Problem

A lot of people don't view cycling as a mode of transportation. There are infrastructural problems contributing to this perception but people are also scared of riding a bicycle for small jobs also.

Goal

Design a service which would encourage people to cycle and see it as a viable mode of transportation.

Solution

A service that allows cycling enthusiasts to organize event and for non-cyclists. The primary objective of these events would be fun/social activities which interests people but these activities would include cycling (a secondary activity) in some manner or the other.

A lot of people from the lower economic group use bicycles as a mode of trasportation.(Photo by Dewang Gupta on Unsplash)

Secondary and Primary research

From going through many services present all over the globe and also talking to cycling enthusiats and non-enthusiasts, The behaviour, motivations and concerns were identified.

Motivations

1. Nostalgia
2. Recreational
3. Health

Constraints

1. Rude behaviour towards cyclists on road
2. Insufficient infrastructure
3. Fear on road

Target User

This would be a person who has never attended a cycling event neither have any of his friends. He doesn’t see cycling as a mode of transport but rather something you would do only out of interest. He thinks that cycling on the city roads would be unsafe.

1. The number of people who are not motivated to cycle in the first place are more in number. Increasing that number and bring them into the community would help bring about other policy level changes in the society.
2. Cycling enthusiats have more infrastructure level interventions needed which could be solved through policies in place or with a stronger community and a higher number of cyclists which could again be achieved by targeting non-enthusiats.

Connecting dots

In order to identify relations and ultimately solutions to this problem, an eco-system map was created generating possible scope and areas in which solutions can be build.

Concept walkthrough

The objective of the solution is to help the users grow in their journey as a cyclist. Hence, the service caters to three different phases from attending event organized by others to organizing event themselves.

Phase 1

In phase-1, events are organized by the service provider. The events are such that they are indirectly related to cycling. The events are of 2 categories - one involves cycling, the other doesn’t. The cycling events are further divided into 2 parts -data collection events and social cause . The non-cycling events are creative lessons with the subject of cycling such as product photography with the cycle as the subject. The tickets to these events would be available on the website where you can also find blog articles on cycling, products related to cycling and a information about how you could become a part of the cycling community (managing and organizing event, writing blog articles, providing parking space).

Benefit

The events act as a channel for non-cyclists to become a part of the cycling community and increase their interest in cycling and also on the way get more experience with the activity of cycling.

Phase 2

In phase-2, the service provider starts inviting regular customers to become managers for the event organized by the service provider in collaboration with organizations (NGOs). The tasks would be defined by the NGO along with the service provider and would be specifically be mentioned to the person who signs up to become a manager. The managers will receive incentives for their service.

Benefit

This helps the non-cyclists to be more involved in the events and develop a sense of belongingness to the community. This helps maintain the cycling activities and get closer to becoming a cycling enthusiasts.

Phase 3

In phase-3, the service provider starts inviting the already existing managers to organize their own events which will be facilitated by the service provider. The person invited would have to decide on the details of the event, the location, the number of people, time etc. The events could be of wide variety and would be verified by the service provider as suitable and probable. The event would then be put up on the website and open for people to sign in. The profit earned would be divided between the service provider and the organizer.

Benefit

The user gets to be the cycling enthusiasts and can also earn some money out of his love for cycling. This also helps build a community as a person who was once a non-cyclist would get an opportunity to be a contributer to the society as a cyclist. The cyclists could write articles on the blog that could create a following which would help him bring more crowd to the events that are organized by him/her.

Failure points

Scenario 1

Akshay spent some hours at the data collection activity but he doesn’t know what happened to the information that was collected and how that was being used. His hardwork wasn’t visible and hence he didn’t feel like attending another similar event.

Possible solution

The collected data can then be represent on a open map which would be available for public use.

Scenario 2

Arjun buys a ticket to a weekend lesson in photography. He attends the event but doesn’t find it worthy enough.

Possible solution

People will be asked to review the event and if 60% of the reviews are negative then either the amount could be refunded or they could sign up for another event.

Evaluation

For the purpose of evaluation, an event was organized to simulate the experience for the participants. A poster was put up in hostels to invite people to take part in an event wherein they would meet and spend time with underprivileged children studying at an NGO named ‘ASHA MUMBAI’. The travel to the NGO was to be made on bicycles. The core of the event was to spend quality time with children and cycling was just a part of the whole experience. The purpose of the evaluation was to know if the participants felt that cycling was an additional burden on them during the event and if it overpowered the essence of the core of the event.

Feedback from participants

1. The suitability of the cycle was a major issue
2. The timing of the event would also be a factor since we would be riding on the road in the traffic
3. Cycling was found difficult but the intermediate event was liked and compensated for cycling

You can read the complete report here