Redefining local mobility in Loughborough through integrated bike sharing scheme
CASE STUDY
7 min read
Overview
As part of a five-person team for an industry project in my UX and Service Design MA, I contributed to the design of Bell Cycles, an e-bike sharing service integrated with Loughborough's infrastructure, featuring user-friendly app functionalities that promote safe, inclusive, and engaging eco-friendly commuting.
Role
Co-Leader, UX & Service Designer
Project Duration
8 weeks
Skills
Service Design
Product Design
User Research & Prototyping
Client
Our industry client, Sparck, presented us with a compelling challenge: design a sustainable e-bike service for Loughborough.
“Design a sustainable transport service aimed at increasing affordable mobility and access to local amenities for local communities to help reduce isolation and keep active.”
Loughborough presented a few specific hurdles we needed to consider:
Limited Mobility Options
Loughborough residents without private transportation rely on public transport, which can be unreliable and inaccessible for short trips, limiting access to local amenities.
Health & Well-being Concerns
Growing issues of physical inactivity and isolation in communities can be addressed by e-bikes, which encourage active travel and promote better health.
Environmental Impact
Traffic congestion and emissions are increasing. E-bikes offer an eco-friendly alternative, reducing carbon emissions in line with the UK Government’s Transport Decarbonisation Plan.
A safe, secure e-bike sharing service, designed to feel like a natural and intuitive part of Loughborough’s existing transport network.
We tackled our brief with the “5Ws and 1H” approach, weaving in the COM-B model to highlight and target any high-risk assumptions.
From here, we developed three proto-personas but eventually narrowed our focus, seeing the greatest potential impact for students and young professionals in the community.
COM-B
Assumptions Matrix
Prioritised Questions and Assumptions
Users might not feel assured about their bikes being safe.
Users don’t know how to use e-bikes.
Users are not confident in current road infrastructure.
How we make it more accessible for people with disabilities?
Users are happy to try new thing + give up old habits.
Proto Personas
High population of younger group
The Loughborough population is influenced by university students and stuff.
High level of walking and cycling
“Student Population is more likely to use sustainable transport modes.”
Our findings indicated that Loughborough's high car dependency, combined with recent plans to expand cycling infrastructure, created a promising opportunity for an e-bike service.
Secondary research gave us invaluable insights about the town’s transport dynamics:
Competitors Research
Notably, there were no direct e-bike sharing competitors in Loughborough. We examined schemes in other major UK cities, learning from both their successes and, importantly, their missteps.
Habits & Road Infrastructure
While many residents rely on cars, there were encouraging signs: those strategic plans to enhance Loughborough’s cycling infrastructure. Furthermore, 27% of commutes to work are less than 2km – prime e-bike territory.
E-Bikes: Charging & Parking
We investigated various types of e-bikes, their sustainability profiles, and how existing schemes manage charging and parking. Inclusivity was a central theme in these considerations.
Security and Safety
GPS and GSM technology for bike safety showed potential. However, a sobering statistic: 31% of stolen bikes were taken from the street, and reported e-bike thefts surged by 103% in 2023. Security clearly needed to be a top priority.
Our primary research uncovered key insights into transportation habits, concerns regarding infrastructure, and what people genuinely expect from an e-bike service.
To dive deeper, we conducted semi-structured interviews with 14 participants, including e-bike/bike users, non-bike users, and experts in security and infrastructure. We employed narrative inquiry, encouraging participants to share their stories, to extract richer, more nuanced insights.
So, what did these conversations reveal? Users perceive public transport as unpredictable, and cycling infrastructure as inconsistent.
Data analysis of primary research in Affinity Diagram highlighted clear trends in user motivations:
The user flow chart details the app journey, from download and onboarding to e-bike reservation, route guidance, and secure docking.
We began with lo-fi wireframes to sketch out the fundamental interactions before progressing to a mid-fi prototype. It’s about establishing a solid foundation first.
Our mid-fi prototype testing was focused on validating the user journey and, crucially, assessing the overall feasibility of the service.
This was a hands-on phase. We conducted bodystorming sessions with two bike users (having them physically act out the service interactions) and usability testing with four non-bike users. This process helped us pinpoint interface issues and in some cases, re-evaluate our core assumptions.
Switch from Long-Term Rental to Sharing Model
Initially considered long-term rentals but shifted after learning charging e-bikes in student accommodations was banned
Sharing model allowed more flexible, occasional use, better suited for campus and city environments.
Addition of Physical Safety Measures
Initially, the design focused on app-based solutions like navigation and reservations.
After expert feedback, physical safety measures such as enhanced bike locks, CCTV, and GPS-enabled security systems were integrated for better security.
Removal of Advanced Mode in Speed Options
The initial prototype offered three speed modes, but based on feedback, the advanced mode was removed, keeping only "Beginner" for first-time users to ensure safety.
Simplifying the Reservation User Flow
The booking and unlocking process was simplified by removing option to reserve a bike for 5 minutes that showed logistical issues.
Manual locking of the bike in the app was removed; instead, docking the e-bike securely locks it, confirmed by a click sound, visual indicator, and a notification in the app.
Bell Cycles connects stakeholders in collaborative ecosystem
Bell Cycles creates value by boosting partner opportunities, enhancing visibility, and promoting sustainability, while improving community well-being and urban living.
Revenue comes from subscription fees, local council funding, on-bike advertising, and sponsorship name rights.
Integrating the service into existing public transportation system
With strategic docking stations aligned with the council’s plans and visibility on Google Maps, Bell Cycles is woven into the Loughborough’s public transport landscape.
Key Takeaways from This Intensive Project
Adapting to diverse work styles was a significant learning experience. Initially, the varied approaches within the team presented some challenges. However, clear communication regarding individual work styles and a well-defined division of roles greatly improved our collaborative efficiency.
Structured client collaboration is invaluable. Those weekly meetings and clearly defined agendas with Sparck were instrumental in maintaining open communication and ensuring we were asking the pertinent questions at the appropriate times.
Balancing digital tools with in-person interaction was crucial. There are times when a face-to-face discussion is simply more effective for resolving complex issues and fostering team cohesion than digital communication alone.
Agile methodologies and regular retrospectives kept us on track. The weekly check-ins enabled us to adapt quickly to new information, and establishing clear agendas significantly improved our focus and team alignment. These practices, while seemingly straightforward, have a profound impact.
