ŠMark Sanders 2009
One-Touch Can Opener – Universal Design (for all) .. 14,000,000 sold
ŠMark Sanders 2009
Bicycles – Human Amplifiers
Same Energy as walking…. 4 x Faster 4 x Distance 3
mph
12
mph
©Mark Sanders 2009
“GOOD MORNING LEMMINGS” BUT - How do we get more people onto bikes ? What are Reasons for NOT cycling ? Is cycling just for enthusiasts ? Can bikes be cool for all ?
©Mark Sanders 2009
Reasons for NOT cycling Some Answers • • • • •
Safety Hard Work Comfort Theft Speed
• • • • •
Cycle routes Healthy See more Door to door 4 x Walking
IMAGE … “what will people think of me ?”
©Mark Sanders 2009
Cycling in Major Markets Cyclists 23m
Non- Cyclists 161m
Example: USA (Data: Trek/IDEO/Shimano)
ŠMark Sanders 2009
ŠMark Sanders 2009
ŠMark Sanders 2009
BLUE ocean = the 80% population who are non-cyclists
ŠMark Sanders 2009
RED Ocean = the <20% population of cyclists
ŠMark Sanders 2009
The bicycle market as an ocean
Bicycle industry competes for a share of the 20% cyclists (red, with blood)
ŠMark Sanders 2009
Who ?
•Sporty •Male
Everyone Else
©Mark Sanders 2009
What ?
Sport
Tran.sport
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When ? Everyday
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Clothes ?
Specialist
Normal Everyday clothes
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Posture ?
Crouched for Speed
Upright for comfort
> MTB > Popularity ?
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Transmission ?
Clean Easy to use
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Transport - Alternatives To cycling ?
Compete With bikes
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Good stuff happening in the Blue Ocean !
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Bike Designs for the ‘Blue Ocean’
©Mark Sanders 2009
New Designs for the ‘Blue Ocean’
NOT “Me too’s”
©Mark Sanders 2009
Folding Bikes for the ‘Blue Ocean’
©Mark Sanders 2009
Why Folding Bikes are SO good • • • • •
•
Space-saving at home, work and elsewhere No worries about theft or parking Take on public transport: for longer journeys or rain Faster than a car door-to-door by multi-modal travel (such as rail/folding bike) PLUS All the benefits of Cycling; 4x distance, 4x speed, freedom, low cost, healthy, ecologically sound, ideal speed to enjoy surroundings, Fun personal transport.
©Mark Sanders 2009
MAS Bike Designs …..
Mostly Blue ocean
©Mark Sanders 2009
‘Blue Ocean’
©Mark Sanders 2009
Rolling Portability & Ease of use
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Roll when folded â&#x20AC;&#x201C; never carry
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The Design Process - Strida
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ŠMark Sanders 2009
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ŠMark Sanders 2009
X-Bike
ŠMark Sanders 2009
3 tubes into 2 tubes ?
…….. Concept 1
©Mark Sanders 2009
Test Rig – Concept 2
Prototype Testing – nice job
©Mark Sanders 2009
X-Bike
…… this bike is available
©Mark Sanders 2009
IF Bikes ...90% population like big Wheels â&#x20AC;Ś..
IF Bikes
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déjà vu ?
©Mark Sanders 2009
CAD models
Sketch models
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Wooden Models
FEA
CNC
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But not as accurate or FUN as real testing
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ŠMark Sanders 2009
All parts between wheels Roll – never and handle carry
©Mark Sanders 2009
Simple mechanism Complex geometry
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More testing ď &#x160;
ŠMark Sanders 2009
George Lin Pacific-Cycles Master Bicycle Engineers
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IF Reach - prototype
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IF Reach - Production
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IF Cross - Production
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IF Mode - Production
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Tips A for Bike Designers • • • • • •
Don’t just design for yourself: think universal, ‘blue ocean’ Design & Engineer, everybody has good ideas (and Cad !) Build & Ride, repeat ! Cost & ease of manufacturing are important Use Standard parts if possible, but don’t be ruled by them Low cost bikes need good design too !
• Image + substance is important – especially in Blue Ocean
©Mark Sanders 2009
Tips B for The Bike Industry • • • • • • • •
Universal ‘design for all’ is profitable and ‘Blue Ocean’ Cross –fertilise people, and ideas from other industries Employ ‘Blue Ocean’ people – women, non-enthusiasts Avoid ‘not invented here’ – P+G get 50% new ideas outside Listen to new ideas from young designers – the future. Add both innovation & value, avoid ‘me-too’ commodities. Bike Shops for ALL ! Not intimidating, for enthusiasts only. Low cost ‘Supermarket bikes’ are an intro to cycling – design well - don’t dismiss their benefits to the industry. • Feel the Blue Ocean - Ride to work
©Mark Sanders 2009
Mark Sanders
www.mas-design.com
ŠMark Sanders 2009