Urban Cycling - Self-initiated by Jake Cohen

Urban Cycling Self-initiated Jake Cohen

Introduction This project asks me to formulate my own design brief and time plan to curate a successful project based on a partiular area of interest. I am asked to apply my design knowledge and skills aqcuiried during my time at The Glasgow School of Art to lead the project from start to finish, reflecting on my own practices as a designer.

Synopsis My objective for this project is to investigate how cycling within the context of urban centres might transform into an experience where cyclists have an amplified sense of confidence and/or achievement. This may be realised through improved communication between road users and a better understanding of the different

perspectives of types of road user. The core aim is to help cyclists feel more valued as “proper” road users within a car-centric context, but this needn’t revolve solely around the feeling of safety and confidence, but may also amplify the sense of fun through enjoyable experiences that help to break the ‘fear’ barrier of cycling. Individual project: 10 weeks

Kirsty Ross

Launch

Desk research

Primary research

Synthesis

Design direction

Ideation

Proposal

Development

Outcome

Reflection

“ You cycle in the city?! You’re braver than me! ”

The here and now..

An alternative now?

Background Cyclists have played a large and often unrecognised role in the development of modern roadways in the UK, but the domination of the motor vehicle has transformed the way in which we share our roads. Research on drivers’ attitudes towards cyclists has shown that people in car-centric countries such as the UK sometimes do not view those on bicycles as “proper” road users, and at times treat them as if they shouldn’t be on the road at all. This has resulted in a clash between some road users and cyclists, leading to disputes, accidents and even deaths. Many cyclists, such as myself, feel unsafe and lack confidence on some of the busiest and most congested motorised roads. Unfortunately, this has resulted in stigma that associates cycling within cities as a dangerous way

of getting around; one of the greenest and cheapest ways of travel is now seen as one of the most dangerous. My reasoning for choosing the context of my project stems from my experiences of cycling in the city. I have only just started utility cycling in the city after 4 years of living here; once put off as the roads seemed unforgiving and dangerous, even though I had great interest in cycling. Now living far away from the centre, I’m determined to cycle as my main way of getting around. It took a lot of practice and bravery to get the confidence to cycle on the heavily motorised roads in Glasgow. This issue naturally occurred to me as an opportunity - how might improved perspectives and understanding between cyclists and other road users create less friction between those involved, where cyclists have a greater sense of confidence?

Launch To launch the project, I began to construct a brief based on my research question. This involved careful planning in order to successfully deliver my project in the designated time frame

01 | Self-initiated - Urban Cycling | Jake Cohen

Developing a brief Creating a starting point I wrote myself a detailed brief in order to have a solid starting point, which would not only guide me, but also guide others regarding my aims and objectives for my project.

week

secondary research

primary research

affinity & synthesis

insights & ‘what ifs’

design opportunity

week

thinking through making

development & feedback

produce outcome

communicate proposal

finalise PPJ

timeline overview 6

Reflection Creating the brief was a challenging step as it asked me to define the entirety of the project, something I haven’t done before. There was a tendency for me to want to keep my question and focus broad, so that I could define in greater detail later based on my primary research. However, I believe I defined the brief as well as I could in a way which still allowed continued exploration throughout the project.

70%

what is happening? By far one of the greatest barriers for cyclists is the emotional fear of existing with motorised traffic, which does not sufficiently account for the vulnerabilities of a cyclist. Cyclists are the only type of road user without designated space on all roads, and when there is no bicycle lane, on or off road, cyclists can become unpredictable road users who have to navigate in traffic at their own discretion. Communication is key for the roads, but cyclists lack a language, relying solely on hand signals and eye contact. Combining this lack of communication with poor infrastructure can lead many cyclists to break the rules in order to keep themselves safe and to keep traffic flowing. It is clear that cyclists are not just behaving inconsiderably, rather they are merely attempting to navigate competently in areas where their dedicated space is ambiguous or non-existent, using the few communicative methods available to them.

what do I want to do? I would like to explore how communication and better understanding between road users might be amplified to give a greater sense of confidence for the cyclist. The goal is to make urban cycling more pleasant and less fearful, whilst making cyclists feel better valued as a proper road user. 1. British Social Attitudes Survey 2014 2. Cycling and Society, Horton, Rosen and Cox 3. â&#x20AC;&#x2DC;Health and Cyclingâ&#x20AC;&#x2122; - Cycling UK

of non-cyclists in Britain feel that it is too dangerous for them to cycle on the roads

64%

of those who do cycle share this view

fear

is the largest emotional barrier to cycling

danger does not come from cycling, but from motor vehicles 2

health benefits of cycling outweigh the hazards by a factor of

20 to 1

stories & experiences

videos

books

policies & legislation

articles

academic research

facts and statistics

campaigns & initiatives

My aim for secondary research is to discover the foundations of my topic: What is happening? What are the facts? What are the historical and cultural insights? What are the relationships between my intended audience and the social science aspects of the topic? The goal is to prove my topic is both relevant and current

secondary

research plan primary My aim for primary research is to discover cyclists and other road users and their perspectives, experiences and issues. My primary research will help me discover insights and the moment Iâ&#x20AC;&#x2122;d like to work with, alongside making connections of whom I can keep in-touch with regarding my project and user testing

?? events

interviews

surveys

probes

observation

co-design

auto ethnography

discussions

Desk research Cycling on motorised roads With a plan of action and the brief in place, my next step was to begin collecting and mapping secondary research on my chosen topic, to discover the background knowledge which will flow into my primary research

05 | Self-initiated - Urban Cycling | Jake Cohen

experiences of road users To launch secondary research, I looked into people’s perceptions of cycling and cyclists by studying online forums and observing comments on cycling related articles. This helped give me some understanding of the type of people I will study and their perspectives & experiences on the road

“

You have someone in a few tonnes of metal bearing down on you and you're just flesh and bone. It’s potentially fatal

“

”

I had an accident about three years ago. I was cycling home from work and a black cab pushed me off the road. My right elbow got injured, I lost almost a month’s salary. I also suffered from depression for a few months. I tried to get back cycling but I can’t. The first time a driver shouted at me after the accident, I froze and had to walk home. Never again

“

You could argue that driving is like so much of social life, it’s a game of coordination where we have to rely on each other to do the right thing

“

”

We fetishise helmet and high vis “safety” which only acts to say that a cyclist is responsible should they be hit because they were not adequately different to motor vehicles. Instead we should be creating an environment where people can cycle as part of their normal life and not feel that they need to defend themselves against motor vehicles

“

I used to hate cyclists until I became one and realised... oh actually they do deserve a place on the road now I am one. People don’t like people different from themselves and they don’t empathise with them

“

”

There just has to be a way to get away from this blame culture. And for me, that’s to view and understand the different perspectives of road and pavement users

”

the perceived problematic behaviour of cyclists As cyclists are often viewed negatively by other road users, I wanted to look into the systemic causes of the perceived problematic behaviour of cyclists on motorised roads. This was key in discovering the core of the issues I wanted to address. Many of these issues cause another issue, which in turn results in another problem and gradually builds conflict between the cyclist and other road users

Roads were not built for cars, but they certainly dominate them now, and a lack of cycling infrastructure forces cyclists onto busy car-centric roads

substandard infrastructure

Communication is key, but cyclists lack a language. The process of communicating on a bike is arbitrary, relying solely on hand signals and eye contact

poor communication

When there is no bicycle lane, cyclists become unpredictable road users who have to navigate in traffic at their own discretion, creating uncertainty

source: Cycling Embassy of Denmark, BBC Future

uncertainty & unpredictability

There are 3 types of road users, and only designated space for 2. Cyclists are the only type of road user without designated space on all roads

ambiguous or non-existent space

A lack of communication and infrastructure forces cyclists to occasionally break the rules in order to keep themselves safe and to keep traffic moving

considerate rule breaking

Motorists can clash with cyclists as they believe they offend their moral order, doing things drivers aren’t able too, forming a ‘blame culture’

blame culture

Physical barriers to urban cycling How do the physical barriers compare to the emotional? There are many physical barriers with cycling on roads, most of which revolve around infrastructure, behaviour of other road users and physical capability of the cyclist.

Substandard infrastructure Cycling infrastructure is often minimal, patchy and insufficient. Good cycle paths only take you so far before you have to venture onto the road again, often at the most difficult areas, such as junctions.

Poor facilities A lack of facilities makes urban cycling less accessible. People can worry about where to leave their bike, fear that it might be stolen, and many work places do not offers showers to wash after arriving.

Inclement weather Many people find they have to fight with the weather to get where they want to be, whether it is wind, rain or even sun. Unfortunately, being wet or sweaty does not appeal to many.

Difficulty with pace Many roads have fast moving traffic, and an inability to keep up with this traffic often intimidates and instills fear in those who are not as physically fit to cycle at that speed.

emotional barriers of urban cycling There are many deeper issues that construct the notion of fear when cycling on motorised roads. Many of these issues do not stem from the physical, which interested me. The physical barriers, such as poor infrastructure, may not be addressed in the short term, but tackling emotional barriers may help cyclists feel confident on motorised roads

road domination many people refuse to cycle on short urban journeys due to the need to ride on roads dominated by fast motorised traffic

body confidence

negative safety road domination marketing of cycle safety equipment suggests that cycling is dangerous, and puts the onus to change on the wrong group

fear of identity

there is fear of using and sensing one’s physical body, of getting sweaty, and of experiencing ‘hard work’

roadfears domination many are connected to identity, and include the fear of ridicule, of riding a classed, gendered and stigmatised vehicle

fear culture

road perception road domination the busier and faster

Western societies have become dominated in a ‘culture of fear’. We have never been so safe, yet never so fearful

the road, the greater the feeling of it being inappropriate and unsafe for cycling on

source: Cycling and Society, Horton, Rosen and Cox

extending home cars can be seen as a retreat from the public world, cocooning oneself from the outside, but a bicycle doesn’t offer the same feeling

cycling identity a strong sense of a ‘cycling identity’ is formed from the repeated intimidation and harassment induced from other road users

achievement failure to recognise the achievement of cycling is a great barrier to getting more people to cycle for everyday journeys

Motivations

11% reducing commuting time money 10% saving the environment 7% helping given 7% not 6% other of journey time 2% control

57%

motivated by improving their health

Too many cars on the road

I feel exposed and vulnerable to cars

No direct cycle routes

Drivers are erratic or intimidating

Deterrents

source: European Cyclistâ&#x20AC;&#x2122;s Federation

positives attributes of cycling As the focus of my research thus far was on the issues and barriers of cycling on motorised roads, I wanted to discover the many beneficial attributes of cycling as there is possibility for design opportunity in the positives

the more people who choose to cycle to commute, the less congested roads become

cycling is cheap, it doesn’t require fuel and you can park anywhere for free

cycling can improve confidence by setting achievable goals

daily cycling can improve sleep quality economic

as cycling promotes better health, it benefits the government as the population becomes healthier

pol

itic

cycling is a ‘multiple satisfier’, able to fulfill many basic human needs simultaneously

alt

cycling helps to relieve stress and anxiety

environm

l cycling benefits the city through a kind of civilisation process

alt

fre

sic

cycling provides a sense of freedom, to go anywhere, at anytime, where you can hop on and off wherever

socia

phy

cycling helps the environment and emits no pollution

etal

What makes cycling great?

cycling is a low-impact exercise, which is easier on the joints than running or other aerobic exercises

regular cycling results in weight loss, running on fat, not fuel

pushing pedals provides an aerobic workout which is great for your heart, brain, and blood vessels

aerobic exercise also triggers the release of endorphins, the body’s ‘feel-good’ chemicals

the benefits carry over to balance, walking, standing, endurance, and stair climbing

sources: Cycling and Society, Horton, Rosen and Cox, NHS and Harvard Medical Center

cycling enhancement trends Next, I wanted to discover current and emerging enhancements which help mitigate these barriers to cycling, categorising them into 3 areas. These trends are very much product based and conventional, with many placing the onus to change on the cyclist, presenting cycling as a dangerous activity the bike as a vehicle

safety on the cyclist

making a statement

indicators

airbag helmets

presence

lane lights

crash sensors

awareness

brake lights

camera culture

hazards Lumigrids

wing mirrors

mindsets Lumigrids

Next steps Planning primary research At this stage, I began to map out the existing initiatives and groups in place for cyclists, drivers an pedestrians, both locally and across the UK. I also began to join forums and groups to begin speaking to people. The aim was to make contact to start collecting primary research.

Facebook cycling groups pro-cycling initiatives community transport networks

contacts government and council organisations

charities advocating and promoting cycling local cycling shops

road safety campaigns

Reflection The aim for this week was to gather a depth of knowledge on my topic using credible sources. I felt I was able to successfully achieve a good understanding of what I wanted my project to address during my first week, but the desk research was something that continued throughout the project. Before even starting the project, I felt I already had a good understanding of my topic as, being a utility cyclist myself, I have experienced many of the issues I wanted to focus on. However, this week was a good chance to discover more about cycling culture in the UK.

Primary research Following my desk research, I next wanted to get out into the field to begin making observations, interviewing people, and using design probes to begin forming insights and opportunities

15 | Self-initiated - Urban Cycling | Jake Cohen

interviewing city cyclists I began primary research by interviewing and speaking to cyclists who use the roads to get around Glasgow. From speaking to people, it became a common focus to discuss confidence on the road. A key insight was discovering that confidence of the cyclist stems from their interactions with other road users, their knowledge of how to use road systems, direction and navigation, and their own perceptions of fear

“

Dave, 45

I’m very experienced with cycling on the roads now and I believe in the power of cycling. And if one person is confident, then it inspires others to be confident too

Beth, 22 I first started cycling on the roads when I was 15. It probably took me about 6 years to get confident properly with the roads

”

” “

John, 35 Once a confident cyclist, it gives a tremendous independence to go from A to B on their own. The tricky bit is getting to that stage

”

“

Craig, 23 For me, my confidence in using the roads was gained from using them in lots of different ways, and recognising that it is a cheaper form of transport, so then you want to be good at it and feel safe

“ ”

Zaneta, 23 When I first started cycling on the roads, I felt empowered, but a little bit scared. I was confident in my ability to signal, but was very aware that I was just a tiny cyclist on the road

”

Perspectives of road use Research tool: survey After interviewing cyclists, I wanted to discover the different perspectives of road users. To do this, I decided to create three surveys, one for cyclists, another for drivers and one pedestrians. Each survey had qualitative questions tailored to that particular user, asking questions on their experiences of the road and other road users.

A cyclist’s perspective

using town and city roads

A pedestrian’s perspective

cyclists in towns and cities

A driver’s perspective

cyclists in towns and cities

Reflection Although a starting point for my primary research, this survey proved very useful and gained a large response. By making the answers qualitative yet simple to answer, I was able to get insightful feedback. Moreover, I believe the reason for the success of this survey stems from making them specific for each user; I felt it gave the participant a virtual space to state their manifesto as an outlet for expression. 17

a cyclist’s perspective We want to be able to get from A to B efficiently with minimal friction with other road users, and want to feel safe and valued on the road

“

What I like the least is having to interact with traffic in Glasgow and be constantly on guard, fighting for space with dangerous incidents with vehicles being the norm

key insights • People cycle because it’s cheaper, quicker than public transport and provides good health benefits. It gives a sense of freedom, but cyclists dislike traffic, inconsiderate drivers and pollution. • 75% of cyclists feel that they cannot communicate well with other road users, the majority feeling they have to ‘think for others’ and need ‘a sixth sense’.

“

I like experiencing cycle culture and I enjoy the perceived challenge of crossing the city efficiently

• Whilst cycling infrastructure is improving, it is patchy, insufficient and ‘not deserving of the name’. • The greatest barrier to cycling stems from motorised vehicles, of being shouted at, of being the victim of dangerous maneuvers and being hit or killed, though these may be perceived than a reality.

“

• Aside from better infrastructure, cyclists desire better rewards and incentives for cycling along with more priority for cyclists.

1 in 8 cyclists feel appreciated by other road users

“

”

You need a sixth sense and have to think for others as they have little or no experience of what it is like to be a cyclist and what they could be contributing to

I feel like a valued road user when I notice drivers visibly adapting their actions to my presence

”

“

a driver’s perspective We want to get from A to B efficiently without clashing with or worrying about the dangers of cyclists. We want cyclists to be respectful of others on the road.

I feel there should be more to accommodate cyclists, I don’t think it is very safe as much as I do try to look out for them, sometimes they can just appear out of nowhere

”

key insights • The majority of motorists have no problem with cyclists, but do get frustrated when they ‘break the rules’, even if these rules are not true. For example, riding two abreast, which is legal, perhaps showing unawareness of what the cyclist is allowed to do. • The majority of drivers get frustrated when they cannot easily overtake cyclists, especially when they centre themselves in the road. • Many drivers get annoyed at cyclists who do not have lights, high viz or helmets, even if the law does not require them. • Many drivers suggested that cyclists should follow the Highway Code, have licenses to ride bicycles and liability insurance. Some responses also suggested that cyclists should play road tax.

4 in 5 drivers feel they cannot appropriately communicate with and predict cyclists

“

The minority of cyclists spoil my view of the majority, but I do see cyclists as a vulnerable road user

“

”

My approach to driving in the city is to drive as though I was cycling to remind me how it feels outside a car as a road user

I’ve never had any troubles at all. Most cyclists are probably scared for their own lives while using our dangerous roads so this probably reflects how respectful they are towards drivers

”

a pedestrian’s perspective

“

We want to be able to walk on pavements without the danger of cyclists hitting us, and would like to cross roads without cyclists going through a red

I’m happy with cyclists so long as they don’t break the rules. They can be annoying and dangerous if they cycle on the pavement or cut us up when crossing the road

key insights • The majority of pedestrians had little or no problems with cyclists, often referring to them for their positives. E.g. no pollution, better health.

“

• The major issue revolved around those cyclists who aren’t confident using the roads, who instead use the pavement to cycle, which poses threats to pedestrians who are often hit.

”

I’m happy for people to cycle in towns. Good for them, it’s much more environmentally friendly and better for your health

• Pedestrians can feel annoyed with cyclists if they jump lights or cycle too fast on shared pavements as it poses a danger to them. • Pedestrians share the same view of drivers, asking that cyclists should follow the rules of the road.

3 in 5 pedestrians have a positive outlook on cyclists, as long as they do not cycle on the pavement

“

Cyclists don’t feel the rules are for them. Not looking out for pedestrians as they fly around corners. I’ve nearly been ran over twice by them, plus the rudeness when you challenge them

“

”

Sometimes cyclists ride too wide in the road, take up all the pavement, and ride too fast on shared paths

”

Cycling culture in Glasgow Research tool: fieldwork observations and discussions My next step was to get out in the field and begin participating in local cycling events in order to get a feel for the charities, groups and initiatives in place for cycling in Glasgow. My aim was to make observations and meet people who I could discuss and share my project with. Free Wheel North - White House

The Bike Station

Critical Mass

Free Wheel North - Green

CamGlen Bike Town South West Community Cycles

Reflection Going to these events was very useful as it allowed me to get a feel of the community initiatives in place for cycling, the funding opportunities, the types of people who go to these events, their perceptions of cycling in the city, alongside allowing me to make contacts for the rest of my project. However, as all these groups were for cyclists to get together, I decided to later look into individual cycling within the context of the city, and so made question card and surveys as cycling alone is a completely different experience to cycling together. 21

Critical Mass is an event occurring on the last Friday of each month. Cyclists spontaneously come together to ride the ordinarily carclogged streets of their cities. The aim is to prove ‘cyclists exist and are traffic’

1 Glasgow Critical Mass Members of critical mass share their interests in cycling, along with common issues they face. Only 4 people turned up, which did not represent the manifesto of ‘proving cyclists exist on the roads’, although it was very clear that they were passionate about what they were doing. Members cycled in large groups on the road, which provoked traffic, often leading to horn beeps and shouting. Some pedestrians also hurled verbal abuse on shared footpaths

FWN is a cycling development charity, fighting for accessible streets, safer communities, public spaces that thrive with play, health and enterprise, where walking and cycling are principal forms of transport and where human needs are embodied in architecture

2 Free Wheel North Led Ride What particularly stood out to me was the close-knit friendships members had with each other, the support network and the ‘safety in numbers’ effect. Members showed great etiquette when cycling in shared spaces, with positive responses from pedestrians. However, staff stated that they avoid roads as they do not want to be liable for the threats to members. Members also showed fear and a displeasure in cycling on roads

UniCycle is a project delivered to students at Glasgow’s universities and colleges by The Bike Station, free of charge. The aim is to encourage students to cycle through a range of services, events and incentives that get people cycling

3 UniCycle - Love to Ride I decided to participate in UniCycle’s launch of the Love to Ride campaign, an online platform using behaviour change to get more people riding by breaking the barriers to cycling. The Love to Ride service encourages cycling through virtual rewards and physical prize entries. A key observation was seeing people’s passion for commuter cycling and their motivation for local community cycling initiatives, though the numbers were very few

Wheelbeing is an initiative funded by the NHS and provided by the Bike Station. Its aim is to help people with health issues keep active through cycling. They joined South West Community Cycles to give training and support schemes to get people confident with cycling

4 Wheelbeing - SWCC Wheelbeing was an opportunity for me to see how the benefits of cycling are being applied by the community. My aim was to discover the purpose of the initiative, the people who attend and their perspectives and motives for cycling. Key discovery was seeing the road safety training take place off road, and witnessing vulnerable people feel achieved from cycling, even if they found it challenging

Bike Town’s aim is to make cycling as a means of transport and recreation available to all in Cambuslang & Rutherglen. Their goal is to break down the barriers to involve people of all ages and all walks of life to reap the benefits of cycling and being part of their community through cycling

5 Healthy n Happy - Bike Town I participated in CamGlen Bike Town’s campaign ‘Healthy n Happy’ as it was very location based and appeared to have a wide breadth of users who are involved. Members ranged from young to elderly with different abilities and levels of experience. A key insight was discovering the initiatives and funding for cycling in Cambuslang and Rutherglen, but the clash with negative responses from motorists regarding this push for cycling

Free Wheel North Led Ride (E) I was invited to come back to the FWN Led Ride for experienced cyclists to see who attended this session in compassion to the beginners, and to get a feel as to what makes it for experienced users. A key discovery was realising that the roads were still avoided, and only covered about 5% of the journey, but when on the roads, drivers seemed friendly towards us as a large group

Fears, pleasures and wishes Research tool: probes After making contacts and observing in the field, I wanted to gain deeper personal insights, both from those who cycle and those that donâ&#x20AC;&#x2122;t. I created probe cards, asking people for perceived or real fears, pleasures and wishes of cycling on motorised roads. Over 25 cards were completed, giving me a large scope for study.

4 types of transportation cyclist According to cycle expert, Roger Geller, the population of a city can be placed on this scale, and total percentage for each type of cyclist will be approximately as follows: enthused and confident <1% (1) strong and fearless

7% (8)

not able to/ not interested 50-60% (12)

33% (3)

interested but concerned

(0) - no. of cards

Reflection These design probes proved a valuable tool for reference throughout the project as a whole, and by leaving space for a sketch, it gave the user more opportunity for expression, and allowed me to visualise their thoughts clearly. These probes were also particularly useful as they allowed me to see the differences between what is perceived and real, which, surprisingly, were remarkably minimal. 25

looking behind and signaling

being â&#x20AC;&#x2DC;dooredâ&#x20AC;&#x2122;

changing lanes safely

steep hills

nigh

having to concentrate too much

t cyclin

g being forced to cycle close to parked cars

fears

of cycling in motorised traffic

turning cars and navigating junctions

little space and squeezing through cars

worrying about machine faults that pose danger

adapting to left hand traffic

navigating roundabouts

nis

hment pas

worrying that you are holding up traffic

adrenaline: going downhill, cycling fast, traffic light showdowns

cycling in natural environments/ scenic routes

f re e d o m

pleasures of cycling in motorised traffic

not having to fit to a schedule

fresh tarmac and well kept roads

building confidence over time

segregated cycle lanes

emp

t y ro a d s

map 3: ethnographic map

Probe cards: key findings These probe cards were very useful in understanding what the barriers are for people cycling on motorised roads, cyclists or not. Of particular interest were the similarities of responses between the perceived and real notions of urban cycling. Key insights included: • The majority of the fears experienced on the road appeared to be unavoidable moments under current conditions, such as ‘being doored’ and ‘having too much to concentrate on’. • One of the most interesting moments of pleasure of urban cycling came from building up confidence to use the roads, perhaps suggesting that the fears are perceived until confidence is built. • Whilst the majority of wishes asked for better infrastructure which helps facilitate urban cycling, an interesting insight was wanting slower paces to take things in. This linked back to my desk research, as urban cycling requires significant amounts of sensory input, but there is a limit to the amount the body can take.

First hand perspective Research tool: auto-ethnography As a cyclist myself, it was important for me to reflect on my own practice of cycling on motorised roads. To do this, I decided to start documenting moments of fear, anger and pleasure when cycling on roads, challenging myself to come up with moments for intervention, which could be layered with the perspectives of other cyclists.

Frequent feelings on the road

rushed

spaceless

satisfaction

rage

free pride

shock

confidence anger accomplishment

stress

confusion

passion

panic liberation frustration

Reflection Auto-ethnography was a useful tool as it allowed me to translate moments for opportunity from real experiences into visual representations which could be shared and expressed with others. Whilst also collecting research from others, it was useful to see how these insights contrasted with my own experience on the road. 29

moments of fear There are many moments of fear when cycling on motorised roads, especially in cities, which you have to try to avoid or just get used to. For a cyclist just starting out on the roads, these can be very unnerving and also act as a barrier for non-cyclists. I began to document my own moments of fear on the roads, most of which were also described and illustrated in the probe cards be in

ng s

tr bs

tuck in jun

blind spots

l iv io

us pedestri

nger

ion

urn overtake

t left

l red

percept

ti et

g boxed in

ucte

d infrast

ruc

fam un

iliar obstructi o

ight jumpers

Synthesis With a vast amount of primary and secondary research now collected, I next began to map out all of this research in order to discover insights, moments and to challenge â&#x20AC;&#x2DC;what if...â&#x20AC;&#x2122; questions that could lead to design opportunities

31 | Self-initiated - Urban Cycling | Jake Cohen

map 1 survey responses Map 1: road user perspectives First, I mapped key responses to the survey which questioned people on their perspectives of the road and other road users. By doing this, I was able to see correlations, similarities and contrasts between responses, whilst also connecting two responses with an insight. Key findings were: • There appears to be a poor understanding of the rules of the road from both perspectives of cyclists and drivers. • Drivers and pedestrians share the same view of annoyance when cyclists ‘break the rules’. • Road users act incredibly defensive when another road user challenges them about their road use. • Confidence of a cyclist is knocked from bad experiences on the road, often resulting in finding alternate routes that avoid the roads. • Cyclists can often fear and feel threatened by motorists, even though the motorist might be looking out for them.

question responses insights ‘what if...’

map 2: positives and negatives of cycling

Map 2: positives and negatives Next, I wanted to map out the positives alongside the negatives of cycling on motorised roads, in order to reveal how experiences between road users form these traits. I used secondary research and primary quotes in order to discover the following key insights: • There are many motorists who positively describe cyclists as ‘brave’ and ‘inspirational’, but this contrasts with other motorists who view them as ‘vulnerable’ road users. • Whilst pedestrians view the positives of cyclists preventing pollution, cyclists describe a negative of city cycling to be bad health due to pollution intake from exhaust fumes. • Quantitatively, the negatives of cycling on motorised roads appear to outweigh the positives. However, the qualitative positives of cycling often make up for these negatives.

positive (primary) negative (primary) secondary

map 3: ethnographic map

Map 3: ethnography & observations I next mapped out the critical observations from my ethnographic research, from interviews, shadowing and field visits. My aim was to connect the dots to reveal insights, then challenge ‘what if...’ questions. Key findings were: • There is a growing push and encouragement for cycling, with many funding opportunities and charities in place that help to get people cycling as a way of getting around. However, none focus on cycling in the city or cycling using motorised roads. • There is a strong sense of community between cyclists; they are exposed to open environments, often meaning cyclist commuters will interact, even if they do not know each other. • Cycling with others offers a more valuable experience for new cyclists, as they have the support network if needed. But more experienced cyclists often like the independence of cycling alone.

fieldwork observations interviews ‘what if...’ insights

Insight cards Collating research insights into opportunities Using my research maps, I next began to layer ‘what ifs...’ over these insights. I then took these insights and structured them into insight cards, showing the issue, the primary and secondary indicators and the opportunity.

insights and what if ’s

P primary research S secondary research

Reflection I planned to make STEP cards based on my insights, but this did not seem appropriate, and so I decided to create my own style of insight cards. These worked quite successfully, as I was able to produce a range and take them to stakeholders to ask which ones they felt were more relevant, and how they might be combined. 35

baby steps

road confusion

marking the absent

What if there was a way to help cyclists new to roads build up their confidence at a slow and steady pace, working up to the more demanding roads?

What if there was an alternate way of making routes clearer for cyclists, which provide them with more confidence with their road use?

What if the space a cyclist requires to cycle on motorised roads with confidence could be virtually marked when cycling infrastructure isn’t available?

key insights I took my insight cards to a number of cyclists, who chose insights they felt were most appropriate. However, I felt they did not fully understand my role as a designer, and so selected the most ‘do-able’ options. Not wanting this to limit me, I further explored options before committing to a direction

What if cycling could be encouraged and made more fun through rewardbased incentives that boost confidence and sense of achievement?

What if cyclists could feel more confident on motorised roads through appropriate live guidance on road positioning and navigation?

What if cyclists knew when motorists were looking out for them, helping them feel more confident and appreciated through greater emphasis on ‘presence’

rewarding confidence

positioning

value in presence

a trajectory of cyclists At this stage I felt it was important to begin looking at different users and their perceived confidence on the road. To do this, I mapped those people I have met onto the scale proposed by Roger Geller. I asked people to place a sticker where they feel they would position themselves, and asked why they chose this, the majority sitting in the ‘interested but concerned’ section.

Eilidh, 27

Katie, 19

“I’m almost strong and fearless, but I know there are some total assholes out there”

“I used to be confident & enthused, but I got hit by a truck last year, and I get anxious now”

strong & fearless

interested but concerned

50-60%

confident & enthused

John, 37 “I’m too stupid to be scared or fearful”

Sean, 20 “I cycle because I have to. I’m confident but vigilant of other road users”

source: Roger Geller, Portland Bureau of Transportation

sm all sta

ma n

rre ct co

rti ng

ag ea b

sit

le p

ion

rs yo u kn

mu t

ing

ce pa ua

ow ing

es p

ec t

riv ers tiv ed ap ad

e us ad ro ry to ra ex plo

confidence boosts

tio

siz

ng es

int

ted

ida

ra ad ro

riv gd int

ida

tin

ing

e us ab al ve rb

bu la ica ph ys

llis

ion

knock backs

33%

not interested/ not able to

Suzanne, 35 “I feel safer as part of a group and I’m unlikely to do much road cycling on my own until I am confident of the systems in place”

Anna, 25 “I would choose other modes of transport in Glasgow because of road conditions where I live”

Map 4: a thought framework As my affinity maps thus far have focused on one set of research, I next wanted to create a large map where I could overlay all of my research. Using Roger Geller’s ‘4 types of transportation cyclist’, I used this scale as a trajectory to map my research against. By collating and mapping all of my research, I discovered: • Cyclists can be fluid, moving up and down the trajectory based on positive or negative experiences on the road. Some get knocked back, others stop cycling all together. Some never reach the stage of being ‘strong and fearless’. • There is a limit to the amount of sensory input the body can take, and layering research revealed that most issues with urban cycling revolve around having too much to focus on and thinking for others. • The group with the most friction and barriers to cycling are those at the low end of the ‘interested but concerned’ section.

desk research user trajectory personas insight cards probes quotes observations

Map 5: insight mapping By collating my research in the previous map, I discovered 4 key areas that my research insights can be categorised into: incentives, communication, confidence and relationships. For my final map, I layered my insight cards into these categories, and began to consider a design direction. By mapping my insights, it became clear that confidence was the issue that should be addressed, specifically for those â&#x20AC;&#x2DC;interested but concernedâ&#x20AC;&#x2122;, and so I began to move forward with this direction.

incentives communication confidence relationships insight cards

user group interested but concerned

Opportunity Overcoming the fear What stood out from my research stage as a whole was the significant number of individualâ&#x20AC;&#x2122;s interested but concerned with cycling for short urban journeys, who currently do not do so due to the attached fears of using motorised roads

41 | Self-initiated - Urban Cycling | Jake Cohen

The issue Moments of fear on the roads are unavoidable under current conditions and long term solutions can be costly and ineffective. In the short term, a better understanding of how to appropriately cycle on motorised roads and learning to deal with different situations can help minimise fears through greater confidence

h e r e & n ow (greater) perceived ‘fear barrier’

urban cycling emerges as a sub-culture

less motives/ accessibility to urban cycling

less people cycle for short urban journeys

negative cycle

reduced safety in numbers effect on roads

less push for cycling infrastructure & road policy

(lower) perceived ‘fear barrier’ urban cycling emerges as an everyday practice

better motives/ accessibility to urban cycling

more people cycle for short urban journeys

positive cycle more push for cycling infrastructure & road policy

ther

e & then

greater safety in numbers effect on roads

The opportunity To encourage those ‘interested but concerned’ with cycling for short urban journeys to break the emotional fear barrier of cycling on motorised roads. The aim is to make these individuals confident are aware

User observation Trying urban cycling for the first time To begin generating ideas, I asked an individual who is ‘interested but concerned’ to cycle on the road for the first time. This was a useful opportunity to look at friction and barriers between having an interest and trying it out.

“

It felt as though I was thrown into the deep end You have to know exactly what do do, where to look and how to respond. But that’s difficult when you first start out

”

opportunity

friction

thrown into the deep end

micro to macro practice

unsure of how to deal with certain situations

learn from those who are experienced on the roads

unsure of how to interact with the road/road users

aids for cycling skills

reluctance to engage due to negative portrayal of cycling

communicate affirming representations of cycling

user personas With a particular group of users in mind, my next step was to create personas, looking at the motives to want to cycle for short urban journeys, and the barriers of doing so. By creating personas based on real-people I have met, it helped me to realise who I am designing for and their particular needs

Suzanne, 35

Monica, 41

I feel safer as part of a group and I’m unlikely to do much road cycling on my own until I am confident of the systems in place

I want to start cycling to work as I want to keep fit but have little time to exercise in my schedule. I’m put off by the idea of cycling with lots of motorists

Brian, 44 I cycle on the pavement because I am too fearful of using the roads and I am unfamiliar of how to use them appropriately and safely

Not cyclists or cycling sub-cultures...

instead people who want to cycle for the everyday

Eric, 23 I want the confidence to cycle to work again. I once cycled everyday, but was knocked back after a collision, and have not cycled since

Jake, 19

James, 32

I used to cycle back at home, but I’m not used to the busy city roads and the one-way system, it all seems too scary and too much

I want to start cycling to work to get there quicker like my co-worker. Public transport makes me late unless I wake up at ungodly hours

Ideation With my opportunity in place, I next began to consider users, produce concept cards and ask for input from my user group to begin forming ideas

45 | Self-initiated - Urban Cycling | Jake Cohen

Context & user mapping Exploring with users and road experience I decided to model the context I am dealing with and played around with scenarios and the types of users on the road. This was a useful tool to reveal a scale of cyclists based on their level of friction on the road.

confident & aware

g o al

experienced but overly confident -

trained, but building confidence

inexperienced & fearful

friction + inexperienced but building confidence

inexperienced & untrained

Reflection Mapping out the context and the types of users was a stage which I believed helped alleviate potential difficulty with coming up with ideas, something I often found challenging with previous projects. It was also useful to play around with the 3D models as a thinking tool to challenge alternate scenarios and situations.

‘what if’s’

embracing achievement

recognising space

road positioning

what if rewards could be earnt to allow the cyclist to recognise and share their achievements?

what if the space a cyclist can use was easily identifiable to boost road confidence?

what if beginner cyclists were guided through the correct positioning on motorised road?

micro gamified

urb

cycling

here’s what to do next

macro

taking small steps

gamifed learning

what if there was a coping mechanism for cyclists who have had a bad road experience?

what if cyclists new to roads were guided by starting small and working up in stages?

what if cyclists on roads had playful moments of interaction, making it more fun and social?

you’re doing great!

ted

inte

coping with setbacks

exp

eri

you’ll sleep better tonight!

embracing the good what if cyclists were alerted about their positive impacts on society and themselves?

monitoring progress

social learning

what if cyclists could monitor their progress and receive advice, tips, and challenges?

what if those interested could learn from the experienced in a social city led-ride?

Translating ‘what if’s’ into concepts From the ‘what if’s’ shown, I began to develop concept cards, the aim to produce a wide range of ideas which I could take to different users for feedback.

map 1 survey responses Concept framing After challenging ‘what if’ questions, I began to produce a series of concept cards which I could take to my target user group, allowing me to receive feedback and input.

User feedback The result of gaining feedback on my ideas showed that a form of social training and a fun learning experience seemed most appropriate, as road training schemes are costly, don’t take place on roads and are frequently aimed at children. It was also suggested that some form of assistive device whilst cycling also might be helpful. By gaining feedback, it became clear that people are more comfortable cycling when they are with others who they can follow, and so this was an important factor for my proposal. Before moving forward, I next wanted to extract key qualities from the other concept cards which I could combine with this idea.

Concept mapping What are the key qualities for my proposal? By mapping all of my concept cards, I was able to extract key moments for design which can be brought into my chosen proposal of a social learning experience.

micro to macro learning and practice

learn at your own pace

connect with existing local cycling initiatives

invitational gets user excited to engage

a social cycling experience

rewarding and embracing achievement

learning and observing from the confident cyclists

key qualities representing cycling as beneficial to society

legacy encourages everyday cycling

gamified learning of cycling skills and etiquette

Reflection This was the first time I had mapped out concept cards, a stage which proved quite useful as it allowed me to pick the key qualities of my proposed outcome against the needs of my chosen user group. Combining ideas seemed most appropriate, especially as each of my concept cards had moments that overlapped. 49

Aim

i’m designing...

To provide an opportunity for those ‘interested but concerned’ to build confidence with urban cycling in a system with a strong social support network. Those entering the system will be guided through stages to feeling ‘confident and aware’

micro

A funded community-powered initiative that helps to get people interested with cycling for short urban journeys whilst reducing the emotional fear barrier of using motorised roads

a road to building confidence

macro

have an interest

sign-up

learn the basics

try it with with others

try it for yourself

confidence

the more cyclists on the road, the safer it is

the more people that use the road, the more the push for better cyclist infrastructure

Why is it valuable to cycle on roads?

the more cyclists on the road, the easier it becomes for new people to give it a go

a bicycle is classed as a ‘vehicle’, and so it is important for them to be within traffic

by using the roads, the bike becomes a tool to get anywhere easily, instead of finding longer bicycle-only routes

System mapping What is the experience and how is it facilitated? To begin challenging my idea and working out what the system is and the stages within it, I began to map a journey from having an interest in urban cycling, up until the point of it becoming an everyday practice. This helped me work out what the storyline is, and the designed components central to this experience.

designed components of the experience

promotional campaign

mobile app

toolkit and assistive device

social rides with a learning experience

Reflection Mapping the system took a few iterations to resolve the flow of actions, but was a stage which really helped to communicate my proposal to others. It was also a useful tool to get user feedback from, where new moments and ideas could be added to the system or swapped around with others. 51

Iâ&#x20AC;&#x2122;ve always wanted to cycle to work. Iâ&#x20AC;&#x2122;m gonna give this a go!

1 Initiative launch

d ne bu t d

promotional campaign

a funded initiative helps to get people interested and confident with everyday urban cycling

2 Interest to engage

mobile app

ste i ntereoncer c

everyday people become interested in the new initiative through promotional materials

sign-up

Existing initiatives

Basic understanding the user learns road safety skills and cycling knowledge through the mobile app

toolkit & assistive device

the user is connected to existing cycling initiatives based on their experience

theory to practical

vidual shared to indi

Social learning experience confident and trained cyclists help those interested by cycling together through social learning rides

e in

abi l it

aware

the user feels confident to cycle for everyday journeys

confide

I now feel confident to cycle on my own for the everyday journey

Everyday legacy nd

g the favour & shar rnin i ng

the user becomes confident enough to start cycling alone

confidenc

retu

Individual practice

ces rien pe

user

storyboard

Hmm, I’m gonna give this a go!

2 dow

nload app never cycled

Jake, 19 student I used to cycle back at home, but I’m not used to the busy city roads and the one-way system, it all seems too scary and too much

Jake enjoyed cycling in his home town, but moving to the city now means he is hesitant to cycle on the busy roads. Although he has a passion for utility cycling, he no longer does so as he is fearful of cycling on city roads

Jake notices a poster advertising the initiative and would like to take part to build confidence

always cycling

He signs up using the app, which asks him to how experienced he is with using a bicycle

you earnt an

learn the basics

a few days later...

The app allows Jake to get the basic understanding of how to safely use a bike on the road

achievement!

6 I feel confident with my skills, now I want to give it a go!

Jake receives a kit and device to get involved with the initiative and to guide him when cycling

12th May

He unpacks his kit, learns how to use the device and reveals the benefits of urban cycling

attend

He books a place on a city social ride, where the confident help those that are interested like Jake

I’m Jake! And yes, I’m ready to give it a go!

After learning the basics, Jake feels confident to start giving urban cycling a go

Hello! Ready for the ride? Jake makes new friends and gets an understanding from shared perspectives of urban cycling

He cycles with others and with more confident cyclists, where he builds confidence through practice

a t h er s

g ro

c h an ne

ger

all

ay r e -w i d

I feel pretty confident now. Iâ&#x20AC;&#x2122;ll try cycling to university tomorrow

the next day...

u p c y cl er

Jake keeps attending weekly social city rides where his confidence on the roads gradually builds

Jake eventually feels confident with the roads, and so decides to start cycling on his own

here we

beginner intermediate challenging

we go! Jake plans his route using the app, choosing the beginner route which uses less demanding roads

He syncs his chosen route to the device and then attaches it to his bicycle stem

15 le f t

turn ahead

rou

Jake sets off on his route using his device to help guide and prompt him on the roads

g h s u r f a ce

intermediate beginner

The device lets Jake know the direction he is heading, whilst guiding him on his road skills

Data input from community users notifies Jake of potential hazards on the roads

19 warrior

reward

Jake eventually earns all of the urban cycling achievements, and is offered a physical reward

Over time, Jake gradually moves to more challenging and direct routes as his confidence builds

I now feel

Iâ&#x20AC;&#x2122;d like to attend rides in the future to give something back

Jake wants to give back to the initiative by sharing his story and experience at social city rides

challenging

conf

ident and aware

User input Receiving input from the ‘confident and aware’ At this stage, I wanted to gain feedback on my proposal, and so discussed my idea with a ‘confident and aware’ cyclist. Zaneta has had over 6 years of experience of cycling on the roads, but described their fears of using roads for the first few times.

would be good to team up with bike shops and other places to transfer “ Itvirtual achievements into real rewards, like 10% off, for example ” could trying alternate or more challenging routes be rewarded like Cycle Quest?

could the assistive device also be used to help facilitate the social rides on the roads? they could be used to help the members communicate between each other

suggestions

could landmarks be used as visual prompts for directions? 55

they can use cycle paths and roads, and members could learn how to transition between the two

the social learning routes could be a hierarchy, and could be marked somehow so that motorists recognise it

nal

campaign

io ot

fun

i ev

eme

nts

kit

moodboarding Before thinking through making, I assembled a moodboard to gain a feel for what the physical touchpoints of my proposal might look like and the brand image I wanted to pursue. My aim is to aim design somethingOur which creates a sense of intrigue, with a playful brand image which presents urban cycling in a positive and appealing way

y pla

anding ful br

as sis

tiv

ev i c

engagem

m ga

ified

app desig

t en

Proposal As my proposal is a community-powered initiative and campaign, I felt it was important to first detail a manifesto and the brand image, of which the designed artefacts will live up to

57 | Self-initiated - Urban Cycling | Jake Cohen

I decided to name my initiative

Glasgow by Bike as it clearly captures the essence of what the initiative is about - getting around Glasgow by Bike

Manifesto Glasgow by Bike offers everyday people the opportunity to try riding a bike as a way of getting around. We aim to break the fear barrier of using roads through gradual paces of building confidence, where learning thrives through social experiences that translate into an everyday practice

Manifesto appeal

Our aim social integration

learn at your own pace

core goals to provide a greater sense of achievement for urban cycling

to provide guidance to being confident and aware cyclists

to make trying and practicing urban cycling accessible

image

urban cycling as everyday

affirming visions of urban cycling

to bring the benefits of cycling to the wider society

Brand identity Creating a playful and compelling brand image As I wanted Glasgow by Bike to be something playful and enticing, capturing the attention of everyday people, I experimented with different typefaces and colours, and asked for user feedback. I also experimented with creative ways that the logo could communicate a message, whilst also offering a catchy slogan, resulting in â&#x20AC;&#x2DC;Go Bikeâ&#x20AC;&#x2122;.

Reflection For this project, I felt it was more appropriate to form a brand identity before creating the physical touchpoints as it was difficult to imagine what these touchpoints look and feel like without it. The brand identity acted as the basis for my designed components from this stage onwards. 59

brand image I decided to choose a brand image which is playful, quirky and less serious, aiming to appeal to an audience of everyday people from the ages of 18 to 45

Titles: Coolvetica

Body: Source Sans Pro

Our aim

illustrations I designed a playful illustrative style with solid and bold colours that demonstrate the appeal of urban cycling. These are designed to represent urban cycling as fun in order to entice everyday people to give it a go

Language The language of the initiative is also designed to be playful, by using wording and sentences in a less formal manner. The aim is to make it appear more quirky and fun. By doing this, it intends to be more inviting and less serious, so the lighter side of cycling can be seen

you have an interest in “ So urban cycling? Awesome!

So you have an interest in urban

cycling? Awesome! to Let’s begin the journey being an everyday cyclist.

”

Development With the specifics of my proposal in place, my next step was to begin thinking through making and exploring with the physical artefacts of the system

61 | Self-initiated - Urban Cycling | Jake Cohen

Defining the artefacts What facilitates the system? I next explored what the touchpoints of the system will be and their role within the system. With the assistive device being the central artefact, I began thinking about cycling accessories and what senses are appropriate when cycling. From user input, handlebars were the most appropriate as they can easily seen and are always held.

visual cycle computer? gloves?

lights?

sound bells/horns?

CYCLING ACCESSORIES pedals?

locks? handlebar grips?

helmet?

touch

? mobile app

facilitates

tool kit

assistive device

engages

assists

teaches the basics (road skills, tips etc)

provides information on the system and stages

communicates chosen route directions

guides the user through a journey of building confidence

homes and explains the assistive device

prompts user on road and communication skills

provides a fun rewards system for encouragement

facilitates cyclist to cyclist communication

collects user data to map road difficulty for cycling

documents use and experience of the road

Prototype 1: handlebar grips To start thinking through making, I created a quick mock-up of handlebar grips that could provide haptic feedback to direct and navigate the user on the roads. These handlebar grips could also be squeezed when the user feels a moment of friction or difficulty on the road, the app would then document this for the user to reflect on later. Data collected this way will help to generate routes based on level of difficulty for everyone in the system.

User feedback Feedback suggested that squeezing the handlebars might not be practical, as sometimes you can squeeze them without realising. However, the idea of the haptic feedback was well received, but should be backed-up with visuals. For this reason, I moved towards looking at possible visual inputs.

Prototype 2: handlebar device I next explored with the language of cycling computers something which can be attached to the handlebar to provide information. I began to explore with the visual interface, and how the user might be directed through simple graphics and prompted on roads skills. As this device was to train and build confidence, it was imperative to explore how visual cues might be given in a simplified, clear and understandable way.

User feedback This form of physical touchpoint was preferred over the haptic feedback. I did challenge if this device could just be a part of the app, with the phone attached to the bike. However, after speaking to users, they felt reluctant to attach their phone to the bike due to fear of it falling off and running out of battery. As users deemed this design as appropriate, I moved forward with this means of accessory.

map 1 survey responses Prototype 3: mobile app I next began to explore with app design and how this can connect with the assistive device. The app plays a significant role within the system, and is the tool which guides the user through the stages to becoming confident and aware. For this reason, I wanted the design to be simple and fun, sticking with the brand image. I designed a number of screens, such as road skills, user tailoring and virtual rewards, and then asked for user input.

User feedback Feedback suggested that whilst the virtual rewards are fun, it would be good to translate these into real rewards, such as discounts at local bike shops. Users also suggested theyâ&#x20AC;&#x2122;d like to compete with their friends and be able to reflect on their journey and set goals for the next time. I did challenge whether a kit was needed if there is an app, but users suggested that a kit is more enticing, engaging and fun, and that there should be a combination of both.

Prototype 4: collected data and mapping roads A key feature for the app and the stage of individual practice is being able to plan new routes based on the difficulty of roads. The app collects data from the user experience of roads in Glasgow, and uses this to mark routes as ‘beginner’, ‘intermediate’ and ‘challenging;. The chosen route can then be synced to the assistive device where it will navigate and prompt the user. Beginner routes avoid challenging roads, so take a little longer, whilst the challenging routes will get users there directly.

User feedback This was a feature that my user group found really helpful. It was suggested that for unfamiliar routes, they would likely choose the ‘beginner’ routes, no matter how confident they feel. However, if they are taking the same route repeatedly, they would move towards ‘challenging’ routes. It was also suggested that the devices could pair for group cycling.

Prototype 5: tool kit As my user group were passionate about having a kit, I decided to play around with creative packaging which can explain the initiative, hold the assistive device and get the user to bring their friends along. Again, I wanted to reflect my playful brand image in this design, whilst engaging the user with their journey to being ‘confident and aware’.

User feedback Testing this with users proved that they felt engaged with the kit as a physical artefact as it made them feel more ‘involved’. I also asked if this was something they would be willing to invest in, and the majority said yes, but my proposal aims for most of the cost to be funded by beneficiaries and advocates of the initiative, such as Glasgow City Council and Sustrans.

user feedback sessions With an initial prototype of each touchpoint, I next wanted to collect further user feedback on the idea as a whole. I asked both the ‘interested but concerned’ and the ‘confident and aware’ to gain balanced feedback, showing them my system and the psychical touchpoints. Key points from these sessions included:

Zaneta, 23 Could there be training in the app to help with setbacks on the road? Such as if a driver shouts and intimidates you?

Diane, 20

John, 43

I’d like a way of being able to reflect on my journey and setting goals to improve for the next time

It would be good to create a shared moment when you follow other cyclists you don’t know spontaneously on the roads

Suzanne, 35

Sandra, 44

Sean, 20

Is a glance enough? I’d need to be able to check the device quickly and easily as I need to focus on the roads

It would be good to bring a social element into the app so you can compete with friends or ask people for advice if needed

I’d like more perks for more cycling, so maybe you could level up and earn things like free bike maintenance check ups?

reflection & next steps I really pushed myself to gain lots of user feedback for this project, and for this reason there was too much to fully communicate in the PPJ. The majority of feedback was ideas which could be added to the system, so I have focused on communicating the physical iterations, but other feedback should be reflected in my final outcome

map 1 survey responses Prototype 6: form and shape experiments Following feedback, I began to play around with the form of the assistive device, and how the shape of the design can help inform the UI, and making it more glanceable when on the roads. I modeled a number of CAD models using Rhino, and then 3D printed them to test with users.

User feedback Testing these models with users revealed that a diamond shape was much more practical, as it allowed the turn signals to follow around the edge of the device, and also gave more space to visually see the prompts. For this reason, this is the form I wanted to move forward with.

Prototype 7: user interfaces testing Feedback suggested that it was imperative for the device to be glanceable, and so I began researching into ambient devices, and how information can be visualised simply. I also began to experiment with contrasting colours which still stick to my colour scheme. From experimentation, I found that a single colour on a greyscale background made it much easier to glance at and understand, whilst LEDâ&#x20AC;&#x2122;s for the direction would be much clearer.

User feedback After testing the new interface with a variety of users, it was agreed that this UI was much easier to understand and glance at than the previous. In order to understand what prompts were appropriate, I decided to visit the manager of Free Wheel North and ask for both input and feedback.

S S S

â&#x20AC;&#x153;

organisation feedback sessions Whilst I had gathered lots of user feedback, I felt it was important to collect feedback from cycling advocacies and charities, such as FreeWheel North and Snook. Feedback from FreeWheel North was particularly useful as they are also funded by independent bodies

Norman, FWN In order to get funding, itâ&#x20AC;&#x2122;s important to show the social benefit, so really push this to get funding for your proposal

John, FWN

The Bike Station

Is there be another way to communicate the prompts for beginner users? They might not be confident in glancing to start with

Who will supply the kit and when do you receive it? Could you receive it after the training as motivation to learn the road theory?

Sarah, Snook

The Bike Station

Norman, FWN

Could the app show the common fears of cycling on the road, and then train the user on how to deal with such situations?

Could there be more user tailoring so you could tune your journey to your cycling motives? e.g. saving money or keeping fit?

Information collected by users in mapping road difficulty is a great way to create cycling design through data for Glasgow City Council

reflection & next steps Speaking with project manager and founder, Norman Armstrong, at FreeWheel North was very inspiring as he could see potential in my idea and wanted me to apply for funding to make my proposal real. It was a useful session as he gave me a list of organisations likely to fund my proposal, and he also helped choose appropriate prompts which can be displayed on the device

Prototype 8: haptic grips It was suggested that some people, primarily those who are less confident, might not want to keep looking down at the device to start with, For this reason, I looked into other senses, and went back to my earlier prototype of haptic grips. I modeled grips in CAD software, 3D printed them and tested them. These grips will pulsate to let you know when to turn, meaning the user has to rely less on glancing down and can focus clearly on the road.

User feedback Feedback on the grips was positive and many people felt that they would be really beneficial to their cycling experience. However, it was suggested that instead of it being a grip, it could be a clip for the handle which pulsates what already exists, rather than adding more surface area.

Prototype 9: haptic clips Following feedback from the previous model, I made the grips into a device which can clip onto the handlebar out of the way of the hand. I tested this by 3D printing them and sized them to the average dimensions of handlebars.

User feedback This version was much more preferred of the previous form, and also meant that they could be carried and removed more easily. As these were much smaller than the previous model, I next needed to explore methods of charging the device that did not require cables and ports.

Prototype 10: charging options I originally provided a USB cable to charge the devices within the kit, but it was challenged as whether this might be too much friction, and whether they should be wirelessly charged. I was hesitant to use wireless charging as it can be expensive, and my aim was to make this kit affordable to be funded. However, I began to construct a charge mat as an ideal solution rather than a more affordable option, and tested it out with users.

User feedback Users preferred charging the devices wirelessly as they found it fiddly to charge the haptic clips due to their small size. Users also suggested that after a long day, they would just want to throw the devices onto a charge pad after getting home, rather than trying to find the cable to charge them.

Outcome Glasgow by Bike is a community powered initiative that helps to get people over their fears of cycling on the road through gradual and tailored paces of confidence building

75 | Self-initiated - Urban Cycling | Jake Cohen

What?

Glasgow by Bike is a community powered initiative that helps break the fear barrier of cycling on roads, aiming to get people confident with cycling for short urban journeys.

How?

The initiative guides interested but concerned individuals through gradual and tailored stages of building confidence of cycling on the roads. Starting with the download of the app, the user learns the basics of the road and how to deal with different situations. They can then practice their skills with others during social city rides, which bring the confident and aware together with the interested but concerned. Over time, the individual can then shift to cycling on their own, by planning routes based on the experiences of other cyclists in the city, and then sharing their own experiences.

Why?

It is important that we do cycle on the road to prove that cyclists exist, that they are traffic, and to push for more funding for cycling infrastructure. Cycling is a practice with many benefits to both the individual and wider society, but they are often overshadowed by the perceived fears of cycling on the road. Glasgow by Bike aims to break this barrier, whilst making it more fun and rewarding to cycle for short journeys.

promotional campaign

interested but concerned receive Companion Kit

interest to engage

learn the basics

attend city rides

individual practice

everyday legacy

participate in existing initiatives

volunteer & share experiences

The system Glasgow by Bike tackles the core issue of people feeling thrown in the deep end when cycling on roads. It provides a framework for individuals to progress and build confidence at a pace which suits them, and provides them with all the information and steps to build their road confidence, starting small, and moving towards a broader scale where there is more sensory input. Glasgow by Bike is a affiliated with existing local cycling initiatives that help to get people comfortable using a bike, these include: Free Wheel North, CamGlen Bike Town and Wheelbeing. If the user has little experience with using a bike, they will be directed to these initiatives before being invited to the social city rides.

confident & aware

beneficiaries Glasgow City Council

Local cycling initiatives

Local cycling businesses

Volunteers

Glasgow City Council

Local initiatives and businesses

facilitators

Road and pavement users

Interested & concerned

Glasgow City Council

Area managers

Glasgow by Bike committee

Sustrans

Transport Scotland

Confident & aware

Big Lottery Fund Bikeability

The stakeholders The stakeholders for the Glasgow by Bike initiative are extensive as cycling as a whole is beneficial to the core users and the wider society. However, the core stakeholders are those ‘interested but concerned’ and those ‘confident and aware’. As a funded initiative, those investing are also stakeholders and beneficiaries. Glasgow City Council is likely to be the largest beneficiary as the initiative promotes cycling as a means of transport, meeting their push for sustainable transport, but also presents cycling as a fun, safe and positive thing to do in Glasgow. The Council will also be able to receive data from the initiative, such as people’s experiences of the road and heat maps that show areas of friction and difficulty.

Cycling UK Cycling Scotland

ERDF Funding

investors

map 1 survey responses 1. Promotional campaign The initiative will be launched by a promotional campaign that captures the attention of everyday people. Throughout the cityscape, there will be a variety of media, communicating the benefits of cycling and inviting people to join Glasgow by Bike. Whilst 42% of the population do have a bicycle, the 56% donâ&#x20AC;&#x2122;t have the opportunity to use NextBikes with the Glasgow by Bike initiative, allowing them to give it a go before for free before investing in a bicycle or the Companion.

2. Interest to engage With an interest, users can then download and sign-up to the initiative using the â&#x20AC;&#x2DC;Go Bikeâ&#x20AC;&#x2122; app. Upon sign-up, the app tailors their journey to becoming confident and aware by asking them how much experience they have with cycling and their motivations to cycle. The user then starts at the first step, where it will guide them on what they need to do to get to the next stage, until they reach the state of being confident but aware.

2. Learn the basics For those with little or no experience, the app will provide training on how to cycle on the roads, how to interact with traffic and how to deal certain situations. Such information is assisted by understanding what peopleâ&#x20AC;&#x2122;s fear of cycling on the road are currently, and then providing skills and tips to mitigate these barriers. Once the user has learnt and checked off all of their basic knowledge, they will then be offered a choice of Companion Kit to start practicising their newly acquired skills

3. Receive kit The user has a choice of kit depending on their own preference, abilities and confidence. The kit includes an assistive device which helps facilitate shared and individual moments of cycling, allowing them to train and build confidence on the move. The Companion Kit utilises the sense of sound and vision, whilst the Companion+ Kit also includes the sense of touch through haptic technology. The Companion+ kit is recommend for those who are a little less confidence, though even the most confident cyclist is likely to find it beneficial to their cycling experience. The kit is designed to be playful and engaging, and also includes invitations to bring along a friend.

map 1 survey responses Companion The Companion is an assistive tool which mounts to the handlebars or stem of a bike, helping to train and guide the user on the road. It provides navigation and tunable prompts based on what is important to know and do based under current conditions, with the use of simplified visuals and audio beeps. For example, prompts to remind the user to centre on narrow roads and to make eye contact with other road users at challenging junctions. Chosen routes are uploaded to the Companion using the app, and can be used for cycling individually, or can be paired with a group by tapping them together. The Companion changes colour to let the user know when they are cycling individually, with a group and also when they are approaching someone on their journey who is cycling the same route, to encourage interaction and shared moments of cycling.

individual

group

shared

Companion+ The Companion+ kit includes haptic clips that pulsate the handlebars of the bike to let the user know when they need to turn. As the user approaches the turn, the handlebars will begin to pulsate faster. The use of these mean that less confident cyclists can focus more of their attention on the roads and whats around them. Whilst these appearance models have been 3D printed, in reality, both the Companion and haptic clips will be manufactured through injection molding, where the technology can be inserted. The Companion makes use of a coloured back-lit e-paper display to prevent glare on the road and to have long lasting battery life. The directional turn signals compromise of diffused RGB LEDâ&#x20AC;&#x2122;s in order to clearly be seen in all lighting conditions.

4. Attend social city rides Once the user has got to know their device and learnt the basics, they will then be invited to join community organised social rides. Social city rides bring together those ‘interested but concerned’ with the ‘confident and aware’. The purpose is to serve the opportunity for those interested to practice their skills with others, who can provide advice and help out when needed. My field research showed that people are less fearful when cycling together, and so the social city rides provide a support network for those involved. There are multiple rides serving different purposes, including beginner sessions which use cycling routes whilst going on the road every so often, whilst more challenging routes use little infrastructure and focus on busier roads. There will also be day and night sessions. The Companion facilitates these journeys by providing better communication between cyclists; for example, if the road is narrow and cycling single file is required, the paired Companions prompt everyone. If someone needs assistance, then can press the button on the Companion to alert everyone.

map 1 survey responses 5. Individual practice Once the user feels more confident after attending a number of social city rides, they can then progress to the next stage: cycling alone. The app lets the user choose how to get from A to B based on their level of confidence. Those just starting out can choose ‘beginner’ routes which avoid the more challenging areas and use more cycling infrastructure, but are less direct. Over time, the user may build more confidence, especially if cycling the same route daily, to progress to the more ‘challenging’ routes which may use busier roads and one-way systems, for example. Information on how these routes are planned derives from the experience of all cyclists in the Glasgow by Bike community; by reflecting on everyday journeys and road experience, the aim is to create a map of data which constantly evolves to provide information on route planning. Glasgow City Council can benefit from this data by seeing where cyclists have the most difficulty, giving them information on where new cycling infrastructure might be needed.

6. Everyday legacy Throughout the journey of becoming ‘confident and aware’, the app provides a leveling system with playful virtual rewards for everyday cycling. Inspired by the likes of exercise achievements, such as ‘100 miles’, these badges instead reward everyday moments of urban cycling, such as ‘One-way Warrior’ for cycling on a one-way system. These badges encourage and motivate the user, and can be shared to compete with friends. The user levels up by collecting a number of badges, where they can then translate their virtual rewards into a real reward as the initiative partners up with local bike shops and existing cycling initiatives. Once the user reaches the stage of being ‘confident and aware’, they can come back to volunteer at social city rides and share their experiences with those who are ‘interested but concerned’.

map 1 survey responses Sustainability and the future The Glasgow by Bike initiative is operated as an individual body which is affiliated with other local cycling initiatives and funded by beneficiaries, such as Glasgow City Council and Sustrans. Whilst its designed to be powered by the community, it does have managerial qualities, where regular volunteers can help with maintenance and running of the system. The initiative will be free for people to be involved in, but donations are welcomed. The Companion Kits will be manufactured by Glasgow by Bike and will be subsidised through funding, meaning the users will have to pay as minimal cost as possible for the device. The initiative is designed to be piloted in Glasgow, and if successful, can spread to other cities in the UK under the same branding; for example, Manchester by Bike.

Reflection A conclusive reflection on the project as a whole

89 | Self-initiated - Urban Cycling | Jake Cohen

Overall reflection I have thoroughly enjoyed this project as it is something I am passionate about and originates from my own experiences of being a city cyclist. I have put an incredible about of time, energy and money into this project, and I believe it reflects in the quality of my final proposition, to which many have said I should construct a funding proposal to make it happen. If there is a key takeaway that this project has taught me, it is that my interest in design largely lies within the research stage. I constantly pushed myself to experiment with different ways of collecting and mapping insights, to which I was able to reveal many moments for design. I was passionate about getting out in the field and discovering people and their lives in order to inform my project, which is why, throughout the project as a whole, I kept going back to these people, of whom many I have become close friends with. A stage which I often find challenging is ideation, as I often find I have so much research and criteria to meet. However, for this project, instead of sitting at a desk and trying to sketch ideas, I started creating context based 2.5D scenarios, and generating ‘what if’s’ from my research as a whole. This allowed me to come up with many ideas, to which I extracted the key qualities to create a combined idea. This was a fresh approach for me, and appeared to work quite well for my design process. I put myself out of my comfort zone during the development stage by trying rapid prototyping as a way of thinking, a technology I was not overly familiar

with. I also pushed myself within the user feedback stage, and received so much feedback that documenting it here would require many more pages. Documenting my work can often be challenging as I find that I produce a significant amount, meaning it’s harder to filter, and leaving many of these processes out can often detract from the narrative of my project. This often results in my PPJ’s being extensive. I put a significant amount of time and attention to detail in producing PPJ’s, but trying to communicate things more simply and concisely is something I will continue working towards in the future. As my first project which I have selfdirected, I believe I have performed really well and I’m proud of what I have achieved. I’m enthusiastic about my proposal and would like to continue working on it to make it real after the assessment, especially so as many others are enthusiastic about it too. The project as a whole has made me realise my passion for design for and with the community in mind, and is something I’d like to pursue in the future.

The future... I view myself as a multi-disciplinary designer with a great interest design research. Whilst I thrive working alone, I much rather enjoy working in close-knit groups, which I realised from the ‘Prospectus’ project. After graduating, I’d like to get an internship with a team of designers, before progressing onto a Masters course where I can focus on my passion for research. In the future, I also see myself teaching design to others who are just as passionate about it as me.

Image references Page 0

Source

Cyclist and Lorry - ‘Getty Images’ http://www.independent.co.uk

Physical barriers - ‘10 things that put people off cycling’

Wheelbeing Cyclists - ‘Glasgow Cycling Community’ https://www.facebook.com/glasgowcyclingcommunity/

Baby steps - ‘Cycling to work for beginners’ http://www.cyclinguk.org

Road confusion - ‘Two Wheels Good’ http://twowheelsgood-fourwheelsbad.blogspot.co.uk

Marking the abscent- ‘Cycle London City’ https://cyclelondoncity.blogspot.co.uk

Positioning- ‘British Cycling’ https://www.britishcycling.org.uk

Uhr - ‘Marks Burocratik’ http://marks.burocratik.com/post/51553443095

Assistive device - ‘Beeline’ https://beeline.co

Gamified app design - ‘Levels’ https://dribbble.com/zane_david

Playful branding - ‘By Land, Sky & Sea’ https://dribbble.com/shots/1958067-By-Land-Sky-Sea

Fun Achievements - ‘Love to Ride’ https://www.lovetoride.net

Promotional Campaign - ‘dogfishmedia’ https://www.etsy.com/shop/dogfishmedia

https://www.theguardian.com/

PRODUCT DESIG N The Glasgow School of Art