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Applying Strategic Design to Stand out in the Cargo Bike Market Development of a Cargo Bike for Non-Cargo Bike People

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Applying Strategic Design to Stand out in the Cargo Bike Market Development of a Cargo Bike for Non-Cargo Bike People APPLYING STRATEGIC DESIGN TO STAND OUT IN THE CARGO BIKE MARKET Development of a cargo bike for non-cargo bike people Anna Mikkelsen Moa Wernberg Master of Science Thesis TRITA-ITM-EX 2019:485 KTH Industrial Engineering and Management Machine Design SE-100 44 STOCKHOLM Master of Science Thesis TRITA-ITM-EX 2019:485 Applying strategic design to stand out in the cargo bike market Development of a cargo bike for non-cargo bike people Anna Mikkelsen Moa Wernberg Approved Examiner Supervisor 2019-06-28 Claes Tisell Teo Enlund Commissioner Contact person Rawbike Scandinavia AB Andreas Falck ABSTRACT This report presents a master’s degree project in Integrated Product Design at KTH Royal Institute of Technology in Stockholm, on behalf of the company Rawbike. The purpose was to develop a design and construction proposal for a cargo bike from a strategic market perspective, that could broaden the audience of Rawbike to include more female users. The Rawhauler is a powerful cargo bike with attitude for those who need an agile, multifunctional and modular cargo solution. The Rawhauler makes it possible to carry heavy loads and climb the steepest of hills while having a pleasant biking experience in crowded commuter traffic. Literature studies and strategic tools were used to design a branding strategy where a small company like Rawbike can develop a strong brand to stand out in the crowd. User centred studies were conducted to ensure a product well adapted to the needs and wants of its users. The insights gained from these two fields were then used to develop a competitive concept that both extended the existing portfolio and appealed to the whole Rawbike community, regardless of gender. Keywords: Electric bike, Cargo bike, Longtail, Product development, Product design, User centered design, Strategic design, Strategic branding Examensarbete TRITA-ITM-EX 2019:485 Tillämpning av strategisk design för att sticka ut på lastcykelmarknaden Utveckling av en lastcykel för lastcykelskeptiska Anna Mikkelsen Moa Wernberg Godkänt Examinator Handledare 2019-06-28 Claes Tisell Teo Enlund Uppdragsgivare Kontaktperson Rawbike Scandinavia AB Andreas Falck SAMMANFATTNING I denna rapport redovisas ett examensarbete på mastersnivå inom utbildningen Teknisk Design på Kungliga Tekniska Högskolan i Stockholm, på uppdrag av företaget Rawbike. Syftet med projektarbetet var att skapa ett marknadsstrategiskt design- och konstruktionsförslag på en lastcykel som skulle kunna bredda Rawbikes befintliga publik och inkludera fler kvinnliga användare. Rawhaulern är en kraftfull lastcykel med attityd för dig som behöver en smidig, multifunktionell och anpassningsbar lastlösning. Rawhaulerns möjliggör för att kunna ta rejält med last där du kan bestiga även de brantaste av backar och ha en härlig cykelupplevelse i trång cykelpendlingstrafik. Litteraturstudier och marknadsstrategiska verktyg användes för att utforma en varumärkesstrategi där ett litet företag som Rawbike kan sticka ut ur mängden med ett starkt varumärke. Användarcentrerade studier genomfördes för att kunna skapa en produkt väl förankrad i användarens behov och begär. Insikterna från dessa två områden användes sedan för ta fram ett konkurrenskraftigt koncept som både utökade befintlig produktportfölj och kunde gå hem hos alla, oavsett kön, i Rawbikes community. Nyckelord: Elcykel, Lastcykel, Longtail, Produktutveckling, Produktdesign, Användarcentrerad design, Strategisk design, Strategiskt varumärkesbyggande FOREWORD We, the authors of the thesis, are truly proud of presenting this project as our final work as master students at the Industrial Design Engineering program. The project has been a fantastic opportunity for us to show what we’ve learned during our five years at KTH, and for us to explore new areas of knowledge. We would like to address a big thank you to all the people involved throughout the project process: From KTH, we would like to thank our supervisor Teo Enlund who’s interest and knowledge of both road- and cargo bikes had an important role to play in the project. At Rawbike, we would like to thank Andreas Falck and Oliver Jonasson for giving us the opportunity to carry out this project, taking us to the Alpine World Championship in Åre and for letting us be a part of your journey as a company. We would also wish to extend our thanks to all of the participants in the performed user studies for your curiosity and willingness to contribute, as well as the Rawbike community in large. The project wouldn’t have been possible to perform without you. To close, we would like to thank all of the people that let us interrupt their work to ask questions, most notably the staff at Bonne Mécanique and Velo & Oxygen. Anna Mikkelsen & Moa Wernberg Stockholm, June 2019 BICYCLE ANATOMY F C E S A H R B G I D Q P N M K O J L A. Rear rack J. Down tube B. Seat post K. Pedal C. Saddle L. Crank arm D. Seat tube M. Front sprocket E. Top tube N. Belt F. Handlebars O. Chain stay G. Head tube P. Rear sprocket H. Front fender Q. Internal hub I. Fork R. Rear fender S. Seat stay GLOSSARY WORD DEFINITION Eco-phobia Also called eco-anxiety or eco-depression, is defined as a strong worry or (klimatångest) anxiety over environmental degradation, often coupled with catastrophic thoughts about the future. Eco-activism A form of engagement in social and/ or political campaigns with the aim of preventing damage to the environment. Cargo-curious A person who is considering cargo bike ownership but hasn’t committed to the idea. Greenwashing Making misleading or unsubstantiated claims that makes a company appear to be more environmentally friendly than it really is. “Gadget-ness” Defines a product that attracts otaku or nerd behaviour, where researching specs and functionality can reach an almost obsessive level. “Play it by ear” Move instinctively rather than according to rules or a plan. FEM Finite element method, a numerical method for solving problems of engineering and mathematical physics. Bussing Giving someone else a ride on the bike. USP Unique selling point. Rawbiker A person that owns and rides a Rawbike (or U1). Persona Fictitious character describing the needs, goals, attitudes and behaviours of segments of ta user group. Flat bar A straight type of handlebar. Riser bar A type of handlebar that rise from the centre clamp area. DIY Do it yourself. Back sweep A bend of the handlebar towards the rider. (handle bar) CAD Computer-aided design TABLE OF CONTENTS 1.INTRODUCTION ............................................................................................................. 1 1.1 Background .............................................................................................................. 1 1.2 Purpose ..................................................................................................................... 3 1.3 Goals .......................................................................................................................... 3 1.4 Delimitations ............................................................................................................. 4 2.FRAME OF REFERENCE ................................................................................................. 7 2.1 Ensuring desirability through User Centered Design ......................................... 7 2.2 Meet safety requirements and regulations ........................................................... 7 2.3 Concept viability and brand differentiation ......................................................... 7 2.4 Gender perspective in the product development .............................................. 7 3.BACKGROUND RESEARCH .......................................................................................... 9 3.1 Vehicle definitions ................................................................................................... 9 3.1.1 Moped class II .................................................................................................... 9 3.1.2 Electric bikes ...................................................................................................... 9 3.1.3 Cargo bikes ...................................................................................................... 11 3.2 Cargo bike types .................................................................................................... 11 3.3 Background research results ................................................................................ 11 4.MARKET RESEARCH ..................................................................................................... 13 4.1 Brand strategies ..................................................................................................... 13 4.1.1 Electric bikes .................................................................................................... 15 4.1.2 Cargo bikes ...................................................................................................... 17 4.2 Brand positioning - cargo bikes ........................................................................... 19 4.3 Market research results ......................................................................................... 19 5.TREND ANALYSIS ......................................................................................................... 20 5.1 Cargo bike trend analysis ..................................................................................... 20 5.1.1 Eco-phobia & Eco-activism ...........................................................................
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