Sportix: Enabling Coherent Customer Experience During Rapid Scale-Up
Overview
Sportix, a fast-growing bike retailer in Brazil, was transitioning from a small number of stores into a national chain. Growth created opportunity — but also fragmentation.
MakeTeamWork partnered with Sportix to build shared understanding of customer experience across physical stores, online channels, and internal operations, enabling leadership to make informed decisions during expansion.
What Made it Complex
- Customer experience differed significantly across store locations
- Online and offline journeys were disconnected
- Frontline teams adapted locally, creating inconsistency at scale
- Leadership needed clarity without losing the local strengths that made Sportix successful
The challenge was not redesigning everything — it was deciding what to standardise, what to adapt, and what to preserve while scaling.
Approach
We designed and led a multi-perspective research and sense-making process:
- Interviews with leadership and internal teams to surface operational realities
- Contextual inquiry and observation with customers across stores and channels
- Interviews with shop assistants to understand frontline decision-making
- Journey mapping to reveal variation, friction, and scalable best practices
Our role was to turn fragmented insight into shared understanding strong enough to guide strategic choices.
Why This Matters Today
Complex systems cannot be designed from a single point of view.
This project demonstrated that innovation works best when customers, frontline teams, and leaders actively co-create understanding, because every voice carries part of the truth.
This belief now sits at the heart of our Human Technology work:
creating space where many perspectives connect and turn into coherent decisions.
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