Trance | 2006 | TUBE INVESTMENTS INDIA PVT. LTD Design Research & Innovation
Primarily the bicycles are used for commuting by the less affluent people in India. Bicycles have evolved very little over time in terms of form and propelling power in India.
The brief was to identify a new market segment and to design a bicycle for the target user group, teenage girls. Bicycle is the second largest consumer durable in India.
PROCESS
Initial research focussed on observing the target user group and their influencers. The market study included benchmarking of several competitive bicycles in this range and observing users at the shops.
Beginning with user research in 8 urban and 4 sub-urban cities of India, and benchmarking of several competitive bicycles in this range . The research was divided into phases using shadowing , in-depth interviews and co-creation with the users and also interviews with their decision makers.
DIARY STUDIES A selected set of users were given diaries with some prompts, where they were asked to share thoughts, images and moments they would share..
CO-CREATION TOOLS SKETCH-ALONG During the research process, co-creation was used to identify and relate user's preferences and needs.The users were assisted in sketching out their dream bike. This helped to map and find patterns into major themes and segment needs
The user group had an evolving attitude to feel at par with the opposite sex, and prefer a sturdy yet elegant frame, not have to go to repair shops , be able to feel secure on the bike and also to be able to customise.
These insight gave rise to the overall theme of Transition enhancing their independent character.
INSIGHTS The initial assumption that the bicycle was not only a mode of conveyance,was highlighted.I found that the bicycle was a means of joy and happiness and a first step towards freedom.The bicycle was a symbol of transition to become independent. The independence coupled with a sense of safety and security was highlighted as an opportunity area through the research. Bicycle is the first step to freedom for that segment.
PRODUCT-USER-SYSTEM Detailed Interactive analysis of various elements of the working system which deliver the final product experience to the user
PRODUCT-USER PSYCHOGRAPHICS The framework of the observation data was designed and an interactive map of user psycho graphics was suggested to integrate problems and to make improvement solutions.
CONCEPT DIRECTION
The project was aimed at perceiving the tangible and intangible aspects that unfold an enriching product experience. Taking forth the keywords : Independence ,Safety and Dynamic Concepts were generated.The concepts were focussed towards utility with personalisation.
PRODUCT DETAILING AND VISUALIZATION
Bottle storage has been incorporated into Frame Design.Carrier has been cantilevered for added suspension to pillion rider.Elements like inbuilt air-pump, added rear lights enforce safety.
Basket has been provided with foldable hooks for utility. The customisation of stickers and personalisation was incorporated.Chain wheel has a lights for night illumination.
Design Details are a manifestation of various elements into a tangible form, creating a perfect harmony of form and function.
Trance: enhances the transformation into an independent girl during the transitional phase. Ergonomics were essential part of design.
PROTOTYPE
Some of the elements were prototyped into the real product.
USER TESTING
The product was tested by the actual users in the usage of a daily routine. Added features were also evaluated by user preferences.
LEARNINGS
The project was an in-depth research to implementation challenged with industry constraints.This was an experience for translating insights into form and function and then reaching to the market keeping in view the production capabilities. It gave an understanding of the user's needs encompassed in the outlook of an industry's need and functions. Using various research methods , concept generation and systems thinking helped me further understand the design process.