Bell Cycles
Redefining local mobility in Loughborough
CONTEXT
Industry Project as a part of UX and Service Design MA Course
ROLE AND OUR TEAM
Co-Leader, UX and Service Designer in a team of 5
CLIENT
PROJECT DURATION
8 weeks
BRIEF & CHALLENGE
We were challenged with a brief from our Industry Client - Sparck to design a sustainable e-bike service for Loughborough.
“Design a sustainable transport service aimed at increasing affordable mobility and access
to local amenities for local communities to help reduce isolation and keep active.”
SOLUTION
A safe, secure e-bike sharing service, integrated seamlessly into Loughborough’s existing infrastructure.
How does it work?
To truly understand Bell Cycles, let’s view it through the eyes of Ben, our target customer.
DESIGN PROCESS
To deeply understand the current challenges and develop a meaningful solution, we used the Double Diamond framework.
ASSUMPTIONS AND PROTO PERSONA
We tackled our brief with the “5Ws and 1H” approach, weaving in the COM-B model to highlight and target high-risk assumptions.
From here, we developed three proto-personas but eventually narrowed our focus, seeing the greatest potential impact for students and young professionals in the community.
SECONDARY RESEARCH
High car dependency and expanding cycling infrastructure present a key opportunity for e-bike services in Loughborough.
Secondary research gave us invaluable insights about the town’s transport dynamics:
PROBLEM SPACE RESEARCH
Primary research revealed key insights into transportation habits, infrastructure concerns, and e-bike service expectations
To dive deeper, we conducted semi-structured interviews with 14 participants, including e-bike/bike users, non-bike users, and experts in security and infrastructure. We used narrative inquiry to gather deeper insights.
KEY INSIGHTS
Users see public transport as unpredictable, and cycling infrastructure as inconsistent.
Data analysis of primary research in Affinity Diagram highlighted clear trends in user motivations:
TARGET USER
Building our persona, we focused on students with a need for safe, affordable, and reliable transport.
Our service was designed to serve anyone in Loughborough without their own means of transport, making it accessible to a broader user group.
DESIGN VISION
Equipped with our insights, we crafted a UX Vision and set of design principles that guided the next phase of the project.
PROTOTYPING
Mid-fi prototype testing focused on validating user journey and service feasibility
Testing was hands-on. We ran bodystorming sessions with two bike users and usability testing with four non-bike users. From logging in to ending their rides, users navigated Bell Cycles, helping us spot interface issues and confirm (or reject) our core assumptions.
ITERATIONS
4 Major Changes in our design
Based on feedback from users, and stakeholders, we continuously refined our design throughout the process, leading to four major improvements:
FINAL SOLUTION
Bell Cycles connects stakeholders in collaborative ecosystem
We used the Value Proposition Canvas, Stakeholder Map, and Service Blueprint to ensure the service aligned with user needs and key partners. Bell Cycles creates value by boosting partner opportunities, enhancing visibility, and promoting sustainability, while improving community well-being and urban living.
Revenue comes from subscription fees, local council funding, on-bike advertising, and sponsorship name rights.
Integrating the service into existing public transportation system
With strategic docking stations aligned with the council’s plans and visibility on Google Maps, Bell Cycles is woven into the Loughborough’s public transport landscape.
CONCLUSION + LESSONS LEARNED
What I learnt from the project
Adapting to different work styles was a learning curve. Initially, the varied approaches made teamwork tricky, but clear communication of work styles and division of roles really improved collaboration.
Clear methods of collaboration with client, with weekly meeting and structured agendas helped us maintain in touch and ask the right questions
Balancing digital tools with in-person meetings was crucial. Face-to-face chats resolved issues and boosted team morale in a way digital tools couldn’t.
Agile methods and retrospectives kept us on track. Weekly check-ins helped us adjust quickly, and setting clear agendas improved focus and team alignment.
See the project slide deck here!
