficult to
compare to other bicycles.
I believe the reader would need to

read the whole review to get a
better understanding, but they
must be aware of the potential bias
of the tester as they admit in the
first paragraph that this was their
‘one-time dream bike’.
Effective
Efficient n/a
Engaging
Error tolerant
Easy to learn

Product reviews
Cycling Active
A review of five bikes with a £1000
price tag. There are no shots of
the bikes in use but I think this is
due to the similarity of use
between them, even though they
offer very different specifications.
Only the first and last spreads in

the test display all the bikes
together.
The test gives each bike a double

spread and uses similar methods
of comparison. All have a ‘like’
and ‘dislike’ bubble, and also a
scoring system.
The scoring system contains a mix

of rational (e.g. value) and
emotional characteristics (e.g. wow
factor) to give an overall rating as a
percentage.
Each spread also has an

alternative or upgrade pull out.
This would be a useful tool for the
reader to customise their purchase
if needed.

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Hierarchy of elements:
Bike image
We like/dislike bubbles
Name and price
Upgrade tips
Main body text callout
Score
Body text/specification
The verdict spread is a conclusion

to the test and illustrates the
winning score as a percentage
(note the percentages are not in
order and do not show by how
Effective much the bike is a winner).
Efficient n/a
‘The right fit’ box is an interesting
Engaging addition and may be in place
presuming that the reader has
Error tolerant made a decision and is moving to
the next stage of the buying
Easy to learn process.

Online purchase
Halfords
Index page for bicycles catagorises
bikes into different groups
according to use.
Note the top rated section which

incidentally has the winner from the
magazine review previously
discussed.
Choosing the right bike page gives

descriptions of bike types. This
would be useful to complete
beginners.

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Once the user has located the

racing bicycle section of the
website the results may be sorted
as per their requirements, or
refined by size, price, brand or
gears.
Customer review star system is an

easy comparison.
Ticked items can be compared in

detail but the features do not seem
to be in any particular order.
Due to the amount of features it is

difficult to define outstanding items
so requires the user to study the
table thoroughly.
Reserve and collect, and delivery

icons are detached from the tick or
cross saying if they are available or
not; for this reason they do not
work very well.
Effective
Efficient
Engaging
Error tolerant
Easy to learn

Online purchase
Cycle Store
The title page for racing bikes on
this site expects the user to find
their item by brand. This would be
ok for users who know what they
are looking for, but terrible for
beginners.
There are no options to sort the

bikes in any other way.
Once the reader has clicked on the

brand, they must then know what
range of bicycle they need.

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On the range page the reader

starts to get an idea of the product
with a general range description,
photos, and prices.
It isn’t until you get to the actual

product that you get any
information on the item, and then
all the information is bulked
together making it not only difficult
to digest, but impossible to
compare with other bicycles.
Effective
Efficient
Engaging
Error tolerant
Easy to learn

Discovery stage
conclusions
Research has shown that price is one of the key factors
involved when buying a racing bike, then specification (with
weight attributed to this) effecting the rational decision
process, and feel being the emotional side. Manufacturer
heritage and racing success also has an influence on buying
behaviour.
There are many different options for the user which can make
the buying process quite daunting by making the bikes
difficult to compare, i.e. for the same price some bikes may be
very lightweight (frame materials) but have poor component
specification, or they could be heavier but have superior
components.
Bike literature (user magazines and brochures), online sales Literature Online sales Shops
and bike shops all use slightly different approaches to
Time to digest information or Often the cheapest Experience the emotional
comparison, and each has its own pros and cons, as can be review products buying process by close
Ability to compare many
seen in the table to the right. inspection and interaction
Clear focus on individual options and personalise
models - good imagery search Personal service
Out of date quickly Poor imagery Fewer options
Bias to manufacturer Little interaction or impact on Highest price
brochures emotional buying process
Little interaction with user
Next steps

I shall assume the user has arrived at the stage in the
buying process when they know a racing bike is needed
and they’ve given themself a budget around £1,000. The
review by Cycling Active (page 14) shall be redesigned and
a new comparison method used.

Develop a hierarchy of data importance to the user.

Identify a fresh approach to bike comparison that enables
the user to compare models easily with a feel of
interaction and emotion.

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The five bicycles
In the table below I have entered the specifications of each

bike reviewed in the Cycling Active magazine article. The
original article only provided a limited amount of information in
a table format, the reader would have to read the whole article
to get all of the specifications.
The specifications have been re-ordered to accommodate the

readers requirements found in my previous user research.
They’ve also been grouped into areas/features on the bicycle.
BIKE Make Boardman Cinelli Focus Genesis Giant

Model Team Carbon Xperience Sora/Excite Cayo 105 Aether Defy 2
Price £999.99 £964.99 £879.20 £799.00 £825.00
BODY Frame Carbon Alloy Carbon Alloy Alloy

Fork000000000 Carbon00000000000000 Carbon00000000000000 Carbon00000000000000 Carbon blades, alloy Carbon blades, alloy
000000 0 0 0 steerer steerer
Wheels Ritchey Pro Miche Excite Shimano RS-10 Alex R450 rims Mavic CXP22
Weight 17.7lb 20.4lb 19.0lb 20.2lb 20.0lb
BITS Groupset SRAM Rival Shimano Sora Shimano 105 Shimano 105 (rear mech), Shimano Tiagra with Sora
0000000000000 00000000000000000000 00000000000000000000 00000000000000000000 Sora (compact crankset) brake calipers
0000000000000 00000000000000000000 00000000000000000000 00000000000000000000 Tiagra (levers and front 00000000000000000000
0000000000000 00000000000000000000 00000000000000000000 00000000000000000000 mech) 00000000000000000000
000000 000000000000000 000000000000000 000000000000000 Tektro (brake calipers) 00000
Chainset FSA Gossamer FSA Gossamer FSA Gossamer FSA Gossamer FSA Gossamer
Gear ratio 53/39 with 12-25 50/34 with 12-25 50/34 with 12-27 50/34 with 12-25 50/34 with 12-25
USER Riding position Neutral Upright Racy Upright Neutral

Size range S, M, L, XL XS, S, M, L, XL XS, S, M, L, XL, XXL, XS, S, M, L, XL S, M, L, XL
0000000000000 000000000000000000 000000000000000000 XXXL 000000000000000000 000000000000000000
Colour Black Red and white Red, black and white White Blue, white and black
Extra notes Collaboration between Legendary Italian name Just available online at Built for comfort more Entry level bike from
0000000000000 Chris Boardman (Olympic with racing heritage Wiggle than speed. Unusual Giant aiming towards fast
0000000000000 Gold Medallist) and 00000000000000000000 00000000000000000000 styling and design commuting
0000000000 Halfords 0000000000000000 0000000000000000 000000000000000000 000000000000000000
TEST Comfort 19/20 17/20 17/20 18/20 20/20

Value 20/20 12/20 20/20 19/20 19/20
Handling 20/20 19/20 19/20 18/20 18/20
Wow factor 17/20 20/20 14/20 12/20 13/20
Build quality 19/20 19/20 19/20 15/20 18/20
OVERALL 95% 87% 89% 82% 88%

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User test comparison
Each bike tested within the magazine is scored on five factors, Example: Comfort 17/20
this equates to an overall score and winner of the test. This Value 12/20
Handling 19/20
percentage approach is useful (even if it may be bias) as a Wow factor 20/20
comparison, but it’s difficult to see by how much each bike Build quality 19/20
differs. I want to create a graphic to solve this issue. OVERALL 87%
ORT IDEA:
MF VA L VA L
CO
UE
UE
Potential methods for illustrating
FORT FORT
WOW! M M the human/emotional scores in
CO
CO
WO
W! WO
W! the test results.
HAN
HAN DL DL
I NG I NG
VA L VA L VA L
UE
UE
UE
FORT F OR T FORT Sans serifs do not seem to work
M WOW! M WOW! M WOW! as well in this illustrative format.
CO
CO
CO
HAN
HAN
HAN
COMFORT
DL DL DL Helvetica Neue 75 bold
I NG IN I NG
G COMFORT
BUILD Palatino Linotype
TY
COMFORT
LI
A
Vesta regular
U
Q
COMFORT
Vesta bold
87%
20
12/
17 12
/20
VA L 20 VA L 2 /20
VA L
17/
UE
UE
UE
0/
FORT FORT FORT

20
M M M
WO WO WO
20
CO
CO
CO
W! W! W!
HAN
HAN
HAN
1 /20
9/
DL DL DL
20
I NG I NG I NG
BUILD BUILD BUILD 19
/20
TY
TY
T
LI
LI
LI
A
A
U
U
Q
19
/20
87% 87% 87%

Graphical inspiration from
diagrams found in David
Macaulay’s book, The Way Things
Work (1988)

A technical ‘feel’ to the score
results. Placing the information on
a photo of the bike makes it more
relevant, however, there is a loss
of contrast.
HANDLING
COMFORT
BUILD QUALITY
WOW FACTOR
VALUE
Increased contrast by taking the

scales outside the photo. This is
causing difficulty in reading.
HANDLING
COMFORT
BUILD QUALITY
WOW FACTOR
VALUE

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Signpost method on a flattened

bike silhouette. Similar approach
and inspiration can be seen on
VALUE
12 /20 page 27.
BUILD QUALITY
19/20
WOW!
12 20/20
COMFORT
17/20
HANDLING
/20
17 19/20
E
VALU
C OM F
/20
87%
O
WO W!
RT
20 /20
19
AN
A more dynamic bike silhouette

provides interest to the reader.
/20 Score text presented on circles
linked in size to the value.
DL
B UI L D
I NG
19
U AL I T Y
Comfort 17/20 Using a bar scale provides the

reader with visual cues on the test
value.
/20 Value 12 /20
Handling 19/20
Q Wow factor 20/20
Build quality 19/20
OVERALL 87%
VALUE 12 /20 Applying a bar scale to the

dynamic image relates the scores
to actual areas on the bike.
COMFORT 17/20
WOW FACTOR 20/20
HANDLING 19/20
BUILD QUALITY 19/20
TOTAL SCORE 87 %
82% 87% 88% 89% 95% To compare user test scores it is
important to see the difference
between the bikes, not just
numerically, but visually too.
75 80 85 90 95 100
Boardman
Genesis
Focus
Cinelli
Giant
Adding another dimension and
removing redundant information
makes the graphic clearer.
82 87 88 89 95
Boardman
Genesis
Cinelli
Focus
Wow factor 17 20 14 12 Giant

13
Using colour to compare test
results for all the bicycles.
Comfort 19 17 17 18 20
Value 20 12 20 19 19
Handling 20 19 19 18 18
Build quality 19 19 19 15 18
OVERALL 95% 87% 89% 82% 88%

Boardman
Genesis
Cinelli
Focus
Giant
A ‘test-tube’ approach links the

bike manufacturers with the final
Wow factor 17 20 14 12 13 score, including individual scores
in the tube.
Comfort 19 17 17 18 20
Value 20 12 20 19 19
Handling 20 19 19 18 18
OVERALL 95% 87% 89% 82% 88%

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Component comparison
A number of the components found on the bicycles are made I am aware that price is not the best way to assess the quality
by different manufacturers so it is difficult for the reader to of a product as this does not indicate brand name allowances;
make an accurate comparison of quality. but for this concept I find it a useful judgement.
In the diagram below, I want the reader to be able to compare

components from different manufactures on a quality scale
system. For this example I have used component price as the
quality indicator (see Appendix A for details).
Giant
Genesis
Cinelli
Focus
Alloy
Boardman In this concept the typeface has
been modified in a rough way
Shimano Alloy using a perspective modifier. If
Sora, Tiagra used for the final version a more
systematic approach and different
Alloy & typeface would be required.
Shimano Carbon Carbon
Sora, Tiagra, 105
FSA This concept is engaging but at
Shimano Gossamer Alloy & the cost of legibility and easy
Alloy Carbon
Sora comparison.
Frame
Mavic FSA
GROUPSET
CXP22 Shimano Gossamer

Carbon Carbon
105
Alex FSA
R450 rims SRAM Gossamer
Rival Carbon
CHAINSET
Miche FSA
Forks
Excite Gossamer
Carbon
Shimano FSA
WHEELS
RS-10 Gossamer
Ritchley
Pro
Even though the data in this

illustration from the Feltron
Personal Annual Report is
designed like signposts, I like the
way the information is layed out
over the washed out map.

Table comparing bicycle
specifications. The quality
standards comparison from the
previous page have been removed
except for the most important -
Groupset.
BIKE Make Boardman Cinelli Focus Genesis Giant

Model Team Carbon Xperience Sora/Excite Cayo 105 Aether Defy 2
Price £999.99 £964.99 £879.20 £799.00 £825.00
BODY Frame Carbon Alloy Carbon Alloy Alloy

Fork000000000 Carbon00000000000000 Carbon00000000000000 Carbon00000000000000 Carbon blades, alloy Carbon blades, alloy
000000 0 0 0 steerer steerer
Wheels Ritchey Pro Miche Excite Shimano RS-10 Alex R450 rims Mavic CXP22
BITS Groupset
0000000000000
0000000000000
SRAM Rival Shimano Sora Shimano 105 Shimano 105 (rear mech), Shimano Tiagra with Sora
0000000000000
00000000000000000000 00000000000000000000 00000000000000000000 Sora (compact crankset) brake calipers
000000
00000000000000000000 00000000000000000000 00000000000000000000 Tiagra (levers and front 00000000000000000000
00000000000000000000 00000000000000000000 00000000000000000000 mech) 00000000000000000000
000000000000000 000000000000000 000000000000000 Tektro (brake calipers) 00000
BUYER Riding position Neutral Upright Racy Upright Neutral

Size range S, M, L, XL XS, S, M, L, XL XS, S, M, L, XL, XXL, XS, S, M, L, XL S, M, L, XL
0000000000000 000000000000000000 000000000000000000 XXXL 000000000000000000 000000000000000000
Colour Black Red and white Red, black and white White Blue, white and black
Extra notes Collaboration between Legendary Italian name Just available online at Built for comfort more Entry level bike from
0000000000000 Chris Boardman (Olympic with racing heritage Wiggle than speed. Unusual Giant aiming towards fast
0000000000000 Gold Medallist) and 00000000000000000000 00000000000000000000 styling and design commuting
0000000000 Halfords 0000000000000000 0000000000000000 000000000000000000 000000000000000000
Increasing the legibility of the

bicycle brands and prices.
Genesis Giant Focus Cinelli Boardman

Aether Defy 2 Cayo 105 Xperience Sora/Excite Team Carbon
BIKE Frame Alloy Alloy Carbon Alloy Carbon
Fork000000000 Carbon blades, alloy Carbon blades, alloy Carbon00000000000000 Carbon00000000000000 Carbon00000000000000
000000 steerer steerer 0 0 0
Wheels Alex R450 rims Mavic CXP22 Shimano RS-10 Miche Excite Ritchey Pro
BITS Groupset Quality level Quality level Quality level Quality level Quality level
0000000000000 Shimano Sora, Tiagra and Shimano Sora and Tiagra Shimano 105 Shimano Sora SRAM Rival
00 105 00000000000000000000 00000000000000000000 00000000000000000000 00000000000000000000
BUYER Riding position Upright Neutral Racy Upright Neutral

Size range XS, S, M, L, XL S, M, L, XL XS, S, M, L, XL, XXL, XS, S, M, L, XL S, M, L, XL
0000000000000 000000000000000000 000000000000000000 XXXL 000000000000000000 000000000000000000
Colour White Blue, white and black Red, black and white Red and white Black
Extra notes Built for comfort more Entry level bike from Just available online at Legendary Italian name Collaboration between
0000000000000 than speed. Unusual Giant aiming towards fast Wiggle with racing heritage Chris Boardman (Olympic
0000000000000 styling and design commuting 00000000000000000000 00000000000000000000 Gold Medallist) and
0000000000 000000000000000000 000000000000000000 0000000000000000 0000000000000000 Halfords
£799.00 £825.00 £879.20 £964.99 £999.99

DISCOVERY w
TRANSFORMATION u
MAKING
Original bicycle test
Slab serif stands out but

is not ‘light’ like the rest Bicycle specification
of the article, or in fact is too small and badly
the bicycles themselves placed
Inconsistent placement
of captions
Scoring system needs

to be more prominent
Too large and placed in

areas where they could
mix with other elements
of the spread
‘The Right Fit’ pull-out

is too prominent
Very narrow columns

with large gutters
Not enough information Quotes should not be

on the actual spread at the bottom as they
of the scores - winner get lost within the article
is not clear enough

Individual bike concepts
The next 10 pages show two concepts for the individual bike
test, one of which has two variants for the right page), and Pull outs set within the text
are not the normal convention,
three concepts for the test summary spread. but they save space and are
read in the correct location
Individual 1
Bike test £1,000 road bikes
Cinelli Xperience Sora

The Cinelli bar and stem can’t be faulted, and the Selle Italia
The Cinelli, with its Ferrari-red paint XR saddle is a great compromise between race performance and
and racy graphics fairly screams comfort.
The only let down is the Sora shifters. These have a thumb-
‘thoroughbred’ at you. Cinelli is as Italian as shifter for changing up (i.e. moving down the cassette) and the
espresso, and the legendary name has a similar effect on the first problem with it is that it gets in the way when you’re riding
heart of the bike lover. the hoods, rubbing on the insides of your thumbs. The second
Beneath the bright red paint is a Columbus alloy-tubed problem is that you can’t reach the thumb-shifter from the
frame, with sloping geometry. The down tube is oversized to drops, unless you can somehow add an inch and a half to your
stiffen up the ride, ovalised at the head tube turning to box thumb.
section at the bottom bracket. Cinelli supplies a Columbus The third problem is with the lever throw on the right-hand
carbon fork. Bar, stem and seatpost are Cinelli as expected - the shifter - you need huge hands to change down (up the cassette)
area the Milan-based comapny has traditionally specialised in. from the drops. Sora braking is not very powerful, either, but we
The groupset is Shimano Sora - the bottom of the Shimano won’t pin this one on the levers, as the different brake block
roadgoing groupsets - with a compact chainset and 170mm compound might make all the difference, and after a few gritty
cranks. Miche Excite wheels are nice looking, but not winter rides, you may find that stopping happens in a shorter
particularly lightweight. space of time anyway.
Likewise, when you pick it up, the Xperience is not light - in
fact, it’s hard not to be slightly disappointed by its 20.4lb, To sum up, weliked everything about the
making it the heaviest in this test -
but on the road, it’s a different story.
Cinelli, except the Shimano Sora
The ride is firm, precise and nimble, levers. Tiagra, the next model up, uses the
and if you hadn’t given the bike the same lever system as the more expensive
obligatory lift in advance, you Shimano groupsets up to Dura-Ace, so we
wouldn’t know you weren’t on something recommend upgrading to them. The difference in
three or four pounds lighter. The angles are fairly the price is something like £65, which pushes the
steep and the wheelbase short, so handling is racy. The Xperience over the £1,00 mark.
Columbus fork in particular is excellent, so that confident
cornering is always on, despite the longest head tube on
test. However, this does make for a more upright,
comfortable position on long rides. Alloy frames have been
criticised as being harsh, but we would say the amount of
road ‘feel’ from the Xperience is just right. It’s a bit rattly on
bumpy descents, but this is not a deal breaker.
34 CYCLING ACTIVE

DISCOVERY w
TRANSFORMATION u
MAKING
Minion Pro - 9pt

The Cinelli, with its Ferrari-red paint and racy graphics fairly screams
‘thoroughbred’ at you. Cinelli is as Italian as espresso, and the legendary name
Detail shots relate to the If each bike on the test had this has a similar effect on the heart of the bike lover.
users rational sense specification column to the right,
the reader could flick through the Book Antiqua - 9pt
pages to compare the bikes The Cinelli, with its Ferrari-red paint and racy graphics fairly screams
quickly and efficiently. ‘thoroughbred’ at you. Cinelli is as Italian as espresso, and the
legendary name has a similar effect on the heart of the bike lover.
Individual 1A
Times New Roman - 9pt
‘thoroughbred’ at you. Cinelli is as Italian as espresso, and the legendary
name has a similar effect on the heart of the bike lover.
Cambria - 9pt
‘thoroughbred’ at you. Cinelli is as Italian as espresso, and the legendary
Specification Cinelli name has a similar effect on the heart of the bike lover.
Xperience Sora/Excite
We liked: Italian thoroughbred racy ride BIKE Frame
Fork Typeface tests for the main body
Wheels text. Cambria looks clean and
Weight legible, and should complement a
sans serif used for feature
BITS Groupset elements and illustrations.
Chainset
Gear ratio
BUYER Riding position

Size range
Colour
Extra notes
Individual 1B
£964.99
We disliked: Sora shifters
Test scores 12 /20
17
E
VALU
COM F
/20
O
WO W!
RT
20 We liked: Italian thoroughbred racy ride

Specification Cinelli
/20
19
AN
Xperience Sora/Excite
/20
BIKE Frame
Fork
DL
Wheels
LD
19 Weight
I NG
BU I
/20 BITS Groupset

U AL I T Y
Chainset
Gear ratio
Upgrades BUYER Riding position

Size range
Q
Cinelli with Campagnolo Colour
If you want a Campagnolo groupset and an extra sprocket, Extra notes
Chicken Cycles offers the Cinelli Xperience with a Veloce 10-
speed groupset and Campagnolo wheels for £999.99.
Shimano Tiagra levers - £215

Any dealer worth its salt will be prepared to swap the Sora
We disliked: Sora shifters £964.99
levers for the excellent Tiagra versions at point of sale. Tiagra
shifters will improve the overall ride experience of the, um,
Xperience, no end. We simply can’t understand why Shimano
Test
put those thumb shifters on the Sora shifters where they did.
Riding on the hoods is the default position these days, but if Wow factor 20
you’re descending it’s much safer on the drops, and riders
may well find they want to change gear while they’re there...
Comfort 17
CYCLING ACTIVE 35 Value 12
Handling 19
Build quality 19
Overall 87%
Upgrade options
Cinelli with Campagnolo
If you want a Campagnolo groupset and an extra sprocket,
Chicken Cycles offers the Cinelli Xperience with a Veloce 10-
speed groupset and Campagnolo wheels for £999.99.

levers for the excellent Tiagra versions at point of sale. Tiagra
shifters will improve the overall ride experience of the, um,
Xperience, no end. We simply can’t understand why Shimano
put those thumb shifters on the Sora shifters where they did.
Riding on the hoods is the default position these days, but if
you’re descending it’s much safer on the drops, and riders
may well find they want to change gear while they’re there...
CYCLING ACTIVE 35

A large image of the bike in use can
Orange is a poor contrast with the
relate to an emotional sense, but
grey, and main body text too small
it is difficult to fit in close up shots
within this layout
Individual 2

making it the heaviest in this test - but on the road, it’s a
The Cinelli, with its Ferrari-red paint different story. The ride is firm, precise and nimble, and if you
and racy graphics fairly screams hadn’t given the bike the obligatory lift in advance, you wouldn’t
know you weren’t on something three or four pounds lighter.
‘thoroughbred’ at you. Cinelli is as Italian as The angles are fairly steep and the wheelbase short, so handling
espresso, and the legendary name has a similar effect on the is racy. The Columbus fork in particular is excellent, so that
heart of the bike lover. confident cornering is always on, despite the longest head tube
Beneath the bright red paint is a Columbus alloy-tubed on test. However, this does make for a more upright,
frame, with sloping geometry. The down tube is oversized to comfortable position on long rides. Alloy frames have been
stiffen up the ride, ovalised at the head tube turning to box criticised as being harsh, but we would say the amount of road
section at the bottom bracket. Cinelli supplies a Columbus ‘feel’ from the Xperience is just right. It’s a bit rattly on bumpy
carbon fork. Bar, stem and seatpost are Cinelli as expected - the descents, but this is not a deal breaker.
area the Milan-based comapny has traditionally specialised in. The Cinelli bar and stem can’t be faulted, and the Selle Italia
The groupset is Shimano Sora - the bottom of the Shimano XR saddle is a great compromise between race performance and
roadgoing groupsets - with a compact chainset and 170mm comfort.
cranks. Miche Excite wheels are nice looking, but not The only let down is the Sora shifters. These have a thumb-
particularly lightweight. shifter for changing up (i.e. moving down the cassette) and the
Likewise, when you pick it up, the Xperience is not light - in first problem with it is that it gets in the way when you’re riding
fact, it’s hard not to be slightly disappointed by its 20.4lb, the hoods, rubbing on the insides of your thumbs. The second
34 CYCLING ACTIVE

DISCOVERY w
TRANSFORMATION u
MAKING
Quality level Experimenting with component

quality illustration. The middle
example would appear to be most
understandable, but is not
effective when multiple
components are used within the
same groupset.
Icons are a nice reference to the
topic, but these look a little detached
problem is that you can’t reach the thumb-shifter from the

drops, unless you can somehow add an inch and a half to your Xperience Sora/Excite
thumb.
The third problem is with the lever throw on the right-hand BIKE Frame Alloy
shifter - you need huge hands to change down (up the cassette) Fork Carbon
from the drops. Sora braking is not very powerful, either, but we Wheels Miche Excite
won’t pin this one on the levers, as the different brake block
Weight 20.4lb
compound might make all the difference, and after a few gritty
winter rides, you may find that stopping happens in a shorter
space of time anyway. BITS Groupset Shimano Sora
To sum up, we liked everything about the Chainset FSA Gossamer
Gear ratio 50/34 with 12-25
Cinelli, except the Shimano Sora
levers. Tiagra, the next model up, uses the same lever BUYER Riding position Upright
system as the more expensive Shimano groupsets up to Dura-
Size range XS, S, M, L, XL
Ace, so we recommend upgrading to them. The difference in the
price is something like £65, which pushes the Xperience over Colour
the £1,00 mark. Extra notes Legendary Italian name
with racing heritage
£964.99
12 /20
17
E
VALU
C OM F
/20
O
WO W!
RT
20/20
19
AN
/20
DL
U I LD
19
I NG
/20
U AL I T Y
B

Test summary concepts
Compare 1
Our verdict
It’s harsh to have to score the bikes by only the five criteria in stranger’s armpit. The Aether’s equipment is a bit off the wall - a
this test, but we reckon the cream should still rise to the top. So Pro stem here, a 105 rear mech there, a Sora chainset...but it all
let’s quickly sum up. gels nicely and produces a good, solid ride.
The alloy Cinelli Xperience has a high wow factor due to its With the Focus Cayo we’re into carbon race territory and
paintjob, its massive down tube and the fact that it’s made by a Shimano’s 105 groupset - a step up from what we’ve seen so far.
classic Italian bike manufacturer. However, there’s no doubt that The German bike really looks the part, with its monster down
you’re paying for the Cinelli name, as the groupset is the lowest tube and the shortest head tube on test giving a low, aggressive
specced in this test, with the Sora levers and their poorly placed rider position. The Cayo produces a very firm ride, is the second
thumb shifters not doing it any favours at all. Thumb issues lightest on test and offers excellent value for money.
aside, the Cinelli rides well, though it’s the heaviest bike on test.
Giant’s Defy 2, also alloy, impressed us with its emphasis on
If the Boardman weren’t in this test
comfort. The Taiwanese company has accepted that at this price the Cayo would win hands-down on all
you can’t build a 14lb race bike so you might as well work with
what you have and include mudguard eyes and rack mounts,
counts, but the Boardman Team
and put on some tougher, wider tyres, a comfier saddle and Carbon really is something quite
some thick bar tape. It weighs 20lb dead, and if you did decide
you wanted to make a couple of inexpensive modifications and special. It comes in at one penny under the £1,000, but if
change the contact points, you could knock a good few ounces you paid double that and got a bike like this you would still be
off the weight and end up with something that feels a lot faster. grinning from ear to ear. It’s a superb machine - the lightest on
We aren’t sure if we ‘got’ the Genesis Aether at first, but once test by a long way - with SRAM Rival groupset and extremely
you’re used to the slightly odd graphics, stark white paint and well judged finishing kit. The carbon frame, with its rear
big welds at the tube junctures, you begin to realise that even wishbone stay, feels sporty and quick, but nicely damped, and
though it has a drop bar, it’s miles away from being a race bike the angles aren’t as steep and the head tube not as low as the
and doesn’t want to be one either. It’s aimed at commuting, and Focus’s, so the Boardman is not necessarily an out-and-out race
weighing a perfectly reasonable 20.2lb you will have no excuse bike. Basically, it’s good for whatever type of riding you want to
for not getting to your desk for 7.30 sharp every morning, while do on it, whether that’s racing, sportives, training or fast
your colleagues are stuck on the tube with their faces in a commuting, and it’s a joy to ride.
Giant Defy 2
Genesis Aether
www.madison.co.uk www.chickencycles.co.uk www.giant-bicycles.com
42 CYCLING ACTIVE

DISCOVERY w
TRANSFORMATION u
MAKING
‘The right fit’ is taken from the

original article - this example has
simplified the image to cut out
the elements that are not required Increases in bike size may
in the fitting proceedure influence the perception of
the score - they are not
an accurate representation
Stem length
The right fit What is the best set-up for you?
It goes without saying that buying the correct frame size is
vital, but for various reasons, there’s more to it than just
checking the size sticker.
Top tube
Head tube
height Prioritise
‘Frame size’ relates to a measurement of the seat tube, but
the actual points being measured between are not
standardised across brands. Much better is to check the
top tube length, and head tube height, i.e. what affects
your reach, and ultimately your riding comfort, as this is
much harder to adjust if you get it wrong. And don’t lose
Seat tube
sight of what you want to achieve with the bike. If it’s long
day rides, sportives and the like, then a relaxed
comfortable reach is likely to prevail over a low slung
position.
Score
%
Boardman Team Carbon
95%
Focus Cayo 105

89%
88%
87%
82%
www.wiggle.co.uk www.halfords.com
Genesis Cinelli Giant Focus Boardman
Wow factor 12 20 13 14 17
Comfort 18 17 20 17 19
Value 19 12 19 20 20
Handling 18 19 18 19 20
82% 87% 88% 89% 95%
CYCLING ACTIVE 43

Colouring the right fit box increases
its contrast with the rest of the
article - this is a good point as it is
a separate element
Compare 2
Our verdict
It’s harsh to have to score the bikes by only the five criteria in grinning from ear to ear. It’s a superb machine - the lightest on
this test, but we reckon the cream should still rise to the top. So test by a long way - with SRAM Rival groupset and extremely
let’s quickly sum up. well judged finishing kit. The carbon frame, with its rear
The alloy Cinelli Xperience has a high wow factor due to its wishbone stay, feels sporty and quick, but nicely damped, and
paintjob, its massive down tube and the fact that it’s made by a the angles aren’t as steep and the head tube not as low as the
classic Italian bike manufacturer. However, there’s no doubt that Focus’s, so the Boardman is not necessarily an out-and-out race
you’re paying for the Cinelli name, as the groupset is the lowest bike. Basically, it’s good for whatever type of riding you want to
specced in this test, with the Sora levers and their poorly placed do on it, whether that’s racing, sportives, training or fast
thumb shifters not doing it any favours at all. Thumb issues commuting, and it’s a joy to ride.
Giant’s Defy 2, also alloy, impressed us with its emphasis on Stem length
comfort. The Taiwanese company has accepted that at this price The right fit
and put on some tougher, wider tyres, a comfier saddle and Top tube
some thick bar tape. It weighs 20lb dead, and if you did decide Head tube
you wanted to make a couple of inexpensive modifications and height
change the contact points, you could knock a good few ounces
off the weight and end up with something that feels a lot faster.
We aren’t sure if we ‘got’ the Genesis Aether at first, but once
you’re used to the slightly odd graphics, stark white paint and
big welds at the tube junctures, you begin to realise that even
though it has a drop bar, it’s miles away from being a race bike Seat tube
and doesn’t want to be one either. It’s aimed at commuting, and
weighing a perfectly reasonable 20.2lb you will have no excuse
for not getting to your desk for 7.30 sharp every morning, while
your colleagues are stuck on the tube with their faces in a
stranger’s armpit. The Aether’s equipment is a bit off the wall - a
Pro stem here, a 105 rear mech there, a Sora chainset...but it all What is the best set-up for you?
gels nicely and produces a good, solid ride. It goes without saying that buying the correct frame size
With the Focus Cayo we’re into carbon race territory and is vital, but for various reasons, there’s more to it than just
Shimano’s 105 groupset - a step up from what we’ve seen so far. checking the size sticker.
The German bike really looks the part, with its monster down
tube and the shortest head tube on test giving a low, aggressive Prioritise
rider position. The Cayo produces a very firm ride, is the second ‘Frame size’ relates to a measurement of the seat tube,
lightest on test and offers excellent value for money. but the actual points being measured between are not
If the Boardman weren’t in this test top tube length, and head tube height, i.e. what affects
the Cayo would win hands-down on all your reach, and ultimately your riding comfort, as this is
counts, but the Boardman Team sight of what you want to achieve with the bike. If it’s long
Carbon really is something quite day rides, sportives and the like, then a relaxed
special. It comes in at one penny under the £1,000, but if position.
you paid double that and got a bike like this you would still be
88% Giant Defy 2

87% Cinelli Xperience Sora
82% Genesis Aether
www.madison.co.uk www.chickencycles.co.uk www.giant-bicycles.com
42 CYCLING ACTIVE

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MAKING
Less grey is used in this

This spread has lowered the bikes spread to make it less heavy
to give a more grounded feel,
balancing the spread more than
the previous concept.
Racing, sportives, training

or fast commuting, the
Boardman’s a joy to ride
Genesis Cinelli Giant Focus Boardman
Wow factor 12 20 13 14 17
Comfort 18 17 20 17 19
Value 19 12 19 20 20
Handling 18 19 18 19 20
82% 87% 88% 89% 95% %
100
99
98
97
96
95% Boardman Team Carbon 95
94
93
92
91
90
89% Focus Cayo 105 89
88
87
86
85
84
83
82
81
80
www.wiggle.co.uk www.halfords.com
CYCLING ACTIVE 43

An attempt to portray the
difference in scores. Bunching
of the middle range bikes
shows a closeness of scores
but becomes illegible
Compare 3
Our verdict
It’s harsh to have to score the bikes by only the five criteria in stranger’s armpit. The Aether’s equipment is a bit off the wall - a
this test, but we reckon the cream should still rise to the top. So Pro stem here, a 105 rear mech there, a Sora chainset...but it all
let’s quickly sum up. gels nicely and produces a good, solid ride.
The alloy Cinelli Xperience has a high wow factor due to its With the Focus Cayo we’re into carbon race territory and
paintjob, its massive down tube and the fact that it’s made by a Shimano’s 105 groupset - a step up from what we’ve seen so far.
classic Italian bike manufacturer. However, there’s no doubt that The German bike really looks the part, with its monster down
you’re paying for the Cinelli name, as the groupset is the lowest tube and the shortest head tube on test giving a low, aggressive
specced in this test, with the Sora levers and their poorly placed rider position. The Cayo produces a very firm ride, is the second
thumb shifters not doing it any favours at all. Thumb issues lightest on test and offers excellent value for money.
Giant’s Defy 2, also alloy, impressed us with its emphasis on
If the Boardman weren’t in this test
comfort. The Taiwanese company has accepted that at this price the Cayo would win hands-down on all
counts, but the Boardman Team
and put on some tougher, wider tyres, a comfier saddle and Carbon really is something quite
some thick bar tape. It weighs 20lb dead, and if you did decide
you wanted to make a couple of inexpensive modifications and special. It comes in at one penny under the £1,000, but if
change the contact points, you could knock a good few ounces you paid double that and got a bike like this you would still be
off the weight and end up with something that feels a lot faster. grinning from ear to ear. It’s a superb machine - the lightest on
We aren’t sure if we ‘got’ the Genesis Aether at first, but once test by a long way - with SRAM Rival groupset and extremely
you’re used to the slightly odd graphics, stark white paint and well judged finishing kit. The carbon frame, with its rear
big welds at the tube junctures, you begin to realise that even wishbone stay, feels sporty and quick, but nicely damped, and
though it has a drop bar, it’s miles away from being a race bike the angles aren’t as steep and the head tube not as low as the
and doesn’t want to be one either. It’s aimed at commuting, and Focus’s, so the Boardman is not necessarily an out-and-out race
weighing a perfectly reasonable 20.2lb you will have no excuse bike. Basically, it’s good for whatever type of riding you want to
for not getting to your desk for 7.30 sharp every morning, while do on it, whether that’s racing, sportives, training or fast
your colleagues are stuck on the tube with their faces in a commuting, and it’s a joy to ride.
Boardman
Genesis
Focus
Cinelli
Giant
82 87 88 89 95
%
42 CYCLING ACTIVE

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TRANSFORMATION u
MAKING
An isotype method of illustrating

the scores is tested to prevent
bias from re-sized bikes. In this
example it produces too much
wasted space and little interest
for the reader
Boardman
Genesis
Focus
Cinelli
Giant
Wow factor 12 20 13 14 17
Comfort 18 17 20 17 19
Value 19 12 19 20 20
Handling 18 19 18 19 20
Stem length
The right fit
Top tube
Head tube
height
Seat tube
What is the best set-up for you?

It goes without saying that buying the correct frame size
is vital, but for various reasons, there’s more to it than
just checking the size sticker.
Prioritise
‘Frame size’ relates to a measurement of the seat tube,
but the actual points being measured between are not
top tube length, and head tube height, i.e. what affects
your reach, and ultimately your riding comfort, as this is 82%
sight of what you want to achieve with the bike. If it’s 87% 88%
long day rides, sportives and the like, then a relaxed 89%
position. 95%
CYCLING ACTIVE 43

DISCOVERY w
TRANSFORMATION w
MAKING
wSFORMATION w
MAKING

Individual bike test
Final A4 spread
Lightening the orange to a more yellow colour has increased For the other bikes tested I would use different angles for the
contrast and legibility, and linking the icons in the specification main photo on each to promote interest, but keep the same
table (under the Bike, Bits and Buyer sections) has reduced cyclist for consistency. The right hand technical bar will
the number of ‘floating’ elements. remain in the same position to aid comparison as the reader
flicks through the other bikes on test.
The bike being used is emotive and the issue of highlighting
particular elements has been solved using overlaid windows.

The Cinelli, with its Ferrari-red paint and racy road, it’s a different story. The ride is firm, precise and
graphics fairly screams ‘thoroughbred’ at you. Cinelli nimble, you wouldn’t know you weren’t on something
is as Italian as espresso, and the legendary name has three or four pounds lighter. The angles are fairly steep
a similar effect on the heart of the bike lover. and the wheelbase short, so handling is racy.
Beneath the bright red paint is a Columbus alloy-tubed The Columbus fork in particular is excellent, so that
frame, with sloping geometry. The down tube is oversized confident cornering is always on, despite the longest head
to stiffen up the ride, ovalised at the head tube turning to tube on test. However, this does make for a more upright,
box section at the bottom bracket. Cinelli supplies a comfortable position on long rides. Alloy frames have
Columbus carbon fork. Bar, stem and seatpost are Cinelli been criticised as being harsh, but we would say the
as expected - the area the Milan-based comapny has amount of road ‘feel’ from the Xperience is just right.
traditionally specialised in. The groupset is Shimano Sora; It’s a bit rattly on bumpy descents, but this is not a deal
the bottom of the Shimano roadgoing groupsets, with a breaker.
compact chainset and 170mm cranks. Miche Excite The only let down is the Sora shifters. These have a
wheels are nice looking, but not particularly lightweight. thumb-shifter for changing up (i.e. moving down the
Likewise, when you pick it up, the Xperience is not light, cassette) and the first problem with it is that it gets in the
in fact, it’s hard not to be slightly disappointed by its way when you’re riding the hoods, rubbing on the insides
20.4lb, making it the heaviest in this test, but on the of your thumbs. The second problem is that you can’t
We disliked: Sora shifters
We liked: Italian thoroughbred racy ride
34 CYCLING ACTIVE

DISCOVERY w
TRANSFORMATION w
MAKING
reach the thumb-shifter from the drops, unless you can

somehow add an inch and a half to your thumb. Xperience Sora/Excite
The third problem is with the lever throw on the right- BIKE Frame Alloy
hand shifter - you need huge hands to change down (up Fork Carbon
the cassette) from the drops. Sora braking is not very Wheels Miche Excite
powerful, either, but we won’t pin this one on the levers,
Weight 20.4lb
as the different brake block compound might make all the
difference, and after a few gritty winter rides, you may
find that stopping happens in a shorter space of time BITS Groupset Shimano Sora
anyway. Chainset FSA Gossamer
To sum up, we liked everything about the Cinelli, Gear ratio 50/34 with 12-25
except the Shimano Sora levers. Tiagra, the next model
up, uses the same lever system as the more expensive BUYER Ride position Upright
Shimano groupsets up to Dura-Ace, so we recommend Size range XS, S, M, L, XL
upgrading to them. The difference in the price is
Colour
something like £65, which pushes the Xperience over the
Extra notes Legendary Italian name
£1,00 mark.
with racing heritage
£964.99
Test scores 12
/20
COM F17
E
VALU
/20
O
WO W!
RT
20 /20
19
AN
/20
DL
LD
19
I NG
BU I
U AL I T Y
/20
Upgrades Q
Cinelli with Campagnolo
If you want a Campagnolo groupset and an extra
sprocket, Chicken Cycles offers the Cinelli Xperience with
a Veloce 10-speed groupset and Campagnolo wheels for
£999.99.

levers for the excellent Tiagra versions at point of sale.
Tiagra shifters will improve the overall ride experience of
the, um, Xperience, no end. We simply can’t understand
why Shimano put those thumb shifters on the Sora
shifters where they did. Riding on the hoods is the default
position these days, but if you’re descending it’s much
safer on the drops, and riders may well find they want to
change gear while they’re there.
CYCLING ACTIVE 35

Bike test summary
Final A4 spread
The colours and element placement match the layout of the
individual bike tests, with a consistent use of the windows to
highlight areas on the images, and also the right fit box.
The bike images are the same size to prevent visual bias, but
the ruler-type scoring allows for accurate and instant
comparison of out-right winners and losers.
Our verdict
The alloy Cinelli Xperience has a high wow factor due to Carbon really is something quite special. It comes in at
its paintjob, its massive down tube and the fact that it’s one penny under the £1,000, but if you paid double that
made by a classic Italian bike manufacturer. However, and got a bike like this you would still be grinning from
there’s no doubt that you’re paying for the Cinelli name, ear to ear. It’s a superb machine, the lightest on test by a
as the groupset is the lowest specced in this test, with the long way, with SRAM Rival groupset and extremely well
Sora levers and their poorly placed thumb shifters not judged finishing kit.
doing it any favours at all. Thumb issues aside, the Cinelli The carbon frame, with its rear wishbone stay, feels
rides well, though it’s the heaviest bike on test. sporty and quick, but nicely damped, and the angles
Giant’s Defy 2, impressed us with its emphasis on aren’t as steep and the head tube not as low as the
comfort. The Taiwanese company has accepted that at Focus’s, so the Boardman is not necessarily an out-and-
this price you can’t build a 14lb race bike so you might as out race bike. Basically, it’s good for whatever type of
well work with what you have and include mudguard riding you want to do on it, whether that’s racing,
eyes and rack mounts, and put on some tougher, wider sportives, training or fast commuting, it’s a joy to ride.
tyres, a comfier saddle and some thick bar tape. It weighs
20lb dead, and if you did decide you wanted to make a The right fit Stem length
couple of inexpensive modifications and change the
contact points, you could knock a good few ounces off the
weight and end up with something that feels a lot faster. Top tube
We aren’t sure if we ‘got’ the Genesis Aether at first, but
once you’re used to the slightly odd graphics, stark white
paint and big welds at the tube junctures, you begin to Head tube
height
realise that even though it has a drop bar, it’s miles away
from being a race bike and doesn’t want to be one either.
It’s aimed at commuting, and weighing a perfectly Seat tube
reasonable 20.2lb you will have no excuse for not getting
to your desk for 7.30 sharp every morning, while your
colleagues are stuck on the tube with their faces in a
stranger’s armpit. The Aether’s equipment is a bit off the What is the best set-up for you?
It goes without saying that buying the correct frame size is vital,
wall; a Pro stem here, a 105 rear mech there, a Sora but for various reasons, there’s more to it than just checking the
chainset; but it all gels nicely and produces a solid ride. size sticker.
With the Focus Cayo we’re into carbon race territory
and Shimano’s 105 groupset - a step up from what we’ve Prioritise
‘Frame size’ relates to a measurement of the seat tube, but the
seen so far. The German bike really looks the part, with its
actual points being measured between are not standardised
monster down tube and the shortest head tube on test across brands. Much better is to check the top tube length, and
giving a low, aggressive rider position. The Cayo produces head tube height, i.e. what affects your reach, and ultimately
a very firm ride, is the second lightest on test and offers your riding comfort, as this is much harder to adjust if you get it
wrong. And don’t lose sight of what you want to achieve with the
excellent value for money. bike. If it’s long day rides, sportives and the like, then a relaxed
If the Boardman weren’t in this test the Cayo would win comfortable reach is likely to prevail over a low slung position.
hands-down on all counts, but the Boardman Team
87% Cinelli Xperience Sora 88% Giant Defy 2
82% Genesis Aether
42 CYCLING ACTIVE

DISCOVERY w
TRANSFORMATION w
MAKING
Boardman
Genesis
Cinelli
Focus
Giant
Final scores
Wow factor 12 20 13 14 17 If the Boardman
weren’t in this test
Comfort 18 17 20 17 19 the Cayo would win
hands-down on all
Value 19 12 19 20 20 counts, but the
Boardman Team
Handling 18 19 18 19 20 Carbon really is
something quite
Build quality 15 19 18 19 19 special.
82% 87% 88% 89% 95%
Racing, sportives, training

or fast commuting, the
Boardman’s a joy to ride
Boardman
www.halfords.com
Focus
www.wiggle.co.uk
Giant
www.giant-bicycles.com
Cinelli
www.chickencycles.co.uk
Genesis
www.madison.co.uk
100%
95% Boardman Team Carbon
89% Focus Cayo 105 90%
80%
70%
CYCLING ACTIVE 43

Appendix A
Component comparison
In the tables below I have grouped components together by
manufacturer. By including the price (found online at
www.wiggle.co.uk) I am hoping to assess like for like and
include this within any comparison graphics.
Prices correct at 10/11/2009.
Groupset Wheels
£price
Manufacturer Model Rear derailleur Manufacturer Model £price
Shimano Dura-Ace 119 – 432 Miche X-press 170 set
Ultegra 58 – 76 Pistard 162 set
105 48 – 50 Race 121 set
Tiagra 42 Excite 85 set
Sora 25
Ritchey Pro 220 set
SRAM Red 210
Shimano R500 62 each
Force 95
T565 81 each
Rival 47 – 56
RS10 88 each
RS20 97 each
RS30 106 each
Ultegra 6600 212 each
Chainset RS80 220 each
Dura Ace 344 – 845 each
Manufacturer Model £price Alex rims R450 Not found but reviews
FSA Omega 90 comment on a
‘budget choice’
Gossamer 153
K Force 322 Mavic CXP22 Not found but reviews
comment on a
SLK 360 ‘budget choice’
Neo Pro 540
Frame and fork material

Material Weight £price
Steel Heaviest £
Aluminium Alloy Middle weight ££
Carbon Lightest £££

Understanding and choosing technology

Understanding and Choosing Technology: Oliver Tomlinson

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Understanding and

As technological advances are made, they filter down into the

Researching current methods used by suppliers and retailers,

Oliver Tomlinson - Autumn term 2009

Understanding and choosing technology 1

In order to successfully improve how bicycle technology is

A few short questions were asked to local bicycle shops, and

Findings: User analysis

Use (miles per week) 20-50miles 50-100miles 100-150miles 150+miles

assessed in certain buying

Fit Group set

Feel Price Specification Frame

2 Oliver Tomlinson - Autumn term 2009

2) Provide a list of the most 

Understanding and choosing technology 3

Stage 3: Decide and purchase “I want this bike”

The process of drilling down to

4 Oliver Tomlinson - Autumn term 2009

By using the tool as part of the human-centred design

Engaging Good user engagement

Easy to learn: How well the product supports both initial

These diagrams show the balance

Understanding and choosing technology 5

Even though these advertisements

The advert on the left expects the

Milani cycles are focusing on build

Both methods are excellent at

6 Oliver Tomlinson - Autumn term 2009

This is a difficult brochure to

Comparison of bike specification is

The only place to see all the bikes

Understanding and choosing technology 7

Cinelli is an Itallian manufacturer so

Product shots focus on elements

Technical data is layed out well but

8 Oliver Tomlinson - Autumn term 2009

Once the user has been attracted

A useful guide at the front of the

Double page spreads on bike

Bikes within the same group can

Understanding and choosing technology 9

Technology spreads break up the

10 Oliver Tomlinson - Autumn term 2009

Individual model groups are

Model specification is compared in

Specification charts are easy to

Colour coding on the pricing chart

Understanding and choosing technology 11

Clear specification layout and good

12 Oliver Tomlinson - Autumn term 2009

A pullout to give the reader some

Captions on the images enable a

The conclusion is brief and heavily

I believe the reader would need to

Understanding and choosing technology 13

Only the first and last spreads in

The test gives each bike a double

The scoring system contains a mix

Each spread also has an

14 Oliver Tomlinson - Autumn term 2009

The verdict spread is a conclusion

Understanding and choosing technology 15

Note the top rated section which

2) Provide a list of the most