Understanding and choosing technology Oliver Tomlinson - Autumn term 2009
Contents Discovery phase page 2 page 4 page 5 page 6 page 7 page 12 page 16 page 20
User analysis Buying process Market analysis: - Advertising - Product catalogues - Product reviews - Online purchase Discovery stage conclusions
Transformation phase page 22 page 23 page 27 page 29 page 30 page 34
The five bicycles User test comparison Component comparison Original bicycle test Individual bike concepts Test summary concepts
Making phase page 44
Individual bike test: Final Bike test summary: Final
page 46
Appendix A - Component comparison
page 42
Appendices
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 Â&#x; To gain understanding of user habits and requirements Â&#x; Analyse how the products are sold and compared Â&#x; 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 interested in racing bikes and what is your bike range?
People come here because the manager rides road bikes so is keen to get best value, good prices in the shop, so people who want a good deal come here. Prices range from £300 to £600 on the shelf, but we do have £2.5k bikes around the back for the higher end customers. People either want £300 or £2.5k so the £600 bikes are slower to sell.
Most people get racing bikes to train on for fitness, not just specifically for bicycle racing, but for other sports like motocross or rowing. We have bikes that range from £500 to £2k+, the lower end are for people having a dabble in cycling, and the higher end are for people taking a step up in training – they might even be in a club. We don't get people who want to commute on a bike.
2) What do different user groups want?
£300 bike users want a fast road bike for commuting, whereas the £2.5k customers are more interested in weight and gear specifications.
The most popular bikes are always the ones seen winning the Tour de France. People are always after the same thing; the 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 bike would suit the user?
We'll ask what sort of budget the customer has, explain the specifications they'll get for that amount, and then use a sizing chart to find out leg length etc before trying them on a bike.
How much are they going to use the bike and what is their budget.
4) What benefits does the user get from buying a bike from you?
We offer a 6 week service for free in order to check brakes and gears slacking since purchase.
A bike is a mechanical object that people want to see in the flesh and get sized up on. Each manufacturer uses different 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 into four categories. The key differentiator is the amount people are willing to spend. Reasearch has identified that most users essentially desire the same things; the best specification and lowest weight for the least amount of money. The ‘feel’ of the bike is also a key element, but this could only be assessed in certain buying situations.
User group name
Beginners
Improvers
Club members
Professionals
Experience level
LOW
MEDIUM
HIGH
VERY HIGH
Use (miles per week)
20-50miles
50-100miles
100-150miles
150+miles
*
Up to £500
£500-£2,000
£2,000-£4,000
£4,000+
Spend
Most magazines, and people interviewed, say that buyers should spend as much as they can * NOTE: afford; therefore, you may get beginners spending much more than £500 on their first bike if their budget can sustain this.
Group set
Fit
Feel
Price
Specification
Frame
Wheels
Comfort
Weight
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User questionnaire Person 1
Person 2
Person 3
Person 4
1) How often you cycle and how far?
1.5 hours four times in the week, and then for 3 hours at the weekend. I guess approximately 27 miles for 1.5 and 48 miles for 3 hours.
I bike 150 miles a week and run, plus circuits. I train so I can compete in events that are at least 60 miles up to 110 miles
Every day, most days just to work. Training a couple of times a week - distance up to 100 miles.
Once a month, between 25 to 50 miles
2) Provide a list of the most important features of the bike (most important at the top).
Group set Frame Wheels
Most important is your budget, you can get decent entry level bikes that are full carbon but you get lower spec gear on them. Weight Handling Comfort
Fits well Good quality group set (minimum Shimano Ultegra - preferrably Dura Ace) Comfortable ride quality some materials (i.e. carbon/titanium) are more comfortable than others that produce a harsher ride (aluminium)
Wheels Frame Forks Group set
3) Do you have a favourite brand, and why?
No favourite but specialized would be up there along with Giant and Bianche.
Colnago; the ultimate bike! It's got pedigree.
No favourite brand
Specialized. It's a famous old American brand: famous 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 spend on a new racing bike?
I've just spent £850.
As much as I can afford; probably up to £4k. I'd buy from a bike shop as opposed to off line for back up and service; I wouldn't buy from say Halfords. You can get 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.
I have spent £2300 in the past. At the moment I can't afford a new one, but wouldn't object to paying up to £3500 for the correct bike if I had the money to buy it.
I wouldn't pay more than 1000 euros.
Understanding and choosing technology
3
The buying process As the user progresses through the buying process they will start with many options and work their way down to the one bicycle that fulfills all their primary needs. During the process the user is likely to seek social validation of their choice by asking other users, or get the feeling that they have made the correct decision from expert reviews or intelligent product placement/branding in the racing bicycle competitions, e.g. Tour de France. If there is too much choice in the marketplace then the user will be confused by the multiple options and is more likely to feel they have made the wrong decision.
Stage 1: Desire
“I need a new bike”
A requirement for a new racing bike: need to get
fit/train, or an upgrade etc. Product advertising: often with a focus on sporting idols and speed - promoting emotional buying tactics.
Stage 2: Explore and investigate
“which bike do I want”
Reading reviews and tests in magazines or on the
internet. Requesting and observing product catalogues. 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 used an approach to usability defined by the 5 E’s: effective, efficient, engaging, error tolerant and easy to learn (Quesenbery, 2001). By using the tool as part of the human-centred design process it will be possible to assess the effectiveness of each individual method. The tool can be modified to suit the user’s needs when choosing a bicycle and any final product can be based on this. Over the next pages I shall compare the different approaches used during the buying process of a new racing bicycle; each shall be scored against their approach to the 5 E’s using the following scale:
Effective
Poor effectiveness
Efficient
Good efficiency
Engaging
Good user engagement n/a
Error tolerant Easy to learn
Not applicable in this instance OK easy to learn
Effective: The completeness and accuracy with which users achieve their goals. The goal in this project is to find the correct racing bike for the user, or to aid them in the decision making process. Efficient: The speed (with accuracy) with which users can complete their tasks. When comparing bicycles the efficiency will depend on the time taken to review multiple options; time to purchase will be a factor for the last stage of the buying process. Engaging: The degree to which the tone and style of the interface makes the product pleasant or satisfying to use. 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 would have to engage on a purely visual level. Error tolerant: How well the design prevents errors, or helps with recovery from those that do occur. 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 of the 5 E’s. Far left illustrates a product where all the dimensions 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.
Effective Effective
Easy to learn
Efficient
Easy to learn Efficient
Error tolerant
Understanding and choosing technology
Engaging Error tolerant
Engaging
There is little need for the product to be efficient as the user will be taking their time during 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 product must be engaging. Most importantly the approach must be effective in the way information is made available and usable by the prospective buyer.
5
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 6
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 Understanding and choosing technology
n/a
7
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.
Effective Efficient Engaging
n/a
Technical data is layed out well but there is still an element of confusion with the naming. Coloured columns should be used to highlight different ranges rather than individual bikes.
Error tolerant Easy to learn 8
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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 Understanding and choosing technology
9
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 Understanding and choosing technology
11
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 Understanding and choosing technology
13
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 much the bike is a winner).
Effective Efficient
n/a
Engaging Error tolerant Easy to learn
Understanding and choosing technology
‘The right fit’ box is an interesting addition and may be in place presuming that the reader has made a decision and is moving to the next stage of the buying process.
15
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 Understanding and choosing technology
17
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. 18
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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 Understanding and choosing technology
19
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 and bike shops all use slightly different approaches to comparison, and each has its own pros and cons, as can be seen in the table to the right.
Literature Time to digest information or review products
Online sales Often the cheapest
Shops Experience the emotional buying process by close inspection and interaction
Clear focus on individual models - good imagery
Ability to compare many options and personalise search
Out of date quickly
Poor imagery
Fewer options
Bias to manufacturer brochures
Little interaction or impact on emotional buying process
Highest price
Personal service
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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Understanding and choosing technology
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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 Model Price
Boardman Team Carbon £999.99
Cinelli Xperience Sora/Excite £964.99
Focus Cayo 105 £879.20
Genesis Aether £799.00
Giant Defy 2 £825.00
BODY
Frame Fork000000000 000000 Wheels Weight
Carbon Carbon00000000000000 0 Ritchey Pro 17.7lb
Alloy Carbon00000000000000 0 Miche Excite 20.4lb
Carbon Carbon00000000000000 0 Shimano RS-10 19.0lb
Alloy Carbon blades, alloy steerer Alex R450 rims 20.2lb
Alloy Carbon blades, alloy steerer Mavic CXP22 20.0lb
BITS
Groupset 0000000000000 0000000000000 0000000000000 000000 Chainset Gear ratio
SRAM Rival 00000000000000000000 00000000000000000000 00000000000000000000 000000000000000 FSA Gossamer 53/39 with 12-25
Shimano Sora 00000000000000000000 00000000000000000000 00000000000000000000 000000000000000 FSA Gossamer 50/34 with 12-25
Shimano 105 00000000000000000000 00000000000000000000 00000000000000000000 000000000000000 FSA Gossamer 50/34 with 12-27
Shimano 105 (rear mech), Sora (compact crankset) Tiagra (levers and front mech) Tektro (brake calipers) FSA Gossamer 50/34 with 12-25
Shimano Tiagra with Sora brake calipers 00000000000000000000 00000000000000000000 00000 FSA Gossamer 50/34 with 12-25
USER
Riding position Size range 0000000000000 Colour Extra notes 0000000000000 0000000000000 0000000000
Neutral S, M, L, XL 000000000000000000 Black Collaboration between Chris Boardman (Olympic Gold Medallist) and Halfords
Upright XS, S, M, L, XL 000000000000000000 Red and white Legendary Italian name with racing heritage 00000000000000000000 0000000000000000
Racy XS, S, M, L, XL, XXL, XXXL Red, black and white Just available online at Wiggle 00000000000000000000 0000000000000000
Upright XS, S, M, L, XL 000000000000000000 White Built for comfort more than speed. Unusual styling and design 000000000000000000
Neutral S, M, L, XL 000000000000000000 Blue, white and black Entry level bike from Giant aiming towards fast commuting 000000000000000000
TEST
Comfort Value Handling Wow factor Build quality OVERALL
19/20 20/20 20/20 17/20 19/20 95%
17/20 12/20 19/20 20/20 19/20 87%
17/20 20/20 19/20 14/20 19/20 89%
18/20 19/20 18/20 12/20 15/20 82%
20/20 19/20 18/20 13/20 18/20 88%
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User test comparison
CO
CO CO
DL
IN
COMFORT
DL
G
Sans serifs do not seem to work as well in this illustrative format.
WOW!
BUILD
Helvetica Neue 75 bold
I NG
COMFORT Palatino Linotype
TY
I NG
M
VA L
UE
WOW!
FORT
W!
I NG
HAN
DL
M
VA L
F OR T
WO
DL
I NG
HAN
WOW!
M
UE
VA L
UE
M
FORT
HAN
CO
DL
W!
IDEA: Potential methods for illustrating the human/emotional scores in the test results.
VA L
UE
WO
FORT
HAN
M
VA L
FORT
HAN
WOW!
17/20 12/20 19/20 20/20 19/20 87%
UE
ORT MF CO
Comfort Value Handling Wow factor Build quality OVERALL
Example:
CO
Each bike tested within the magazine is scored on five factors, this equates to an overall score and winner of the test. This percentage approach is useful (even if it may be bias) as a comparison, but it’s difficult to see by how much each bike differs. I want to create a graphic to solve this issue.
A
LI
COMFORT
Q
U
Vesta regular
COMFORT Vesta bold
87%
BUILD
TY
I NG
DL
CO
W!
20 /20
19 /20
LI
I NG
U A
CO
WO
Q
U A
LI T
Y
BUILD
Q
TY
LI U A
Q
DL
UE
1
FORT
HAN
W!
M
/20
VA L
/20
20 9/
I NG
WO
12
17
2 20 0/
BUILD
W!
FORT
HAN
DL
WO
M
VA L
UE
FORT
20 17/
UE
M
VA L
HAN
CO
20 12/
19 /20
87%
87%
87% Graphical inspiration from diagrams found in David Macaulay’s book, The Way Things Work (1988)
Understanding and choosing technology
23
VALUE
WOW FACTOR
BUILD QUALITY
COMFORT
HANDLING
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.
WOW FACTOR
BUILD QUALITY
COMFORT
HANDLING
Increased contrast by taking the scales outside the photo. This is causing difficulty in reading.
VALUE 24
Oliver Tomlinson - Autumn term 2009
C
F
/20
19/20 87%
RT
WO W!
20 /20
A more dynamic bike silhouette provides interest to the reader. Score text presented on circles linked in size to the value.
/20
U AL I T Y
Q
I NG
/20
19
DL
B UI L D
AN
19
20/20 HANDLING
17 OM
Signpost method on a flattened bike silhouette. Similar approach and inspiration can be seen on page 27.
12 /20
O
VALU
E
/20
17/20
VALUE WOW!
12
COMFORT
19/20
BUILD QUALITY
DISCOVERY w TRANSFORMATION u MAKING
17/20 12 /20 19/20 20/20 19/20
Comfort Value Handling Wow factor Build quality
Using a bar scale provides the reader with visual cues on the test value.
OVERALL 87%
VALUE
12 /20
COMFORT
17/20
Applying a bar scale to the dynamic image relates the scores to actual areas on the bike.
WOW FACTOR 20/20 HANDLING
19/20
BUILD QUALITY 19/20 TOTAL SCORE Understanding and choosing technology
87
% 25
100
Boardman
95
Adding another dimension and removing redundant information makes the graphic clearer.
95
Focus
Genesis
Giant
87 88 89
Wow factor 17
20
14
12
13
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
Giant
Genesis
Wow factor
17
20
14
12
13
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%
Using colour to compare test results for all the bicycles.
87% 89% 82% 88%
Focus
Boardman
OVERALL 95%
26
To compare user test scores it is important to see the difference between the bikes, not just numerically, but visually too.
Cinelli
82
90
Cinelli
85
95%
Boardman
80
Genesis
75
87% 88% 89%
Cinelli Giant Focus
82%
A ‘test-tube’ approach links the bike manufacturers with the final score, including individual scores in the tube.
87% 89% 82% 88% Oliver Tomlinson - Autumn term 2009
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Component comparison A number of the components found on the bicycles are made by different manufacturers so it is difficult for the reader to make an accurate comparison of quality.
I am aware that price is not the best way to assess the quality of a product as this does not indicate brand name allowances; 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 Shimano Sora, Tiagra
Alloy
Shimano
Carbon
Alloy & Carbon
Alloy
Alloy & Carbon
Carbon
Carbon
Sora, Tiagra, 105
WHEELS
SRAM Rival
Shimano RS-10
FSA Gossamer FSA Gossamer
This concept is engaging but at the cost of legibility and easy comparison.
Carbon
Forks
Miche Excite
FSA Gossamer
Shimano 105
CHAINSET
Alex R450 rims
GROUPSET
Mavic CXP22
Frame
FSA Gossamer
Shimano Sora
In this concept the typeface has been modified in a rough way using a perspective modifier. If used for the final version a more systematic approach and different typeface would be required.
Carbon
FSA 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.
Understanding and choosing technology
27
Table comparing bicycle specifications. The quality standards comparison from the previous page have been removed except for the most important Groupset.
BIKE
Make Model Price
Boardman Team Carbon £999.99
Cinelli Xperience Sora/Excite £964.99
Focus Cayo 105 £879.20
Genesis Aether £799.00
Giant Defy 2 £825.00
BODY
Frame Fork000000000 000000 Wheels Weight
Carbon Carbon00000000000000 0 Ritchey Pro 17.7lb
Alloy Carbon00000000000000 0 Miche Excite 20.4lb
Carbon Carbon00000000000000 0 Shimano RS-10 19.0lb
Alloy Carbon blades, alloy steerer Alex R450 rims 20.2lb
Alloy Carbon blades, alloy steerer Mavic CXP22 20.0lb
BITS
Groupset 0000000000000 0000000000000 0000000000000 000000
Chainset Gear ratio
SRAM Rival 00000000000000000000 00000000000000000000 00000000000000000000 000000000000000 FSA Gossamer 53/39 with 12-25
Shimano Sora 00000000000000000000 00000000000000000000 00000000000000000000 000000000000000 FSA Gossamer 50/34 with 12-25
Shimano 105 00000000000000000000 00000000000000000000 00000000000000000000 000000000000000 FSA Gossamer 50/34 with 12-27
Shimano 105 (rear mech), Sora (compact crankset) Tiagra (levers and front mech) Tektro (brake calipers) FSA Gossamer 50/34 with 12-25
Shimano Tiagra with Sora brake calipers 00000000000000000000 00000000000000000000 00000 FSA Gossamer 50/34 with 12-25
Riding position Size range 0000000000000 Colour Extra notes 0000000000000 0000000000000 0000000000
Neutral S, M, L, XL 000000000000000000 Black Collaboration between Chris Boardman (Olympic Gold Medallist) and Halfords
Upright XS, S, M, L, XL 000000000000000000 Red and white Legendary Italian name with racing heritage 00000000000000000000 0000000000000000
Racy XS, S, M, L, XL, XXL, XXXL Red, black and white Just available online at Wiggle 00000000000000000000 0000000000000000
Upright XS, S, M, L, XL 000000000000000000 White Built for comfort more than speed. Unusual styling and design 000000000000000000
Neutral S, M, L, XL 000000000000000000 Blue, white and black Entry level bike from Giant aiming towards fast commuting 000000000000000000
Genesis
Giant
Focus
Cinelli
Boardman
Aether
Defy 2
Cayo 105
Xperience Sora/Excite
Team Carbon
BUYER
Increasing the legibility of the bicycle brands and prices.
BIKE
Frame Fork000000000 000000 Wheels Weight
Alloy Carbon blades, alloy steerer Alex R450 rims 20.2lb
Alloy Carbon blades, alloy steerer Mavic CXP22 20.0lb
Carbon Carbon00000000000000 0 Shimano RS-10 19.0lb
Alloy Carbon00000000000000 0 Miche Excite 20.4lb
Carbon Carbon00000000000000 0 Ritchey Pro 17.7lb
BITS
Groupset
Quality level
Quality level
Quality level
Quality level
Quality level
0000000000000 00 Chainset Gear ratio
Shimano Sora, Tiagra and 105 FSA Gossamer 50/34 with 12-25
Shimano Sora and Tiagra 00000000000000000000 FSA Gossamer 50/34 with 12-25
Shimano 105 00000000000000000000 FSA Gossamer 50/34 with 12-27
Shimano Sora 00000000000000000000 FSA Gossamer 50/34 with 12-25
SRAM Rival 00000000000000000000 FSA Gossamer 53/39 with 12-25
Riding position Size range 0000000000000 Colour Extra notes 0000000000000 0000000000000 0000000000
Upright XS, S, M, L, XL 000000000000000000 White Built for comfort more than speed. Unusual styling and design 000000000000000000
Neutral S, M, L, XL 000000000000000000 Blue, white and black Entry level bike from Giant aiming towards fast commuting 000000000000000000
Racy XS, S, M, L, XL, XXL, XXXL Red, black and white Just available online at Wiggle 00000000000000000000 0000000000000000
Upright XS, S, M, L, XL 000000000000000000 Red and white Legendary Italian name with racing heritage 00000000000000000000 0000000000000000
Neutral S, M, L, XL 000000000000000000 Black Collaboration between Chris Boardman (Olympic Gold Medallist) and Halfords
£825.00
£879.20
£964.99
£999.99
BUYER
£799.00
28
Oliver Tomlinson - Autumn term 2009
DISCOVERY w TRANSFORMATION u MAKING
Original bicycle test Slab serif stands out but is not ‘light’ like the rest of the article, or in fact the bicycles themselves
Bicycle specification is too small and badly 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 on the actual spread of the scores - winner is not clear enough
Understanding and choosing technology
Quotes should not be at the bottom as they get lost within the article
29
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 three concepts for the test summary spread.
Pull outs set within the text are not the normal convention, but they save space and are read in the correct location
Individual 1
Bike test £1,000 road bikes
Cinelli Xperience Sora 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 has a similar effect on the heart of the bike lover. Beneath the bright red paint is a Columbus alloy-tubed frame, with sloping geometry. The down tube is oversized to stiffen up the ride, ovalised at the head tube turning to box section at the bottom bracket. Cinelli supplies a Columbus carbon fork. Bar, stem and seatpost are Cinelli as expected - the area the Milan-based comapny has traditionally specialised in. The groupset is Shimano Sora - the bottom of the Shimano roadgoing groupsets - with a compact chainset and 170mm cranks. Miche Excite wheels are nice looking, but not particularly lightweight. 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, making it the heaviest in this test but on the road, it’s a different story. The ride is firm, precise and nimble, and if you hadn’t given the bike the obligatory lift in advance, you wouldn’t know you weren’t on something three or four pounds lighter. The angles are fairly steep and the wheelbase short, so handling is racy. The 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.
The Cinelli bar and stem can’t be faulted, and the Selle Italia XR saddle is a great compromise between race performance and comfort. The only let down is the Sora shifters. These have a thumbshifter for changing up (i.e. moving down the cassette) and the first problem with it is that it gets in the way when you’re riding the hoods, rubbing on the insides of your thumbs. The second 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 thumb. The third problem is with the lever throw on the right-hand shifter - you need huge hands to change down (up the cassette) from the drops. Sora braking is not very powerful, either, but we won’t pin this one on the levers, 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 anyway. To sum up, we
liked everything about the Cinelli, except the Shimano Sora levers. Tiagra, the next model up, uses the
same lever system as the more expensive Shimano groupsets up to Dura-Ace, so we recommend upgrading to them. The difference in the price is something like £65, which pushes the Xperience over the £1,00 mark.
34 CYCLING ACTIVE
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Oliver Tomlinson - Autumn term 2009
DISCOVERY w TRANSFORMATION u MAKING
Detail shots relate to the users rational sense
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 has a similar effect on the heart of the bike lover.
If each bike on the test had this specification column to the right, the reader could flick through the pages to compare the bikes quickly and efficiently.
Book Antiqua - 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 has a similar effect on the heart of the bike lover.
Individual 1A
Times New Roman - 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 has a similar effect on the heart of the bike lover.
Specification
Cambria - 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 has a similar effect on the heart of the bike lover.
Cinelli Xperience Sora/Excite
We liked: Italian thoroughbred racy ride
BIKE
Frame Fork Wheels Weight
Typeface tests for the main body text. Cambria looks clean and legible, and should complement a sans serif used for feature elements and illustrations.
BITS
Groupset Chainset Gear ratio
BUYER
Riding position Size range Colour Extra notes
Individual 1B
£964.99 Test scores
12 /20
17
VALU
E
We disliked: Sora shifters
/20
O
COM F
RT
WO W!
20
We liked: Italian thoroughbred racy ride
19
/20
AN LD
BU I
U AL I T Y
Upgrades
I NG
/20
BIKE
Frame Fork Wheels Weight
BITS
Groupset Chainset Gear ratio
BUYER
Riding position Size range
DL
19
Specification
Q
Cinelli with Campagnolo If you want a Campagnolo groupset and an extra sprocket, Chicken Cycles offers the Cinelli Xperience with a Veloce 10speed groupset and Campagnolo wheels for £999.99. Shimano Tiagra levers - £215 Any dealer worth its salt will be prepared to swap the Sora 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...
Cinelli Xperience Sora/Excite
/20
Colour Extra notes
£964.99
We disliked: Sora shifters
Test Wow factor 20 Comfort 17 Value 12
CYCLING ACTIVE 35
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 10speed groupset and Campagnolo wheels for £999.99. Shimano Tiagra levers - £215 Any dealer worth its salt will be prepared to swap the Sora 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
Understanding and choosing technology
31
Orange is a poor contrast with the grey, and main body text too small
A large image of the bike in use can relate to an emotional sense, but it is difficult to fit in close up shots within this layout
Individual 2
Bike test £1,000 road bikes
Cinelli Xperience Sora 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 has a similar effect on the heart of the bike lover. Beneath the bright red paint is a Columbus alloy-tubed frame, with sloping geometry. The down tube is oversized to stiffen up the ride, ovalised at the head tube turning to box section at the bottom bracket. Cinelli supplies a Columbus carbon fork. Bar, stem and seatpost are Cinelli as expected - the area the Milan-based comapny has traditionally specialised in. The groupset is Shimano Sora - the bottom of the Shimano roadgoing groupsets - with a compact chainset and 170mm cranks. Miche Excite wheels are nice looking, but not particularly lightweight. 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,
making it the heaviest in this test - but on the road, it’s a different story. The ride is firm, precise and nimble, and if you hadn’t given the bike the obligatory lift in advance, you wouldn’t know you weren’t on something three or four pounds lighter. The angles are fairly steep and the wheelbase short, so handling is racy. The 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. The Cinelli bar and stem can’t be faulted, and the Selle Italia XR saddle is a great compromise between race performance and comfort. The only let down is the Sora shifters. These have a thumbshifter for changing up (i.e. moving down the cassette) and the first problem with it is that it gets in the way when you’re riding the hoods, rubbing on the insides of your thumbs. The second
34 CYCLING ACTIVE
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Oliver Tomlinson - Autumn term 2009
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 thumb. The third problem is with the lever throw on the right-hand shifter - you need huge hands to change down (up the cassette) from the drops. Sora braking is not very powerful, either, but we won’t pin this one on the levers, 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 anyway.
liked everything about the Cinelli, except the Shimano Sora levers. Tiagra, the next model up, uses the same lever
Xperience Sora/Excite
BIKE
Frame Fork Wheels Weight
Alloy Carbon Miche Excite 20.4lb
BITS
Groupset Chainset Gear ratio
Shimano Sora FSA Gossamer 50/34 with 12-25
BUYER
Riding position Size range
Upright XS, S, M, L, XL
To sum up, we
system as the more expensive Shimano groupsets up to DuraAce, so we recommend upgrading to them. The difference in the price is something like £65, which pushes the Xperience over the £1,00 mark.
Cinelli
Specification
Colour Extra notes
Legendary Italian name with racing heritage
£964.99
12 VALU
E
/20
17 OM /20
C
O
F
RT
WO W!
20
19
/20
U AL I T Y
I NG
B
DL
/20
U I LD
AN
19
/20
Q Understanding and choosing technology
33
Test summary concepts
Compare 1
Bike test £1,000 road bikes
Our verdict It’s harsh to have to score the bikes by only the five criteria in this test, but we reckon the cream should still rise to the top. So let’s quickly sum up. The alloy Cinelli Xperience has a high wow factor due to its paintjob, its massive down tube and the fact that it’s made by a classic Italian bike manufacturer. However, there’s no doubt that you’re paying for the Cinelli name, as the groupset is the lowest specced in this test, with the Sora levers and their poorly placed thumb shifters not doing it any favours at all. Thumb issues 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 comfort. The Taiwanese company has accepted that at this price 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, and put on some tougher, wider tyres, a comfier saddle and some thick bar tape. It weighs 20lb dead, and if you did decide you wanted to make a 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. 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 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 gels nicely and produces a good, solid ride. With the Focus Cayo we’re into carbon race territory and Shimano’s 105 groupset - a step up from what we’ve seen so far. The German bike really looks the part, with its monster down tube and the shortest head tube on test giving a low, aggressive rider position. The Cayo produces a very firm ride, is the second lightest on test and offers excellent value for money.
If the Boardman weren’t in this test the Cayo would win hands-down on all counts, but the Boardman Team Carbon really is something quite special. It comes in at one penny under the £1,000, but if you paid double that and got a bike like this you would still be grinning from ear to ear. It’s a superb machine - the lightest on test by a long way - with SRAM Rival groupset and extremely well judged finishing kit. The carbon frame, with its rear wishbone stay, feels sporty and quick, but nicely damped, and the angles aren’t as steep and the head tube not as low as the Focus’s, so the Boardman is not necessarily an out-and-out race bike. Basically, it’s good for whatever type of riding you want to do on it, whether that’s racing, sportives, training or fast commuting, and it’s a joy to ride. Giant Defy 2
Cinelli Xperience Sora
Genesis Aether
www.madison.co.uk
www.chickencycles.co.uk
www.giant-bicycles.com
42 CYCLING ACTIVE
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Oliver Tomlinson - Autumn term 2009
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 in the fitting proceedure
Stem length
The right fit
Increases in bike size may influence the perception of the score - they are not an accurate representation
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
Seat tube
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 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
Build quality
15
19
18
19
19
82%
87%
88%
89%
95%
CYCLING ACTIVE 43
Understanding and choosing technology
35
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
Bike test £1,000 road bikes
Our verdict It’s harsh to have to score the bikes by only the five criteria in this test, but we reckon the cream should still rise to the top. So let’s quickly sum up. The alloy Cinelli Xperience has a high wow factor due to its paintjob, its massive down tube and the fact that it’s made by a classic Italian bike manufacturer. However, there’s no doubt that you’re paying for the Cinelli name, as the groupset is the lowest specced in this test, with the Sora levers and their poorly placed thumb shifters not doing it any favours at all. Thumb issues 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 comfort. The Taiwanese company has accepted that at this price 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, and put on some tougher, wider tyres, a comfier saddle and some thick bar tape. It weighs 20lb dead, and if you did decide you wanted to make a 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. 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 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 gels nicely and produces a good, solid ride. With the Focus Cayo we’re into carbon race territory and Shimano’s 105 groupset - a step up from what we’ve seen so far. The German bike really looks the part, with its monster down tube and the shortest head tube on test giving a low, aggressive rider position. The Cayo produces a very firm ride, is the second lightest on test and offers excellent value for money.
If the Boardman weren’t in this test the Cayo would win hands-down on all counts, but the Boardman Team Carbon really is something quite special. It comes in at one penny under the £1,000, but if
grinning from ear to ear. It’s a superb machine - the lightest on test by a long way - with SRAM Rival groupset and extremely well judged finishing kit. The carbon frame, with its rear wishbone stay, feels sporty and quick, but nicely damped, and the angles aren’t as steep and the head tube not as low as the Focus’s, so the Boardman is not necessarily an out-and-out race bike. Basically, it’s good for whatever type of riding you want to do on it, whether that’s racing, sportives, training or fast commuting, and it’s a joy to ride. 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 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 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.
you paid double that and got a bike like this you would still be
87% Cinelli Xperience Sora
88% Giant Defy 2
82% Genesis Aether
www.madison.co.uk
www.chickencycles.co.uk
www.giant-bicycles.com
42 CYCLING ACTIVE
36
Oliver Tomlinson - Autumn term 2009
DISCOVERY w TRANSFORMATION u MAKING
Less grey is used in this spread to make it less heavy
This spread has lowered the bikes 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
Build quality
15
19
18
19
19
82%
87%
88%
89%
95%
100 99 98 97 96 95 94 93 92 91 90 89 88 87 86 85 84 83 82 81 80
95% Boardman Team Carbon
89% Focus Cayo 105
www.wiggle.co.uk
%
www.halfords.com
CYCLING ACTIVE 43
Understanding and choosing technology
37
An attempt to portray the difference in scores. Bunching of the middle range bikes shows a closeness of scores but becomes illegible
Compare 3
Bike test £1,000 road bikes
Our verdict
82
87 88 89
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 gels nicely and produces a good, solid ride. With the Focus Cayo we’re into carbon race territory and Shimano’s 105 groupset - a step up from what we’ve seen so far. The German bike really looks the part, with its monster down tube and the shortest head tube on test giving a low, aggressive rider position. The Cayo produces a very firm ride, is the second lightest on test and offers excellent value for money.
If the Boardman weren’t in this test the Cayo would win hands-down on all counts, but the Boardman Team Carbon really is something quite special. It comes in at one penny under the £1,000, but if
95
Boardman
you paid double that and got a bike like this you would still be grinning from ear to ear. It’s a superb machine - the lightest on test by a long way - with SRAM Rival groupset and extremely well judged finishing kit. The carbon frame, with its rear wishbone stay, feels sporty and quick, but nicely damped, and the angles aren’t as steep and the head tube not as low as the Focus’s, so the Boardman is not necessarily an out-and-out race bike. Basically, it’s good for whatever type of riding you want to do on it, whether that’s racing, sportives, training or fast commuting, and it’s a joy to ride.
Cinelli Giant Focus
Genesis
It’s harsh to have to score the bikes by only the five criteria in this test, but we reckon the cream should still rise to the top. So let’s quickly sum up. The alloy Cinelli Xperience has a high wow factor due to its paintjob, its massive down tube and the fact that it’s made by a classic Italian bike manufacturer. However, there’s no doubt that you’re paying for the Cinelli name, as the groupset is the lowest specced in this test, with the Sora levers and their poorly placed thumb shifters not doing it any favours at all. Thumb issues 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 comfort. The Taiwanese company has accepted that at this price 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, and put on some tougher, wider tyres, a comfier saddle and some thick bar tape. It weighs 20lb dead, and if you did decide you wanted to make a 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. 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 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
%
42 CYCLING ACTIVE
38
Oliver Tomlinson - Autumn term 2009
DISCOVERY w TRANSFORMATION u MAKING
Genesis
Cinelli
Giant
Focus
Boardman
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
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
Build quality
15
19
18
19
19
87%
88%
89%
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 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 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.
82%
95%
CYCLING ACTIVE 43
Understanding and choosing technology
39
40
Oliver Tomlinson - Autumn term 2009
DISCOVERY w TRANSFORMATION w MAKING
w SFORMATION w MAKING
Understanding and choosing technology
41
Individual bike test Final A4 spread Lightening the orange to a more yellow colour has increased contrast and legibility, and linking the icons in the specification table (under the Bike, Bits and Buyer sections) has reduced the number of ‘floating’ elements.
For the other bikes tested I would use different angles for the main photo on each to promote interest, but keep the same cyclist for consistency. The right hand technical bar will 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.
Bike test £1,000 road bikes
Cinelli Xperience Sora 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 has a similar effect on the heart of the bike lover. Beneath the bright red paint is a Columbus alloy-tubed frame, with sloping geometry. The down tube is oversized to stiffen up the ride, ovalised at the head tube turning to box section at the bottom bracket. Cinelli supplies a Columbus carbon fork. Bar, stem and seatpost are Cinelli as expected - the area the Milan-based comapny has traditionally specialised in. The groupset is Shimano Sora; the bottom of the Shimano roadgoing groupsets, with a compact chainset and 170mm cranks. Miche Excite wheels are nice looking, but not particularly lightweight. 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, making it the heaviest in this test, but on the
road, it’s a different story. The ride is firm, precise and nimble, you wouldn’t know you weren’t on something three or four pounds lighter. The angles are fairly steep and the wheelbase short, so handling is racy. The 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. The only let down is the Sora shifters. These have a thumb-shifter for changing up (i.e. moving down the cassette) and the first problem with it is that it gets in the way when you’re riding the hoods, rubbing on the insides of your thumbs. The second problem is that you can’t
We disliked: Sora shifters
We liked: Italian thoroughbred racy ride
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Oliver Tomlinson - Autumn term 2009
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. The third problem is with the lever throw on the righthand shifter - you need huge hands to change down (up the cassette) from the drops. Sora braking is not very powerful, either, but we won’t pin this one on the levers, 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 anyway. To sum up, we liked everything about the Cinelli, except the Shimano Sora levers. Tiagra, the next model up, uses the same lever system as the more expensive Shimano groupsets up to Dura-Ace, so we recommend upgrading to them. The difference in the price is something like £65, which pushes the Xperience over the £1,00 mark.
Cinelli
Specification
Xperience Sora/Excite
BIKE
Frame Fork Wheels Weight
Alloy Carbon Miche Excite 20.4lb
BITS
Groupset Chainset Gear ratio
Shimano Sora FSA Gossamer 50/34 with 12-25
BUYER
Ride position Size range
Upright XS, S, M, L, XL
Colour Extra notes
Legendary Italian name with racing heritage
£964.99 12 E
/20
VALU
Test scores
COM F17 /20
O
RT
WO W!
20 /20
AN
19
LD
BU I
U AL I T Y
Upgrades
I NG
/20
DL
19
/20
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. Shimano Tiagra levers - £215 Any dealer worth its salt will be prepared to swap the Sora 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
Understanding and choosing technology
43
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.
Bike test £1,000 road bikes
Our verdict The alloy Cinelli Xperience has a high wow factor due to its paintjob, its massive down tube and the fact that it’s made by a classic Italian bike manufacturer. However, there’s no doubt that you’re paying for the Cinelli name, as the groupset is the lowest specced in this test, with the Sora levers and their poorly placed thumb shifters not doing it any favours at all. Thumb issues aside, the Cinelli rides well, though it’s the heaviest bike on test. Giant’s Defy 2, impressed us with its emphasis on comfort. The Taiwanese company has accepted that at this price 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, and put on some tougher, wider tyres, a comfier saddle and some thick bar tape. It weighs 20lb dead, and if you did decide you wanted to make a 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. 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 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 gels nicely and produces a solid ride. With the Focus Cayo we’re into carbon race territory and Shimano’s 105 groupset - a step up from what we’ve seen so far. The German bike really looks the part, with its monster down tube and the shortest head tube on test giving a low, aggressive rider position. The Cayo produces a very firm ride, is the second lightest on test and offers excellent value for money. If the Boardman weren’t in this test the Cayo would win hands-down on all counts, but the Boardman Team
87% 82%
Carbon really is something quite special. It comes in at one penny under the £1,000, but if you paid double that and got a bike like this you would still be grinning from ear to ear. It’s a superb machine, the lightest on test by a long way, with SRAM Rival groupset and extremely well judged finishing kit. The carbon frame, with its rear wishbone stay, feels sporty and quick, but nicely damped, and the angles aren’t as steep and the head tube not as low as the Focus’s, so the Boardman is not necessarily an out-andout race bike. Basically, it’s good for whatever type of riding you want to do on it, whether that’s racing, sportives, training or fast commuting, it’s a joy to ride.
The right fit
Stem length
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 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 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.
Cinelli Xperience Sora
88%
Giant Defy 2
Genesis Aether
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Oliver Tomlinson - Autumn term 2009
Genesis
Cinelli
Giant
Focus
Boardman
DISCOVERY w TRANSFORMATION w MAKING
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
Build quality
15
19
18
19
19
82%
87%
88%
89%
95%
Final scores If the Boardman weren’t in this test the Cayo would win hands-down on all counts, but the Boardman Team Carbon really is something quite special.
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% 89%
Focus Cayo 105
Boardman Team Carbon
90%
80%
70%
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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
Manufacturer
Model
Shimano
SRAM
£price Rear derailleur
Manufacturer
Model
£price
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
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
RS80
220 each
Dura Ace
344 – 845 each
Alex rims
R450
Not found but reviews comment on a ‘budget choice’
Mavic
CXP22
Not found but reviews comment on a ‘budget choice’
Chainset Manufacturer
Model
£price
FSA
Omega
90
Gossamer
153
K Force
322
SLK
360
Neo Pro
540
Frame and fork material Material
Weight
£price
Steel
Heaviest
£
Aluminium Alloy
Middle weight
££
Carbon
Lightest
£££
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Oliver Tomlinson - Autumn term 2009
Understanding and choosing technology