SRAM’s founding was based on one man’s dream to create a more fun, efficient, and faster experience on a bicycle. Today, SRAM is a global team of people delivering that same passion for improving the experience as well as expanding the potential of cycling. To develop a new shifting mechanism called the "Double Tap"; cognition, effort and ergonomic studies were developed to analyze and improve rider performance by our studio. We then refined and executed a top-tier functional mechanism, and developed it into the first American shifter to podium at the Tour de France. We did this through quick and nuanced iterations, keeping the solutions evolving and nimble.