David Bavin-Hobbs

I led the biggest product launch of the year for the company, conceptualising the campaign narrative and content creation. The launch received massive media coverage, strong sales and an overwhelmingly positive social media reception.

In 2021, I contributed to a Cycling Weekly article written by Dr Josephine Perry. As an expert in beginner cyclist psychology, Josephine asked me to contribute my knowledge.

I interviewed hundreds of new and beginner cyclists to compile a comprehensive commuting guide for complete beginners. Drawing on our community's biggest hopes and fears, I set out to reassure and encourage more people to travel to work via sustainable means.

Only by explaining a complex product and relating it to the user's needs can you hope to help them connect with it. I helped users understand the complex Classified Powershift Hub by translating a great deal of input from very technical stakeholders. I turned hours of interviews, schemas and diagrams into a simple, clear and enjoyable manifesto that is still used as a sales tool today.

From time to time, I contribute content to the Komoot App. Inspiring aspiring cyclists and hikers, I use short copy to help them explore the best of their surroundings.