Eighteen hundred products nobody could get through.

The catalog lived on Instagram and in the salesperson's head. Whoever wanted a bike asked the price of a model he'd seen, with no idea whether it suited what he'd use it for, and comparing two options meant opening two posts and holding each one's numbers in his head.

• Forty-one models and no way to filter them by what people actually ask about.
• One thousand eight hundred and eighty-nine invisible parts: if they aren't seen, they aren't sold.
• Comparing two bikes was a memory exercise.
• The service shop had nowhere to receive an appointment request.
• All the traffic landed in DMs, and the trail was lost there.

• Filter by where you're going to ride. Having to know bikes in order to pick one. City, highway, enduro, adventure or ATV, with the number of models in each one in view.
• Compare up to three models. Comparing from memory. The rows where the models differ get marked.
• Gear catalog by category. 1,889 parts being invisible. Twelve categories with their real counts: 565 helmets, 439 lubricants, 180 tires.
• Service appointment request. The back-and-forth to book. It arrives with make, model, year, mileage and what's wrong with the bike.
• Fixed bar for bikes, service and WhatsApp. Losing the person who came for one thing and wanted another. The three doors into the business are always on screen.
• Prices marked as indicative. The complaint about an out-of-date price. The site says they get confirmed when you ask for a quote, because that's the truth.

The whole inventory went from being scattered across posts to being browsable in three taps.

• You come in by use and not by brand, which is how someone who hasn't chosen yet asks.
• The 1,889 accessories exist for the search and for the customer.
• The service shop gets requests with the bike's details already written in.
• Comparing two models stopped depending on the salesperson's memory.

The service shop's list of services is published as a proposal and still has to be signed off with the store. There's also no measurement yet of how many visits to the shop come from the site.