Tetsuo – Ariadna Boladeras

UX/UI DESIGN | Tetsuo

From Precision Engineering to Personal Experience — Redefining How Cyclists Configure and Purchase Their Masamune with Tetsuo

Context

Tetsuo is a premium brand specializing in triathlon and cycling accessories, known for its precise engineering, minimalist design, and dedication to performance. The brand’s flagship product, the Masamune Aerobar System, represents the essence of Tetsuo’s philosophy — a modular, customizable cockpit designed for aerodynamic optimization and rider comfort.

The goal of the new Tetsuo e-commerce experience was not only to present a clean, trustworthy shopping environment but to give users the ability to configure their own Masamune setup according to their bike type, riding position, and performance needs.

Solution

The core of the project was the creation of an interactive product configurator, integrated seamlessly into the e-commerce platform. The solution was built around two complementary goals:

Simplify complexity — The Masamune system is highly modular, with multiple extensions, pads, brackets, and compatibility options. The configurator helps users visualize and understand these combinations.
Elevate brand experience — Turning the buying process into an engaging, personalized exploration reinforces Tetsuo’s identity as a precision-driven, innovation-focused brand.

The configurator allows users to:

Select base components (aerobar type, width, extension shape)
Adjust details like stack height, tilt, and pad configuration
View real-time 3D previews or schematic representations
Check compatibility with specific bike models
Add the customized build directly to the cart

Every step was designed to guide the user intuitively, reducing the technical intimidation often associated with performance cycling gear.

Development

The design process began with in-depth research on how cyclists approach component customization. Interviews with triathletes and fitters revealed a clear insight: while riders are passionate about performance, they often struggle with technical compatibility.

To solve this, I developed a guided flow that combines product education and e-commerce simplicity. The information hierarchy was carefully balanced between technical precision (measurements, materials, geometry) and emotional engagement (speed, performance, personalization).

The interface design used Tetsuo’s signature visual language — dark minimalism, precision-aligned typography, and strong imagery of carbon and metal textures — to convey a sense of craftsmanship and control.
Prototypes were tested with users across different levels of cycling expertise to ensure the configurator felt approachable yet professional.

The system was designed to integrate smoothly with Tetsuo’s existing e-commerce backend, ensuring consistent pricing logic, stock control, and shipping workflows.

Results

The launch of the Masamune Configurator transformed how users interacted with the Tetsuo brand:

Increased engagement time — users spent more time exploring configurations and learning about components.
Higher conversion rates — the personalized experience led to more confident purchase decisions.
Reduced support requests — users could clearly see compatibility and configuration details before ordering.
Enhanced brand storytelling — the configurator turned a technical product into an interactive narrative about performance and precision.

Conclusion

The Tetsuo e-commerce redesign and the Masamune Configurator demonstrate how digital design can make high-end, technical products accessible and inspiring.
By merging product education, customization, and a minimalist premium aesthetic, the project created an experience where users don’t just buy a product — they build their own performance machine.

This project reflects how thoughtful UX and visual design can elevate both brand value and user confidence, positioning Tetsuo as a leader in the digital evolution of performance cycling.

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