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 ...... 20 5.1.2 Citizens reclaiming space from traffic ...... 20 5.1.3 Building green is the new black ...... 21 5.2 What does the future hold according to the professionals? ...... 21 5.3 Trend analysis results ...... 23 6.USER STUDIES ...... 25 6.1 Observations ...... 25 6.2 Online communities ...... 25 6.3 Surveys ...... 25 6.3.1 Rawbike community ...... 25 6.3.2 Cargo bike users ...... 25 6.4 Interviews ...... 26 6.4.1 Rawbike ...... 26 6.4.2 Cargo bikes ...... 26 6.5 Feedback - online focus group ...... 26 7.RESULTS OF USER STUDIES ...... 29 7.1 Survey results ...... 29 7.2 Personas ...... 33 7.3 User needs ...... 37 7.3.1 Customer journey map ...... 37 7.3.2 Affinity mapping ...... 37 7.3.3 Function analysis ...... 37 8.BRANDING ...... 41 8.1 Brand DNA ...... 41 8.2 Brand strategy ...... 47 8.2.1 New brand model ...... 47 8.2.2 Authenticity ...... 48 8.2.3 Customer experience ...... 51 8.2.4 Differentiation - how to be remarkable ...... 53 8.2.5 Extending the brand ...... 55 8.2.6 Brand values ...... 56 9.CONCEPT DEVELOPMENT ...... 59 9.1 First iteration - Concept constraints ...... 59 9.2 Second iteration - Concepts ...... 60 9.3 Third iteration - Low fidelity prototyping ...... 62
9.4 Concept choice ...... 63 10.FINAL CONCEPT ...... 67 10.1 Presenting: the Rawhauler ...... 67 10.2 Materials ...... 67 10.3 Drivetrain ...... 69 10.4 Sizing and stability ...... 71 10.5 Modularity ...... 73 10.6 Affordable is not the same as a cheap ...... 74 10.7 From cradle to grave - energy consumption and CO2-emissions ...... 79 11DISCUSSION AND CONCLUSION ...... 81 11.1 Project scope ...... 81 11.2 Design and strategy proposal ...... 82 11.3 Future development ...... 82 11.4 Conclusion ...... 84 APPENDIX A: PRODUCT COMPARISON ...... Appendix A APPENDIX B: SWOT-ANALYSIS ...... Appendix B APPENDIX C: FIRST IMPRESSIONS IN ÅRE ...... Appendix C APPENDIX D: SURVEYS ...... Appendix D:1(17) APPENDIX E: INTERVIEWS ...... Appendix E:1(33) APPENDIX F: FUNCTION ANALYSIS ...... Appendix F:1(5) APPENDIX G: RAWBIKE AS A CARGO BIKE ...... Appendix G APPENDIX H: RAWBIKE AS A LONGTAIL ...... Appendix H:1(2) APPENDIX I: LIST OF COMPONENTS ...... Appendix I APPENDIX J: TUBE DIMENSIONS ...... Appendix J APPENDIX K: MEASUREMENTS ...... Appendix K CHAPTER 1 • INTRODUCTION RAWBIKE
Figure 1 The Rawbike Figure 2 The U1
Figure 3 Current markets CHAPTER 1 • INTRODUCTION
1. INTRODUCTION 3. Their business model is 100 percent web- based and exclusively uses social media to In this chapter the background of the market their products. The company is still project is described together with its in its start-up-phase, and with limited branding experience the founders have purpose, goals and delimitations. adapted a “trial and error”/”we’ve got nothing to lose”- approach to their business. 1.1 Background The primary audience today are the same as RAWBIKE the founders themselves, men in their 40s. Rawbike is a company founded in Sweden The models that Rawbike offer very much that develops and sell foldable electric reflect who the founders are by using a retro bike/moped hybrids where the agility of a army look together with leather details to bike and the strength of a moped are express high functionality and premium combined. The company has two models; feel. the Rawbike, see figure 1, which is the company’s flagship product, and the U1, [The company strives to be see figure 2. What differentiates the two is climate friendly…] that the Rawbike has a more powerful motor (750 W) than the U1 (500 W), which also comes as a pure electric bike with a 250 W The company strives to be climate friendly motor. The Rawbike is also larger in size and have a mission to be climate positive by and has fatter tires intended for longer rides. climate compensation [1]. They support the The U1 is developed to meet the need for a Gold Standard CDM certified Indian smaller and more mobile bike, has the biomass power plant Sri Balaji, which battery integrated in the frame to reduce transforms agricultural waste to green bulk and is outfitted with front and rear energy and reduces CO2-emissions [2]. suspension. Both of the bike/moped models have a maximum throttle speed of 25 km/h, CARGO BIKE which means that they are classified as a Traditional modes of transportation are moped class II [1]. currently being challenged on a large scale by more environmentally friendly Rawbike started as an idea among a group alternatives, one being electric bikes. The of friends in 2016. This group consisted of market for new innovative vehicles is five men in their 40s, all of them from the growing because of many factors, including same background sharing similar interests. governmental regulations which both One of them had found an electric bike that makes it more difficult or expensive to use would become the Rawbike, and together traditional modes of transportation and they decided to place an order, modify it by favours users of more environmentally replacing almost all components and sell it friendly ones [3] [4]. There is also an to some friends. It turned out very increased understanding from the public successful and they decided to set up a that they carry a responsibility as limited liability company. Riding on the individuals for ensuring a sustainable wave of success, they opened their web future. This has increased people’s need for shop six months later and delivered their alternative modes of transportation with first bike two months after that, quickly high functionality, a reasonable request if gaining a foothold and interest from the these are supposed to compete with the car market. Today, Rawbike is a small, global and there is especially a need for solutions company that currently addresses the with the ability to carry cargo [5]. geographic market area of Sweden, Finland, Rawbike has no such product, i.e. an Norway, Germany and Belgium, see figure incorporated cargo solution, which has
1
CHAPTER 1 • INTRODUCTION PURPOSE
RESEARCH
PRODUCT BRANDING
Figure 4 The holy trinity of the thesis
2 CHAPTER 1 • INTRODUCTION forced many of their existing users to were chosen to take into consideration when modify and rebuild their bikes for their conducting the master thesis, see figure 5. needs. These solutions are on different levels of safety for both the user and the GOAL NR. 3 GOOD HEALTH AND WELL- cargo (which sometimes consists of small BEING children). There is an opportunity for By providing a cargo solution that Rawbike to expand their existing product challenges traditional modes of portfolio with a cargo solution in order to transportation and facilitates and stay competitive and have a significant encourages an active and healthy lifestyle market presence in the future. Moreover, for people who would otherwise avoid Rawbike wants to widen their currently biking or being outside. male-dominated user base to increase the gender balance in the bike ridership, and to GOAL NR. 5 GENDER EQUALITY generally expand their brand audience. To encourage more women to use alternative modes of transportation by 1.2 Purpose developing a cargo solution that’s found The purpose was to develop a design and attractive and suitable for both men and construction proposal for a cargo solution women. that could be an extension of Rawbike’s existing product portfolio and broaden their GOAL NR. 11 SUSTAINABLE CITIES AND audience to include more female users. COMMUNITIES Literature studies and strategic tools were Choosing an electric bike over a car will used to design the branding strategy for have a great immediate impact on cities, not Rawbike to develop a strong identity that least on air-quality, and each individual on stands out in the market. A user centred a cargo bike takes up less physical space research approach was used together with than one person in a car which reduces the branding strategy in the development of congestion in city-centres. the product to create a strategic design proposal, see figure 4. GOAL NR.12. RESPONSIBLE PRODUCTION The development of the design and AND CONSUMPTION construction proposal of the cargo solution In order to accommodate this goal, the life was based on Swedes as primary users, cycle of the developed bike will be particularly city/suburb dwellers in considered, as well as resource use in the Stockholm. Furthermore, the end-product construction. Alternatives for more ethical was primarily targeted towards the cargo- and sustainable production will be briefly curious Rawbike user rather than the typical explored. cargo bike user, i.e. someone who is not only interested in the usability of the product but also seeks a product that appeals to them from look and satisfies a visceral, emotional need [6].
1.3 Goals To continue on Rawbike’s path with a climate positive approach and with the mission to facilitate a sustainable lifestyle, the following of the UN's 17 global Sustainable Development Goals (SDGs) [7]
3 Figure 5 The chosen four SDGs
CHAPTER 1 • INTRODUCTION
1.4 Delimitations 19.2 [8], could not perform the simulations as the geometry of the end product was too Two master level students in Industrial complex for what was allowed in the Design Engineering conducted the thesis student license. presented in this report and the project was conducted in 20 weeks with overlapping COMPONENTS phases – market research, user studies, brand strategy, concept development, The choice of components was based on prototyping, and preparatory work for the findings from quality and performance presentation. Limited knowledge-based comparisons of existing competitors in the resources and time constraints influenced cargo bike market, and also on the scope of the project, and following recommendations from bike dealers and delimitations had to be made: Rawbike’s existing service partner, Bonne Mécanique [9]. The project team couldn't confirm whether the component RESOLUTION configuration was optimized or not, which The final result was conceptual in nature resulted in the suggested component rather than optimized for manufacturing. configuration being only a proposal. For this reason, no technical documentation, such as mechanical ACCESSORIES drawings, was created. When speaking of accessories and add-ons when it comes to bikes there are no limits, ERGONOMICS but the project team decided to restrict the In order to succeed in developing a range of accessories to what was considered realizable unisex bike that would fit average the most essential according to market body proportions and heights, existing research and user studies. The project team solutions within the market field were used chose to focus on developing an end- as references, see Appendix A: Product product with an integrated modular system Comparison. The project team had no for accessories that would allow previous experience or knowledge of bike customization and personal expression. construction; a broad field that turned out being extremely complex, especially when PRODUCT COSTS it came to understanding bike frame geometry and ergonomics. The team was A suggestion on retail price was made based advised not to get buried in the topic, and on rough estimations of increase in price therefore did not fully investigate nor from previous products and the intended evaluate whether the end-product would be market segment, not based on costs ergonomically sound. referring to manufacturing.
STRENGTH ANALYSIS In order to ensure the mechanical viability and safety of the end-product reference products were used as guidance and thicker standards of bike tubing were used for the construction. A FEM analysis of the frame was also planned to be conducted to evaluate the performance of the end product and to discover possible failure modes. However, it turned out that the only software powerful enough to which the project team had access to, ANSYS Student
4 CHAPTER 1 • INTRODUCTION
5
CHAPTER 2 • FRAME OF REFERENCE FRAME OF REFERENCE
ENSURING DESIRABILITY THROUGH MEET SAFETY REQUIREMENTS AND USER CENTERED DESIGN REGULATIONS
CONCEPT VIABIITY AND BRAND GENDER PERSPECTIVE IN THE DIFFERENTATION PRODUCT DEVELOPMENT
Figure 6 The four chosen frames of reference
6 CHAPTER 2 • FRAME OF REFERENCE
2. FRAME OF marketplace [10]. Remarkability was seen as important as cargo and electric bikes REFERENCE have increased in popularity in the last few years [11] and the market is expected to The following chapter describes the grow further and get even more crowded frames of reference used to guide the [12]. project. 2.4 Gender perspective in the The frames of reference were set to topics product development deemed interesting to explore both from a thesis perspective and that could provide The brand has historically had a knowledge that would be valuable to the predominantly male user base and has tried company, see figure 6. (and failed) to attract a female audience. By reviewing papers on the subject matter and 2.1 Ensuring desirability analysing first impressions from women, the project was used as an opportunity to through User Centred Design analyse why that was and how the cargo A user centred design approach was chosen solution could be designed to attract a more to ensure the desirability and usability of the gender-diverse audience. final product. The methods used were chosen to involve the already existing community in the design process to give them a sense of ownership and to fully understand their needs and wants.
2.2 Meet safety requirements and regulations The final product had to be road safe in multiple categories; as a cargo bike, a moped class II and as a mode of transportation for children. It was vital that it fulfilled all legislations and recommendations to be legal to use in Sweden and to not pose a legal risk for Rawbike as a company.
2.3 Concept viability and brand differentiation The final concept had to align with the brand and the Rawbike idea of “not being for everyone”, and this was applied by defining the fans of the brand and why the brand speaks to them and using a form language consistent with the existing product portfolio. The project was evaluated from a business standpoint using a SWOT analysis together with Rawbike and from the need to be remarkable in the
7
CHAPTER 3 • BACKGROUND RESEARCH
VEHICLES
2-WHEEL 3-WHEEL 4-WHEEL
Figure 7 Moped class II
REGULAR BIKE FATRIDER BIKE POD
Figure 8 Examples of electric bikes
8 CHAPTER 3 • BACKGROUND RESEARCH
3. BACKGROUND protection, a regular bike helmet suffices, and so are your passengers. RESEARCH This chapter presents the definitions of 3.1.2 Electric bikes An electric bike is a bike equipped with an moped class II, electric bikes and electric motor up to 250 W that assists the cargo bikes, and provides an insight in rider’s pedal-power. The motor is usually the expanding range of cargo bikes. activated by pressure when the rider starts to pedal, and only gives assistance up to a 3.1 Vehicle definitions maximum speed of 25 km/h, then the motor is automatically switched off [15]. There are The background research aimed at various types of electric bikes: foldable providing an understanding for what bikes, touring bikes, city bikes, bike pods defines a moped class II, an electric bike etc. see figure 8. and a cargo bike. To be permitted to ride an electric bike on a 3.1.1 Moped class II public road it must meet the requirements of A moped class II is a motor vehicle on two, the EU machinery directive and be CE- three or four wheels, see figure 7, marked. The bike also has to meet the constructed for a maximum speed of 25 European standard EN 15194:2017 for km/h and has a motor power between 250 electric bikes [15]. and 1 kW [13]. If the speed exceeds 25 km/h or if the motor power exceeds 1 kW the vehicle is defined as a moped class I [14]. In order to drive a moped class II you must have reached the age of 15 and have a driver’s license for a moped (unless you have turned 15 before October 1st 2009, in which case you do not need a driver's license for mopeds in Sweden).
[…you are allowed to drive your moped class II on the bike path…]
The traffic laws for moped class II are the same as those for a bike; you are allowed to drive your moped class II on the bike path, with the exception of roads where there is a sign saying, “no mopeds allowed”.
A moped class II doesn’t have to be registered and therefore lacks a license plate. Instead, it’s either type-approved according to common EU-rules or must be approved at a moped inspection. When driving a moped class II, you are required to wear some kind or suitable head
9
CHAPTER 3 • BACKGROUND RESEARCH
CARGO BIKES
LOADING STABILITY
3-wheel cargo moped
3-wheel turning box 3-wheel turning rear wheel
3-wheel turning front wheel
LARGE AMOUNT OF AGILE CLEARANCE NEEDED
3-wheel leaning
2-wheel long john
2-wheel low front
3-wheel sidecart 3-wheel behind saddle
2-wheel behind saddle 2-wheel longtail
2-wheel midloader framebag
BIKE-LIKE Figure 9 Positioning map – cargo bike types
10 CHAPTER 3 • BACKGROUND RESEARCH
3.1.3 Cargo bikes 3.3 Background research results The definition of a cargo bike varies As seen in the positioning map the three- depending on the country; in the UK and US wheeled cargo bikes with the highest a cargo bike is a bike that is adapted to loading stability are most space demanding transport a load of any kind and size, this and riding one of those feels totally different includes regular bikes that are modified from riding a regular bike. The cargo bikes with large racks in the front and/or back. In that are most bike-like in feel and most agile Netherlands on the other hand, a cargo bike tend to lack enough cargo bike space to be tends to be a two wheeled bike with an considered as a bike focusing on utility. As integrated box, a bakfiet (box bike), and the the final product is intended to function well Danes often use a three wheeled version in larger cities like Stockholm, where bike with the box in front. These bikes are lane space is limited rush hour traffic, the mainly used for the transport of children, cargo bikes in the fourth quadrant was but they can also be used to transport freight deemed most promising for the project. as well [16].
The cargo bike market is a jungle where the There are various types of cargo bikes, see range of cargo bike configurations seems to figure 9, which generally can be divided as have no limits, and there are constantly follows: appearing new innovative solutions in the
market. The electric assist is an important • Two-wheelers or three-wheelers success factor for the cargo bike to be a • Load in front or in the back viable option for replacing the car [18], • Electric or non-electric especially in the geography and infrastructure of Swedish cities that Then there are smaller or larger bikes, generally doesn’t favour urban cycling. shorter or longer, focused on transporting Based on the heritage of previous products freight or children, and bikes with in the Rawbike portfolio the choice of specialized features. bike/moped hybrid was evident, and the research showed a gap in the market for 3.2 Cargo bike types cargo bike/moped hybrid. A positioning map [17] was created to visually display the variety of cargo bikes categories in the market and their different benefits, see figure 9. The used product attributes, structured as opposites, were large amount of clearance vs agile and loading stability vs bike-like. These attributes were considered relevant to the target market, as consumers and reviewers often uses them to compare differences between cargo bikes. Clearance refers to the amount of space the bike demands (storage, manoeuvring, bike-lane interference etc.) and agile allows for movements with high demand on flexibility. Loading stability refers to how stable the bike is when loading and bike-like relates to the handling of the cargo bike being close to the feeling of biking on a regular bike.
11
CHAPTER 3 • BACKGROUND RESEARCH
12 CHAPTER 4 • MARKET RESEARCH
4. MARKET RESEARCH around and whether quality was one of them. This chapter presents the results from the state of the art, where the colected AFFORDABILITY information was used in strategy The price of an electric bike falls in the range of about 13.000-30.000 SEK, and the wheels and in a positioning map to price for a cargo bike about 20.000-55.000 identify the position of existing SEK. To measure the affordability of the competitors and to investigate which products comparisons of the pricing of the market strategy to use. various brands’ products were made, as well as analysing how well it correlated with the A SWOT analysis [19] was conducted product quality. together with Rawbike in order for the project team to gain insight into the DESIGN APPEAL strengths, weaknesses, opportunities and Deciding the design appeal of a product was threats of the brand, see Appendix B: mostly subjective and based on the project SWOT Analysis. This was used as a starting team’s personal opinions, but the assessed point for the market research, and as a way value was also complemented with opinions to get to know the brand. from products reviews. Moreover, the assessment was made based on whether this 4.1 Brand strategies attribute was a clear ambition of the brand or not. Strategy wheels [20] were used as a tool to visually represent strengths and weaknesses SAFETY THINKING amongst the competitors on the electric bike market compared to the positioning of Safety is an important matter within the Rawbike, and the tool was used to map the research field, especially when it comes to identified competitors in the cargo bike cargo bikes and bussing children. The market. various brands were assessed based on whether they emphasis user safety in their The different brands and their products offering and how they stand in comparison were analysed according to the following to one another. attributes, which took the addressed frames of reference into consideration, and were UTILITY found to be important characteristics for When it came to utility, the various products electric bikes and cargo bikes: were evaluated based on how wide the range of accessories were and how versatile DIFFERENTIATION the products were in terms of The assigned value was based on how much customization. the brand differentiated itself from other brands in the market by e.g. a clear market TECHNICAL EDGE strategy, distinguishable identity/ When measuring the technical edge of the individuality and recognizability. various products their technical specifications were compared to one QUALITY another, as well as whether technical edge The quality of the various branded products was an attribute that characterized the brand was assessed on the basis of customers’ identity product reviews, components used, as well as studying the brands’ websites and examining what their keywords pivoted
13
CHAPTER 4 • MARKET RESEARCH
ELECTRIC BIKES Samebike Unimoke Super 73
Michael blast Rad power bikes Mate
Rawbike DIFFERENTIATION
SUSTAINABILITY THINKING QUALITY
TECHNICAL EDGE AFFORDABILITY
UTILITY DESIGN APPEAL
SAFETY THINKING Figure 10 Strategy wheels electric bikes
14 CHAPTER 4 • MARKET RESEARCH
SUSTAINABILITY THINKING Electric bikes and cargo bikes are increasingly recognized as sustainable alternatives of transportation, but when measuring the sustainability of the various brands it was not the products themselves that were considered, rather the mindset of the brand i.e. if they have an overall sustainability and environmentally friendly focus.
4.1.1 Electric bikes The competitors were chosen in collaboration with Rawbike, some being direct competitors in the same market and product family based on performance, especially in regard to motor power, and others were pure electric bike brands with similar aesthetic appeal or brand image, see figure 10.
15
CHAPTER 4 • MARKET RESEARCH
CARGO BIKES Christiania bikes Babboe Cargobike Omnium
Cykelfabriken Bullitt Seaside Butchers & bicycles
The new cargo bike DIFFERENTIATION
SUSTAINABILITY THINKING QUALITY
TECHNICAL EDGE AFFORDABILITY
UTILITY ? DESIGN APPEAL
SAFETY THINKING Figure 11 Strategy wheels cargo bikes
16 CHAPTER 4 • MARKET RESEARCH
4.1.2 Cargo bikes Strategy wheels were also made to map the identified competitors in the cargo bike market. The choice of brands was made with the ambition to reflect various brand personalities, missions and visions. The chosen brands were found to be among the most popular based on researching the Swedish cargo bike market, see figure 11. The brands were chosen with some guidelines in mind: firstly, they had to be popular in Sweden, which was determined by looking at popular retailers and snooping in online forums dedicated to cargo bikes [21]. Secondly, they had to offer electrified cargo bikes and lastly, they had to be well regarded by their users.
17
CHAPTER 4 • MARKET RESEARCH
MARKET POSITIONING
FAMILY FOCUS
HIGH-END AFFORDABLE
?
FREIGHT FOCUS
Figure 12 Positioning map cargo bike brands
18 CHAPTER 4 • MARKET RESEARCH
4.2 Brand positioning - cargo must be clearly defined in the look to make a strong portfolio. bikes In addition to the first positioning map of CARGO BIKES cargo bike types, a positioning map Regarding the cargo bike brands’ strategy comparing the identified competitors to wheels as with the electric bike brands, it each other was created to identify market was clear that each brand had focused on segments to target, coming up with an some aspects and compromised others. It appropriate positioning strategy and explore also appeared that brands focusing on unique selling points (USPs) for a potential sustainability lacked some technical edge Rawbike product, see figure 12. The and vice versa, i.e. brands focusing on attributes used in the positioning map were technical edge and high-quality lacked high-end vs affordable and family focus vs sustainability thinking in their approach. freight focus. High-end was defined as “luxury” or status symbol products, where In regards to Rawbike and their cargo bike only the best is good enough, no matter the extension, strategically focusing on aspects cost. Affordable was just that, a good like sustainability in combination with balance between price and quality. Family characteristics such as high quality and focus referred to products obviously technical edge could be a strengthening designed for children and their experience move in relation to the direct competitors. in mind, whereas freight focus was bikes And, based on the positioning map of cargo solely focused on transporting goods. bike brands, the market for affordable cargo bikes with freight focus had an open space 4.3 Market research results for a Rawbike cargo bike. A cargo bike for non-cargo bike people. ELECTRIC BIKES The most apparent insight from the strategy [A cargo bike for non-cargo wheels used to review electric bike brands, was that all the other brands excel Rawbike bike people.] in at least one category, but that Rawbike was fairly well rounded and was the brand most focused on sustainability of the bunch. In this young and highly competitive market the players seem to pick a few aspects to be good at, while ignoring others.
Rawbike would have been ranked one of the highest in Differentiation if the flagship product stood by itself, but the brand lost a few points on the lack of cohesiveness in its portfolio where the U1 stood out as a sore thumb in its lack of identity. Many of these start up-companies were exclusively present online, and the better the website, product portfolio and kind of lifestyle they sold went together, the more they seemed like a credible brand. This should be taken into careful consideration when designing the new product line, the brand identity
19
CHAPTER 5 • TREND ANALYSIS
5. TREND ANALYSIS participated in climate protests and skipped school to do so, see figure 13. This even sent In this section trends within different ripples through the adult world sparking fields that could be connected to the multiple protests in France due to the perceived lack of action from French long-term viability of a cargo bike is politicians, indicating that the public is fed presented. up with a passive approach to climate change [27]. Smaller acts of eco-activism 5.1 Cargo bike trend analysis can even be seen in social media, where there are dedicated accounts shaming The purpose of the trend analysis was to influencers for exessive flying [28]. foresee the viability of the new cargo bike as a product; will it be the mode of transportation of the future or a fad of the 2010s? Additionally, as one could compare the cargo bike market with the wild west of car design in the 1950s and 60s, there was no consensus of what a cargo bike should be yet. The trends could give a hint on what would be a good design choice in the long run. An online based information gathering was made in different fields that could be connected to the viability of cargo bikes and Figure 13 Climate activism was summarized in the following three trends. 5.1.2 Citizens reclaiming space from 5.1.1 Eco-phobia & Eco-activism traffic Eco-phobia, the mega driver of many The gas driven car is seen as the smoking of consumers climate friendlier choices [22] is our time, a public health problem that’s both defined as a strong worry or anxiety over mental and physical [29]. Partly because of environmental degradation, often coupled its environmental impact, but also because with catastrophic thoughts about the future. it's taking the city away from the people by A third of Swedes worry about climate posing a potential danger to pedestrians, change, with the largest group being young polluting the streets with noise and taking women between 16-29 where 63% feel up the limited space - pushing pedestrians climate related anxiety [23]. Most Swedes and bicyclists to share the remnants on the believe that they can slow down climate side. change by the choices they make, and 70% of Swedes are willing to pay more for a Cities are starting to combat this with product or service if the company producing different approaches: reforming the it is working towards lowering their residential parking permits [30] and environmental impact [24]. Even the retail planning fewer parking spaces in newly giant ICA launched an initiative for built neighbourhoods as part of a car-free consumers to be more aware of their CO2 vision [31], banning cars on certain streets footprint [25]. on certain days to let the city “breathe”, see figure 14, [32] or actively prioritizing Eco-phobia has also been cited as the pedestrians, bicyclists and public transport driving force behind the youth movement and creating car free city centres [33]. “Skolstrejk för klimatet” [26] where children and teenagers all over the world
20 CHAPTER 5 • TREND ANALYSIS
5.2 What does the future hold according to the professionals? In an article from McKinsey & Company about the future of the city [4] the author created a list of 14 characteristics that the successful city of the future likely will have, and three of them can directly be connected to this thesis and the use of cargo bikes.
Figure 14 Citizens reclaiming streets ZERO TO LIMITED CONGESTION
Mobility will be more active and change 5.1.3 Building green is the new black traffic patterns as we know them, partially City planners and contractors are creating because of new ideas surrounding work and communities with a “biking lifestyle” in working hours, but also because of more mind, offering shared repair shops and conscious design of the flow of goods and transport-pools (including cargo bikes) in materials. This will lead to higher favour of parking spaces. Greener living is utilization of the capacity of vehicles rapidly losing its “hippie-stamp”, see figure through mobility solutions like autonomous 15, and is rather seen as either something vehicles in combination with ride sharing. exclusive [34] or something for everyone, like opening public bike garages with POLLUTION-FREE AIR, OPTIMUM AMBIENT service stations, secure parking and cargo TEMPERATURES, AND ADEQUATE bikes for rent [35]. The city of Stockholm is EXPOSURE TO SUNLIGHT rebuilding and expanding the existing bike Parks, gardens and green facades will be road network as a part of its goal to have vital for urban design, utilizing wind, shade more bikers commuting to and from work and renewable energy to the best of our all year round [36] and has dedicated a ability. billion SEK to biking projects for the period
2019-2023 [37]. Even boats are being built to make commuting by bike more SUPPORT FOR ACTIVE LIFESTYLES convenient [38]. Cities will have car-free (or car-lite) neighbourhoods and public spaces reachable via biking or walking.
Focusing on the prosperity of cities more relevant than ever as the global population is becoming increasingly urban [39] which re-confirmed the project team’s choice to develop a concept for a crowded city environment.
Figure 15 Sustainable cities
21
CHAPTER 5 • TREND ANALYSIS
CARGO BIKE ADOPTION
THE CHASM
EARLY MARKET MAINSTREAM MARKET
WHOLE PRODUCT MINIMUM SOLUTION FEATURE SET
INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS 2.5% 13.5% 34% 34% 16%
PEOPLE WHO WANT NEWEST THINGS PEOPLE WHO WANT COMPLETE SOLUTIONS AND CONVENIENCE
Figure 16 The current gap between early adopters and the early majority
22 CHAPTER 5 • TREND ANALYSIS
5.3 Trend analysis results mainstream as their cities become better equipped to handle the size of box-style Swedes are looking more and more towards bikes and preparing for an increasing companies and government to “do number of bikers. Bigger and better biking something” and take responsibility for their infrastructure will ease and perhaps speed impact on the climate, and a whole up the transition into the early majority, see generation of future consumers will figure 16, which opens up the opportunity remember themselves or their peers to create a cargo bike for this transitioning protesting on behalf of the climate. Taking phase; a bike for the cargo-curious. a stance as a company to do the little extra and make sustainable choices brings both goodwill from the public and competitive power as others are doing the same. Furthermore, as it’s mainly women among the Swedish public who care about the responsibilities of companies and let’s that influence their buying decisions, it could also be a smart strategic move for a brand who is aiming at reaching out to a female audience.
Just because the nature of the cargo bike itself is seen as sustainable doesn’t mean it’s enough on its own. With increased awareness comes more knowledgeable consumers, and those have to be taken into account in the design process to avoid the product and the brand to be stamped as “greenwashing” [40]. As Swedes are willing to pay more for products with a low environmental impact, there is room to focus on developing products with higher product costs as a consequence of taking the sustainability aspect into account. People are looking for alternative modes of transport to the car, whether it’s an ideological choice or forced upon by the city government, and the market for cargo bikes is growing. The cargo bike as a vehicle has good potential but making sure to stand out in the sea of new products with aesthetic and functional design is very important.
The cargo bike as a product is not yet widely accepted as a part of everyday life, it’s treated as somewhat of a novelty or a bonus to a larger concept. Regular users of cargo bikes in Sweden are still pioneers in their own cities but are closing in on becoming
23
CHAPTER 6 • USER STUDY
METHODS
OBSERVATIONS
ONLINE COMMUNITIES
SURVEYS
INTERVIEWS
FEEDBACK
24 CHAPTER 6 • USER STUDY
6. USER STUDIES 6.3 Surveys In this section, the methods used when Three different surveys were created, two for the Rawbike owners club Facebook performing the user studies are community and one for the “Cykla med described. The user studies focused lastcykel” Facebook group. In the surveys on two groups: Rawbike users as the participants were divided into two primary users and cargo bike users as groups based on if they had children under secondary users. ten years old, which is the upper legal limit for bussing on a bike. Swedish law is fuzzy 6.1 Observations when it comes to bussing on cargo bikes, therefore it was decided to use the bike law The user studies began with quantitative just to be safe. All surveys were piloted to observations of first impressions to map out people not related to the project and revised an unbiased gut-reaction of the Rawbike, as needed to make the questions as clear as and to confirm whether the supposed “male- possible. The surveys can be found in only” appeal was true. Appendix D: Surveys.
For efficiency's sake the observations were 6.3.1 Rawbike community made in conjunction with the 2019 Alpine The first survey was made with the intention World Championship in Åre, where to map out the Rawbike community and Rawbike was sponsoring the Swedish consisted of roughly two parts. The first part alpine ski-team. The observations were was about the purchase, why the user made by either standing around with the bought the bike and why they chose it over bike and let people approach, or walking other brands. The second part covered use, around to catching people unawares, then what do they use the bike for, if it has asking them to comment on their initial replaced other modes of transportation and thoughts, test-drive the bike and sum up how they feel about their bike. Many their experience afterwards. Distribution of multiple-choice questions had the option to gender and approximate age ranges were elaborate on the answer to collect additional collected to keep track of the participants, data. see Appendix C: First impressions in Åre, and notes were taken on how they interacted The second survey was made as an addition with the bike and any keywords that they to the first to dig deeper into why the used to sum up their experience. Rawbike won the heart of the user over possible competitors. Some questions were 6.2 Online communities recycled from the previous survey, with Multiple online communities were used by some revisions after community feedback. the project team to fully immerse Lastly, the participants were asked to themselves in cargo- and Rawbike culture. describe their Rawbike with three words. The most prominent groups were the “Cykla med lastcykel” (Biking with cargo 6.3.2 Cargo bike users bikes) and the “Rawbike Sverige” The survey was made for the Facebook Facebook group. Both groups are made and group “Cykla med lastcykel” to understand used by owners of the aforementioned cargo bike users and their needs and had products that actively share their roughly the same structure as the first experiences with the other members. The Rawbike survey. The first part covered the groups were used for digital observation of purchase and the reasons behind it, what user behaviour and discussion, as well as type of cargo bike, what brand and what was places to ask questions and post surveys. important in the choice. The second part
25
CHAPTER 6 • USER STUDY covered use in the same way the first customer journey map of the ups and downs Rawbike survey did, and again the users had of their most common commute. They were the option to elaborate on their answers. then asked to show/explain their modifications of the bike, and then reflect 6.4 Interviews on how well the modifications as well as the bike itself worked. Finishing the interview Interviews were performed as qualitative with their ideal wishes for their bikes and research. The primary users, Rawbike users, thoughts on cargo bikes. The interview were interviewed to understand the needs of template together with the individual the group. Additionally, the project team answers can be found in Appendix E: talked to one cargo bike user and several Interviews. cargo bike retailers in order to gain an in- depth understanding of the cargo bike 6.4.2 Cargo bikes market. One of the interviewees from the Rawbike community happened to have a wife who 6.4.1 Rawbike used a cargo bike for her regular commute. A semi structured approach was used for the This was used as an opportunity to gain interviews to understand what kind of cargo insight of cargo bike needs, as well as what needs the Rawbike community had, and a cargo bike user thinks of the Rawbike and they were either conducted in person with vice versa, so the husband and wife the Rawbike present or carried out over the interviews diverged from the template phone when the logistics weren’t matching somewhat to explore and compare. up. The interviewees were recruited from the Facebook community, where the project A couple of study-visits to retailers of cargo team targeted users with cargo transport bikes were made to understand the current needs. Some volunteered from a post citing market and the conversations with the the following guidelines for people of employees were left entirely unstructured as interest: to avoid taking up too much time of their day. • You own/have considered buying a cargo bike 6.5 Feedback - online focus • You have modified your Rawbike to group carry more cargo (yes, children count as cargo) All of the interviewees expressed interest in • You often end up in situations where getting updates on the project. Therefore, an you wish you could bring more cargo on online focus group consisting of the project your Rawbike team and the interviewed Rawbike users was created, which provided direct and Others were found by the project team by more intimate feedback between the team scraping the group for users who had shared and the users. homemade cargo solutions, and some were suggested by Rawbike. A separate callout The larger Facebook community was also with the same guidelines was made in the updated, but only when feedback was same group to recruit women to diversify wanted for something that had already the group, as the first post resulted in an all- passed through the online focus group. male group of interviewees, which resulted Continuous updates on the progression of in a final group of ten men and two women. the project were kept exclusive to the The interviewees were asked to tell the smaller group. reasons behind their purchase and how they use their bike, including co-creating a
26 CHAPTER 6 • USER STUDY
27
CHAPTER 7 • RESULTS OF USER STUDIES
STATISTICS AGE DISTRIBUTION GENDER CARGO BIKE RAWBIKE CARGO BIKE RAWBIKE
CHILDREN <10 YRS PRIMARY USAGE CARGO BIKE RAWBIKE CARGO BIKE RAWBIKE
HOUSING DAILY TRAVEL DISTANCE CARGO BIKE RAWBIKE CARGO BIKE RAWBIKE
REASONS FOR PURCHASE CARGO BIKE
RAWBIKE
RAWBIKE USERS
CARGO BIKE USERS
Figure 17 Statistical demographic comparison
28 CHAPTER 7 • RESULTS OF USER STUDIES
7. RESULTS OF USER the cargo bikers were spread wider over less dense areas, so the amount of space STUDIES available for both bike and person might also influence one’s choice of vehicle. The results from using the methods listed in the previous section are From the surveys it also became clear that presented in this chapter. even though the two groups use their bikes at a similar frequency, the way they use it 7.1 Survey results was different. Rawbike users tended to bike longer distances, primarily for commuting The two surveys regarding user needs purposes, whereas cargo bike users were resulted in a total of 120 responses, 50 from more diverse and significantly more child- the Rawbike survey and 70 from the cargo centred in their use. The reasons behind the bike survey, which were used to analyse the procurement of the bikes also differed. The user bases. The second Rawbike survey reasoning behind buying a cargo bike was regarding competitors resulted in 40 more idealistic, overwhelmingly driven by responses. replacing the car in some capacity while also wanting to lower one’s environmental DEMOGRAPHIC COMPARISON impact, encourage a healthier lifestyle and Comparing the two groups, see figure 17, seeing some economic benefits to the showed that they had very different purchase. A big factor was also the “gadget- demographics: though both groups were ness” of the bike, a fun and exciting product predominantly male, the percentage of to play with. The Rawbike users were also female cargo bikers is four times that of interested in an alternative to the car, but not female Rawbikers, and the low number of to the same extent as the cargo bike users. the latter supporting anecdotal evidence of They were more interested in the comfort a lack of female interest in the product. Age compared to a regular bike, and even though wise there was a dominant span of 31-40 the “gadget-ness” of the product was year old’s in the cargo bike community, appealing it was not as prevalent. Another whereas the dominant group of Rawbikers reason why Rawbike users had purchased was split between 31-40 and 41-50 year the bike, was because of its attractiveness. old’s. This could be explained from the next It spoke not only to their heart and head by statistic where it’s evident that the cargo being an item of fun and functionality, but bike group consisted of a far larger number also to their crotch by having appealing of parents to schoolchildren or younger, aesthetics (sex-appeal), see figure 18 [41]. which can be argued to correspond well with the age range. Rawbikers on the other hand were more likely to have no children at all or have children that are too old to be HEAD HEART legally bussed on bikes.
Both groups had access to cars in approximately the same instance, but their housing situations were almost the exact CROTCH inverse of one another: where almost two thirds of the cargo bikers lived in houses and the rest in apartment buildings, the opposite was true of the Rawbikers. The majority of Rawbikers were concentrated in Stockholm and other larger cities, whereas Figure 18 Brand attraction
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CHAPTER 7 • RESULTS OF USER STUDIES
The different bikes showed to serve different purposes for different people, which implies that a cargo bike concept will attract a new kind of user to the Rawbike brand, thus creating an opportunity for a portfolio extension that will not cannibalize on the Rawbike itself. In conclusion, the Rawbiker of today has no use (nor desire) for a “pure” cargo bike, and the two groups have more differences than commonalities. Which leaves the gap in between: where one might think they need a cargo bike, but not to the extent of a big box on wheels, see figure 19. Though, just as the Rawbike user of today, one will seek a bike that make one’s head, heart and crotch happy [41]. ?
Figure 19 The lack of user overlap
30 CHAPTER 7 • RESULTS OF USER STUDIES
31
CHAPTER 7 • RESULTS OF USER STUDIES
PERSONAS
THE SPONTANEOUS BUSSER THE PRACTICAL FAMILY
THE DEDICATED COMMUTER
THE EVERYDAY ADVENTURER
Figure 20 Personas
32 CHAPTER 7 • RESULTS OF USER STUDIES
7.2 Personas The family settles for a solution that meet their basic needs and prioritize function, From the interviews and survey collected preferably with style as the cherry on top. data personas were created and used as a tool to gain a clearer understanding for the What? users and their expectations, as well as The family primarily uses the bike for insights to help in the decision making. The commuting and dropping off/picking up following four personas, illustrated in figure children from day-care. They have attached 20, represent the Rawbike a trailer to the bike, which they leave at day- care after drop off to commute more easily. THE SPONTANEOUS BUSSER The bike and the trailer are also used when Who? running errands and going on family The spontaneous busser has children in adventures. toddler/preschool age. They are the sole users of the bike, and they modify it THE DEDICATED COMMUTER according to their own needs or based on Who? what feels fun. The dedicated commuter is the sole user. They do not modify the bike and they do not Why? carry children as passengers on the bike. The reason for purchasing the bike was having a cool and good commuting vehicle. Why? Being able to carry children as passengers They purchased the bike for everyday on the bike was something they realized commuting to work and they only use it for after obtaining the bike and came as a that purpose. bonus. The foldability of the bike is an important They prioritize style with function. feature so it easily can be stored. Prioritizes function, style does not matter. What? They primarily use the bike to commute to What? their job but also use the bike to run errands. The bike is primarily used for commuting to They carry children as passengers on the work. rear rack or in a children’s saddle. THE EVERYDAY ADVENTURER THE PRACTICAL FAMILY Who? Who? The everyday adventurer is the sole user. The practical family has children in They gladly modify the bike to their needs. toddler/preschool age, and most decisions They do not carry children as passengers on within the family are taken with the the bike. children's’ interest as first priority. The parents usually share the bike, but one of Why? them is the primary user. They primarily purchased the bike for it They modify the bike according to the needs being cool, powerful and off-road of their children. compatible. They value both function and style. Why? Before the family purchased the bike, they What? carefully assessed whether or not it would The bike is primarily used for everyday meet the needs of their family unit. commuting, small adventures and used to run errands.
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CHAPTER 7 • RESULTS OF USER STUDIES
Two of the personas were chosen to focus express cargo needs, which led to the on in the continued work: the spontaneous conclusion of the project team that there busser and the everyday adventurer. What was a certain measure of vanity in their differentiated them from one another was attitude to cargo bikes. The same went for that the spontaneous busser had children the everyday adventurer, to whom it was and the everyday adventurer did not. The very important that their modifications two could otherwise easily be the same matched the look of the bike, where some person at different stages in life. called cargo bikes outright ugly. The project team agreed that there was a lack of style [Two of the personas were and finesse in the cargo bike market, and saw an opening for designing for the head, chosen to focus on in the heart and crotch of this seemingly continued work: the underrepresented group. spontaneous busser and the everyday adventurer.]
To verify the personas, a poll was made in the online focus group where the members got to identify themselves with one of them, and when they were approved the same poll was conducted in the Rawbike Facebook community. It turned out that the majority identified themselves as the commuter, next was the everyday adventurer, followed by the spontaneous busser. Only a few users identified themselves with the practical family. When deliberating which persona to target, the idea of targeting the persona which the least number of users identified themselves was looked at, as it could be an opportunity to bridge to a very different new user, with new needs, and expand the tribe in a new direction. However, Rawbike isn’t for everyone, and currently there is a wide range of cargo bike offerings targeting this type of user in the market, likewise when it comes to “the dedicated commuter”. So, focusing on the spontaneous busser and the everyday adventurer felt wise, and satisfying both their needs seemed achievable.
Some of the spontaneous bussers referred to themselves as “cool parents”, who imagined themselves feel kind of embarrassed showing up to their children’s school in a “day-care on wheels”, or with a standard bike trailer and expressed that cargo bikes were not for them. They did, however,
34 CHAPTER 7 • RESULTS OF USER STUDIES
35
CHAPTER 7 • RESULTS OF USER STUDIES
CUSTOMER JOURNEY MAPS
BEST CASE SCENARIO
WORST CASE SCENARIO
Figure 21 Summarized everyday life user experiences of the Rawbike
36 CHAPTER 7 • RESULTS OF USER STUDIES
7.3 User needs 7.3.2 Affinity mapping A large amount of data was gathered from Tools and methods used to learn about the observations, free form answers in the users and finding their real needs were surveys and interviews and affinity customer journey maps and affinity mapping was used to organize the data by mapping. The customer journey maps grouping it. helped to get a sense of Rawbike customers’ motivations, needs and pain points, by The method led to valuable insights being visually presenting the process and obtained, especially from the second emotional experience they go through when Rawbike survey, such as the fact that the using the bike. The customer journey maps customers have good knowledge of were found to be a good complement to the technical specifications and demanded high personas, which focused on the individual, quality and performance. Additionally, the while the customer journey maps focused look and appearance of the bike was a on their experience. significant factor in the purchase, many
using the word “cool” when describing Affinity mapping was used to create what they liked. Furthermore, the ability to clusters and to rank the most important carry load while still being agile and needs of both Rawbike users and cargo bike comfortable was meaningful. There were users. These needs were then quantified in a few who indicated a concern for safety function analysis. when it came to carrying children as
passengers on the bike, the concern for 7.3.1 Customer journey map safety was instead linked to the risk of theft. Figure 21 summarizes an average of how users experience the Rawbike in their 7.3.3 Function analysis everyday life, the best and the worst In order to strategically focus on creating respectively. The maps highlight pain customer satisfaction and meeting customer points and opportunities for innovation as expectations a function analysis [43] was well as it uncovers motivators. In this case created to enable a logical and structured the greatest moments with the bike were analysis. It was mainly used as a tool for linked to biking, whereas the pain points are evaluating needs and keeping the project connected to the concern for the risk of team on track in later stages when theft, manoeuvring the bike in and out its determining the concept constraints, before storage space and biking at rush hours when going into the second iteration of the the bike lanes are crowded. concept development process and when The findings showed that the users desire a evaluating the generated concepts. pleasant biking experience and are stressed out by crowded bike lanes. The original and For a methodical and clear analysis, it was different appearance of the bike puts it at divided into the following areas: risk of theft, a pain point which is difficult to do anything about. However, Rawbike currently is co-operating with the BASIC FUNCTIONS worldwide leader of bike locks, ABUS [42] What purpose shall the product serve and in an attempt to offer their customers a good what requirements shall it fulfil? solution to prevent the bikes from theft, a co-operation that could be continued and SAFETY expanded in a future scenario. Authorities' different requirements and regulations, handling, traffic as well as user needs.
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CHAPTER 7 • RESULTS OF USER STUDIES
CHILDREN What aspects shall be considered when carrying children on a bike?
CONSTRUCTION With specifications of technical criteria, material requirements, environmental aspects etc.
CARGO SPACE What is the main purpose with the cargo space and what features shall it offer?
MARKETING What shall be taken into account in order for the product to be competitive in the market?
ERGONOMICS What aspects shall be considered in order to offer driver comfort?
The analysis as a whole can be found in Appendix F: Function Analysis.
38 CHAPTER 7 • RESULTS OF USER STUDIES
39
CHAPTER 8 • BRANDING BRAND DNA
NOT FOR EVERYONE
BRAND WITH “I AM A FUN STRONG RAWBIKE BELONGING PERSON” MILITARY BE THE COMPANY UNDERDOG DO WHAT THAT IS THERE “DO THE SAME NO ONE TO HELP BRAND ELSE DOES JOURNEY AS OFFER A AUDI” FRESH TAKE AGILE ON THE BIKE START UP TESTING IS THIS GOING VISION TO WORK?
ROOKIES WHY? HERITAGE MISSION HONEST & AUTHENTIC CUSTOMER LOYALTY WILDERNESS WHO? & CLIMATE RETRO NATURE PERSONALITY BENEFITS AWARE “ONE HAS TO DO LEGAL SOMETHING”
REBELLIOUS PREMIUM FEEL WHAT? VALUES OFFER COOL IDENTITY
SAVES YOU AUDIENCE MONEY HYBRID
HEAD CLIMATE EASY ACCESS HEART FRIENDLY TO INDEPENDENT CROTCH COMMUNITY & WANTS TO & SELF RELIANT FEEL SPECIAL LIKE-MINDED LOCAL SPONTANEOUSLY & UNIQUE SUPPORTERS SIMPLE
COMMUNTIY EXERCISE LAZY PEOPLE FRESH AIR FUNCTION WITH A & NO VS HEALTH DRIVERS VITAMINE D FUN AMBITION LICENSE
NON- SPANDEX CYCLISTS
Figure 22 Brand identity
40 CHAPTER 8 • BRANDING
8. BRANDING OFFER – WHAT THEY DO The company offers a moped/bike hybrid This section describes the identity of which encourages a spontaneous, simple the mother brand as well as a brand lifestyle, where car or public transport isn’t extension strategy for the company. needed. By being an affordable, good- looking product of decent quality, the bike fulfils the needs of the previously 8.1 Brand DNA mentioned head, heart, and crotch. Brand DNA defines the core of the brand, Furthermore, the brand indirectly provides much like how DNA in living things form their customers with an identity and an the core of the lifeform. It defines the opportunity to find like-minded people in brand’s personality, identity and credibility, the large customer created community. and shows what puts it apart from other brands in the same or similar category [44]. MISSION – WHY THEY EXIST A successful brand has a recognizable Andreas, CEO of Rawbike and supervisor DNA, which can be evaluated against a to the project team, had difficulties in plethora of different touchpoints or phrasing the company’s mission when categories. When mapping out the brand discussing it. As mentioned earlier, the identity together with Rawbike the establishing of the company was an following eight elements of a brand were experiment; Andreas spoke about it as being considered and evaluated [45], see figure “a go, or a no go”. When further 22. deliberating the reason for the company’s existence motives like offering a fresh take HERITAGE on a regular bike and being a company that Rawbike has an image of being rookies and is there to help emerged. The project group an underdog within their field and can as a also noted, from personal experience and result of that easily adapt and be agile. As from the community, that the overarching the brand is in the twilight zone of leaving feeling when using a Rawbike is, simply the start-up phase, they don’t have any long put, fun. Some users even described their historic heritage to consider, but has a bike as their favourite toy. Providing fun tangible flirt with military aesthetics. could be considered a big part of the Bordering on function over form where mission statement, though unstated and everything has a clear purpose, design that overlooked. is somewhat rough in the edges or what some might call “raw”. This aesthetic, VISION – WHERE THEY ARE GOING combined with a very limited accessory Similarly, the vision of the company is offer, has made DIY solutions prominent in vague, even though Andreas insinuated that the community. he had a clear vision of the company’s direction. However, neither he nor the board PERSONALITY – WHO THEY ARE of directors had ever made a brand vision The characteristics used to describe the statement that referred to the ideas behind personality of the brand consists of pure the brand. However, the following key personality traits such as cool, rebellious components came from the attempt of and cocky, but also more visually crafting a brand vision: descriptive words like retro and premium feel, to more contextual ones with • Being a brand with a strong belonging, wilderness and nature. inspired by the journey of Audi - “Just like you’re an Audi person, you should be a Rawbike person”
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CHAPTER 8 • BRANDING
• Differentiate from its competitors and no requirement on a driver's license, except do what no one else does if you haven’t reached the age of 15 before • Have a clear and definite target group – October 1st, 2009. “Rawbike is not for everyone”
VALUES – WHAT THEY BELIEVE IN Authenticity and customer loyalty are what helps customers engage with the brand, and being consistent with the highest standard of laws, rules and regulations, were important brand values. Rawbike also wants to be climate positive – “one has to do something” - and currently employs carbon offsetting to compensate for their carbon footprint.
[Authenticity and customer loyalty…]
AUDIENCE – WHO THEIR USER IS The customers want to feel special and unique. They appraise both function and fun and could be described as “lazy people with a health ambition” or “non-spandex cyclists” – and are more closely related to moped riders than road bikers. A majority of their users are local supporters and often share pictures of smaller meetups in their Facebook community.
[The customers want to feel special and unique.]
BENEFITS By connecting to the brand and taking part of their offer, one accesses a community of like-minded people, and the usage of the company’s products as a mode of transportation contributes to independence and self-reliance.
The product also enables an active lifestyle and spending time outdoors, while being an environmentally sound mode of transportation. Moreover, the bike may save you money in the long run if it contributes to mode substitution behaviour, and there is
42 CHAPTER 8 • BRANDING
43
CHAPTER 8 • BRANDING
MOOD BOARDS
FEEL
PERSONALITY
Figure 23 Mood boards
44 CHAPTER 8 • BRANDING
Rawbike is a young company that started its In figure 23, two mood boards illustrating business with targeting a small market, the previously defined brand identity are which since then have grown and been presented, each mood board focusing on scaled up by social media marketing. The different aspects: feeling/impression and company started out as a fun initiative and personality. In order to confirm their as a test of concept, rather than an attempt validity and ensuring that they were in line to revolutionize the market segment. They with the intended primary users have a “play it by ear”-approach that (Rawbikers) impression of the brand, they characterizes the foundation of the brand, were sent to the online focus group which and don’t really have a thought-out plan for gave them their liking. The mood boards the direction of the brand. Rawbike lacks were then used as design guidelines as a part determination as to what they should be, as of the extension strategy to maintain a well as a framework and clear set-up of the consistent design language in the concept organization. development.
In a way, Rawbike is an “accidental” brand. The tight knit community was created by a fan of the product that works as a “customer success manager”, and not something Rawbike intended, even if it was a pleasant surprise. Due to a limited product segment user were forced to find third party sellers when modifying their bikes with DIY solutions, resulting in a wide variety of expressions and looks of Rawbikes, again a positive surprise that was not intended to happen. The aforementioned mapping of the brand was the first one made and showed how little thought went into creating Rawbike, but that the risk taking “let’s see if it will fly” approach worked out well. However, chances made since with the U1 showed the tactic not being universally successful, and that this kind of mismatch can hurt the portfolio of the brand. Creating a clear brand DNA and aligning board decisions, business practice and products to it will be crucial to keep the integrity of the brand name.
As the community is a big part of brand DNA and one of the most unique characteristics compared to other brands, the project group decided to have Rawbikers as their primary audience for the final product. Cargo bike users are of course welcomed into the family but are throughout this report considered as a secondary target group.
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CHAPTER 8 • BRANDING
BRAND STRATEGY
PURPOSE OF BUSINESS CREATE CUSTOMERS
TWO BASIC FOUNDATIONS
INNOVATION MARKETING
PRODUCE PRODUCTS PROMOTES THE PRODUCTS
DRIVES RESULTS
Figure 24 The purpose of business
Figure 25 Old and new brand model
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8.2 Brand strategy large tribe that contributes with content, promotes the company’s products and Other than a well-defined core, a successful volunteers ideas, and many of the customers brand has a well-defined strategy. The actually know more about the products, theory of management states that the competitors and company than those who purpose of a business is to create customers, run it. Rawbike have understood that the and that the basic foundations which drives best customers are individuals with results are innovation, which produces emotions, needs, wants and opinions, not products, and marketing, which promotes only consumers or a market segment, and the products [10], see figure 24. Rawbike is, they do not only want products, they want from an innovation standpoint, currently a meaning. Furthermore, by offering a “one hit wonder”. By applying the right framework where customers can build their strategies, the company could be turned into identities, Rawbike lets people become who a hit machine. they want to be.
8.2.1 New brand model […they do not only want Back in the days the central problem of products, they want meaning.] branding was how to align business strategy with customer experience based on the logic of factory management. Today the rapid However, today Rawbike is not leading its advance of technology and the emergence tribe correctly. Or, as a matter of fact, of social media have worked as fuel on the they’re not leading the tribe at all. The tribe fire for the development of the new brand is an independent entity and a resource not model, and it’s instead a matter of used. There is an absence of interaction understanding how to empower the between the tribe and the company, where customers who will drive your success [10] the tribe more or less grows on its own and with the following sequence of events, see they and Rawbike run their separate races. figure 25. It would benefit the company to listen more to their tribe as it would drive innovation 1. Through products and social media, a and generate better products, which in turn company creates customers would drive new customers, generating new insights and so on and so forth. A company 2. Through purchases and advocacy, the with a strong tribe won’t be successful customers create the brand unless the company is committed to keeping it. 3. Through customer loyalty the brand sustains the company [A company with a strong
tribe won’t be successful […many of the customers unless the company is actually know more about the committed to keeping it.] products, competitors and The conclusion is that Rawbike is good at company than those who run creating customers (i.e. marketing), but they it.] are weak when it comes to keeping them (i.e. branding). They focus on short-term
results rather than the long-term profit that Rawbike has adapted well to this new model comes from brand loyalty. This may be a and encouraged the primacy of customers. consequence of Rawbike having a Through connectivity they have created a
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CHAPTER 8 • BRANDING traditional marketing approach, where one these qualities from the company. However, leans more towards selling than branding, Rawbike seem to lack a longer-term often as a consequence of lack of expertise. strategy, which would be necessary to Branding, which is all about customer establish in order to stay an authenticity loyalty, is as far away as you can get from company in the future. sales. The project team would even go as far as to So, for Rawbike, a company that has an argue that the brand was co-created by their interest in future business, strong branding tribe, and that they should have continued will be the strategic path and customer influence over the products - like the kind loyalty will be the company’s most of product development process used in this powerful advantage. Focusing on sales may thesis. User-centred design and co-creation boost revenues short term, but branding requires open minded listening and shows may drive success for decades. appreciation for the customer delivering products satisfying their deeper needs. This finding is followed by the question of how to lead the tribe. And when it comes to leadership, authenticity is a key attribute; customers want authenticity, they crave what is real. And to achieve it with your tribe you have to begin with determining your purpose, the reason why you exist, which should be aimed at your customer i.e. align with the customer’s identity [10].
8.2.2 Authenticity According to Neumeier [10] an authentic company is one that fulfils the following four qualities:
1. It cares and has the courage and confidence to listen without defensiveness
2. It is sincere in showing its need and appreciation for its customers
3. It is so clear about its integrity that it shows it openly and unashamedly
4. It has a distinct personality and community
The project team got the impression that Rawbike have succeeded in fulfilling all of these qualities simply by chance. As stated before, the company wasn’t founded with the idea of authenticity, the tribe themselves made Rawbike authentic and demanded
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CHAPTER 8 • BRANDING
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CHAPTER 8 • BRANDING
LEADING THE TRIBE
SHALLOW
BUSINESS CARD TRADEMARK FACEBOOK TRADESHOW BOOTH BLOG THANK YOU CARD ADVERTIISING
PRODUCT NEWSLETTER PLACEMENT CUSTOMER RATINGS SOCIAL MEDIA
NAME
WORD OF PRODUCT MOUTH DESIGN
UNBOXING EXPERIENCE
WEBSITE SALES PRODUCT TAGGLINE PITCHES DEMOS
GENERAL PERSONAL ACCESSORY USE
CUSTOMER FREE AMBASSADORS EVENTS SAMPLES
COMMUNITY WELCOME FOUNDING GIVEBACKS PACKET STORY USERS MANUAL
WORKSHOPS
PARTNERSHIPS
CUSTOMER SERVICE REVIEWS
INTRA-TRIBE DISCUSSIONS
SPONSORSHIPS CALL PRODUCT SUPPORT USE
DEEP
Today
Tomorrow Figure 26 Brand experience map - Touchpoints
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8.2.3 Customer experience customers. In order to do so, and also Another important matter when it comes to improve this experience, one should be leadership is focusing on experience rather extremely keen about protecting the than on features. The best brands come alive customers, by for example offering them through the points at which the customers free samples and arranging customer events experience them, i.e. touchpoints. or/and workshops. Again, in the spirit of co- According to research [10] customer creation. experience is one of the richest areas to mine for shareholder value. Lastly, the company should consider aspects related to the company foundation, […focusing on experience like protecting the brand and establish ownership by registering a trademark, rather than on features.] defining the brand with an accurate tagline that represents the essence of the brand and Each experience of a brand resembles a acts as a brand trigger and create a well- piece of the puzzle, the overall brand, and is honed founding story which can improve a representative sample of what the trust and help to connect with customers. customers understand about the company and its offering. As a company it’s So, when considering the future of the important to look over the set of experiences brand, it is important to understand that “it (touchpoints) which one is offering to is not about deciding the way forward, it is ensure that they match the overall brand and about designing it” [10]. It is in the design illustrate the meaning of the brand. Every of the offering that companies differ and experience should offer another way for the some flourish. customers to build their identities. “it is not about deciding the In figure 26 the set of touchpoints which way forward, it is about Rawbike offers today are presented, as well as potential future touchpoints. One finding designing it” – Neumeier, M. when analysing the framework which the The Brand Flip. (2015). brand offers their customers, was that the set of touchpoints felt dull and not vibrant enough.
To enable customers to fully engage with the brand it would be beneficial to particularly consider and embracing the familiarity experience of today, by designing touchpoints such as newsletters, welcome packets, intra-tribe discussions, community givebacks and thank-you cards. Touchpoints of this category may facilitate for an improved interaction between customer and company. There will of course always be customers with no interest of engaging with any brand, but it should be easy for those who want to.
Additionally, the company should focus on continuing being perceived as loyal to their
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CHAPTER 8 • BRANDING
DIFFERENTATION
RAWBIKE
“Onlyness”
U1
?
Figure 27 Comparison of “onlyness”
52 CHAPTER 8 • BRANDING
8.2.4 Differentiation - how to be In order to be competitive a brand needs to remarkable grow, spread and flow into new areas. A brand can’t afford to be static, they need to When transforming a business to be find new revenue streams, i.e. be liquid. It remarkable, strategic differentiation is the is, however, very important that it keeps its way to go, i.e. staking out a market position integrity throughout the expansion. The that can be owned and defended. Another customers of a brand expect that the story of way to put it would be “achieving a state of a brand continues, not diverges, and that it onlyness”. imparts the feeling of going somewhere. Otherwise they may lose interest and the Onlyness will allow the company to start brand will lose momentum [10]. At the small by dominating a niche, and then over same time, in order to succeed in a dynamic time grow it or grow with it [10]. When a market, a company must be able to adapt to company has an offer, which is both changing circumstances. As long as the new compelling and unique enough for route keeps the narrative of the brand customers to notice/choose/share, they together and preserves logical continuity by probably only have to compete for keeping something from the original attention. With the right differentiator, you direction, one should and dare to may win a significant competitive experiment. advantage, a kind of monopoly in your category [10]. Another important aspect that should be considered when trying to “Being safe is risky” - Godin, S. create a meaningful differentiation for your Purple cow. (2005). brand is simplicity, mess is counterproductive [10]. Introducing the U1 as a second move, was an experiment that unluckily didn’t turned When it comes to Rawbike they succeeded out. The U1, which was supposed to meet in creating onlyness with the Rawbike, the the needs for a smaller and more flexible first product they launched and flagship bike suited for an urban lifestyle, was not product today. The Rawbike differentiates unique enough to attract customers. It had from competitors by its characteristic look no onlyness and tried to compete with and by being a hybrid vehicle combining the existing products in the category, rather agility of an electric bike and the strength of than differentiate, see figure 27. To a moped. Furthermore, it is type approved, challenge this category the U1 would have i.e. it comes with a Certificate of needed a gimmick like being the lightest Conformity (CoC) which means that it foldable bike in the market, or some other meets the required specifications for being feature pushing onlyness, but it didn’t. The used as an electric bike in the European risk with being an imitating follower is Union [46] [1], see figure 27. Competitors failing to realize in time that the market has with similar specs and often heavier focus dried up, or as Godin author of Purple cow on looks, have cropped up in the market, but states it, “Being safe is risky” [47]. Findings are often missing the aforementioned from the user studies clearly also showed certification, thus rendering the vehicles the U1’s lack of success; only around 10% illegal to ride in Sweden (but legal to own of the respondents of the Rawbike survey or ride within “confined areas”, which is were owners of the model, making the information usually found in fine print from project team question whether the U1, in its the seller). This makes Rawbike one of few current form, should even be a part of the street legal bike/moped hybrids, creating major brand strategy in the future. their own niche.
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CHAPTER 8 • BRANDING
EXTENSION STRATEGY
RAWBIKE U1 ?
FORM FUNCTION
Figure 28 A representation of the importance of form an and function in a norm-critical design
54 CHAPTER 8 • BRANDING
8.2.5 Extending the brand Another argument for developing a cargo At present, the company is standing at a bike is the possibility to expand the crossroads, a point of decision, where they Rawbike tribe by targeting a female have to determine an extension strategy in audience and decrease the disparity order to secure their future. In section 3. between the number of female and male Background research a positioning map Rawbike users. Research shows that the illustrating the positioning of existing cargo cargo bike on a practical level provides an bikes was presented, where a gap in the opportunity for women, who traditionally market was identified in the segment of (and stereotypically) have been responsible “affordable cargo bikes with freight focus”. for childcare, to commute with multiple A majority of existing cargo bike brands are children and lots of gear without the use of targeting families, focusing on transporting a car. Furthermore, the motors in these new children and using the appropriate modes of transport has been proven to aesthetics and marketing to appeal to that reduce gender barriers by encouraging more audience. The Rawbike on the other hand women to use bikes [48]. meets the user need of a powerful commuter electric bike and the primary users of the U1 In order to reach out to women it will be are inner city dwellers who need a lighter, important to meet their needs. Research easier to carry, version with the same shows that women are concerned about functionality. What follows is an safety, comfort and accessibility to a greater investigation of the end product of this extent than men [48], factors that become thesis, a customizable cargo bike for the decisive for women when considering a adventurous user who wants multiple cargo bike. The financial ability to invest in loading possibilities, as an extension a bike, as well as supportive infrastructure strategy and how it could impact the brand. where she lives, are crucial factors too. Though the latter is difficult for Rawbike to In today’s era of climate change and eco- influence as it’s a matter for local planners phobia there is a need to replace traditional and policy makers. Women tend to lack a means of transport, and research shows that sense of belonging in the biking electric bikes and cargo bikes are on the community, as they have (relatively) little rise, drawing individuals away from using experience of biking [48]. Research shows automobiles as their primary mode of that, regardless of bike type, boosting travel. Electric bikes and cargo bikes seem biking confidence is important in order to to have a greater potential as substitution engage more women in the biking mode than regular bikes, especially cargo community, and suggests education such as bikes as they have a utility which serves classes at local bike coalitions or from travellers in a different way than traditional biking women to build up nerve as a rider. bikes, thereby meeting a different set of needs and users [5]. Moreover, as the cargo With this in mind the project team deemed bike still is quite a new phenomenon in it important to avoid gender bias in the Sweden, it might be a key growth area for design practice, as gender equality in design those interested in being part of the often falls into one of two traps: either development of the bike transportation highlighting differences between women platform and making business within the and men in their product language or losing field. too much identity in striving to be unisex [49]. Norm critical design practice encourages to step away from valuing […targeting a female “male” characteristics as higher and use them as default, for example highlighting audience.] the helpfulness (traditionally female) over
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CHAPTER 8 • BRANDING the performance (traditionally male) in a LOYALTY product. Anecdotal evidence from the Being loyal to their tribe by embracing their project supported the notion of women insights and give them credit for being the being more interested in the functionality of reason behind their success. the Rawbike, often asking practical questions regarding adding things like bike Being loyal to their climate positive goal by baskets to the bike. Emphasizing considering alternative production functionality and usefulness in the design opportunities and bringing the current and marketing of the product could thus be manufacturing in China, or parts of it, closer what’s needed to spark interest from to home. women, see figure 28, perhaps without having to compromise the present visual of Being loyal to their design reputation by the Rawbike. After all, launching the U1 in offering true premium, instead of today’s a dusty pink didn’t boost sales among premium feel. women as Rawbike had expected. […offering true premium, [Emphasizing functionality instead of today’s premium and usefulness in the design feel.] and marketing of the product could thus be what’s needed PRODUCT FAMILY to spark interest from Being clear about which category they are targeting and ensure that an extension of the women…] brand follows logical steps (for both core products and accessories). 8.2.6 Brand values GROWING THE TRIBE Regardless of what the future will bring, or what strategy Rawbike chooses, the Bridging the gender gap by reaching out to keyword above all should be cohesiveness, a female audience. both in brand identity and business model. As Marty Neumeier, author of the Brand Flip, states: “don’t close the book of the brand” [10], let Rawbike be Rawbike. The project team suggests the following values, many of which have been mentioned earlier in this section, to be primarily considered by Rawbike when growing, spreading and flowing into new areas:
AUTHENTICITY - “RELIABLE, RESPECTFUL, AND REAL” Being honest and transparent in every aspect of the company, e.g. technical specifications and sustainability work.
56 CHAPTER 8 • BRANDING
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CHAPTER 9 • CONCEPT DEVELOPMENT
CONCEPT DEVELOPMENT
FIRST ITERATION Concept constraints
SECOND ITERATION Brainstorming
THIRD ITERATION Prototyping
CONCEPT CHOICE
58 CHAPTER 9 • CONCEPT DEVELOPMENT
9. CONCEPT has a larger turning radius, which can pose a danger in the bike traffic and an DEVELOPMENT annoyance to other commuters. With a longtail, these issues are avoided. This chapter describes the iterative working process of generating In addition to choosing the type of cargo concepts, evaluating them and bike, some technical solutions were selected selecting concepts to go through the using the function analysis that was created in an earlier stage of the project (section process once again, resulting in a final 7.3.3 Function Analysis). The components concept. were selected with special consideration for sustainability and the environmental impact 9.1 First iteration - Concept of their whole lifecycle, especially in that constraints they had to be fully accessible and easy to maintain in order to lengthen the lifetime of Before going into the second iteration of the the product: concept development process, a decision was made to only generate concepts of the A mid-drive motor supporting both assisted cargo bike type longtail (section 3.1.3 biking and throttle driving was chosen for Cargo bikes), where the cargo is held in power generation. Though the “jumpiness” bags or baskets placed on an elongated rear of the hub motor in the Rawbike was rack. Other cargo bike options were briefly appreciated by many, it was noticed to feel explored by translating the Rawbike into intimidating by some (mostly women) as various types and categories of cargo bike, they felt like they were approaching an which can be seen in Appendix G: Rawbike involuntary wheel stand when accelerating as a cargo bike. The project team soon with the throttle. Since the new cargo bike abandoned these other types, with help from is partially designed for bussing children, the cargo bike positioning map, with the feeling safe and secure is important, and reasoning that this type of cargo bike was according to anecdotal evidence, a mid- believed to meet the needs of the intended motor gives a smoother acceleration than a target audience and fit well into the brand’s hub motor. Additionally, the mid-drive product range. Longtails are well motor would allow the rider to climb steeper established on the UK and US markets and hills than a hub motor of similar power, as seem to be on the rise in Sweden. Unlike a it has higher gear ratio and thus a torque three-wheeler, which differs a lot from an advantage [50]. The option to use the bike ordinary bike and therefore requires some as a moped was deemed critical for most learning to manoeuvre at first, the learning users from surveys and interviews, as well curve for riding a longtail is very short. as from a USP and branding perspective, as Furthermore, insights from the user study no cargo bike/moped hybrids could be show that a three-wheeler with a box in the found in the market today. front, which turned out to be the most common cargo bike type used in the user A belt drive was chosen to transmit power studies, is difficult and cumbersome to use from the motor and pedals to the rear wheel. in big cities because the infrastructure isn’t Benefits such as being lubricant-free and adapted for them. The large box in the front requiring low maintenance, have results in a wide bike, which makes getting contributed to belt drive bikes gaining in through narrow spaces (of which there are popularity, especially in the commuter bike many in large cities like Stockholm) very market [51]. difficult. In addition, the three-wheeler takes up a lot of space on the bike lanes and
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CHAPTER 9 • CONCEPT DEVELOPMENT
This combined with an internal-gear hub longer body, and made the bike look silly would render the drivetrain virtually and toy-like. The overarching feeling was maintenance free. In contrast to external “cheap” and “a cash grab” and the concept derailleur gears, where the gears and the felt not fit for a new generation of mechanism is exposed to the elements, the Rawbikes. implemented gears and lubricants in the internal-gear hub are sealed with the shell of the hub gear. The lifetime of the internal- gear hub system is generally very long as the gears are well protected from water, grit and impact [52].
9.2 Second iteration - Concepts Figure 30 Concept 2 The second iteration of concepts started CONCEPT 3 with “Rawbike as a longtail” variations on Taking inspiration from motorcycles this the frame, structure, wheel size, bike length concept had a lot of attitude and “sex and battery/storage placement, see appeal” and was more of a cruiser bike than Appendix H: Rawbike as a longtail. a bike for outdoor adventures. However, it had different personalities from the side as Promising designs with different identities compared to the front, missed the right edge were then selected to be developed further, to fit into the Rawbike family and bordered resulting in nine concepts, which all were on plagiarizing the design of competitor evaluated against the function analysis and Unimoke. assessed based on feedback from the online focus group and from people close to the project team who were familiar with the Rawbike brand. The nine concepts and the reasoning behind the choices are presented below in no particular order.
CONCEPT 1 Dubbed a “high fashion bike with a hint of Figure 31 Concept 3 art”. The bike used straight lines and CONCEPT 4 “merged” tubing but had a perceived visual This concept had a 26” front wheel and a unbalanced between the front and side view 20” rear wheel, with a good mixture of retro and felt too futuristic to fit the brand. and Rawbike design attributes. As it had a quirky and friendly personality it could fit into the brand family but needed more visual balance to do so. The edginess/army feel needed to be amped up while keeping the friendly nature of the bike.
Figure 29 Concept 1 CONCEPT 2 In this concept the design language of the Rawbike was directly translated to a longtail. The proportions that work for the Rawbike were thrown out of whack with the Figure 32 Concept 4
60 CHAPTER 9 • CONCEPT DEVELOPMENT
CONCEPT 5 A friendly bike with a lots of cargo/storage space behind the saddle, but no personality. While keeping true to the army heritage with function over form thinking it needed more of the army attitude as well as a more cohesive feel to fit into the Rawbike family.
Figure 35 Concept 7
CONCEPT 8 A high step army bike for the experienced bicyclist. This bike concept has a traditionally male-expression that felt Figure 33 Concept 5 familiar and safe, but not unique enough. It missed something rebellious in its attitude CONCEPT 6 to fit the Rawbike family. With a look that very much resembles a mountain bike, this concept expressed adventure and functionality. The high step over height felt too tailored for men, and the design needed more vintage/army elements to properly fit the brand, but the design was deemed interesting enough to save for the next round. Figure 36 Concept 8
CONCEPT 9 This concept is a merge between Concept 3 and Concept 5, two rejected concepts that together were given a second chance. Again, there was a visual imbalance between the front and side view, and the Figure 34 Concept 6 battery placement didn’t look right either. But the project team saw potential to fit into CONCEPT 7 the Rawbike family if there was more visual This concept is “Rawbike gone American weight in the front, some more attitude and beach cruiser”. It offered an enclosed cargo a reconsideration of the battery placement. space under the seat but missed modification encouragement and versatility. While it expressed serious vehicle that also is fun, the project team couldn’t see it fit into the brand family. The outdoorsy and army nature of the brand was lost in the design, and it didn’t feel practical enough to be attractive on the cargo bike market. Figure 37 Concept 9
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CHAPTER 9 • CONCEPT DEVELOPMENT
9.3 Third iteration - Low fidelity the battery was once again placed behind the seat post. See figure 39. prototyping The three “winners” from the concept evaluation were then used as steppingstones in the third iteration of the concept development process, together with a wild card: concept 7. Features among the nine concepts that was found likable from the Figure 39 Prototype B feedback were added and tested in quick PROTOTYPE C and dirty, low-fidelity prototypes. The aim Prototype C also had a higher step through was to visualize how the shapes would play and used the same wheel sizes as in out in 3D and resulted in four prototypes, Prototype B, but the tail wasn’t as low. The each of them presented below both naked by tail was however extremely long to enable themselves and accessorized with cargo carrying a lot of freight or several solutions intended for the particular bike. passengers, with the space underneath the carrier functioning as storage space. A PROTOTYPE A cruiser bar allowed the rider to control the Prototype A had a low step-through frame bike comfortably while sitting completely and 26’’ fat tires both front and rear, upright, but didn’t provide enough leverage outfitted with a riser bar with a slight back when climbing hills. Again, the shape of the sweep that allowed the rider to sit more middle frame looked like the original upright and have more control [53]. The Rawbike, and the battery was placed behind shape of the rear tubes was inspired of the the seat post. See figure 40. curvatures of the original Rawbike and the battery was mounted behind the seat post. See figure 38.
Figure 40 Prototype C
Figure 38 Prototype A PROTOTYPE D Prototype D resembled a mountain bike PROTOTYPE B with a high top tube (cross bar) and a Prototype B had a higher step through and diamond frame. It had 26’’ fat tires both in 26’’ front and 20’’ rear fat tires. The smaller front and rear and used a flat bar as in rear wheel resulted in a lower tail which has Prototype B. This bike could carry two an advantage in terms of utility by lowering batteries, one mounted on the down tube the centre of gravity, rendering the bike and one on the top tube, for extra-long drive more stable, and gave a feeling of forward time. It also used individual foot supports as direction and that the bike was longer than opposed to the surfaces used in the other it actually was. The handlebar was a concepts. See figure 41. standard flat bar, versatile and simple as one could easily attach different accessories to it. It also allowed the biker to balance their weight properly by putting them in a forward leaning position. The middle frame was the same as the original Rawbike and Figure 41 Prototype D 62 CHAPTER 9 • CONCEPT DEVELOPMENT
9.4 Concept choice The four prototypes were then evaluated to determine what would form the final concept:
The rear design of Prototype A and the handlebar/for combination was appealing. The shapes emphasized the right attitude and there was a lot of recognition of the Rawbike design language in them. See figure 42. Figure 44 Highlighting the frame
Prototype D was rejected, it was simply too similar to a regular mountain bike. See figure 45.
Figure 42 Highlighting the rear design
The different sizes on the wheels created a dynamic profile to Prototype B, with the larger front wheel enhancing the feeling of a muscular bike with a lot of strength and Figure 45 Highlighting nothing power, and the lower tail created a forward direction expressing endurance. See figure 43.
Figure 43 Highlighting the profile
The step through and length of the top tube of Prototype C felt similar to the original Rawbike and met the motor the same way the original frame met the crank set. See figure 44.
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These attributes were then used as importance of standing out in the crowd has foundation when creating the final concept, been detailed previously in this thesis, and which can be seen in figure 46. this friendly monster of a longtail certainly will.
This design was then taken into CAD, where proper measurements were applied and the was shape revised in multiple iterations, keeping in mind both design heritage and function.
Figure 46 The final concept
The final concept had a 26” front and a 20” rear fat tire, a riser bar with a slight back sweep and the battery placed behind the seat post. It retained features of the original Rawbike design such as the cross section of the top tube and its connection to the crank set, the curved rear tubes (seat stay, chain stay and rear rack) and the low centre of gravity in the rear. Having the option to attach a cargo rack in the front of the bike was discovered to be of great importance in the user studies, so the concept had the option to attach a rack in the head tube, keeping the load static when turning the handlebar.
A design that promised high functionality, an important factor in reaching out to a female audience in particular, while still looking uniquely powerful and almost motorcycle-like. Lots of attitude came with the large, fat front wheel and made the bike look like it could endure almost anything, while still not overstepping the boundaries into looking threatening. Keeping the tubes welded together rather than “merged” kept the design in the vintage/army realm rather than among the spandex clad. The
64 CHAPTER 9 • CONCEPT DEVELOPMENT
65
CHAPTER 10 • FINAL CONCEPT
THE RAWHAULER
Figure 47 The Rawhauler painted in Col. Mustard
66 CHAPTER 10 • FINAL CONCEPT
10. FINAL CONCEPT heavier loads. Intended to be taken more seriously in traffic and for an added In this chapter the final concept, the aesthetic appeal, the Rawhauler comes Rawhauler is presented, including kitted with several moped features; a massive vintage-style headlight, brake technical specification and life cycle lights and turn signals to alert close-by analysis. commuters, rear-view mirrors for monitoring the traffic behind you and a 10.1 Presenting: the Rawhauler highly requested electrical horn to alert traffic and pedestrians ahead. The Rawhauler has the same base functionality as the Rawbike; it’s an electric Staying true to the look of its predecessor, bike and a moped class II all-in-one, but the Rawhauler uses a lot of the same tubing with new components, that are detailed in and curves as the Rawbike in its frame, but Appendix I: List of components and design the wrapped handle has moved from the for its intended purpose and audience. The middle of the frame to the back. Contrary to launch of the Rawhauler also launches a the Rawbike the Rawhauler isn’t foldable, new colour, Col. Mustard, as seen in figure as the Rawhauler would be cumbersome to 47, used in the development process by the carry even with a folding frame because of project team to ensure the fit of the product its length. Designed for dirt-road adventures in the brand portfolio without relying on while taking up modest space in the urban known colours. It comes equipped with a morning commute, the Rawhauler is a cargo 750 W mid-motor; ensuring a smooth ride bike for the user that values agility and and, combined with the 8-speed internal don’t have adequate city planning to allow geared hub, enough torque to get the rider them lugging around a box all day. and their cargo up the steepest of hills. With a total length of 2150 mm, the Rawhauler offers 710 mm of modular cargo space in 10.2 Materials the back, see figure 48, as well as an The development of the final concept took optional cargo platform attached to the sustainability into account in both the headtube. construction of the frame as well as the choice of components, with the main focus on the lifespan of the product. Durability, quality and reparability was noted as keywords when speaking to dealers and Rawbike’s official service partner Bonne Mécanique, who affirmed that the concept needed to be low maintenance as Rawbike users don’t expect having to service their bike. Figure 48 Bike measurements As the environmental impact of the The 26x4” front fat tire offers a smooth ride electronics can’t be affected it was decided over curbs and bumps in the road and keeps to direct that effort to the construction of the the steering tube short, thereby avoiding frame by using powder coated AISI 4130 “wobbliness” when steering, while the Chromoly steel [54] in favour of 20x4” rear fat tire keeps the centre of aluminium, as steel is more easily gravity low for the added cargo. Updating repairable, uses a lesser volume of material the hydraulic brake system with sturdier for the same strength [55] and (in the case 200 mm discs provides more efficient and of virgin materials) uses less energy to safer breaking for the user, especially at produce [56].
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DRIVETRAIN
Figure 51 Showing how the chain stay goes over the belt
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Powder coating produces negligible THE BELT CAN’T TAKE ANY SIDE FLEX Volatile Organic Compounds (VOCs) This means that it has to be perfectly compared to wet painting, and leftover straight as seen in figure 49. and fine tuning powder can be reused in new paint [57]. The the offsets for the front and rear pulley coating is also more durable than wet paint requires more care and planning in the and can easily be retouched without being production process. hazardous to the painter.
The durability of the frame could not, as previously mentioned (section 1.4 Delimitations), be verified by neither Figure 49 Belt straightness digital- nor expert analysis, which instead led the project team to design the frame No side flex also means that a belt requires using DIY bike building resources and other an internal hub gear, in this case an 8-speed longtails as references. Double and triple Shimano Alfine at the recommendation of butted tubes and profiles of the thicker both Gates and various interviewees. An varieties were chosen to make the frame advantage of having an internal gear hub is robust [55], a closer look at the construction that it too requires little to no maintenance, can be seen in Appendix J: Tube which again was desirable for the concept. dimensions. Though the validity of the construction can’t be guaranteed before the THE FRAME CAN’T INTERSECT THE BELT first full size prototype is produced, neither As the belt is one continuous loop and can’t can the actual comfort of the bike, which be split the frame has to accommodate the requires an iterative approach to get just belt, the complete opposite from mounting right. The project team deems the a chain drive where you split the chain and construction ready for a first prototype but pull it through the frame as shown in figure recommends a revision from an 50. experienced bike builder.
10.3 Drivetrain To be as low maintenance as could be, the Rawhauler is a belt driven bike, using the longest available belt (1914 mm) of the industry leader Gates carbon drive and a pulley ratio of 2.27 recommended from the same manufacturer. Belt drive is more expensive than chain drive but requires Figure 50 Frame and belt intersection virtually no maintenance and lasts anywhere from twice as long up to ten times Many manufacturers use a split in either the longer than a chain [58]. The belt is also seat stay, or the chain stay, but in designing quieter than a regular chain, and even the Rawhauler the team opted for a “lifted” though there is a slight loss of efficiency it’s chain stay, see figure 51, as a split may no matter for the concept as the Rawhauler impose a weakness in the frame. is an electrically assisted bike [59]. However, a belt requires few things to be taken into account in the design [60].
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BIKE SIZING
Figure 53 Demonstrating how to adjust the Rawhauler for different bodies
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THE REAR FRAME TRIANGLE MUST BE STIFF 10.4 Sizing and stability If the frame flexes too much in the direction of the belt there is a risk of the belt starting A “one size fits all” approach was used for to skip [59] and this flex is determined by the design of the frame, using tried and true the rear frame triangle see figure 52. dimensions from other bikes, where different lengths of steering- and seat-tubes are used together with a slightly angled adjustable handle to ensure a comfortable ride for most body types, see figure 53. For a more in depth look at the frame construction see Appendix K: Measurements.
The 4” thick tires makes the bike feel stable both physically and visually, while also dampening the bike. Further shock Figure 52 The rear frame triangle absorption is provided by the dampened The intended supplier Gates even offers a seat post and saddle, as the previously “stiffness test approved” label to frames that mentioned belt drive doesn’t allow for rear comply with their standards [61]. suspension as that counts as a flexing frame.
Unfortunately, as stated in the The 48V/15,6Ah battery is placed by the delimitations, the team was not able to seat tube to keep the centre of gravity low validate the stiffness in the design because and in the middle of the bike, which makes of software limitations, but decided to use the bike easier to steer. By putting the thicker standards of bike tubing in hopes of battery at an angle, it can be landing at an acceptable amount of flex. inserted/removed without having to remove the saddle, which was step noted as an Driving the whole operation is a 750 W annoyance in the existent Rawbike, and the motor supporting both throttle and assisted angle also allows any water to run of the pedalling, the reference product being a plate where the battery is plugged in. Bafang MM G510.750 with a maximum Further waterproofing of this connection torque of 160 Nm [62], which is affixed to point was made with a rubber seal shown in an integrated attachment in the frame. figure 54. However, in consulting the previously mentioned service partner it was discovered that Bafang has a history of not providing diagnostic software for motor repair, forcing mechanics to swap out the entire motor. The project team would therefore not recommend this manufacturer but instead opt for either in-house production, as 750 W mid-motors don’t seem to be very common, or for Rawbike to use their industry contacts to find a manufacturer with an extensive service program to collaborate with. As Figure 54 Moisture sealing there is no universal interface between mid- motors and frames the attachment between the two must be developed with the intended motor in mind.
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Figure 55 A selection of compatible accessories for the rear rack
Figure 57 Bussing example using two preschool children
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10.5 Modularity By having a modular system in the Rawhauler the user is free to easily modify MODULAR CARGO SYSTEM - AVS the rear rack for their specific needs and can The rear rack uses the integrated AltranVelo even attach an AVS adapter to a DIY cargo System (AVS) [64], see figure 55, for its solution of their own creation. The AVS modular cargo configuration. The AVS system also opens up an opportunity for system won the Red Dot Award in 2018, an Rawbike to develop compatible accessories international design competition for product for both the Rawhauler as well as other bike design, communication design and design users with the same integrated system. concepts [65], for being a user friendly and Rawbike has already dipped their toes into intuitive system for attaching accessories making cargo accessories already with a onto front and rear carriers for bikes. The vintage looking leather bag, a style that the system is open and licensable, which makes project team noted as missing from the AVS it possible for Rawbike to integrate the accessory portfolio and being highly system into their carriers and accessories. compatible with the vintage style women’s Current Rawbikers also have the option to bikes of brands like Crescent and Monark upgrade their carriers to an AVS compatible which already come fitted with the AVS system. rack.
[All it takes is a single simple A first suggestion for accessories based on the user studies would be; a wooden box movement and a “click”... the basket (preferably with a handle for accessory is now securely carrying), a child seat, a pannier and a deck that sits atop the rear rack and provides a fastened to or disconnected surface for carrying passengers. In addition from the AVS rack.] to interviewees indicating a need for these accessories the interest for them are clearly The AVS system consists of two parts: one seen in the online community “Rawbike that is fixed to the rear rack, and one adapter Sverige”, where users gladly share pictures that is attached to whatever you want to on creative DIY solutions for both attach to the bike, for example a pannier or accessories and bicycles and share their a basket, see figure 56. Connecting the thoughts and opinions. However, as earlier adapter to the rack is easy and only one hand mentioned (section 8.1 Brand DNA) this is required. All it takes is a single simple has resulted in a wide variety of expressions movement and a “click”... the accessory is where some take their bike to the next level now securely fastened to or disconnected and others go the opposite way, hurting the from the AVS rack. look of the bike in the process. Taking a step into the market of accessories and offering Rawbikers stylish, on brand, products could also be a strategically wise move to avoid watering down the brand image.
ADD ONS The Rawhauler has an optional multi- purpose hoop and footrest system, see figure 57, used for both bussing children and carrying cargo. It’s easily mounted by Figure 56 Showing the placement and release of installing a front and rear metal bracket onto the adapter the rack and can carry up to 3 children. When bussing, it lets the rider and the
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CHAPTER 10 • FINAL CONCEPT passenger(s) feel safe and secure while closer to 22.000 SEK today), and the online riding; The hoop lets the child(ren) hold on community was filled with discussions on and secures them sideways, and the double the topic of faults in the construction or rail system with an inner hand-rail and an broken bikes, often started by a new user outer rail offers pinch protection from the that encounters a problem with their newly sides. The width of the inner handrail purchased bike. Most of the problems were accommodates for children’s seats like due to construction issues, such as the chain Yepp Maxi EasyFit [66], so a smaller child being too close to the rear wheel and can be secured in the seat while the older thereby scuffing the tire, crosshead screws sits on the deck, holding on to the inner rail that easily slip and wore out when servicing and resting their feet on the footrest. the bike (changing these to torx screws To keep both little toes and panniers safe, would be an easy fix), or a high pitch the Rawhauler is equipped with a skirt whistle from the motor when driving. guard on the rear wheel that creates a barrier, keeping spokes and dirt away. By examining the construction of the Those with freight focus can use the same Rawbike and drawing insights from rail system to carry cargo, either by placing interviews regarding common problems, cargo where one would place children, or by the project team concluded that the users folding it down to a platform by moving the expect better quality for the price they pay. inner rail, see figure 58. This leads to users creating posts in the community about having to service their bike for things they didn’t expect to, or looking for tips on how to fix the problem themselves, making the first impression of a product riddled with problems for a potential customer joining the community to window shop and ask questions. Needless to say, this hurts the brand image, Figure 58 Shows the steps for folding the hoop which is why this thesis calls for a true premium approach. A front rack can be mounted directly to the headtube as an additional carrying option, […a true premium approach.] keeping the mass of the cargo on the frame rather than the front wheel. The open-ended The components in the final concept are not design of the head tube enables countless cheap, they were chosen from trusted accessory opportunities, like the huge lamp brands where some are the best in the to light up adventures on unlit dirt roads. business, but cargo bikes belong to a higher tier price point and users are willing to pay. 10.6 Affordable is not the same A drivetrain like the aforementioned one as a cheap puts the Rawhauler into the premium segment of cargo bikes, where prices ranges While the affinity mapping mentioned in up to 65.000 SEK (and even higher 7.3 User needs, showed that opinions on the depending on the chosen accessories), as quality of the Rawbike range from bad to opposed to the lower end segment where the very good, most users seem to be happy current price of 21.900 SEK would put with their bikes. However, the components them, see figure 59. This kind of drivetrain and construction made one of the mechanics is sought after by many cargo bike buyers from the service partner wonder why people and was noted to be seen as a sign of quality, were willing to pay even 20.000 SEK for the as is the case for using brand name product (the Rawbike actually retails at components in general.
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THE PRICE OF PREMIUM
80 000
70 000
60 000
50 000 ? 40 000
30 000
20 000
10 000
0
Bullitt Rawbike Babboe Seaside Omnium Cargobike Christiania Rawhauler Cykelfabriken
Butchers & Bicycles
Figure 59 Shows the spread of the different competitors
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The combination of that and the uniqueness of moped functionality in the segment leads the project team to argue that true premium is not only necessary for the product, but also an opportunity for the brand to change the course of its reputation. The suggestion of the project team is to stay above the station wagons of cargo bikes (present in brands like Cykelfabriken, Cargobike, Babboe, Christiania and Seaside) but below the Rolls Royce segment of Omnium, Butchers & Bicycles and Bullitt. This would put the Rawhauler on the “expensive but not luxury” side in the market where users know they are paying for a quality product, a position similar to that of Audi.
[…stay below the Rolls Royce segment of Omnium, Butchers & Bicycles and Bullitt.]
A cargo bike is seen a longer-term commitment than that of a Rawbike, and it’s important that it lasts through tough conditions and for a long time if it’s going to be taken seriously by the customer.
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FROM CRADLE TO GRAVE
MAKE
TAKE
WASTE
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10.7 From cradle to grave - extraction, but for a future scenario cutting out cobalt entirely would be preferable but energy consumption and CO2- challenging [69]. Newcomer Northvolt, a emissions Swedish manufacturer of lithium-ion batteries, uses less cobalt and nickel in their The Rawhauler, as previously stated, is product which increases the energy designed for longevity. As mentioned in efficiency [70]. They have a mission to 10.2 Materials, the bike’s frame is made of build the greenest battery in the world and steel, which is very durable, easy to weld just started production at the writing of this (i.e. repair) and can be endlessly recycled thesis. In order for Rawbike to put their into new bikes [67]. Though the durability money where their mouth is, they could of the components is a limiting factor, make a real difference in the transition to a ensuring their quality would lead to a long more sustainable future by initiating a product life for the Rawhauler. The bike is future collaboration and join their mission, designed for easy disassembly and access to as the implemented electronics (especially components to facilitate servicing the bike, the battery) in the bike contributes a lot to and component manufacturers should be the ecological footprint of the product. chosen with ease of service in mind. To extend the life length of the bike further, the project team suggests that Rawbike […put their money where introduces a refurbish and repair program or their mouth is…] organizes workshops to share tips and tricks on how to check for wear and tear and teach In regard to manufacturing it could be maintenance of the bike. possible to repatriate parts of the production in China to Europe. For example, in Gnosjö, When looking at the lifecycle of the Sweden there are several companies Rawhauler it was difficult to make a proper offering professional powder coating that Life Cycle Analysis (LCA) concerning could be suitable for the frame [71]. These energy use/consumption and CO2- local companies know both the technology emissions, as the project team didn’t have and the conditions the coating will be put sufficient insight into the components. The through in the Swedish climate, and can environmental impact of the Rawhauler is give environmentally friendly, long lived in large part affected by the component alternatives. This could reduce the long suppliers, who differ in their focus on transport that today takes place by maritime sustainability and being environmentally transport via seaports and ground friendly. However, it was clear that the most transportation and could also create environmentally impacting parts of the goodwill from customers and ensure a true Rawhauler’s five life cycle phases (material climate positive approach of the brand. extraction, manufacture, transport, use and There might even be an increase of interest end-of-life) were material extraction, in the brand by placing parts of the manufacturing and transportation. production in Sweden, as a few Rawbike users have stated that the “Swedish The Rawhauler comes equipped with the production” was the reason behind buying same kind of replaceable battery as in the the bike. Rawbike manufactured by LG, a market- leading manufacturer of battery cells at the forefront of the work with traceability as well as working conditions in the production process. Compared to other brands they set high demands on their suppliers of cobalt [68] in the material
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DISCUSSION
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11. DISCUSSION AND The user studies might even be flawed from the perspective of Rawbike users, as the CONCLUSION conducted interviews and surveys got many responses from the dedicated and In this chapter a discussion of the community active, whilst the uncommitted results, future development and Rawbikers may have been missed. conclusions from the project are Interviewing cargo bike users was on the presented. wish list of the project team, but they were cut from the study to constrain the scope 11.1 Project scope and were of unclear value as they tended to be “superfans” of what they already have SUSTAINABILITY GOALS and wouldn’t speak ill of their cargo bikes. The project team decided to address four out of the seventeen UN Sustainable The project team researched safety Development Goals: requirements and regulations for cargo bikes to ensure a road safe final product, but 3. Good health and well-being it turned out that there weren’t any specific legislations other than when an electric bike 5. Gender equality will be classified as a moped. Instead the concept of a longtail with moped 11. Sustainable cities and communities functionality was evaluated as safe using 12 Responsible production and common sense, and felt a lot safer than a . bike with a big bulky box in the front, that consumption takes some practice to manoeuvre, hurling These goals were chosen because they laid down an inner-city hill at 30 km/h. In close to the product and the scope of the addition, there are already similar bikes to thesis and felt reasonable to attain both the Rawhauler on the UK and US cargo bike regarding the product and the brand. market, so if the concept isn’t deemed Number 3 and 11 followed the project dangerous there, it should work in Sweden. almost by default because they were so The legality of the concept must of course connected with the product, number 5 was be evaluated before launch, but the project tied in by the stated goal of diversifying the team couldn’t find any regulations on, for audience and number 12 was considered by instance, a maximum length of a moped. the project team in the construction of the Steps were also taken to make the bike road bike and used as a basis for the suggested safe as a mode of transportation of children future of Rawbike. by providing a hoop (handrail system) to protect child size passengers. FRAMES OF REFERENCE The user centred design approach was well Both long- and short-term perspectives implemented, and the project team tried to were considered, and the sources used to involve the users as much as possible into highlight trends in areas related to the thesis the work, focusing on the users and their and to develop a marketing strategy for the needs throughout the whole design process. brand, have contributed to reasoning that However, the project team decided to focus indeed can ensure the viability and the on Rawbike users, as they were considered differentiation of the final product. the most interesting from a user study perspective, which may result in the user A norm-critical perspective on gender was studies not being extensive enough i.e. not implemented in the development of the reflecting the opinions of the great masses. product by reaching out to the women of the predominantly male user base and
81 CHAPTER 11 • DISCUSSION & CONCLUSION understanding their needs, without creating resources and guidance suggested by the a “Rawbike - for her”. Instead, the supervisor of the project. Rawhauler is a unisex bike that can be The concept generation process proceeded adjusted for most bodies. The project team without getting any feedback from might however be biased in their success; Rawbike, due to it falling in a busy period even though it consists of two women who for business and personal life. Instead, the have put much effort into making a bike that project group turned to the online focus is attractive to them, it’s not necessarily a group for feedback, as well as to close guarantee that female users will like the acquaintances who were familiar with the product and might just be a matter of project. This has resulted in Rawbike overlapping personal taste. The design is having little to no say in the concept or final however influenced by the research of design, leaving the project team in the dark others in the field, who seem to agree that when it comes to their opinion on the functionality and practicality draws women finished product. Furthermore, the choice of to products, not girly visuals. This leaves longtail can be perceived as if it was a quick the future inclusivity of the product up to decision but was actually something that the how it’s marketed; the Rawhauler is as project team had considered for a long time previously stated “not for everyone” and in previous stages of the project. therefore not for every woman, but by pushing the functionality of the bike it will In the roles of researchers and students the (according to theory) attract more women. project team based the thesis on certain values that could be summarized as ethical 11.2 Design and strategy business being good business, influenced by proposal an engineering background and backed up by the conducted research. In other words, Regarding the market research, the choice the longevity, authenticity and loyalty of the of the selected competitors was, even brand was seen as more important than though it was considered together with monetary gains. A company can thrive on Rawbike, somewhat arbitrary. The market cash-grabbing products, but the take-away of electric and cargo bikes is huge and is from the report should be that this could growing rapidly, for example, XtraCycle, result in difficulties for a company to attract one the bigger longtail players in the new customers and keeping existing ones, market, had no retailers Sweden when the especially in today’s climate when market research was made but has now in customers are becoming more aware. the writing of this report. What’s currently relevant in the market may be irrelevant 11.3 Future development tomorrow and new products tend to cannibalize on existing ones, so (qualified) The Rawhauler can be seen as the first delimitations were necessary. iteration of the development lifecycle of an actual product. It’s conceptual in nature The branding part of the project was seen as rather than optimized for manufacturing an opportunity for a crash course in and therefore requires more work until the marketing strategy, both because the project product is ready for the market. For and brand naturally approached this area, example, because of the limitations when but also because it was of interest to the performing the FEM analysis, prototyping, project team to learn something new during testing and analysing is required to evaluate the project. This makes the branding the product’s durability, strength, safety and suggestions essentially based on beginner's stability, and thereby ensuring the quality knowledge within the field, but using and functionality of the product. No final total weight on the bike could be determined because of the lack of data for the
82 CHAPTER 11 • DISCUSSION & CONCLUSION components, and it was deemed importance that Rawbike launches unnecessary for the thesis as the product is accessories with care and not “just not intended to be optimized for weight. because”. Deciding on design guidelines and keeping needs and functionality in mind An existing unisex bike was used as will be crucial for good design. reference when determining the bike’s geometry, and thereby its ergonomics and In a future scenario, Rawbike’s cooperation body fitting. Initially the project team with their service partner Bonne Mécanique wanted to dive deeper into the field of could be better utilized in order to ensure ergonomics, but the field was much more that they take measures to satisfy their complex than initially thought. Small customers by meeting their needs. Bonne considerations were made however, the Mécanique sits on valuable insights of the reach and the top tube dimension of the end products that don’t necessarily show up as product was influenced by the fact that service matters, insights that could lead to women tend to have shorter torsos than an easier to serve product, extending the life men, and the adjustable handle can adjust of the bike or improvements in the the reach for most people. The reference construction leading to a better product. was chosen for its reviews by users, but the project team was not able to test the bike The Rawhauler is in the more expensive themselves to verify its comfort. price segment as a result of “sparing no expenses”, based on the project teams want When it comes to the marketing of the to develop a sustainable, durable and Rawhauler, the customers should feel like functional concept with sex appeal. This they don’t have to be cool to acquire the was also fuelled by the whining in bike, the bike will make them feel cool. Rawbike's online community, where people (One vision is that of a Parisian-style shared their complaints, and led to the woman in pumps and lipstick riding the bike project team taking all the measures like a badass, being perceived like Sarah required to ensure that no one would be Connor in the Terminator movies) disappointed with the Rawhauler. It could also be taken as a hint to the brand to how Customer interaction was only briefly they should price their products in the future covered in the report, but Rawbike needs to to pull for margin growth while creating a clearly determine their role as a brand. more sustainable product. Should they act as the cool friend that, for example, encourages modifying and DIY’s Sustainability was only surface level in this while accepting the consequences that it project and an area that the brand wanted may bring for warranty and service issues, the project team to investigate if time or should they keep their distance and be allowed, but the project team had to limit more professional as a brand? Currently, the the work to the reasoning presented, based interactions shift wildly, going from hard on engineering guesses and gathered sales pitch to embracing the “we” of the knowledge. A proper LCA could have been tribe with community posts in a matter of a project within itself, as there are multiple days. The project team has laid out a components, manufacturing locations and proposal for a community embracing brand, material choices that can be optimized. but Rawbike needs to decide who they should be in the community to not be It’s in the opinion of the project team that perceived as dishonest or inauthentic. Rawbike should take measures to be more sustainable, and the project team proposes Authenticity goes for the suggested that they should scrap their mission of today accessory market as well; it will be of great i.e. to be climate positive by climate
83 CHAPTER 11 • DISCUSSION & CONCLUSION compensation, and instead take a minimizing approach related to the bikes themselves. Getting in talks with more sustainable battery developers, performing the aforementioned LCA and considering changes in production are a few first steps.
11.4 Conclusion To conclude, the thesis project resulted in a suggested branding strategy for Rawbike and a subsequent brand extension with the Rawhauler, as a strategic design proposal based on user centred design.
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https://www.breakit.se/artikel/19564?fbclid=IwAR2ZzVfz68kpPlmPHRh- gBkFU2AMzOI7NrWdbwSEZeK_SD47HUzAxegLlZQ [Accessed 6 June 2019]. [69] Chen, A. Elon Musk wants cobalt out of his batteries — here’s why that’s a challenge. (2018). Available at: https://www.theverge.com/2018/6/21/17488626/elon-musk-cobalt- electric-vehicle-battery-science [Accessed 6 June 2019]. [70] Northvolt.com. Northvolt’s official website. Available at: https://northvolt.com/ [Accessed 6 June 2019]. [71] Pulverlackering.org. Available at: http://www.pulverlackering.org/ [Accessed 6 June 2019].
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APPENDIX A: PRODUCT COMPARISON The following table was used as a reference in the construction of the final product.
Appendix A
APPENDIX B: SWOT-ANALYSIS The performed SWOT analysis which was used to evaluate Rawbike’s competitive position and to develop a strategic planning. Bolded words are additions from the project team.
Appendix B
APPENDIX C: FIRST IMPRESSIONS IN ÅRE Presented below is data from test drives in Åre, key words, distribution of gender and approximate age was recorded.
Appendix C
APPENDIX D: SURVEYS The questionnaires used in the conduct of the three surveys are presented below.
Appendix D:1(17)
Appendix D:2(17)
Appendix D:3(17)
Appendix X: Interviews
Appendix D:4(17)
Appendix D:5(17)
Appendix D:6(17)
Appendix D:7(17)
Appendix D:8(17)
Appendix D:9(17)
Appendix D:10(17)
Appendix D:11(17)
Appendix D:12(17)
Appendix D:13(17)
Appendix D:14(17)
Appendix D:15(17)
Appendix D:16(17)
Appendix D:17(17)
APPENDIX E: INTERVIEWS Below the performed interviews (template together with the individual answers) are presented.
Andreas
Vem? - Berätta lite om dig själv
Ålder: 38 år Ort: Älvsjö Bostad: Villa Civiltillstånd: Sambo Barn: två barn, 2 år och 5 år Sysselsättning: Kemist, kemikalieinspektionen Fokus: Pendling, lämna/hämta barn
Varför elcykel?
Vår bil gick sönder, istället för att köpa en ny så köpte vi två nya elcyklar. Sedan köpte jag Rawbiken.
Varför Rawbike?
Köpte den för att den är kraftigare. Vi hade fått ett barn till, långt till jobbet. Kul, snabb, cykel. Ball. Såg fördelarna med en sådan cykel, eftersom jag cyklar på vintern så såg jag att däcken skulle komma till nytta (tjocka).
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den. (kan vara med tre ord eller mer utförligt)
Första tanke: Oj, vilken liten minicykel. Men större än vad man tror när man använder den.
Ruffig.
Kralligare än vad man först tror.
Gillade de grovmönstrade däcken. Höll på med motorcross när jag var liten, så fick sådana vibbar.
Vad använder du främst elcykeln till? Hur?
Primärt till att pendla och lämna/hämta barn.
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Under tre års tid hade vi inte haft bil alls, vi hyrde någon gång. Rawbiken tillsammans med våra andra elcyklar ersatte bilen helt under den tiden. Nu har vi dock en bil, vi behöver den för vissa grejer. Vi parkerar cykelkärran i bakluckan på bilen som står på vår parkering.
Hur förvarar du cykeln?
Appendix E:1(33) Rawbiken förvarar vi en tvättstuga, de andra elcyklarna står ute.
Customer journey - beskriv din dag
Scenario: Lämnar och hämtar barn från förskolan - oftast så delar vi på det jag och min fru, att en av oss hämtar/lämnar
1. Upp - frukost 2. Tar cykeln från tvättstugan - hade önskat att jag hade en bredare dörr, lite jobbigt, men fungerar ok 3. Tar ut kärran ut bilen 4. Cyklar till förskolan 5. Lämnar kärran, går att låsa fast under tak, känns tryggt att lämna den där, inhägnat område. Fördelen med att lämna kärran där är att min sambo kan hämta barnen på em. 6. Cyklar till jobbet, 1.5 mil - härligt! 35 min, hinner ställa om från hemma mode till jobb mode, egentid (samma på vägen hem). Bra cykelväg, några mördar backar. Jag trampar hela tiden, vill att det ska gå fort att komma fram. Gillar att man inte behöver komma fram och känna att jag måste duscha. Vill jag träna tar jag en annan cykel, håller på med cykling. Går lika fort som kollektivtrafik eller snabbare. Inga förseningar, väljer själv när jag ska åka. Vet exakt när jag kommer fram. Lite som med bilen, fast inga köer. 7. På jobbet har vi ett parkeringsgarage, låst, finns cykelbur inuti där man kan låsa fast cykeln. Känner mig trygg med att ställa cykeln när. Tar med mig sadeln och batteriet. Känns mindre attraktivt att stjäla både sadel och batteri, jag gör samma sak om jag ställer cykeln på stan. 8. Går upp på jobbet. Laddar batteriet. Har två laddare, en på jobbet och en hemma. 9. Tar cykeln ibland under dagen om jag har något möte eller åker iväg för att äta lunch. Men händer inte så ofta. 10. Cyklar hem, till förskolan, hämtar barnen (om inte min fru har det). Barnen tycker det är jätte kul att åka bakom cykeln. De vill gärna somna i cykelvagnen, tycker om att bli nerbäddade.
På fredag/lördag kvällar eller vid andra tillfällen så kan vi cykla runt bara för att barnen vill somna i cykelvagnen, dem älskar det. Min fru är då med ibland på sin elcykel, men det är mest jag som tycker det är kul att köra runt för skojs skull.
Berätta om din modd - vad funkar, vad funkar inte
Cykelkärra har jag.
Det som fungerar bra med denna lösningen är att jag slipper kärran när jag lämnat barnen. Fraktar dem 1 km, skönt att resterande 14 km inte behöva dra på det.
Nackdelen är om man vill handla på vägen hem, att man inte kan handla så mkt eftersom man inte har kärran med sig.
En annan fördel är att den får plats hemma trots att vi inte har något garage. En lastcykel hade jag behövt ställa ute.
Har även byggt ett fäste bak för en låda som jag använder när jag handlar
Vad önskar du dig?
Appendix E:2(33)
Olika behov beroende på barnens ålder antar jag. Just nu skulle jag vilja kunna ha båda barnen på cykeln på ett smidig sätt. Inte behöva koppla av och på en kärra.
En mittmotor - kan använda utväxlingen bättre än navmotor
Satsa på ett rejält batteri, eller två när man ändå har lastcykel med plats.
Vore häftigt om man kunde få den typgodkänd som moped klass, så man kan lasta ännu mer.
Funktion vs estetik?
Funktion viktigaste
Tilltalades av estetiken men använder den för funktionen
Har byggt jättefula stänkskärmsförlängningar - fungerar super, men jätte fult
Använder cykeln varje dag, sopsalt, svårt att hålla den i skick. Hade jag haft en nöjescykel som jag bara använde på sommaren så hade jag nog försökt hållt efter den bättre.
Slitvarg.
Tankar kring lastcykel
Har varit sugen på en lastcykel, men har inte skaffat en pga utrymmes skäl samt att jag har långt till jobbet. Smidigt att kunna lämna kärran på förskolan. Inget garage där jag bor.
En lastcykel hade varit bra annars, barnen börjar bli för stora för släpkärran.
Jag har provcyklat några lastcyklar: Bullitt = cykelkänslan bättre än tribike. Babboe = Ball, gillade tilt-funktionen Men jag hade nog velat ha en 2-wheeler, jag gillar att cykla och gillar den vanliga cykeln.
Appendix E:3(33)
Catherine
Vem? - Berätta lite om dig själv
Ålder: 38 år Ort: Solberga Bostad: Hyreslägenhet Civiltillstånd: Fru Barn:2 barn, 6 år 9 år Sysselsättning: Kyrkvaktmästare Fokus:
Varför elcykel?
Har inget körkort, för att få det smidigare för mig. Men kan bara ha ett barn.
Köpte en till Rawbike till min fru i julklapp. Cykelpremien gällde fortfarande när vi köpte dem.
Cyklarna bor i hallen, vågar inte ha dem någon annanstans. Rädda för att de blir stulna. Har läst många skräckexempel på facebook. Jag har inte bra erfarenhet av Rawbike. Cykeln kom inte med i beställningen, så fick en äldre stomme, de satte på de nya komponenterna. Så det var lite struligt. Om den blir snodd så tror jag att det skulle vara en jobbigt grej. Försäkringsbolagen vet inte hur de ska klassa den. Går under hemförsäkringen men man måste även trafikförsäkra den. Jag vill ha en ny om den blir snodd. Jag har möjlighet att gömma den i ett elrum på jobbet.
Varför Rawbike?
Hade sett den. Såg cool ut. Tyckte Rawbiken såg mer stabil ut jämfört med U1an. Kollade inte runt så mycket. Jobbar på söder, såg några som körde på stan. Provade i Nacka. Verkade kul och kändes stabilt.
Har dock inte använt den under vintern, vill inte riskera att ramla och slå mig.
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Helheten
Såg mäktig ut, tuff
Hade fått pengar och hade möjligheten
Slog till
Vi har en svart och en grön
Äldre som jag känner tycker den är cool. Andra tycker att den ser maskulin ut. Jag vill ha den för den framhäver styrka. Jag känner mig säker. Den är kraftfull. Snygg.
Vi får mycket blickar när vi cyklar.
Vad använder du elcykeln till? Hur?
Appendix E:4(33)
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Anna använder bilen varje dag till jobbet, men tanken att hon ska minska det användet.
Jag använder cykeln som motionssätt. Det vill Anna också.
Customer journey - beskriv din dag
1. Nyladdad (laddar varannan dag), tar ut batteriet och laddar i köket som är långt från där alla sover, rädd för att batteriet skulle kunna explodera. 2. Lämnar barn på skolan 3. Åker hem 4. Åker till jobbet 15-20 min, solberga - mariatorget 5. Ställer in den i förrådet på jobbet. Tar med mig batteriet och sadeln 6. Cyklar hem
Bästa: Inte behöva åka kollektivt - Finns inget utbyte, går inte att interagera med folk, trångt och jobbigt. Mycket finare att vara ute och få luft och ljus.
Ingenting känns jobbigt eller omöjligt, det går fort att ta sig från punkt A till B
Berätta om din modd Barnstol
Vad funkar, vad funkar inte 9 åring, 33kg, när han blir tyngre kommer jag inte våga skjutsa honom där bak.
Har barnsadel - “Yuppi”, holland. Helnöjd. Den sitter på hela tiden. Jag saknar att kunna frakta mer saker, har ryggsäck, men då blir barnen ihoptryckta.
Inte ergonomisk, rak, får ont i ryggen. Har sett att andra bytt styret.
Tung.
Vi har fällt ihop den någon enstaka gång. Funkar.
Skitig där anordningen för elektriciteten sitter, där det minst borde komma upp. Har fått tips från gruppen, någon hade köpt en assaver. Så det har jag gjort.
Är man inte teknisk, så vågar man inte göra något. Det är en nackdel, jag vågar inte fixa själv. Kanske kan bli kostsamt för mig när den börjar krackelera.
Batteriet kanske tar stryk nu när det är kallt, men förvarar den inomhus
Saknar en USB stick så man kan ladda telefonen, men vill ju inte dra av batteriet så att jag inte kommer hem.
Trampa och generera elektricitet?
Vad önskar du dig?
Appendix E:5(33)
Hade inte velat att den var ful. Har sett dem som har låda fram. En sådan hade jag velat ha. Inget konstant.
Tankar kring lastcykel
När barnen var mindre, tittade på en holländsk, med låda.
Hur länge kan man ha barnen i den? Ser inte ut som en barnkolloni som kommer. Jag har fått skjuts av mamma. Mindre skämmigt att bli skjutsad på en cool moped.
Lådcyklarna ser bra ut men var skulle man ha den?
Skralpigt
Övrigt
Om jag vågade så skulle jag vilja montera något framtill där jag kunde ha ett barn
Utveckla en smidig produkt
Tuc-tuc
Jag tror mycket på en stomme med grejer som man koppla på och av. Så man kan välja vilka delar man vill ha till. Ha massa moduler som man kan ha på och av.
Appendix E:6(33)
Ivar
Vem? - Berätta lite om dig själv
Ålder: 45 år Ort: Huddinge Bostad: Villa Civiltillstånd: Gift Barn: 4 år Sysselsättning: Lärare på Media Design gymnasiet, slöjdlärare Fokus:
Varför elcykel?
Började jobbade i Huddinge. Nära till jobbet, ingen ide att ha en racer cykel som tidigare då jag bodde i skogås. Ville inte behöva duscha → elcykel? Elcykelpremien. Gillade inte vanliga varianter.
Hittade Rawbiken på facebook, reklam.
Hade aldrig köpt en elcykel om jag inte hade sett Rawbiken. Vintage. Ser ut som en moped nästan. Iögonfallande. Svart eller grön. Men sen tänkte jag att det är lättare att bygga på den om den är svart.
Varför Rawbike?
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Helheten. Unik design. Batteriet ser inte klumpig ut på cykeln eftersom den är såpass robust.
Retro cykeln. Påminner om en cykel från andra världskriget, 50-talet. Gedigen, håller. Okej att den är tung, eldriven.
Vad använder du elcykeln till? Hur?
Idag använder jag den inte. Cyklar bara på sommaren. Har inga vinterdäck.
Bor inomhus nu men ska flytta ut under tak.
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Jätte mycket på sommaren. Hade svårt att starta bilbatteriet, bilen stod bara stilla. Laddade den på jobbet, sparade på elen hemma.
Customer journey - beskriv din dag 1. Ta ut den från gymmet, backade ut den. Batteriet satt i. Sätta på mig hjälm, säger hejdå. Känns okej. Det fungerar. 2. Åker iväg. Jätte bra 3. Framme, bära upp den för några trappsteg och sedan bära ner den för några trappsteg. Lite jobbigt, men det funkar. Åker igenom korridoren. Kul. Ställer in den på mitt kontor. Där står den tryggt, bara jag som kommer in, finns kameror också. Det
Appendix E:7(33)
finns cykelförråd på skolan men där lämnar jag den inte. Folk kan förstöra den, barn? Min cykel är unik. De saker jag har adderat till min cykel är lätta att ta av. Vill inte riskera något. (laddar den en gång i veckan). 4. Åker hem.
Har handlat någon gång på vägen hem, men läskigt. Den är ju snygg. Det är ganska så tryggt här men jag har hört många skräckexempel på facebook. Jag skulle aldrig lämna den utan lås. Skulle aldrig lämna den vid en tunnelbanestation eller i stan.
Berätta om din modd
Har bytt till riktig läder på handtaget + adderat mer läder på andra detaljer
Väska under sadeln → verktygslåda, har dock aldrig använt den
Barnstol bak, adderade skinn. “Yepp”.Fotstöd. Hämtar sonen på dagis. Han tycker det är kul. Jag gillade den stolen då jag tyckte den passade bra till cykeln. Enkel, svart. Köpte den som man inte kan ta av, tycker den fungerar bra med cykel. Tillägg till cykeln, ser bra ut. Behöver inte ta bort den, snygg ändå. Förstör inte cykelns utseende.
Har även en väska som jag hänger på sidan där bak.
Pakethållare fram + korg med handtag, tanken är att jag ska kunna använda den som en korg i affären. Har sett vissa som har ljusa lådor, för stora också.
Tuta med läder
Backspegel, används jätte mycket
Har flyttat lampan.
Har en hjälm med integrerad blinker.
Vad funkar
Lådan fram använder jag mycket. Lägger hjälmen där.
Tutan, super kul.
Vad funkar inte
Stänkskärmen bak, lossnar. Svårt att skruva åt, då skruven sitter undertill. Kan man skruva uppifrån? Hade varit bättre med en bricka som vid framdäcket.
Däcket tar i kedjan
Något låter i framdäcket
Framgaffeln är svår att spänna, lite glapp, har jag hört andra som säger. Tydligen svårt att spänna åt. Fabriksmiss?
Jag vågar inte duscha av den. Hört att många har problem med att de får in vatten i elektroniken. Tar en trasa.
Appendix E:8(33)
Vad önskar du dig?
Att den hade varit dämpad. Hade gått om man kollar på konstruktionen. Men man hade dock inte velat att den var tyngre. Hade nog gått upp 5kg i vikt. → ännu mer en motorcykel.
Blinkers, backspegel etc. Sådant man behöver i trafiken. Fullborda mopeden.
Tankar kring lastcykel
Tittade på en scooter med två hjul fram men inte laglig.
Har funderat på lastcykel. Men de var väldigt dyra. Tänkte jag skulle skjutsa Malte. De var inte så snygga. De kunde jag inte lyfta, eller ha på kontoret. Tre hjul, låda fram.
Jag gjorde en 4-hjulig mountainbike när jag läste på KTH. Se min FB.
Övrigt
Fru, liten, Rawbiken för stor. Tycker om att gå. Lite ostabil med cykeln. För tung för henne. Skrämmande.
Jag tycker min cykel är den finaste av dem jag sett. Helhet, inte plottrigt. Jag tycker det är viktigt att hålla den vintage.
Fäller inte ihop den, det var ett bra argument för att köpa den. Men har inte behovet. Sen går det inte nu med alla mina tillbehör.
Min bror har en scooter, fatbike, kategoriserad som en segway, den går i 32 km/h, behöver ingen hjälm. Det är ju en riktig elmoped. Rawbiken går i samma hastighet, har trampor, moped klass 2. Konstigt??
Trampar nästan ingenting i förhållande till hur mkt jag gasar.
Framtida koncept Jag tror att det hade varit häftigt med två hjul fram och en låda mellan. Handtag, så man kan lyfta cykeln. Förbereder för lyft. Få ner vikten, aluminium? Dock så gör det inget om man lägger på två kg till, den är ju redan tung. Sadelstolpen
Fjäder fram om man har två hjul bara, så den inte välter.
Appendix E:9(33)
Arvid
Vem? - Berätta lite om dig själv
Ålder: 36 år Ort: Bromma Bostad: Lägenhet Civiltillstånd: Sambo Barn: 9 år Sysselsättning: Customer Success manager Fokus:
Varför Rawbike?
Säkert reklam på facebook
Svenskt startup
Elcykelpremien
Ville försöka dra ner på bilanvändandet
Letade inte aktivt efter en lastcykel, men när elcyklarna började poppa upp så insåg jag att det kanske var något som passade mig.
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Jag gillade designen på en gång, kändes som en moped. Robust. Väger ganska mycket så det kändes som den skulle vara trygg och passa mig. Sen hade jag inte cyklat på ganska länge.
Robust
Snygg - en kombination av en moppe och cykel design. Ser ut som en lite äldre design, men den visar ändå att den är modern. Stora däck och stor ram. Jag har den gröna färgen. Läder. Militäriskt → kvalitet, funktion.
Praktiskt
Vad använder du elcykeln till? Hur?
Jag pendlar till och från jobbet. Inte på vintern dock. Förra året vurpade jag ordentligt. Så det vågar jag inte idag. Cykeln vek sig.
På vägen hem tenderar jag att handla matvaror, lastar maten på framgaffel hållaren i en låda.
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Customer journey - beskriv din dag
Appendix E:10(33)
Bor i flerfamiljshus med källare där det finns cykelställ. Trångt och min cykel tar mycket plats. Lite irriterande.
Förut tog jag ut batteriet hela tiden, men nu sitter det alltid i.
Har ett ordentligt lås, kedja som tar lite tid att låsa.
• På morgonen kommer jag ner till cykeln låser upp cykeln. • Tar mig ut ur huset, vilket inte är jätte enkelt. Trångt. • Cyklar iväg, trampar under färden - småvägar → stor väg. Susar förbi människor. Både kul och oroväckande eftersom det går fort. Lite läskigt att åka förbi en tunnelbanenedgång. På cykelbanan har man racercyklisterna hack i häl. Bromma - Stadshagen Är det kallt så är det kallt. Är det varmt så är det varmt med min lite tjockare hjälm (skid/action sport hjälm) I toppfart kan man inte trampa ikapp - störtigt! Hade behövts ett mindre kugghjul. Ta hänsyn till andra cyklister. Mer stressfullt att cykla än att köra bil. Mycket cyklister. Skönt med assistans över tranebergsbron. • Jobbet, ingenstans att ställa cykeln. Har låst fast den i ett trapphus ett tag. Tar med mig sadel och batteri. Meckigt att låsa fast den. • Kontoret. Laddar batteriet under tiden jag är på kontoret. • Kör hem. • Handlar på vägen hem. Bra att ha cykeln, för det är bekvämt att handla där då det är få som gör det i och med att det är dåligt med bilparkering. Orolig för stöld dock. Ställer helst inte den på stan eftersom försäkringen inte täcker det. Hade jag haft det så kostar det mig 600 kr i månaden. Har mopedförsäkring 60 kr/mån.
Berätta om din modd
Låda från Jula som jag har satt på den främre pakethållaren. Har betsat den på utsidan. Passar bra till cykeln. Lådan är fastspänd med cords. Fjäder där fram kanske hade varit nödvändigt så att den inte välter och styret kan stå rakt fram.
Har en läderväska som jag knipsar fast på pakethållaren bak. (RE:) Har två karbiner på sidorna. Ibland så kan jag ta i med hälarna mot den, eller släpar i den i hjulet. Lasthållaren är dock inte det viktigaste, hade ryggsäck tidigare gick bra. Men blev lite svettig.
Mobiltelefonhållare
Har bytt ekerreflexerna
För att få framlampan att göra någon nytta överhuvudtaget, så har jag lött på en förlängning
Har stripat fast kablarna runt
Vad funkar, vad funkar inte
Bäst: Kunna gasa om jag är trött och inte orkar trampa Hade inte pendlat till jobbet med en vanlig cykel, hade blivit för svettig Elcykel som man kan trimma, hade inte köpt den om den bara gick till 25 km/h
Låg, jag är kort. Gillar tryggheten i att vara nära marken.
Appendix E:11(33)
Sämst: Går inte att trampa när det går fort. Hade behövts ett mindre kugghjul. Högre växel. Är påväg att köpa ett, hoppas att det kommer fungera.
Stänkskärmen
Skramlar
Bättre byggkvalitet
Täthet elektronikboxen
Tramporna - monterade dem fel trots instruktioner
Uppskattar DIY grejen på ett sätt, men man förväntar sig lite mer för pengarna → mer svensk raffinering, mindre Kina. Sambon gillar looken men tycker att elcyklar är läskiga.
Vad önskar du dig?
Mindre kugghjul.
Ett lås som är designat för att passa med cykeln. Samarbete?
Tankar kring lastcykel
Har funderat lite på lastcykel, men känner att det inte passar. Tänker att lastcykel med 3 hjul är mer lockande utan bil, men det passar inte i cykelbanor. ”De uppskattas verkligen inte av alla andra i pendeltrafiken, framförallt nät man trängs vid ett rödljus”. De är omöjliga att komma förbi, och var ska man få plats med en sån på parkeringen.
Övrigt
Startade FB gruppen då han tyckte att produkten passade för socialt engagemang – ”Man får ut mycket av att hjälpa varandra”. ”Det är en produkt folk känner med, lite RB vs världen.” (tycker personligen att det är bra att konkurrenter kommer upp som tips) Har aldrig haft problem i gruppen.
Håller på med UX design och 3D modellering.
Appendix E:12(33)
Markus
Vem? - Berätta lite om dig själv
Ålder: 28 år Ort: Forserum, utanför jönköping Bostad: Villa Civiltillstånd: singel Barn: - Sysselsättning: Brandskyddstekniker på anticimex, deltidsbrandman
Fokus: pendla
Varför elcykel?
När jag köpte rawbiken så ville jag ha en cykel som jag kunde ta till arbetet i det lilla samhälle jag bor i (2000 personer)
Brandman → 6 min på mig att vara på jobbet
Varför Rawbike?
Hade en elscooter innan, den blev stulen. Jag trivdes ändå med den.
Jag sökte runt på olika forum. Var inne på billigare modeller. Rawbiken hade även trampor, kändes bra om det skulle vara något som strulade eftersom jag använder den i yrket.
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Kunde köra den året runt
Gillade den generellt
De stora däcken
Den är vikbar, dock har den aldrig vikts ihop
Funktionell, praktisk, körglädje
Vad använder du elcykeln till? Hur?
Handla
På sommaren för att åka ut till sommarstugan
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Ja, ersatt bilen i viss mån
Resor till affären
Appendix E:13(33)
Customer journey - beskriv din dag
1. Går ut i garaget, där den står på fulladdning 2. Till jobbet, 2 km. 3. Har den på kontoret 4. Hem under lunchen - går ut med hunden 5. Tillbaka till arbetet 6. Hem
Solig sommardag, kopplar på släp, tar med hunden. Släpet är anpassar för hundar. Rotweiler. Hon älskar att åka i släpet.
Roligast när man kan åka på småvägarna, frihet
Tiden till arbetet är densamma som med bilen, även om det är kallt på vintern så kan det vara skönt att slippa skrapa bilen
Kör även motorcykel
Berätta om din modd
Kopplingsanordningen till släpet fungerar sådär när man har en tung last. Inte så estetiskt tilltalande, röd, hjulen matchar inte rawbiken.
Har bytt ut framlampan och har även fyra extra lampor på styret. Inte nödvändigt kanske. Svärfar har lackerat om den, blank silvrig. (matt svart ursprungligen)
Larm under sadeln som styrs med fjärrkontroll. Lite orolig eftersom min förra scooter blev stulen. Har hört historier om folk som fått cykeln stulen.
USB uttag har jag kopplat på (har den äldre cykeln)
Cykelkorg som jag hänger på pakethållaren när jag ska handla
Vad funkar, vad funkar inte • Kan ta mig fram överallt • Effekt, batteri OK • Rolig att köra - har knappt använt tramporna
• Har inte haft ett problem sen jag köpte den, allt har fungerat.
Vad önskar du dig?
Tre stycken Rawbikes :P
Större batteri - kunna köra ännu längre
Mer effekt i motorn
Att det fanns någon modellanpassad vagn: en variant för barn, en för last
Tankar kring lastcykel
Appendix E:14(33)
Har aldrig tänkt på det. Har inte haft behov.
Fraktar ingenting
Ryggsäcken räcker gott
Övrigt
Att tänka på: • Se bra ut • Godkänd för att kunna ta tung vikt • Kanske kunna modifierar lastutrymmet beroende på vad för typ av last man ska frakta
Appendix E:15(33)
Åsa
Vem? - Berätta lite om dig själv
Ålder: 37 år Ort: Floda Bostad: Villa Civiltillstånd: Biolog Barn: 2 barn, 6 år 4,5 år Sysselsättning: Jobbar i Lerum Fokus: Transportera barn
Varför elcykel?
Tidigare hade vi två bilar, Mattias lämnade barnen och körde vidare till jobbet. Jag hämtade barnen med den andra bilen. Förra året så köpte vi en Seaside och sålde den andra bilen.
Varför Seaside?
Barnen är ganska stora så fungerar inte med cykelvagn. Vi letade efter den starkaste cykeln, backigt här där vi bor. De flesta cyklarna vi tittade på är utvecklade i skåne/danmark, platta förhållanden
Mattias letade runt på bl.a facebook och kollade hur marknaden såg ut
Valde Seasiden utifrån tekniska specifikationer.
Föräldrar i Malmö, Seaside säljs där, kunde provcykla
Vad tycker du om Seasiden? Har cyklat större delen av vintern. Det har fungerat väldigt bra. Går att cykla utan större problem. Vi har haft lite strul med batteriet. Kapellet har gått sönder, har dock fått bra hjälp med att ha fått det fixat. Inkörningsperiod?
Fungerar bra med barnen. Kapellet är högt. Största 125cm lång, slår precis i kapellet lite när han har hjälm på sig, men ok.
Lätt att hantera. Den längsta delen cyklar jag själv, men känns stabil och inte så tung.
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Designen på den är snygg, men gick primärt på prestanda och funktion. Den ser smidig ut, snygga däck. Fanns två färger på lådan, trevligt.
Vad använder du elcykeln till? Hur?
Har ofta last då jag är biolog och jobbar ute i fält. Så använder den i jobbet. Skjutsar barn. Våra barn är stora, men inte så små att de kan sitta i cykelkärra.
Elcykel vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Appendix E:16(33)
Sålde den ena bilen.
Customer journey - beskriv din dag
Den står i garaget, bilen får stå ute för de får inte plats båda två. Batteriet har vi inne. Nyladdat på morgonen.
• Batteriet är lite svårt att komma åt, krångligt, ligger i en låda i cykeln under bänken som barnen sitter på. Bra ur stöldskyddssäkerhet och slipper se det. + & - • Lastar i det jag ska ha med mig • Vågar inte cykla ner för den branta backen utanför vårt hus, leder ner den • Cyklar 30 min till Lerum, cykelbana • Till en början räckte batteriet bra, nu har det blivit sämre. Så laddar batteriet under dagen på jobbet. • Har cykeln fastlåst i ett cykelskjul utanför jobbet. Finns en risk att den blir stulen. Är orolig för att den ska bli stulen, men vi har ett rejält lås. Funderar dock på om man kan skaffa en sändare så att man kan se var den är någonstans om någon snor den. Sen tänker jag att den kanske är svår att stjäla, man behöver nog en lastbil för att få med sig den? • Cyklar hem efter jobbet, hämtar barnen på förskolan. Varsina hjälmar. De har bälte också. Vi använder bara den ena bänken i lådan så vi kan lasta i smutsiga kläder etc. Kan ställa matkassar där om vi handlar på vägen. • Om vi handlar så är det även problematiskt för att vi har barnens grejer i vagnen som vi inte kan låsa om. Ibland stannar barnen kvar. Jag funderar på om man kanske kan sätta ett hänglås på. • Cyklar hem, har 25 + 20 kg i lådan, går bra, men tungt förutom sista biten då det är brant. Använder walk assist. Får ändå putta på ordentligt. Den biten har varit problematisk nu när det varit halt/grus. • Ställer in cykeln i garaget, tar ur grejerna, laddar batteriet. • Vi har köpt en batteridriven ljusslinga så det inte ska vara så mörkt inne i vagnen • Har i somras sytt ett tunnare kapell, solskydd, befintliga för tjockt/varmt. Bästa med dagen: När man kommer till förskolan och barnen blir glada för att man kommer. Kompisarna tycker det är häftigt.
När jag hämtar med bil: “Mamma varför har du tagit bilen, det är ju inte miljövänligt”
Vi får mycket positiva kommentarer.
Vad önskar du dig?
Bättre batteritid
Starkare
Hade varit bra med alternativ till suffletten/kapellet över. På sommaren är det för tjockt.
Tankar kring Rawbike
Har provcyklat Mattias U1
Det är mer en lätt moped som kör själv
Jag vill ha en cykel jag kan cykla på, vill inte bara åka med
Appendix E:17(33)
Tankar kring Lastcyklar
Bra alternativt transport sätt
Bra att det finns olika typer, de med två hjul kanske är bra om man cyklar i stan och vill ta sig fram lättare och inte vill ha en så stor låda
Gillar denna för att den är stor, stabil, får plats att packa mycket
Övrigt
Man har ju lastcykeln ofta till transport av barn. Viktigt med bra översikt. Skönt att kunna öppna kapellet bakom barnen så man kan ha kontakt med barnen hela tiden, denna funktion har Seasiden.
Innan har vi cyklar med cykelkärra bakom, känns inte bra. Har inte koll på barnen. Skönt att ha dem framför. Lådan är stor så det känns tryggt. Blir lite som när man går med barnvagn. Trepunktsbälte, vilket är bra.
Appendix E:18(33)
Mattias
Vem? - Berätta lite om dig själv
Ålder: 37 år Ort: Floda Bostad: Villa Civiltillstånd: Gift Barn: 4 år , 6 år Sysselsättning: Jobbar i Göteborg, It konsult Fokus: Pendla
Varför elcykel?
Dumt att ha två bilar Vi hade två bilar men den ena stod still efter att vi kört 7km innan vi nästa dag körde den 7km igen. Så vi sålde vår ena bil och köpte en lastcykel.
Köpte en seaside bike, har haft den sen april 2018, min fru har cyklat större delen av tiden, och typ under hela vintern. Funkar bra.
Mitt jobb ska flytta till Göteborgs centrum. Dit kan jag inte köra bil. De ska ju gräva upp hela stan. Behöver en cykel jag kan ta på pendeltåget. Rawbike var det som fanns på marknaden. Köpte en U1.
Min arbetsgivare fick inte tummen ur, så vi har inte flyttat. Men planen är fortfarande den.
Varför Rawbike?
Jag hittade Mate X cykeln. Den verkade asbra, hade alla grejer jag ville ha. När jag läste kommentarerna så blev jag skeptisk. Hade en kompis som hade skaffat en Rawbike, förstod att Mate X var samma som U1.
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Den gick att vika ihop
Den har 500W motor, inte många konkurrenter som har en godkänd sådan
Estetiken spelar ingen roll egentligen, men tacksamt, mest ute efter funktionen
Vad använder du elcykeln till? Hur?
Nu använder jag den om jag ska transportera mig runt i Floda. Väger lite för mkt för att den ska orka upp för backarna här.
Hör till saken är att jag fick en lunginfektion i påskas förra året, därför skaffade jag bla cykeln för jag problem med lungorna.
Använder cords för att hålla ihop den när jag vikt ihop den
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?
Appendix E:19(33)
• Planerar du att ersätta mer? - varför?
Lastcykeln har det. Perfekt i somras när vi åkte och badade mycket. Min fru har inte haft något annat sätt att ta sig till Gbg när inte jag kört.
Customer journey - beskriv din dag
Förvarar cykeln i mitt garage, inga problem Cyklar hemifrån till pendeltåget Fäller ihop cykeln på tåget Åker in till stan och sätter ihop cykeln Cyklar 8-10 min cykling där ifrån, skönt att slippa gå, framförallt med min nedsatta lungkapacitet Kan förvara cykeln på jobbet, tryggt
Vill inte ställa cykeln på stan, stöldrisk
Berätta om din modd - vad funkar, vad funkar inte
Har satt dit en pakethållare
Jag har moddat bakre stänkskärmen, gick till Gustavo och han såg till att det såg schysst ut, bytte hela stänkskärmen
Vad önskar du dig?
Misstänker att jag kommer vilja göra något åt ljuset, det är för svagt och sitter lite konstigt Är inte imponerad av att man styr det ena ljuset men inte det andra med färddatorn
Tankar kring lastcykel
Jag har testat min frus lastcykel Tittade igenom marknaden och hittade Seaside - mycket bang for the buck, introduktionskampanj. Visade sig vara så på pappret, är inte den kvaliteten som man förväntar sig. Man får ändå erkänna att för det priset så har vi fått mycket cykel. Är egentligen inte något fel på cykeln. Kvalitet på materialet bla. Bra support dock. Vi var bland de första som köpte den. Problem: ena bänkarna gick sönder när det satt ett barn på den, finns inget stöd, vi har dock konstaterat att vi inte behöver den bänken, vi kan använda den andra. Motorn har vi också haft problem med. Misstänker att de hade lite inkörningsproblem. Sen kanske man hade velat ha en kraftfullare motor. Men svårt att en lastcykel registrerad som moped misstänker jag.
Övrigt
Vi gick med i lastcykelgrupperna på facebook. Det finns tre olika lastcykliser:
1. De som vi, dåligt med bil, bättre med lastcykel. Inte intresserade av cyklandet i sig. 2. Entusiasterna, älskar att cykla. Självklart ska man ha en cykel när man kan transportera grejer 3. Frälsta, som har flera olika lastcyklar. Ha en butchers en bicycles för det är den bästa. Den är i kolfiber och den är dyr så den är bra. Cool.
Appendix E:20(33)
Olika syften → olika cyklar
För vår del: Inte för bred, många av de billigare varianterna är för breda Seaside är 80 cm, bredare ska den inte vara Vi ville inte betala för mycket, betalade 30 000 kr + premie → kom undan billigt, kvalitetsram, motor
Det finns en hel del tillverkare som vill få dem själv att verka finare och bättre än vad dem är. Man ska nog vara väldigt tydlig med vad man erbjuder. Vad? Varför? T.ex. Babboe, de är duktiga på marknadsföra sig men cyklarna är inte bra, de har nog klarat sig för att de var tidiga. De har funnits länge och har hunnit bygga upp en kundbas. För dyra för vad man får. De har sina fans.
Vem rikta sig mot? Nya användare Existerande fans
Appendix E:21(33)
Martin
Vem? - Berätta lite om dig själv
Ålder: 41 år Ort: Björknäs Bostad: Lägenhet Civiltillstånd: fru Barn: son 9 år Sysselsättning: IT-tekniker, jobbar på olika skolor Fokus: Pendling, skjutsar barn där bak
Varför elcykel?
Aldrig parkering Går fort
Varför Rawbike?
Köpte Rawbiken när den kom
Rawbike såg jag på facebook första gången.
Fastnade för att den verkade lite mer robust.
Såg ut att fungera i ur och skur. Och det gör den också. Kör med orginal däcken, det går bra. Lite läskigt dock när det är is.
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Snygg Gillar att den är lite skitigt
Skulle beskriva den som en camping cykel med större däck
Har aldrig fällt ihop den, har lagt in den i bilen en gång.
Vad använder du elcykeln till? Hur?
Skjutsar min son till skolan, har åkt 2 mil med honom där bak, han fick lite ont i händerna med det gick bra.
Har åkt 330 mil per år
Kör full assist men trampar hela tiden.
Rawbiken bor i ett eget rum i lägenheten. Står även inne på skolan. Fungerar bra. På en skola måste jag dock bära ner den till en källare, lite bökigt.
Lite bökigt att ställa den inne i stan
Appendix E:22(33)
Laddar batteriet var tredje dag. Mätaren fungerar inte så bra på displayen, går på hur långt jag kört istället. Tar ut batteriet när jag ska ladda.
Parkeringsavgift vid jobbet, så bra att ha cykel istället för bilen.
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Hade alltid bilen på torsdagar tidigare. Men nu ersätter den bilen helt. Handlar dock aldrig med den, bor nära affären så jag kan gå dit, vill inte ställa den utanför med risk för att den blir stulen.
Customer journey - beskriv din dag
1. Tar ut batteriet 2. Går upp på morgonen, tar en kaffe 3. Tar ut cykeln ur hissen, går bra 4. Skjutsar sonen, kan sticka senare än om jag skulle gå. Sonen tycker om att bli skjutsad 5. Åker till järla, går fort och smidigt. Väldigt bra, slipper köer och rödljus 6. Jobbet, ställer in den där 7. Åker hem från jobbet, bra 8. Tar in cykeln, går bra. Ställer den på brickor. Känns bra då den står i ett eget rum.
Bästa med att köra cykeln: smidigt och roligt
Berätta om din modd - vad funkar, vad funkar inte
• Bytt bakljus, printat detalj för stänkskärmen • Sonen kunde inte sitta där bak på pakethållaren så byggde ett säte + fotstöd. Hade kunnat vara bättre, framförallt handtaget. • Framlampa, pågående projekt • Tuta • Framlådan - fungerar bäst! Köpte låda och monterade där fram, fanns plats för den, lite vindkänslig. Åker över skurubron, 1.5 mil hit. Minst en mil om dagen. • Backspegel • Klocka termometer • Stänkskärmar
Hjälm med glas bra! Bland det bästa
Vad önskar du dig?
Hydrauliska bromsar. Har slitit av bromsvajern en gång.
Större batteri, har sett bilder på högre varianter, finns plats under sadeln
Glapp i styret, steloperera? Fäller aldrig
Bättre tuta
Tankar kring lastcykel
Appendix E:23(33)
Nej men mina föräldrar, de har inte hittat ngn bra. De har även tittat på elcyklar, de bor ute i Nacka. Har testat Rawbiken och tyckte det kändes bra.
Lastcyklar är stora, jag har inte plats
Kan tänka mig en cykelkärra i så fall, som man kan lacka i samma färg
Om jag inte haft barn som jag skjutsade så hade jag kunnat ha en låda där bak också
Övrigt
Frun har en elcykel, vanlig crescent, inte så bra att skjutsa på Fru lånade Rawbiken en gång, fungerade bra men lite tung
Funktion + estetik viktigt båda två
Hobby att modda 4 st printers hemma, PLA
Kommer nog sätta en låda där bak nu när sonen blir äldre och jag inte kan skjutsa honom längre, slipper ryggsäcken
Har bara trafikförsäkring
Appendix E:24(33)
Ludvig
Vem? - Berätta lite om dig själv
Ålder: 46 år Ort: Kocksgatan på söder Bostad: Lägenhet Civiltillstånd: Fru Barn: 1 son, 5 år Sysselsättning: Frilandsmusiker (turnerade runt på jazz-klubbar, har aldrig haft något körkort, förr tyckte man att det var konstigt, men det fungerade utmärkt, det går oftast att ta tåg eller skarva med buss. Idag gör folk det i större utsträckning, men idag är tågen försenade). Idag är jag pianolärare. Fokus last: pendlar mest, barn ibland
Varför elcykel?
Hade samma tjänst som jag har nu men i Älta istället för på Lidingö. Långt att cykla. Har mycket arbete. Jag hade inte orkat med att cykla oxå. Kommunikationerna fungerade inte heller. Sökte tjänsten på Lidingö. Bestämde mig för att inte vara i kollektivtrafiken. Köpte en cykel.
Varför Rawbike?
Stjäls mycket cyklar idag. Man får inte ut så mycket på försäkringen. Jag vill ha en fällbar cykel så stark som möjligt, så jag kommer till jobbet jämt.
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
Mitt emellan en elmoped och en cykel. Jag assisterar motorn. Jag har den inte som ett motionsmedel utan jag har det som ett transportmedel. Den är snabb och stark. Jag kommer fram väldigt fort, det är kul.
Vad använder du elcykeln till? Hur?
Pendla till jobbet
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Ingen bil
Customer journey - beskriv din dag
Mån - tor ser likadana ut
1. Cykeln bor i garderoben, hopfälld. Tar ut den och går ut i hissen. Åker ner 3 våningar. 2. Fäller upp cykeln i entren, bär ner den 3 trappsteg 3. Gå ut och sticker hemifrån 4. Åker via slussen, gamla stan, östermalm (gillar inte, för mycket taxi och folk som kör för långsamt och dåligt), kommer upp vid försvarshögskolan, kör mot lidingö (bygger nya cykelbanor här, kommer bli bra), jobbar på olika ställen på lidingö, backarna är inget problem
Appendix E:25(33)
5. Tar in cykeln i salen på skolan (måndag innebär att jag får bära upp den 2 spiraltrappor), lite känsligt att jag tar in den, andra lärare tjafsar bara för att jävlas, ibland får jag gömma den, (hade hellre haft en cykel som inte var iögonfallande, alla lägger märke till den) 6. Oftast sist kvar på skolan 7. Cyklar hem 8. Rullar in den i garderoben, torkar av den med en trasa om den är skitig 9. Om handla: ställer cykeln hemma, vågar inte ta cykeln, så mycket stölder på söder
Onsdag: • Hämtar grabben direkt efter jobbet, har en barnstol (biltema), sätter fast stolen och tar med en hjälm. (Inte viktigt med estetik), inte långt mellan dagmamman och hemma
Berätta om din modd - vad funkar, vad funkar inte
-
Vad önskar du dig?
Att cykeln inte behöver justeras. Växlar, bromsar, skruvar etc. Hade önskat att man kunde få en 1 års service från Rawbike.
Tankar kring lastcykel
Lastcyklar är tunga, osmidiga. Hade önskat att Rawbiken var några kilo lättare.
Lastcykel passar inte mig. I stockholm fungerar det inte, högre tempo i trafiken. Fungerar bättre i Skåne, plattare, mer plats.
Jag tror marknaden kommer kristallisera ut vad som fungerar och inte.
Jag bor ju centralt. Har nära till allt. Matbutiker etc. Behöver inte ta mig till större köpcentrum utanför stan. Lastcykel fungerar bättre om man bor utanför stan tror jag. Där man har plats för att förvara cykeln.
Övrigt Planerar att ta med mig cykeln till landet i sommar. Långt till affären och backigt. Praktiskt.
Appendix E:26(33)
Boris
Vem? - Berätta lite om dig själv
Ålder: 21 år Ort: Malmö Bostad: Lägenhet i västra hamnen Civiltillstånd: Flickvän Barn: Sysselsättning: Student - malmö universitet, fastighetsmäklare Fokus: Last
Varför elcykel?
Sålde min bil när jag köpte rawbiken. Använder den till allt: cykla till skolan, jobb. Pakethållare fram, cykelkorg där fram men rymmer inte så mycket. Ska sätta en låda där fram iställe.
Rawbiken ersätter bilen nästan alltid. Det var inte hållbart att ha bil. Dyrt med parkering där jag bor.
Varför Rawbike?
Såg en reklam. Hade en elcykel tidigare, men den började bli gammal. Coolt. Den var lite kraftigare än en vanlig elcykel. Lagligt alternativ. Den har så stora däck så man kan använda den för nöjes skull också (strand/skogen).
Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.
• Maffig • Stor • Feta däck
Vad använder du elcykeln till? Hur?
Cykla till skolan. Handla.
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Customer journey - beskriv din dag
Den står utanför min lägenhet fastlåst i ett element. Den får inte plats i min lägenhet. Lektioner hela dagen: 1. Tar cykeln till hissen 2. Cyklar till skolan 3. Parkerar den på olika ställen i skolan, finns ett cykelrum, alternativt ett skåp där jag kan låsa in batteriet. Känner en oro, blir glad när jag kommer ut och ser att den står kvar. Har ganska bra lås (ABUS citychain X-plus 1060 170 cm) + den är försäkrad. 4. Cyklar hem
Om jag börjar senare: Åker ner till stan (inte lika orolig för att den ska bli stulen här
Appendix E:27(33)
Åker ner till stranden Handlar
Berätta om din modd - vad funkar, vad funkar inte
Bytte styre, det bästa jag gjort. När jag cyklade till IKEA så insåg jag att det raka styret inte var ergonomiskt. Köpte ett annat aluminium styre av en cykelhandlare här i Malmö. Bredare = bättre kontroll. Rakt styre brukar man ha på dämpade cyklar.
Pakethållaren fram fungerar bra, kan lägga vad som helst på den och dra några band runtom.
Cykelkorg - click fix. Super smidig.
Förlängt framskärmen, det skvätter upp mycket, framförallt på kontrollskärmen.
Allround däcken är mindre bra.
Har pågång en bakre cykelkorg. Såg i gruppen.
Funderar på att byta pedaler. De viker sig ibland när det är blött.
Viker inte cykeln så ofta. Har tagit med mig cykeln på tåget två gånger, vikt ihop den en gång. Fungerade okej. Den är lite tung att bära.
Viktigt att modifieringarna ser bra ut. Har sett lösningar som rent estetiskt ser lite tveksamma ut.
Vad önskar du dig?
Tankar kring lastcykel
Skaffa en lastcykel?
Trehjulingar har jag tittat på Två hjulingar med låda fram har jag också funderat på Känns lite overkill → har min Rawbike, får anstränga mig lite Lite för osmidiga, stöldbegärliga, kanske mer för barn Övrigt
Har beställt en Mate X. Heldämpad, lite sportigare, heldämpad. Beställde den spontant. Kommer förmodligen sälja den direkt efter att jag packat upp den. Tycker att det är kul att cykla på stranden, så vill ha en dämpad cykel.
Får många blickar, som att man kör en ferrari, den drar till sig uppmärksamhet. Däcken. Helheten. U1an den drar nog inte till sig lika mycket uppmärksamhet, lik en vanlig cykel.
Företag, vagn till fatbikes, som man kan koppla på där bak, som har ett tjockt däck där bak. Hade nog passat bra. Den hade inte passat rawbiken med fästet dock.
Appendix E:28(33)
Joseph
Vem? - Berätta lite om dig själv
Ålder: 37 år Ort: Partille (mycket uppför) Bostad: Parhus Bostad cykel: I vårt förråd (laddar där) - inte tillräckligt stort för att rymma cykelvagnen, garagelängor som tillhör, men ligger inte precis intill Civiltillstånd: Gift Barn: 2 pojkar, 4 - 1,5 år Sysselsättning: IT-strateg i Göteborgs hamn Fokus: Barn
Varför elcykel? Min fru ville kombinera motion och transport till jobbet Vi har cyklar sedan tidigare Köpte en gemensam elcykel - inte dam! (Ecoride) De är lite vingliga → Rawbike
Möjliggör för långa cykelturer och att vara spontan, vilket inte vanliga cyklar gör på samma sätt. Backigt där vi bor.
Varför Rawbike?
Vad: 1 st U1a (inköpt i höstas) (500 W) 1 st Rawbike Väskor på cykeln Thule (dator i ryggsäck, känns bättre)
Fräsig, bra kombination, stången är lite lägre så den funkar både för min fru och mig. Häftig. Frun tyckte att den såg jätte häftig ut. Bokade testkörning.
Vi nyttjade den såpass mycket att vi ville skaffa en till
Åland - platt - utflykter
Gbg → ombyggnadsprojekt (västlänken) → påverkar oss mycket med vägarbeten → köer → varför inte ha två elcyklar? Köpte en U1 när den kom. Joseph (192) vobblig/fladdrig, Fru (158) smidig, bättre anpassad för henne.
Cyklarna används inte vintertid
Kollega tipsade om Rawbike, fordonsentusiast, slottskogen
Styrkan på motorn, matchar cykeln.
Vad är iögonfallande (Rawbiken)?
• Aggressiv
• Grov Grova däcken/hjul (off road? Vad syftar dem till?) - tillför en karaktär Grov ram
Appendix E:29(33)
• Läder Läderdetaljer - sadel/handtag
• Färgerna Färgval - matta och coola
Vad använder du elcykeln till? Hur?
Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?
Vi har inte sålt bilen. Vi har dock minskat vårt nyttjande av bilen. Långt till närmsta matbutik. Att handla med Rawbiken gör man för att det är kul, inte för att det är praktiskt.
Saknas? Om vår boendesituation hade möjliggjort för oss att vi hade kunnat ha alla komponenter/prylar samlade. Mer effektiv process → annorlunda. Vi spanar på annat boende, om garage närmre och om man får plats med hela kitet där → underlätta.
Att lämna cykelkärran på förskolan inte optimalt. Tak.
Customer journey - beskriv din dag
Olika beroende på arbetsdag/fritidsdag
Arbetsdag - cykel till jobbet 1. Hämta cykeln 2. Hämta cykelkärran i garaget (-) 3. Haka på kärran på cykeln - Lagligt? (tydligt spår att göra en laglig sådan) 4. Kör till förskolan - Lämnar cykelkärran där Jätte kul, barnen tycker det är väldigt roligt 5. Tar Rawbiken till jobbet - tar in den i hissen (lasthiss) och ställer den i trapphuset, tar med batteriet in och laddar under dagen, går inte att lämna ute, då blir den stulen tror jag (vanligaste frågan Rawbike gruppen - försäkring? Och lås? Batteridriven vinkelslip) -vill inte använda cykeln under dagen - oro från att den kan bli stulen. Kontorsansvariga som inte är kompis med mig → “klagomål”, tror det kommer inträffa 6. Åker hem från jobbet direkt (åker genom stan och mycket skog) 7. Två scenarios: a. Frun hämtat barn med cykel → kärra hemma igen b. Frun hämtat barn gåendes → kärra kvar på dagis → logistisk utmaning för nästkommande dag 8. Batteriet slut → ladda (cyklar inte Rawbiken utan fulladdad)
Helgdag/utflykt: (lediga samtidigt - båda jobbar på kontor) Elcyklarna kommer till rätt
Bra lastutrymme bak i cykelvagnen - picknick filt, korg, kläder, lås. Går bra att handla med.
Har tagit Rawbiken och cyklat ner till sjön med stora sonen. Kortare utflykter.
Har haft med Rawbiken till Åland. 1 lång tur/dag. Fyllde kärran. Smidigt: barnen kan sova i kärran.
Appendix E:30(33)
Smidigt att kunna ta med sig lite fler saker än absolut det nödvändigaste. (Inte samma sak med en barnstol, somnar barnen så kan de inte sitta upprätt)
Berätta om din modd - vad funkar, vad funkar inte
Nej, har inte lagt till någon pryl. Bara cykelfäste. U1 - pakethållare bak.
Cykelkärran har jag modifierat. (köpte på blocket). Köpte färg som jag sprayade den med med för att bättre passa med cykeln. Estetiska skäl, det var viktigt.
Köper inte en Rawbike av endast praktiska anledningar. (inte den stora iaf) Den har attityd. Estetiska skäl.
Vad saknar du/önskar du dig?
Det fungerar bäst när den stora sonen ska någonstans. Ex. leka hos kompis i närområdet (500 m) smidigt att han bara hoppar upp på pakethållaren och håller i sig där. Den smidigheten hade underlättat min vardag mycket.
Utflykterna spelar inte så stor roll, man ska ändå packa. Men när man ska till förskolan och åka vidare → smidigt att kunna sätta ner dem i två sidoväskor.
Smidigt sätt att ha båda barnen på cykeln som inte kräver så mycket logistik.
Tankar kring lastcykel
Flakmoppe idéen är intressant, men finns ju redan. Alla har flakmoppe ute på öarna här där man inte får ha bil Den funktionen hade varit bra, men då kan man ju inte ta den på cykelstället på bilen när vi åker till Åland. Jag viker aldrig ihop cykeln, har inte det behovet. Men jag tror att många gillar den grejen.
Lådan fram på en lådcykel finns ju redan
Barn fram eller bakom? Hur säkert känns det i dagsläget? Jag kan ha hand om deras säkerhet när de är där bak, som ekipage. Men vår befintliga lösning är inte tillräckligt robust, drar mig dock lite för det - fult estetiskt, kontrast. Sportiga ingenjöriga.
Övrigt
Fru - mammaledig till en början Vi köpte den då vi skulle växla Vi använde den båda två då Körde ena pojken på pakethållaren Den som var hemma lämnade och hämtade
Fru börjar jobba fullt (ht18) - bytte jobb → inga parkeringsmöjligheter
Idag hyr hon in sig i ett cykelförråd. U1an är mer smidig, passar henne bättre.
Olika ingångsvärden:
Appendix E:31(33)
Jag trampar för syns skull Hon för att hon vill det, hon vill få motion och ställer ner kraften, kommer hem svettig till skillnad för mig. U1 fungerar bättre för henne även i den aspekten, lättare.
Egenlösningar jag har sätt är mycket fula → gubbiga Inget fel med att vara praktisk (vindskydd, barnstolar) Estetiken verkar inte vara så viktig för folk som vill lasta grejer på cykeln (demografi?) Rawbikes målgrupp är väl mer citypersoner?
“Addera funktionalitet, utan att subtrahera aggressivitet”
Andra lastcyklar - ingenjör från Tyskland Rawbiken - Italienare (passion)
Ingenjör + passion som finns i det aggressiva
Fick köpa en ny hjälm när jag köpte Rawbiken, det skar sig med min befintliga sportiga hjälmen.
Appendix E:32(33)
Anouar
Vem? 43 år Fru 3 barn - 3,5 år, 11 år, 13 år Bor på Kungsholmen Heltidsanställd - Nacka Strand/Sveavägen Äger ingen bil
Varför Elcykel? Innan han skaffade en Rawbike och gjorde sig av med bilen så köpte han en landsvägscykel
Tycker om att vara ute i Sthlm, uppleva staden
Varför Rawbike? Hade sett folk på stan som körde den + läst på nätet
Tittade på MATE först (250 W), men leveranstiden var lång och eftersom det även var ett utländskt företag samt att han hittat Rawbike som var svenskt (tryggt) och även hade en modell med kraftigare motor (750 W) så valde han Rawbike. Den vann i design och prestanda
Känns kraftig och robust
Hur? / Användning
Cyklar 7 km i genomsnitt med Rawbiken per dag, trampar hela tiden
Drar barn i snowracer efter cykeln
Låda baktill på cykeln, bra vid handling. Ska dock flytta den till fronten, montera en barnstol där bak istället (holländsk)
Önskemål Vintage look
Rent estetiskt så ser cykeln avskalad/tom ut där fram
En barnstol/låda som går att plocka av och sätta på
Tankar kring lastcykel Dyr och klumpig Har främst tittat på 2 hjulingar Vad gör man med en tom låda?
Övrigt Kommentar från cykelhandlare: Skulle aldrig ta in en cykel som Rawbike pga att den lätt kan gå sönder (ex. Vatten i elkomponenter) → lönar sig inte
Appendix E:33(33)
APPENDIX F: FUNCTION ANALYSIS The function analysis that was used as a concept evaluation tool is presented below.
MF = Main Function N = Necessary function D = Desirable U = Unnecessary BASIC FUNCTIONS FUNCTION CLASS COMMENT Allow transport of person MF Allow transport of things N Allow transport of children N To differentiate from the Rawbike Allow transport of passenger D Offer cargo space N See: Cargo space analysis Own agility N To stay competitive with other cargo bikes Own foldability U To differentiate from the Rawbike Offer driving pleasure D Improve road holding D Secure children N See: Safety function analysis Allow lifting D Ex. one wheel off the ground Own "human dimensions" N Allow carrying U Allow off-road driving D Encourage beginners D Allow heavy loads N Offer seating N Allow personalization D Offer pedalling N Offer electrical assist N Offer moped functionality N Purple cow Attract attention N Reflective markers, headlight, backlight Own stability D See: Construction Express "serious vehicle" D Embrace the moped Encourage spontaneity D Express lifestyle D Express quality D Offer reliability N Offer long range D Facilitate service D Allow cleaning N/D Challenge car-dependency D Offer customizability N Express versatility D Express fun D Allow license-free driving N Fit commuting lifestyle N Allow self-standing N Kickstand, double leg kickstand Offer lockability N
Appendix F:1(5)
SAFETY FUNCTION CLASS COMMENT Meet safety standards N Coc m.m. Facilitate traffic interactions D Indicators, horn Avoid sideways collision D Sideview mirrors Offer anti-theft system D/U Offer walking-mode D Motor turned off/low assist Avoid pinching D Coordinate balance D
ERGONOMICS FUNCTION CLASS COMMENT Maximize biking comfort N Own body fitting N Height Facilitate accessory control D Lights, indicators etc. (UI)
Facilitate body fitting D Offer individual adaptation D/U Handlebar, seating position
Minimize lower back strain D Minimize shoulder strain D Minimize pelvic discomfort D Minimize shock impact D Dampers
Allow upright sitting D Consider gender disposition N Maximize body fitting N Height
Lower centre of gravity D
CARGO SPACE FUNCTION CLASS COMMENT Frame Allow production N Allow assembly N Maximize component use D Tolerate wear D Maximize material strength D Prevent scratches D Coordinate quality D Materials Maximize separation of materials D Minimize number of materials D Tolerate heavy loads N Minimize weight D Maximize durability D Minimize wobbliness D Solid construction, tolerances Tolerate environment N Sun, rain Resist corrosion N Salt Maximize joint strength D
Appendix F:2(5)
Maximize seam strength D Protect clothing D From dirt from ground Offer wagon compatibility D Minimize width D Minimize length D Utilize available space D ex. battery Utilize material D Maximize life length N Minimize environmental impact D Tolerate seasons N Obstruct theft attempts D Encourage local production D Facilitate parking/storage D Ensure winter drift D Facilitate mounting D Maximize usability D Facilitate reparations D Carry loads D
Driving system Tolerate heavy loads N Tolerate steep incline N High torque Facilitate steep incline D Lower lowest transmission Avoid loss of motor speed D Effect Avoid loss of pedal speed D Higher highest transmission Maximize torque N Mid drive vs hub drive Offer electricity generation D/U Minimize sound emission D/U Offer MC feel D Throttle Minimize size D
Electronics Protect electronics N From water and dirt from ground Tolerate cleaning D Hosing Prevent water access N Protect plug D Offer extra features D/U Clock, thermometer etc. Facilitate battery removal D Facilitate battery insertion D Avoid loose cables D
Appendix F:3(5) CHILDREN FUNCTION CLASS COMMENT Allow transport of children N To differentiate from the Rawbike Allow sleeping D Offer foot support D Offer dry transport D/U Cargo bike USP Allow supervision D/U Children in front/side mirror? Offer seating N Express style D Express safety N BASIC FUNCTIONS FUNCTION CLASS COMMENT Protect contents D Offer dry storage D Offer specialized storage U Skis, lumber, dogs etc. Allow specialized storage D Modules? Offer small storage D/U Facilitate loading D Facilitate unloading D Offer customizable storage D USP Offer detachable storage D Offer lockability D Facilitate varying volumes D
MARKETING FUNCTION CLASS COMMENT Emphasize utility N Express adventure D Differentiate from State of the art N Express individuality D Avoid "daycare- vibe" D Express agility D differentiation from cargo bikes Create trust N Clear and honest Express quality D State specifications D Detailed and clear State quality D State production chain D State environmental impact D Offer honesty N Appeal to target group N Offer target group customization D Utilize sales channels D Create demand D Create interest D Utilize loyalty N RB´s loyalty to their fans
Appendix F:4(5)
Express nostalgia D Express trend U Express timelessness D Express utility D Avoid "German engineering" - look D Function over form, overly technical Express simplicity D Retain identity D Highlight materials D Go against norms N Female appeal, car ownership, commuting Create product family N Fit in fandom D Keep fandom D Offer endurance D Express endurance D Express origin D Swedish design Express environmental consciousness D Offer bling U Cosmetic accessories Express robustness D Utilize closeness to customer N Emphasize economic advantages N/D Encourage all-round mentality N/D To justify price, same as cargo bike owners Facilitate active lifestyle D Pedals Facilitate lazy lifestyle U Moped functionality Own sex-appeal D Express freedom D Emphasize attitude D Express balance D Visual Express stability D Increase sales D RB Create market D New Own photogenicity D Clarify company image D Increase want D from customers Increase brand consciousness D Create togetherness D In cargo bike circles? Prevent "flash in the pan" - effect D Provide sense of security D Offer sense of adventure D Offer sense of freedom D Own outdoorsiness D Express climate awareness D Own product name D Show product name D Age beautifully D
Appendix F:5(5)
APPENDIX G: RAWBIKE AS A CARGO BIKE In the first iteration of the concept generation, the Rawbike was translated into various types of cargo bikes. See the resulted concepts in the presented figures below.
Appendix G
APPENDIX H: RAWBIKE AS A LONGTAIL In the second iteration of the concept generation, the Rawbike was translated into a longtail. See the generated concepts in the presented figures below.
Appendix H:1(2) Appendix H:2(2)
APPENDIX I: LIST OF COMPONENTS The components which constitutes the bike configuration are specified below.
Appendix I
APPENDIX J: TUBE DIMENSIONS The dimensions of the tubes used in the construction.
Cross section Diameter [mm] Thickness [mm] 1 Round 15/11 0.8
2 Round 11 0.8 3 Round 15 0.9
4 Round 11 0.8 5 Round 10 0.6
6 Rectangular 15x10 0.9 7 Round 15 0.9
8 Round 15 0.9 9 Round 15 0.9
10 Round 15/11 0.8
11 Round 30 .8/.6/1.2
12 Oval 75x30 .9/.6/.9
13 Round 25 .9/.6/.9
14 Round 46 1.1
Appendix J
APPENDIX K: MEASUREMENTS This appendix explains some dimensions especially important for the development of the final product. The measurements in black shown are used in the bike industry for bike sizing and ensuring that the bike fits the user. As per the limitations of the thesis multiple references were used, especially Xtracycle edgerunner classic.
Appendix K