APPLYING STRATEGIC DESIGN TO STAND

APPLYING STRATEGIC DESIGN TO STAND OUT IN THE CARGO BIKE MARKET

Development of a cargo bike for non-cargo bike people

Anna Mikkelsen

Moa Wernberg

Master of Science Thesis TRITA-ITM-EX 2019:485 KTH Industrial Engineering and Management

Machine Design SE-100 44 STOCKHOLM

Master of Science Thesis TRITA-ITM-EX 2019:485

Applying strategic design to stand out in the cargo bike market

Development of a cargo bike for non-cargo bike people

Anna Mikkelsen

Moa Wernberg

Approved Examiner

Claes TisellSupervisor

Teo Enlund

Commissioner

Rawbike Scandinavia AB

Contact person

Andreas Falck

ABSTRACT

This report presents a master’s degree project in Integrated Product Design at KTH Royal Institute of Technology in Stockholm, on behalf of the company Rawbike. The purpose was to develop a design and construction proposal for a cargo bike from a strategic market perspective, that could broaden the audience of Rawbike to include more female users.

The Rawhauler is a powerful cargo bike with attitude for those who need an agile, multifunctional and modular cargo solution. The Rawhauler makes it possible to carry heavy loads and climb the steepest of hills while having a pleasant biking experience in crowded commuter traffic.

Literature studies and strategic tools were used to design a branding strategy where a small company like Rawbike can develop a strong brand to stand out in the crowd. User centred studies were conducted to ensure a product well adapted to the needs and wants of its users. The insights gained from these two fields were then used to develop a competitive concept that both extended the existing portfolio and appealed to the whole Rawbike community, regardless of gender.

Keywords: Electric bike, Cargo bike, Longtail, Product development, Product design, User centered design, Strategic design, Strategic branding

2019-06-28

Examensarbete TRITA-ITM-EX 2019:485

Tillämpning av strategisk design för att sticka ut på lastcykelmarknaden

Utveckling av en lastcykel för lastcykelskeptiska

Anna Mikkelsen

Moa Wernberg

Godkänt Examinator

Claes TisellHandledare

Teo Enlund

Uppdragsgivare

Rawbike Scandinavia AB

Kontaktperson

Andreas Falck

SAMMANFATTNING

I denna rapport redovisas ett examensarbete på mastersnivå inom utbildningen Teknisk Design på Kungliga Tekniska Högskolan i Stockholm, på uppdrag av företaget Rawbike. Syftet med projektarbetet var att skapa ett marknadsstrategiskt design- och konstruktionsförslag på en lastcykel som skulle kunna bredda Rawbikes befintliga publik och inkludera fler kvinnliga användare.

Rawhaulern är en kraftfull lastcykel med attityd för dig som behöver en smidig, multifunktionell och anpassningsbar lastlösning. Rawhaulerns möjliggör för att kunna ta rejält med last där du kan bestiga även de brantaste av backar och ha en härlig cykelupplevelse i trång cykelpendlingstrafik.

Litteraturstudier och marknadsstrategiska verktyg användes för att utforma en varumärkesstrategi där ett litet företag som Rawbike kan sticka ut ur mängden med ett starkt varumärke. Användarcentrerade studier genomfördes för att kunna skapa en produkt väl förankrad i användarens behov och begär. Insikterna från dessa två områden användes sedan för ta fram ett konkurrenskraftigt koncept som både utökade befintlig produktportfölj och kunde gå hem hos alla, oavsett kön, i Rawbikes community.

Nyckelord: Elcykel, Lastcykel, Longtail, Produktutveckling, Produktdesign, Användarcentrerad design, Strategisk design, Strategiskt varumärkesbyggande

2019-06-28

FOREWORD

We, the authors of the thesis, are truly proud of presenting this project as our final work as master students at the Industrial Design Engineering program. The project has been a fantastic opportunity for us to show what we’ve learned during our five years at KTH, and for us to explore new areas of knowledge.

We would like to address a big thank you to all the people involved throughout the project process:

From KTH, we would like to thank our supervisor Teo Enlund who’s interest and knowledge of both road- and cargo bikes had an important role to play in the project.

At Rawbike, we would like to thank Andreas Falck and Oliver Jonasson for giving us the opportunity to carry out this project, taking us to the Alpine World Championship in Åre and for letting us be a part of your journey as a company.

We would also wish to extend our thanks to all of the participants in the performed user studies for your curiosity and willingness to contribute, as well as the Rawbike community in large. The project wouldn’t have been possible to perform without you.

To close, we would like to thank all of the people that let us interrupt their work to ask questions, most notably the staff at Bonne Mécanique and Velo & Oxygen.

Anna Mikkelsen & Moa Wernberg Stockholm, June 2019

BICYCLE ANATOMY

C F

A

R

Q

P

M N

L

K

O J

I D

E

B G

SH

A. Rear rack

B. Seat post

C. Saddle

D. Seat tube

E. Top tube

F. Handlebars

G. Head tube

H. Front fender

I. Fork

J. Down tube

K. Pedal

L. Crank arm

M. Front sprocket

N. Belt

O. Chain stay

P. Rear sprocket

Q. Internal hub

R. Rear fender

S. Seat stay

GLOSSARY

WORD DEFINITION

Eco-phobia (klimatångest)

Also called eco-anxiety or eco-depression, is defined as a strong worry or anxiety over environmental degradation, often coupled with catastrophic thoughts about the future.

Eco-activism A form of engagement in social and/ or political campaigns with the aim of preventing damage to the environment.

Cargo-curious A person who is considering cargo bike ownership but hasn’t committed to the idea.

Greenwashing Making misleading or unsubstantiated claims that makes a company appear to be more environmentally friendly than it really is.

“Gadget-ness” Defines a product that attracts otaku or nerd behaviour, where researching specs and functionality can reach an almost obsessive level.

“Play it by ear” Move instinctively rather than according to rules or a plan.

FEM Finite element method, a numerical method for solving problems of engineering and mathematical physics.

Bussing Giving someone else a ride on the bike.

USP Unique selling point.

Rawbiker A person that owns and rides a Rawbike (or U1).

Persona Fictitious character describing the needs, goals, attitudes and behaviours of segments of ta user group.

Flat bar A straight type of handlebar.

Riser bar A type of handlebar that rise from the centre clamp area.

DIY Do it yourself.

Back sweep (handle bar)

A bend of the handlebar towards the rider.

CAD Computer-aided design

TABLE OF CONTENTS

1.INTRODUCTION ............................................................................................................. 1

1.1 Background .............................................................................................................. 1

1.2 Purpose ..................................................................................................................... 3

1.3 Goals .......................................................................................................................... 3

1.4 Delimitations ............................................................................................................. 4

2.FRAME OF REFERENCE ................................................................................................. 7

2.1 Ensuring desirability through User Centered Design ......................................... 7

2.2 Meet safety requirements and regulations ........................................................... 7

2.3 Concept viability and brand differentiation ......................................................... 7

2.4 Gender perspective in the product development .............................................. 7

3.BACKGROUND RESEARCH .......................................................................................... 9

3.1 Vehicle definitions ................................................................................................... 9

3.1.1 Moped class II .................................................................................................... 9

3.1.2 Electric bikes ...................................................................................................... 9

3.1.3 Cargo bikes ...................................................................................................... 11

3.2 Cargo bike types .................................................................................................... 11

3.3 Background research results ................................................................................ 11

4.MARKET RESEARCH ..................................................................................................... 13

4.1 Brand strategies ..................................................................................................... 13

4.1.1 Electric bikes .................................................................................................... 15

4.1.2 Cargo bikes ...................................................................................................... 17

4.2 Brand positioning - cargo bikes ........................................................................... 19

4.3 Market research results ......................................................................................... 19

5.TREND ANALYSIS ......................................................................................................... 20

5.1 Cargo bike trend analysis ..................................................................................... 20

5.1.1 Eco-phobia & Eco-activism ............................................................................ 20

5.1.2 Citizens reclaiming space from traffic .......................................................... 20

5.1.3 Building green is the new black .................................................................... 21

5.2 What does the future hold according to the professionals? ............................ 21

5.3 Trend analysis results ............................................................................................ 23

6.USER STUDIES ............................................................................................................... 25

6.1 Observations .......................................................................................................... 25

6.2 Online communities .............................................................................................. 25

6.3 Surveys .................................................................................................................... 25

6.3.1 Rawbike community ........................................................................................ 25

6.3.2 Cargo bike users ............................................................................................. 25

6.4 Interviews ................................................................................................................ 26

6.4.1 Rawbike ............................................................................................................ 26

6.4.2 Cargo bikes ...................................................................................................... 26

6.5 Feedback - online focus group ............................................................................ 26

7.RESULTS OF USER STUDIES ....................................................................................... 29

7.1 Survey results .......................................................................................................... 29

7.2 Personas .................................................................................................................. 33

7.3 User needs .............................................................................................................. 37

7.3.1 Customer journey map ................................................................................... 37

7.3.2 Affinity mapping .............................................................................................. 37

7.3.3 Function analysis ............................................................................................. 37

8.BRANDING .................................................................................................................... 41

8.1 Brand DNA .............................................................................................................. 41

8.2 Brand strategy ........................................................................................................ 47

8.2.1 New brand model ........................................................................................... 47

8.2.2 Authenticity ...................................................................................................... 48

8.2.3 Customer experience ..................................................................................... 51

8.2.4 Differentiation - how to be remarkable ........................................................ 53

8.2.5 Extending the brand ....................................................................................... 55

8.2.6 Brand values .................................................................................................... 56

9.CONCEPT DEVELOPMENT ......................................................................................... 59

9.1 First iteration - Concept constraints .................................................................... 59

9.2 Second iteration - Concepts ................................................................................. 60

9.3 Third iteration - Low fidelity prototyping ............................................................ 62

9.4 Concept choice ...................................................................................................... 63

10.FINAL CONCEPT ........................................................................................................ 67

10.1 Presenting: the Rawhauler .................................................................................. 67

10.2 Materials ................................................................................................................ 67

10.3 Drivetrain .............................................................................................................. 69

10.4 Sizing and stability ............................................................................................... 71

10.5 Modularity ............................................................................................................. 73

10.6 Affordable is not the same as a cheap .............................................................. 74

10.7 From cradle to grave - energy consumption and CO2-emissions ................ 79

11DISCUSSION AND CONCLUSION ............................................................................ 81

11.1 Project scope ........................................................................................................ 81

11.2 Design and strategy proposal ............................................................................ 82

11.3 Future development ............................................................................................ 82

11.4 Conclusion ............................................................................................................ 84

APPENDIX A: PRODUCT COMPARISON ...................................................... Appendix A

APPENDIX B: SWOT-ANALYSIS ..................................................................... Appendix B

APPENDIX C: FIRST IMPRESSIONS IN ÅRE .................................................. Appendix C

APPENDIX D: SURVEYS ........................................................................ Appendix D:1(17)

APPENDIX E: INTERVIEWS ................................................................... Appendix E:1(33)

APPENDIX F: FUNCTION ANALYSIS ..................................................... Appendix F:1(5)

APPENDIX G: RAWBIKE AS A CARGO BIKE ............................................... Appendix G

APPENDIX H: RAWBIKE AS A LONGTAIL ............................................. Appendix H:1(2)

APPENDIX I: LIST OF COMPONENTS ............................................................ Appendix I

APPENDIX J: TUBE DIMENSIONS ................................................................. Appendix J

APPENDIX K: MEASUREMENTS ..................................................................... Appendix K

CHAPTER 1 • INTRODUCTION

RAWBIKE

Figure 1 The Rawbike

Figure 3 Current markets

Figure 2 The U1


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1. INTRODUCTION In this chapter the background of the project is described together with its purpose, goals and delimitations.

1.1 Background

RAWBIKE

Rawbike is a company founded in Sweden that develops and sell foldable electric bike/moped hybrids where the agility of a bike and the strength of a moped are combined. The company has two models; the Rawbike, see figure 1, which is the company’s flagship product, and the U1, see figure 2. What differentiates the two is that the Rawbike has a more powerful motor (750 W) than the U1 (500 W), which also comes as a pure electric bike with a 250 W motor. The Rawbike is also larger in size and has fatter tires intended for longer rides. The U1 is developed to meet the need for a smaller and more mobile bike, has the battery integrated in the frame to reduce bulk and is outfitted with front and rear suspension. Both of the bike/moped models have a maximum throttle speed of 25 km/h, which means that they are classified as a moped class II [1]. Rawbike started as an idea among a group of friends in 2016. This group consisted of five men in their 40s, all of them from the same background sharing similar interests. One of them had found an electric bike that would become the Rawbike, and together they decided to place an order, modify it by replacing almost all components and sell it to some friends. It turned out very successful and they decided to set up a limited liability company. Riding on the wave of success, they opened their web shop six months later and delivered their first bike two months after that, quickly gaining a foothold and interest from the market. Today, Rawbike is a small, global company that currently addresses the geographic market area of Sweden, Finland, Norway, Germany and Belgium, see figure

3. Their business model is 100 percent web-based and exclusively uses social media to market their products. The company is still in its start-up-phase, and with limited branding experience the founders have adapted a “trial and error”/”we’ve got nothing to lose”- approach to their business. The primary audience today are the same as the founders themselves, men in their 40s. The models that Rawbike offer very much reflect who the founders are by using a retro army look together with leather details to express high functionality and premium feel.

[The company strives to be

climate friendly…] The company strives to be climate friendly and have a mission to be climate positive by climate compensation [1]. They support the Gold Standard CDM certified Indian biomass power plant Sri Balaji, which transforms agricultural waste to green energy and reduces CO2-emissions [2]. CARGO BIKE

Traditional modes of transportation are currently being challenged on a large scale by more environmentally friendly alternatives, one being electric bikes. The market for new innovative vehicles is growing because of many factors, including governmental regulations which both makes it more difficult or expensive to use traditional modes of transportation and favours users of more environmentally friendly ones [3] [4]. There is also an increased understanding from the public that they carry a responsibility as individuals for ensuring a sustainable future. This has increased people’s need for alternative modes of transportation with high functionality, a reasonable request if these are supposed to compete with the car and there is especially a need for solutions with the ability to carry cargo [5]. Rawbike has no such product, i.e. an incorporated cargo solution, which has


2

PURPOSE

RESEARCH

BRANDING PRODUCT

Figure 4 The holy trinity of the thesis


3

forced many of their existing users to modify and rebuild their bikes for their needs. These solutions are on different levels of safety for both the user and the cargo (which sometimes consists of small children). There is an opportunity for Rawbike to expand their existing product portfolio with a cargo solution in order to stay competitive and have a significant market presence in the future. Moreover, Rawbike wants to widen their currently male-dominated user base to increase the gender balance in the bike ridership, and to generally expand their brand audience.

1.2 Purpose

The purpose was to develop a design and construction proposal for a cargo solution that could be an extension of Rawbike’s existing product portfolio and broaden their audience to include more female users. Literature studies and strategic tools were used to design the branding strategy for Rawbike to develop a strong identity that stands out in the market. A user centred research approach was used together with the branding strategy in the development of the product to create a strategic design proposal, see figure 4. The development of the design and construction proposal of the cargo solution was based on Swedes as primary users, particularly city/suburb dwellers in Stockholm. Furthermore, the end-product was primarily targeted towards the cargo-curious Rawbike user rather than the typical cargo bike user, i.e. someone who is not only interested in the usability of the product but also seeks a product that appeals to them from look and satisfies a visceral, emotional need [6].

1.3 Goals

To continue on Rawbike’s path with a climate positive approach and with the mission to facilitate a sustainable lifestyle, the following of the UN's 17 global Sustainable Development Goals (SDGs) [7]

were chosen to take into consideration when conducting the master thesis, see figure 5. GOAL NR. 3 GOOD HEALTH AND WELL-

BEING

By providing a cargo solution that challenges traditional modes of transportation and facilitates and encourages an active and healthy lifestyle for people who would otherwise avoid biking or being outside. GOAL NR. 5 GENDER EQUALITY

To encourage more women to use alternative modes of transportation by developing a cargo solution that’s found attractive and suitable for both men and women.

GOAL NR. 11 SUSTAINABLE CITIES AND

COMMUNITIES

Choosing an electric bike over a car will have a great immediate impact on cities, not least on air-quality, and each individual on a cargo bike takes up less physical space than one person in a car which reduces congestion in city-centres.

GOAL NR.12. RESPONSIBLE PRODUCTION

AND CONSUMPTION

In order to accommodate this goal, the life cycle of the developed bike will be considered, as well as resource use in the construction. Alternatives for more ethical and sustainable production will be briefly explored.

Figure 5 The chosen four SDGs


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1.4 Delimitations

Two master level students in Industrial Design Engineering conducted the thesis presented in this report and the project was conducted in 20 weeks with overlapping phases – market research, user studies, brand strategy, concept development, prototyping, and preparatory work for the presentation. Limited knowledge-based resources and time constraints influenced the scope of the project, and following delimitations had to be made:

RESOLUTION

The final result was conceptual in nature rather than optimized for manufacturing. For this reason, no technical documentation, such as mechanical drawings, was created.

ERGONOMICS

In order to succeed in developing a realizable unisex bike that would fit average body proportions and heights, existing solutions within the market field were used as references, see Appendix A: Product Comparison. The project team had no previous experience or knowledge of bike construction; a broad field that turned out being extremely complex, especially when it came to understanding bike frame geometry and ergonomics. The team was advised not to get buried in the topic, and therefore did not fully investigate nor evaluate whether the end-product would be ergonomically sound.

STRENGTH ANALYSIS

In order to ensure the mechanical viability and safety of the end-product reference products were used as guidance and thicker standards of bike tubing were used for the construction. A FEM analysis of the frame was also planned to be conducted to evaluate the performance of the end product and to discover possible failure modes. However, it turned out that the only software powerful enough to which the project team had access to, ANSYS Student

19.2 [8], could not perform the simulations as the geometry of the end product was too complex for what was allowed in the student license.

COMPONENTS

The choice of components was based on findings from quality and performance comparisons of existing competitors in the cargo bike market, and also on recommendations from bike dealers and Rawbike’s existing service partner, Bonne Mécanique [9]. The project team couldn't confirm whether the component configuration was optimized or not, which resulted in the suggested component configuration being only a proposal.

ACCESSORIES

When speaking of accessories and add-ons when it comes to bikes there are no limits, but the project team decided to restrict the range of accessories to what was considered the most essential according to market research and user studies. The project team chose to focus on developing an end-product with an integrated modular system for accessories that would allow customization and personal expression.

PRODUCT COSTS

A suggestion on retail price was made based on rough estimations of increase in price from previous products and the intended market segment, not based on costs referring to manufacturing.


5

CHAPTER 2 • FRAME OF REFERENCE

6

FRAME OF REFERENCE

ENSURING DESIRABILITY THROUGH

USER CENTERED DESIGN

MEET SAFETY REQUIREMENTS AND

REGULATIONS

GENDER PERSPECTIVE IN THE

PRODUCT DEVELOPMENT

Figure 6 The four chosen frames of reference

CONCEPT VIABIITY AND BRAND

DIFFERENTATION

CHAPTER 2 • FRAME OF REFERENCE

7

2. FRAME OF REFERENCE

The following chapter describes the frames of reference used to guide the project. The frames of reference were set to topics deemed interesting to explore both from a thesis perspective and that could provide knowledge that would be valuable to the company, see figure 6.

2.1 Ensuring desirability

through User Centred Design

A user centred design approach was chosen to ensure the desirability and usability of the final product. The methods used were chosen to involve the already existing community in the design process to give them a sense of ownership and to fully understand their needs and wants.

2.2 Meet safety requirements

and regulations

The final product had to be road safe in multiple categories; as a cargo bike, a moped class II and as a mode of transportation for children. It was vital that it fulfilled all legislations and recommendations to be legal to use in Sweden and to not pose a legal risk for Rawbike as a company.

2.3 Concept viability and brand

differentiation

The final concept had to align with the brand and the Rawbike idea of “not being for everyone”, and this was applied by defining the fans of the brand and why the brand speaks to them and using a form language consistent with the existing product portfolio. The project was evaluated from a business standpoint using a SWOT analysis together with Rawbike and from the need to be remarkable in the

marketplace [10]. Remarkability was seen as important as cargo and electric bikes have increased in popularity in the last few years [11] and the market is expected to grow further and get even more crowded [12].

2.4 Gender perspective in the

product development

The brand has historically had a predominantly male user base and has tried (and failed) to attract a female audience. By reviewing papers on the subject matter and analysing first impressions from women, the project was used as an opportunity to analyse why that was and how the cargo solution could be designed to attract a more gender-diverse audience.

CHAPTER 3 • BACKGROUND RESEARCH

8

VEHICLES

2-WHEEL 3-WHEEL 4-WHEEL

Figure 7 Moped class II

Figure 8 Examples of electric bikes

REGULAR BIKE FATRIDER BIKE POD


9

3. BACKGROUND RESEARCH

This chapter presents the definitions of moped class II, electric bikes and cargo bikes, and provides an insight in the expanding range of cargo bikes.

3.1 Vehicle definitions

The background research aimed at providing an understanding for what defines a moped class II, an electric bike and a cargo bike.

3.1.1 Moped class II

A moped class II is a motor vehicle on two, three or four wheels, see figure 7, constructed for a maximum speed of 25 km/h and has a motor power between 250 and 1 kW [13]. If the speed exceeds 25 km/h or if the motor power exceeds 1 kW the vehicle is defined as a moped class I [14]. In order to drive a moped class II you must have reached the age of 15 and have a driver’s license for a moped (unless you have turned 15 before October 1st 2009, in which case you do not need a driver's license for mopeds in Sweden).

[…you are allowed to drive

your moped class II on the

bike path…] The traffic laws for moped class II are the same as those for a bike; you are allowed to drive your moped class II on the bike path, with the exception of roads where there is a sign saying, “no mopeds allowed”. A moped class II doesn’t have to be registered and therefore lacks a license plate. Instead, it’s either type-approved according to common EU-rules or must be approved at a moped inspection. When driving a moped class II, you are required to wear some kind or suitable head

protection, a regular bike helmet suffices, and so are your passengers.

3.1.2 Electric bikes

An electric bike is a bike equipped with an electric motor up to 250 W that assists the rider’s pedal-power. The motor is usually activated by pressure when the rider starts to pedal, and only gives assistance up to a maximum speed of 25 km/h, then the motor is automatically switched off [15]. There are various types of electric bikes: foldable bikes, touring bikes, city bikes, bike pods etc. see figure 8. To be permitted to ride an electric bike on a public road it must meet the requirements of the EU machinery directive and be CE-marked. The bike also has to meet the European standard EN 15194:2017 for electric bikes [15].


10

CARGO BIKES

LOADING STABILITY

BIKE-LIKE

LARGE

AMOUNT OF

CLEARANCE

NEEDED

AGILE

2-wheel longtail2-wheel behind saddle

3-wheel turning rear wheel

2-wheel midloader framebag

3-wheel cargo moped

3-wheel turning box

3-wheel sidecart 3-wheel behind saddle

3-wheel turning front wheel

3-wheel leaning

2-wheel long john

2-wheel low front

Figure 9 Positioning map – cargo bike types


11

3.1.3 Cargo bikes

The definition of a cargo bike varies depending on the country; in the UK and US a cargo bike is a bike that is adapted to transport a load of any kind and size, this includes regular bikes that are modified with large racks in the front and/or back. In Netherlands on the other hand, a cargo bike tends to be a two wheeled bike with an integrated box, a bakfiet (box bike), and the Danes often use a three wheeled version with the box in front. These bikes are mainly used for the transport of children, but they can also be used to transport freight as well [16]. There are various types of cargo bikes, see figure 9, which generally can be divided as follows: • Two-wheelers or three-wheelers • Load in front or in the back • Electric or non-electric Then there are smaller or larger bikes, shorter or longer, focused on transporting freight or children, and bikes with specialized features.

3.2 Cargo bike types

A positioning map [17] was created to visually display the variety of cargo bikes categories in the market and their different benefits, see figure 9. The used product attributes, structured as opposites, were large amount of clearance vs agile and loading stability vs bike-like. These attributes were considered relevant to the target market, as consumers and reviewers often uses them to compare differences between cargo bikes. Clearance refers to the amount of space the bike demands (storage, manoeuvring, bike-lane interference etc.) and agile allows for movements with high demand on flexibility. Loading stability refers to how stable the bike is when loading and bike-like relates to the handling of the cargo bike being close to the feeling of biking on a regular bike.

3.3 Background research results

As seen in the positioning map the three-wheeled cargo bikes with the highest loading stability are most space demanding and riding one of those feels totally different from riding a regular bike. The cargo bikes that are most bike-like in feel and most agile tend to lack enough cargo bike space to be considered as a bike focusing on utility. As the final product is intended to function well in larger cities like Stockholm, where bike lane space is limited rush hour traffic, the cargo bikes in the fourth quadrant was deemed most promising for the project. The cargo bike market is a jungle where the range of cargo bike configurations seems to have no limits, and there are constantly appearing new innovative solutions in the market. The electric assist is an important success factor for the cargo bike to be a viable option for replacing the car [18], especially in the geography and infrastructure of Swedish cities that generally doesn’t favour urban cycling. Based on the heritage of previous products in the Rawbike portfolio the choice of bike/moped hybrid was evident, and the research showed a gap in the market for cargo bike/moped hybrid.


12

CHAPTER 4 • MARKET RESEARCH

13

4. MARKET RESEARCH This chapter presents the results from the state of the art, where the colected information was used in strategy wheels and in a positioning map to identify the position of existing competitors and to investigate which market strategy to use. A SWOT analysis [19] was conducted together with Rawbike in order for the project team to gain insight into the strengths, weaknesses, opportunities and threats of the brand, see Appendix B: SWOT Analysis. This was used as a starting point for the market research, and as a way to get to know the brand.

4.1 Brand strategies

Strategy wheels [20] were used as a tool to visually represent strengths and weaknesses amongst the competitors on the electric bike market compared to the positioning of Rawbike, and the tool was used to map the identified competitors in the cargo bike market. The different brands and their products were analysed according to the following attributes, which took the addressed frames of reference into consideration, and were found to be important characteristics for electric bikes and cargo bikes: DIFFERENTIATION

The assigned value was based on how much the brand differentiated itself from other brands in the market by e.g. a clear market strategy, distinguishable identity/ individuality and recognizability. QUALITY

The quality of the various branded products was assessed on the basis of customers’ product reviews, components used, as well as studying the brands’ websites and examining what their keywords pivoted

around and whether quality was one of them. AFFORDABILITY

The price of an electric bike falls in the range of about 13.000-30.000 SEK, and the price for a cargo bike about 20.000-55.000 SEK. To measure the affordability of the products comparisons of the pricing of the various brands’ products were made, as well as analysing how well it correlated with the product quality. DESIGN APPEAL

Deciding the design appeal of a product was mostly subjective and based on the project team’s personal opinions, but the assessed value was also complemented with opinions from products reviews. Moreover, the assessment was made based on whether this attribute was a clear ambition of the brand or not. SAFETY THINKING

Safety is an important matter within the research field, especially when it comes to cargo bikes and bussing children. The various brands were assessed based on whether they emphasis user safety in their offering and how they stand in comparison to one another. UTILITY

When it came to utility, the various products were evaluated based on how wide the range of accessories were and how versatile the products were in terms of customization. TECHNICAL EDGE

When measuring the technical edge of the various products their technical specifications were compared to one another, as well as whether technical edge was an attribute that characterized the brand identity


14

ELECTRIC BIKESSamebike Unimoke

Mate Rad power bikes Michael blast

Super 73

Rawbike

Figure 10 Strategy wheels electric bikes

DIFFERENTIATION

QUALITY

AFFORDABILITY

DESIGN APPEAL

SAFETY THINKING

UTILITY

SUSTAINABILITY THINKING

TECHNICAL EDGE


15


Electric bikes and cargo bikes are increasingly recognized as sustainable alternatives of transportation, but when measuring the sustainability of the various brands it was not the products themselves that were considered, rather the mindset of the brand i.e. if they have an overall sustainability and environmentally friendly focus.

4.1.1 Electric bikes

The competitors were chosen in collaboration with Rawbike, some being direct competitors in the same market and product family based on performance, especially in regard to motor power, and others were pure electric bike brands with similar aesthetic appeal or brand image, see figure 10.


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CARGO BIKES

The new cargo bike

Christiania bikes Babboe Cargobike Omnium

Cykelfabriken Bullitt Seaside Butchers & bicycles

Figure 11 Strategy wheels cargo bikes

DIFFERENTIATION

QUALITY

AFFORDABILITY

DESIGN APPEAL

SAFETY THINKING

UTILITY


TECHNICAL EDGE ?


17

4.1.2 Cargo bikes

Strategy wheels were also made to map the identified competitors in the cargo bike market. The choice of brands was made with the ambition to reflect various brand personalities, missions and visions. The chosen brands were found to be among the most popular based on researching the Swedish cargo bike market, see figure 11. The brands were chosen with some guidelines in mind: firstly, they had to be popular in Sweden, which was determined by looking at popular retailers and snooping in online forums dedicated to cargo bikes [21]. Secondly, they had to offer electrified cargo bikes and lastly, they had to be well regarded by their users.


18

MARKET POSITIONING

FAMILY FOCUS

FREIGHT FOCUS

HIGH-END

AFFORDABLE

?

Figure 12 Positioning map cargo bike brands


19

4.2 Brand positioning - cargo

bikes

In addition to the first positioning map of cargo bike types, a positioning map comparing the identified competitors to each other was created to identify market segments to target, coming up with an appropriate positioning strategy and explore unique selling points (USPs) for a potential Rawbike product, see figure 12. The attributes used in the positioning map were high-end vs affordable and family focus vs freight focus. High-end was defined as “luxury” or status symbol products, where only the best is good enough, no matter the cost. Affordable was just that, a good balance between price and quality. Family focus referred to products obviously designed for children and their experience in mind, whereas freight focus was bikes solely focused on transporting goods.

4.3 Market research results

ELECTRIC BIKES

The most apparent insight from the strategy wheels used to review electric bike brands, was that all the other brands excel Rawbike in at least one category, but that Rawbike was fairly well rounded and was the brand most focused on sustainability of the bunch. In this young and highly competitive market the players seem to pick a few aspects to be good at, while ignoring others. Rawbike would have been ranked one of the highest in Differentiation if the flagship product stood by itself, but the brand lost a few points on the lack of cohesiveness in its portfolio where the U1 stood out as a sore thumb in its lack of identity. Many of these start up-companies were exclusively present online, and the better the website, product portfolio and kind of lifestyle they sold went together, the more they seemed like a credible brand. This should be taken into careful consideration when designing the new product line, the brand identity

must be clearly defined in the look to make a strong portfolio. CARGO BIKES

Regarding the cargo bike brands’ strategy wheels as with the electric bike brands, it was clear that each brand had focused on some aspects and compromised others. It also appeared that brands focusing on sustainability lacked some technical edge and vice versa, i.e. brands focusing on technical edge and high-quality lacked sustainability thinking in their approach. In regards to Rawbike and their cargo bike extension, strategically focusing on aspects like sustainability in combination with characteristics such as high quality and technical edge could be a strengthening move in relation to the direct competitors. And, based on the positioning map of cargo bike brands, the market for affordable cargo bikes with freight focus had an open space for a Rawbike cargo bike. A cargo bike for non-cargo bike people.

[A cargo bike for non-cargo

bike people.]

CHAPTER 5 • TREND ANALYSIS

20

5. TREND ANALYSISIn this section trends within different fields that could be connected to the long-term viability of a cargo bike is presented.

5.1 Cargo bike trend analysis

The purpose of the trend analysis was to foresee the viability of the new cargo bike as a product; will it be the mode of transportation of the future or a fad of the 2010s? Additionally, as one could compare the cargo bike market with the wild west of car design in the 1950s and 60s, there was no consensus of what a cargo bike should be yet. The trends could give a hint on what would be a good design choice in the long run. An online based information gathering was made in different fields that could be connected to the viability of cargo bikes and was summarized in the following three trends.

5.1.1 Eco-phobia & Eco-activism

Eco-phobia, the mega driver of many consumers climate friendlier choices [22] is defined as a strong worry or anxiety over environmental degradation, often coupled with catastrophic thoughts about the future. A third of Swedes worry about climate change, with the largest group being young women between 16-29 where 63% feel climate related anxiety [23]. Most Swedes believe that they can slow down climate change by the choices they make, and 70% of Swedes are willing to pay more for a product or service if the company producing it is working towards lowering their environmental impact [24]. Even the retail giant ICA launched an initiative for consumers to be more aware of their CO2 footprint [25].

Eco-phobia has also been cited as the driving force behind the youth movement “Skolstrejk för klimatet” [26] where children and teenagers all over the world

participated in climate protests and skipped school to do so, see figure 13. This even sent ripples through the adult world sparking multiple protests in France due to the perceived lack of action from French politicians, indicating that the public is fed up with a passive approach to climate change [27]. Smaller acts of eco-activism can even be seen in social media, where there are dedicated accounts shaming influencers for exessive flying [28].

Figure 13 Climate activism

5.1.2 Citizens reclaiming space from

traffic

The gas driven car is seen as the smoking of our time, a public health problem that’s both mental and physical [29]. Partly because of its environmental impact, but also because it's taking the city away from the people by posing a potential danger to pedestrians, polluting the streets with noise and taking up the limited space - pushing pedestrians and bicyclists to share the remnants on the side.

Cities are starting to combat this with different approaches: reforming the residential parking permits [30] and planning fewer parking spaces in newly built neighbourhoods as part of a car-free vision [31], banning cars on certain streets on certain days to let the city “breathe”, see figure 14, [32] or actively prioritizing pedestrians, bicyclists and public transport and creating car free city centres [33].


21

Figure 14 Citizens reclaiming streets

5.1.3 Building green is the new black

City planners and contractors are creating communities with a “biking lifestyle” in mind, offering shared repair shops and transport-pools (including cargo bikes) in favour of parking spaces. Greener living is rapidly losing its “hippie-stamp”, see figure 15, and is rather seen as either something exclusive [34] or something for everyone, like opening public bike garages with service stations, secure parking and cargo bikes for rent [35]. The city of Stockholm is rebuilding and expanding the existing bike road network as a part of its goal to have more bikers commuting to and from work all year round [36] and has dedicated a billion SEK to biking projects for the period 2019-2023 [37]. Even boats are being built to make commuting by bike more convenient [38].

Figure 15 Sustainable cities

5.2 What does the future hold

according to the professionals?

In an article from McKinsey & Company about the future of the city [4] the author created a list of 14 characteristics that the successful city of the future likely will have, and three of them can directly be connected to this thesis and the use of cargo bikes. ZERO TO LIMITED CONGESTION

Mobility will be more active and change traffic patterns as we know them, partially because of new ideas surrounding work and working hours, but also because of more conscious design of the flow of goods and materials. This will lead to higher utilization of the capacity of vehicles through mobility solutions like autonomous vehicles in combination with ride sharing. POLLUTION-FREE AIR, OPTIMUM AMBIENT

TEMPERATURES, AND ADEQUATE

EXPOSURE TO SUNLIGHT

Parks, gardens and green facades will be vital for urban design, utilizing wind, shade and renewable energy to the best of our ability. SUPPORT FOR ACTIVE LIFESTYLES

Cities will have car-free (or car-lite) neighbourhoods and public spaces reachable via biking or walking. Focusing on the prosperity of cities more relevant than ever as the global population is becoming increasingly urban [39] which re-confirmed the project team’s choice to develop a concept for a crowded city environment.


22

CARGO BIKE ADOPTION

Figure 16 The current gap between early adopters and the early majority

PEOPLE WHO WANT COMPLETE SOLUTIONS AND CONVENIENCE PEOPLE WHO WANT NEWEST THINGS

INNOVATORS

2.5%

EARLY ADOPTERS

13.5%

MINIMUM

FEATURE

SET

EARLY MAJORITY

34%

LATE MAJORITY

34%

LAGGARDS

16%

MAINSTREAM MARKET EARLY MARKET

THE CHASM

WHOLE

PRODUCT

SOLUTION


23

5.3 Trend analysis results

Swedes are looking more and more towards companies and government to “do something” and take responsibility for their impact on the climate, and a whole generation of future consumers will remember themselves or their peers protesting on behalf of the climate. Taking a stance as a company to do the little extra and make sustainable choices brings both goodwill from the public and competitive power as others are doing the same. Furthermore, as it’s mainly women among the Swedish public who care about the responsibilities of companies and let’s that influence their buying decisions, it could also be a smart strategic move for a brand who is aiming at reaching out to a female audience. Just because the nature of the cargo bike itself is seen as sustainable doesn’t mean it’s enough on its own. With increased awareness comes more knowledgeable consumers, and those have to be taken into account in the design process to avoid the product and the brand to be stamped as “greenwashing” [40]. As Swedes are willing to pay more for products with a low environmental impact, there is room to focus on developing products with higher product costs as a consequence of taking the sustainability aspect into account. People are looking for alternative modes of transport to the car, whether it’s an ideological choice or forced upon by the city government, and the market for cargo bikes is growing. The cargo bike as a vehicle has good potential but making sure to stand out in the sea of new products with aesthetic and functional design is very important. The cargo bike as a product is not yet widely accepted as a part of everyday life, it’s treated as somewhat of a novelty or a bonus to a larger concept. Regular users of cargo bikes in Sweden are still pioneers in their own cities but are closing in on becoming

mainstream as their cities become better equipped to handle the size of box-style bikes and preparing for an increasing number of bikers. Bigger and better biking infrastructure will ease and perhaps speed up the transition into the early majority, see figure 16, which opens up the opportunity to create a cargo bike for this transitioning phase; a bike for the cargo-curious.

CHAPTER 6 • USER STUDY

24

METHODS

OBSERVATIONS

ONLINE

COMMUNITIES

SURVEYS

INTERVIEWS

FEEDBACK


25

6. USER STUDIES In this section, the methods used when performing the user studies are described. The user studies focused on two groups: Rawbike users as primary users and cargo bike users as secondary users.

6.1 Observations

The user studies began with quantitative observations of first impressions to map out an unbiased gut-reaction of the Rawbike, and to confirm whether the supposed “male-only” appeal was true. For efficiency's sake the observations were made in conjunction with the 2019 Alpine World Championship in Åre, where Rawbike was sponsoring the Swedish alpine ski-team. The observations were made by either standing around with the bike and let people approach, or walking around to catching people unawares, then asking them to comment on their initial thoughts, test-drive the bike and sum up their experience afterwards. Distribution of gender and approximate age ranges were collected to keep track of the participants, see Appendix C: First impressions in Åre, and notes were taken on how they interacted with the bike and any keywords that they used to sum up their experience.

6.2 Online communities

Multiple online communities were used by the project team to fully immerse themselves in cargo- and Rawbike culture. The most prominent groups were the “Cykla med lastcykel” (Biking with cargo bikes) and the “Rawbike Sverige” Facebook group. Both groups are made and used by owners of the aforementioned products that actively share their experiences with the other members. The groups were used for digital observation of user behaviour and discussion, as well as places to ask questions and post surveys.

6.3 Surveys

Three different surveys were created, two for the Rawbike owners club Facebook community and one for the “Cykla med lastcykel” Facebook group. In the surveys the participants were divided into two groups based on if they had children under ten years old, which is the upper legal limit for bussing on a bike. Swedish law is fuzzy when it comes to bussing on cargo bikes, therefore it was decided to use the bike law just to be safe. All surveys were piloted to people not related to the project and revised as needed to make the questions as clear as possible. The surveys can be found in Appendix D: Surveys.

6.3.1 Rawbike community

The first survey was made with the intention to map out the Rawbike community and consisted of roughly two parts. The first part was about the purchase, why the user bought the bike and why they chose it over other brands. The second part covered use, what do they use the bike for, if it has replaced other modes of transportation and how they feel about their bike. Many multiple-choice questions had the option to elaborate on the answer to collect additional data. The second survey was made as an addition to the first to dig deeper into why the Rawbike won the heart of the user over possible competitors. Some questions were recycled from the previous survey, with some revisions after community feedback. Lastly, the participants were asked to describe their Rawbike with three words.

6.3.2 Cargo bike users

The survey was made for the Facebook group “Cykla med lastcykel” to understand cargo bike users and their needs and had roughly the same structure as the first Rawbike survey. The first part covered the purchase and the reasons behind it, what type of cargo bike, what brand and what was important in the choice. The second part


26

covered use in the same way the first Rawbike survey did, and again the users had the option to elaborate on their answers.

6.4 Interviews

Interviews were performed as qualitative research. The primary users, Rawbike users, were interviewed to understand the needs of the group. Additionally, the project team talked to one cargo bike user and several cargo bike retailers in order to gain an in-depth understanding of the cargo bike market.

6.4.1 Rawbike

A semi structured approach was used for the interviews to understand what kind of cargo needs the Rawbike community had, and they were either conducted in person with the Rawbike present or carried out over the phone when the logistics weren’t matching up. The interviewees were recruited from the Facebook community, where the project team targeted users with cargo transport needs. Some volunteered from a post citing the following guidelines for people of interest:

• You own/have considered buying acargo bike

• You have modified your Rawbike tocarry more cargo (yes, children count ascargo)

• You often end up in situations whereyou wish you could bring more cargo onyour Rawbike

Others were found by the project team by scraping the group for users who had shared homemade cargo solutions, and some were suggested by Rawbike. A separate callout with the same guidelines was made in the same group to recruit women to diversify the group, as the first post resulted in an all-male group of interviewees, which resulted in a final group of ten men and two women. The interviewees were asked to tell the reasons behind their purchase and how they use their bike, including co-creating a

customer journey map of the ups and downs of their most common commute. They were then asked to show/explain their modifications of the bike, and then reflect on how well the modifications as well as the bike itself worked. Finishing the interview with their ideal wishes for their bikes and thoughts on cargo bikes. The interview template together with the individual answers can be found in Appendix E: Interviews.

6.4.2 Cargo bikes

One of the interviewees from the Rawbike community happened to have a wife who used a cargo bike for her regular commute. This was used as an opportunity to gain insight of cargo bike needs, as well as what a cargo bike user thinks of the Rawbike and vice versa, so the husband and wife interviews diverged from the template somewhat to explore and compare.

A couple of study-visits to retailers of cargo bikes were made to understand the current market and the conversations with the employees were left entirely unstructured as to avoid taking up too much time of their day.

6.5 Feedback - online focus

group

All of the interviewees expressed interest in getting updates on the project. Therefore, an online focus group consisting of the project team and the interviewed Rawbike users was created, which provided direct and more intimate feedback between the team and the users.

The larger Facebook community was also updated, but only when feedback was wanted for something that had already passed through the online focus group. Continuous updates on the progression of the project were kept exclusive to the smaller group.


27

CHAPTER 7 • RESULTS OF USER STUDIES

28

STATISTICS

Figure 17 Statistical demographic comparison

RAWBIKE USERS

CARGO BIKE USERS

GENDER CARGO BIKE RAWBIKE

CARGO BIKE RAWBIKE CHILDREN <10 YRS

HOUSING CARGO BIKE RAWBIKE

CARGO BIKE RAWBIKE PRIMARY USAGE

DAILY TRAVEL DISTANCE CARGO BIKE RAWBIKE

CARGO BIKE RAWBIKE

REASONS FOR PURCHASE CARGO BIKE

RAWBIKE

AGE DISTRIBUTION


29

7. RESULTS OF USER STUDIES

The results from using the methods listed in the previous section are presented in this chapter.

7.1 Survey results

The two surveys regarding user needs resulted in a total of 120 responses, 50 from the Rawbike survey and 70 from the cargo bike survey, which were used to analyse the user bases. The second Rawbike survey regarding competitors resulted in 40 responses. DEMOGRAPHIC COMPARISON

Comparing the two groups, see figure 17, showed that they had very different demographics: though both groups were predominantly male, the percentage of female cargo bikers is four times that of female Rawbikers, and the low number of the latter supporting anecdotal evidence of a lack of female interest in the product. Age wise there was a dominant span of 31-40 year old’s in the cargo bike community, whereas the dominant group of Rawbikers was split between 31-40 and 41-50 year old’s. This could be explained from the next statistic where it’s evident that the cargo bike group consisted of a far larger number of parents to schoolchildren or younger, which can be argued to correspond well with the age range. Rawbikers on the other hand were more likely to have no children at all or have children that are too old to be legally bussed on bikes. Both groups had access to cars in approximately the same instance, but their housing situations were almost the exact inverse of one another: where almost two thirds of the cargo bikers lived in houses and the rest in apartment buildings, the opposite was true of the Rawbikers. The majority of Rawbikers were concentrated in Stockholm and other larger cities, whereas

the cargo bikers were spread wider over less dense areas, so the amount of space available for both bike and person might also influence one’s choice of vehicle. From the surveys it also became clear that even though the two groups use their bikes at a similar frequency, the way they use it was different. Rawbike users tended to bike longer distances, primarily for commuting purposes, whereas cargo bike users were more diverse and significantly more child-centred in their use. The reasons behind the procurement of the bikes also differed. The reasoning behind buying a cargo bike was more idealistic, overwhelmingly driven by replacing the car in some capacity while also wanting to lower one’s environmental impact, encourage a healthier lifestyle and seeing some economic benefits to the purchase. A big factor was also the “gadget-ness” of the bike, a fun and exciting product to play with. The Rawbike users were also interested in an alternative to the car, but not to the same extent as the cargo bike users. They were more interested in the comfort compared to a regular bike, and even though the “gadget-ness” of the product was appealing it was not as prevalent. Another reason why Rawbike users had purchased the bike, was because of its attractiveness. It spoke not only to their heart and head by being an item of fun and functionality, but also to their crotch by having appealing aesthetics (sex-appeal), see figure 18 [41].

Figure 18 Brand attraction

HEAD HEART

CROTCH


30

The different bikes showed to serve different purposes for different people, which implies that a cargo bike concept will attract a new kind of user to the Rawbike brand, thus creating an opportunity for a portfolio extension that will not cannibalize on the Rawbike itself. In conclusion, the Rawbiker of today has no use (nor desire) for a “pure” cargo bike, and the two groups have more differences than commonalities. Which leaves the gap in between: where one might think they need a cargo bike, but not to the extent of a big box on wheels, see figure 19. Though, just as the Rawbike user of today, one will seek a bike that make one’s head, heart and crotch happy [41].

Figure 19 The lack of user overlap

?


31


32

PERSONAS

Figure 20 Personas

THE DEDICATED COMMUTER

THE SPONTANEOUS BUSSER

THE EVERYDAY ADVENTURER

THE PRACTICAL FAMILY


33

7.2 Personas

From the interviews and survey collected data personas were created and used as a tool to gain a clearer understanding for the users and their expectations, as well as insights to help in the decision making. The following four personas, illustrated in figure 20, represent the Rawbike

THE SPONTANEOUS BUSSER

Who?

The spontaneous busser has children in toddler/preschool age. They are the sole users of the bike, and they modify it according to their own needs or based on what feels fun. Why?

The reason for purchasing the bike was having a cool and good commuting vehicle. Being able to carry children as passengers on the bike was something they realized after obtaining the bike and came as a bonus. They prioritize style with function. What?

They primarily use the bike to commute to their job but also use the bike to run errands. They carry children as passengers on the rear rack or in a children’s saddle. THE PRACTICAL FAMILY

Who?

The practical family has children in toddler/preschool age, and most decisions within the family are taken with the children's’ interest as first priority. The parents usually share the bike, but one of them is the primary user. They modify the bike according to the needs of their children.

Why?

Before the family purchased the bike, they carefully assessed whether or not it would meet the needs of their family unit.

The family settles for a solution that meet their basic needs and prioritize function, preferably with style as the cherry on top. What?

The family primarily uses the bike for commuting and dropping off/picking up children from day-care. They have attached a trailer to the bike, which they leave at day-care after drop off to commute more easily. The bike and the trailer are also used when running errands and going on family adventures. THE DEDICATED COMMUTER

Who?

The dedicated commuter is the sole user. They do not modify the bike and they do not carry children as passengers on the bike. Why?

They purchased the bike for everyday commuting to work and they only use it for that purpose. The foldability of the bike is an important feature so it easily can be stored. Prioritizes function, style does not matter. What?

The bike is primarily used for commuting to work. THE EVERYDAY ADVENTURER

Who?

The everyday adventurer is the sole user. They gladly modify the bike to their needs. They do not carry children as passengers on the bike.

Why?

They primarily purchased the bike for it being cool, powerful and off-road compatible. They value both function and style.

What?

The bike is primarily used for everyday commuting, small adventures and used to run errands.


34

Two of the personas were chosen to focus on in the continued work: the spontaneous busser and the everyday adventurer. What differentiated them from one another was that the spontaneous busser had children and the everyday adventurer did not. The two could otherwise easily be the same person at different stages in life.

[Two of the personas were

chosen to focus on in the

continued work: the

spontaneous busser and the

everyday adventurer.]

To verify the personas, a poll was made in the online focus group where the members got to identify themselves with one of them, and when they were approved the same poll was conducted in the Rawbike Facebook community. It turned out that the majority identified themselves as the commuter, next was the everyday adventurer, followed by the spontaneous busser. Only a few users identified themselves with the practical family. When deliberating which persona to target, the idea of targeting the persona which the least number of users identified themselves was looked at, as it could be an opportunity to bridge to a very different new user, with new needs, and expand the tribe in a new direction. However, Rawbike isn’t for everyone, and currently there is a wide range of cargo bike offerings targeting this type of user in the market, likewise when it comes to “the dedicated commuter”. So, focusing on the spontaneous busser and the everyday adventurer felt wise, and satisfying both their needs seemed achievable.

Some of the spontaneous bussers referred to themselves as “cool parents”, who imagined themselves feel kind of embarrassed showing up to their children’s school in a “day-care on wheels”, or with a standard bike trailer and expressed that cargo bikes were not for them. They did, however,

express cargo needs, which led to the conclusion of the project team that there was a certain measure of vanity in their attitude to cargo bikes. The same went for the everyday adventurer, to whom it was very important that their modifications matched the look of the bike, where some called cargo bikes outright ugly. The project team agreed that there was a lack of style and finesse in the cargo bike market, and saw an opening for designing for the head, heart and crotch of this seemingly underrepresented group.


35


36

CUSTOMER JOURNEY MAPS

Figure 21 Summarized everyday life user experiences of the Rawbike

BEST CASE SCENARIO

WORST CASE SCENARIO


37

7.3 User needs

Tools and methods used to learn about the users and finding their real needs were customer journey maps and affinity mapping. The customer journey maps helped to get a sense of Rawbike customers’ motivations, needs and pain points, by visually presenting the process and emotional experience they go through when using the bike. The customer journey maps were found to be a good complement to the personas, which focused on the individual, while the customer journey maps focused on their experience. Affinity mapping was used to create clusters and to rank the most important needs of both Rawbike users and cargo bike users. These needs were then quantified in a function analysis.

7.3.1 Customer journey map

Figure 21 summarizes an average of how users experience the Rawbike in their everyday life, the best and the worst respectively. The maps highlight pain points and opportunities for innovation as well as it uncovers motivators. In this case the greatest moments with the bike were linked to biking, whereas the pain points are connected to the concern for the risk of theft, manoeuvring the bike in and out its storage space and biking at rush hours when the bike lanes are crowded. The findings showed that the users desire a pleasant biking experience and are stressed out by crowded bike lanes. The original and different appearance of the bike puts it at risk of theft, a pain point which is difficult to do anything about. However, Rawbike currently is co-operating with the worldwide leader of bike locks, ABUS [42] in an attempt to offer their customers a good solution to prevent the bikes from theft, a co-operation that could be continued and expanded in a future scenario.

7.3.2 Affinity mapping

A large amount of data was gathered from observations, free form answers in the surveys and interviews and affinity mapping was used to organize the data by grouping it. The method led to valuable insights being obtained, especially from the second Rawbike survey, such as the fact that the customers have good knowledge of technical specifications and demanded high quality and performance. Additionally, the look and appearance of the bike was a significant factor in the purchase, many using the word “cool” when describing what they liked. Furthermore, the ability to carry load while still being agile and comfortable was meaningful. There were few who indicated a concern for safety when it came to carrying children as passengers on the bike, the concern for safety was instead linked to the risk of theft.

7.3.3 Function analysis

In order to strategically focus on creating customer satisfaction and meeting customer expectations a function analysis [43] was created to enable a logical and structured analysis. It was mainly used as a tool for evaluating needs and keeping the project team on track in later stages when determining the concept constraints, before going into the second iteration of the concept development process and when evaluating the generated concepts. For a methodical and clear analysis, it was divided into the following areas: BASIC FUNCTIONS

What purpose shall the product serve and what requirements shall it fulfil? SAFETY

Authorities' different requirements and regulations, handling, traffic as well as user needs.


38

CHILDREN

What aspects shall be considered when carrying children on a bike?

CONSTRUCTION

With specifications of technical criteria, material requirements, environmental aspects etc.

CARGO SPACE

What is the main purpose with the cargo space and what features shall it offer?

MARKETING

What shall be taken into account in order for the product to be competitive in the market?

ERGONOMICS

What aspects shall be considered in order to offer driver comfort?

The analysis as a whole can be found in Appendix F: Function Analysis.


39

CHAPTER 8 • BRANDING

40

BRAND DNA

Figure 22 Brand identity

MISSION

PERSONALITY

OFFER

VISION

HERITAGE

BENEFITS

AUDIENCE

VALUES

WHY?

WHO?

WHAT?

BRAND WITH

STRONG

BELONGING

DO WHAT

NO ONE

ELSE DOES

“DO THE SAME

BRAND

JOURNEY AS

AUDI”

“I AM A

RAWBIKE

PERSON”

NOT FOR

EVERYONE

FUN

OFFER A

FRESH TAKE

ON THE BIKE

TESTING IS

THIS GOING

TO WORK?

BE THE

COMPANY

THAT IS THERE

TO HELP

CUSTOMER

LOYALTY

LEGAL

HONEST

&

AUTHENTIC

CLIMATE

AWARE “ONE

HAS TO DO

SOMETHING”

SPONTANEOUSLY

SIMPLE

HYBRID

IDENTITY

HEAD

HEART

CROTCH

COMMUNTIY LAZY PEOPLE

WITH A

HEALTH

AMBITION

WANTS TO

FEEL SPECIAL

& UNIQUE LOCAL

SUPPORTERS

NON-

SPANDEX

CYCLISTS

FUNCTION

VS

FUN

ROOKIES

START

UP

AGILE

UNDERDOG

COOL

REBELLIOUS

RETRO

WILDERNESS

&

NATURE

PREMIUM

FEEL

INDEPENDENT

&

SELF RELIANT

EASY ACCESS

TO

COMMUNITY

&

LIKE-MINDED

NO

DRIVERS

LICENSE

SAVES

YOU

MONEY

FRESH AIR

&

VITAMINE D

CLIMATE

FRIENDLY

EXERCISE

MILITARY


41

8. BRANDING This section describes the identity of the mother brand as well as a brand extension strategy for the company.

8.1 Brand DNA

Brand DNA defines the core of the brand, much like how DNA in living things form the core of the lifeform. It defines the brand’s personality, identity and credibility, and shows what puts it apart from other brands in the same or similar category [44]. A successful brand has a recognizable DNA, which can be evaluated against a plethora of different touchpoints or categories. When mapping out the brand identity together with Rawbike the following eight elements of a brand were considered and evaluated [45], see figure 22. HERITAGE

Rawbike has an image of being rookies and an underdog within their field and can as a result of that easily adapt and be agile. As the brand is in the twilight zone of leaving the start-up phase, they don’t have any long historic heritage to consider, but has a tangible flirt with military aesthetics. Bordering on function over form where everything has a clear purpose, design that is somewhat rough in the edges or what some might call “raw”. This aesthetic, combined with a very limited accessory offer, has made DIY solutions prominent in the community. PERSONALITY – WHO THEY ARE

The characteristics used to describe the personality of the brand consists of pure personality traits such as cool, rebellious and cocky, but also more visually descriptive words like retro and premium feel, to more contextual ones with wilderness and nature.

OFFER – WHAT THEY DO

The company offers a moped/bike hybrid which encourages a spontaneous, simple lifestyle, where car or public transport isn’t needed. By being an affordable, good-looking product of decent quality, the bike fulfils the needs of the previously mentioned head, heart, and crotch. Furthermore, the brand indirectly provides their customers with an identity and an opportunity to find like-minded people in the large customer created community. MISSION – WHY THEY EXIST

Andreas, CEO of Rawbike and supervisor to the project team, had difficulties in phrasing the company’s mission when discussing it. As mentioned earlier, the establishing of the company was an experiment; Andreas spoke about it as being “a go, or a no go”. When further deliberating the reason for the company’s existence motives like offering a fresh take on a regular bike and being a company that is there to help emerged. The project group also noted, from personal experience and from the community, that the overarching feeling when using a Rawbike is, simply put, fun. Some users even described their bike as their favourite toy. Providing fun could be considered a big part of the mission statement, though unstated and overlooked. VISION – WHERE THEY ARE GOING

Similarly, the vision of the company is vague, even though Andreas insinuated that he had a clear vision of the company’s direction. However, neither he nor the board of directors had ever made a brand vision statement that referred to the ideas behind the brand. However, the following key components came from the attempt of crafting a brand vision: • Being a brand with a strong belonging,

inspired by the journey of Audi - “Just like you’re an Audi person, you should be a Rawbike person”


42

• Differentiate from its competitors anddo what no one else does

• Have a clear and definite target group –“Rawbike is not for everyone”

VALUES – WHAT THEY BELIEVE IN

Authenticity and customer loyalty are what helps customers engage with the brand, and being consistent with the highest standard of laws, rules and regulations, were important brand values. Rawbike also wants to be climate positive – “one has to do something” - and currently employs carbon offsetting to compensate for their carbon footprint.

[Authenticity and customer

loyalty…]

AUDIENCE – WHO THEIR USER IS

The customers want to feel special and unique. They appraise both function and fun and could be described as “lazy people with a health ambition” or “non-spandex cyclists” – and are more closely related to moped riders than road bikers. A majority of their users are local supporters and often share pictures of smaller meetups in their Facebook community.

[The customers want to feel

special and unique.]

BENEFITS

By connecting to the brand and taking part of their offer, one accesses a community of like-minded people, and the usage of the company’s products as a mode of transportation contributes to independence and self-reliance.

The product also enables an active lifestyle and spending time outdoors, while being an environmentally sound mode of transportation. Moreover, the bike may save you money in the long run if it contributes to mode substitution behaviour, and there is

no requirement on a driver's license, except if you haven’t reached the age of 15 before October 1st, 2009.


43


44

MOOD BOARDS

FEEL

PERSONALITY

Figure 23 Mood boards


45

Rawbike is a young company that started its business with targeting a small market, which since then have grown and been scaled up by social media marketing. The company started out as a fun initiative and as a test of concept, rather than an attempt to revolutionize the market segment. They have a “play it by ear”-approach that characterizes the foundation of the brand, and don’t really have a thought-out plan for the direction of the brand. Rawbike lacks determination as to what they should be, as well as a framework and clear set-up of the organization. In a way, Rawbike is an “accidental” brand. The tight knit community was created by a fan of the product that works as a “customer success manager”, and not something Rawbike intended, even if it was a pleasant surprise. Due to a limited product segment user were forced to find third party sellers when modifying their bikes with DIY solutions, resulting in a wide variety of expressions and looks of Rawbikes, again a positive surprise that was not intended to happen. The aforementioned mapping of the brand was the first one made and showed how little thought went into creating Rawbike, but that the risk taking “let’s see if it will fly” approach worked out well. However, chances made since with the U1 showed the tactic not being universally successful, and that this kind of mismatch can hurt the portfolio of the brand. Creating a clear brand DNA and aligning board decisions, business practice and products to it will be crucial to keep the integrity of the brand name. As the community is a big part of brand DNA and one of the most unique characteristics compared to other brands, the project group decided to have Rawbikers as their primary audience for the final product. Cargo bike users are of course welcomed into the family but are throughout this report considered as a secondary target group.

In figure 23, two mood boards illustrating the previously defined brand identity are presented, each mood board focusing on different aspects: feeling/impression and personality. In order to confirm their validity and ensuring that they were in line with the intended primary users (Rawbikers) impression of the brand, they were sent to the online focus group which gave them their liking. The mood boards were then used as design guidelines as a part of the extension strategy to maintain a consistent design language in the concept development.


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BRAND STRATEGY

Figure 25 Old and new brand model

PURPOSE OF BUSINESS CREATE CUSTOMERS

MARKETING INNOVATION

TWO BASIC FOUNDATIONS

PRODUCE PRODUCTS PROMOTES THE PRODUCTS

DRIVES RESULTS

Figure 24 The purpose of business


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8.2 Brand strategy

Other than a well-defined core, a successful brand has a well-defined strategy. The theory of management states that the purpose of a business is to create customers, and that the basic foundations which drives results are innovation, which produces products, and marketing, which promotes the products [10], see figure 24. Rawbike is, from an innovation standpoint, currently a “one hit wonder”. By applying the right strategies, the company could be turned into a hit machine.

8.2.1 New brand model

Back in the days the central problem of branding was how to align business strategy with customer experience based on the logic of factory management. Today the rapid advance of technology and the emergence of social media have worked as fuel on the fire for the development of the new brand model, and it’s instead a matter of understanding how to empower the customers who will drive your success [10] with the following sequence of events, see figure 25. 1. Through products and social media, a

company creates customers

2. Through purchases and advocacy, the customers create the brand

3. Through customer loyalty the brand sustains the company

[…many of the customers

actually know more about the

products, competitors and

company than those who run

it.] Rawbike has adapted well to this new model and encouraged the primacy of customers. Through connectivity they have created a

large tribe that contributes with content, promotes the company’s products and volunteers ideas, and many of the customers actually know more about the products, competitors and company than those who run it. Rawbike have understood that the best customers are individuals with emotions, needs, wants and opinions, not only consumers or a market segment, and they do not only want products, they want meaning. Furthermore, by offering a framework where customers can build their identities, Rawbike lets people become who they want to be.

[…they do not only want

products, they want meaning.] However, today Rawbike is not leading its tribe correctly. Or, as a matter of fact, they’re not leading the tribe at all. The tribe is an independent entity and a resource not used. There is an absence of interaction between the tribe and the company, where the tribe more or less grows on its own and they and Rawbike run their separate races. It would benefit the company to listen more to their tribe as it would drive innovation and generate better products, which in turn would drive new customers, generating new insights and so on and so forth. A company with a strong tribe won’t be successful unless the company is committed to keeping it.

[A company with a strong

tribe won’t be successful

unless the company is

committed to keeping it.] The conclusion is that Rawbike is good at creating customers (i.e. marketing), but they are weak when it comes to keeping them (i.e. branding). They focus on short-term results rather than the long-term profit that comes from brand loyalty. This may be a consequence of Rawbike having a


48

traditional marketing approach, where one leans more towards selling than branding, often as a consequence of lack of expertise. Branding, which is all about customer loyalty, is as far away as you can get from sales. So, for Rawbike, a company that has an interest in future business, strong branding will be the strategic path and customer loyalty will be the company’s most powerful advantage. Focusing on sales may boost revenues short term, but branding may drive success for decades. This finding is followed by the question of how to lead the tribe. And when it comes to leadership, authenticity is a key attribute; customers want authenticity, they crave what is real. And to achieve it with your tribe you have to begin with determining your purpose, the reason why you exist, which should be aimed at your customer i.e. align with the customer’s identity [10].

8.2.2 Authenticity

According to Neumeier [10] an authentic company is one that fulfils the following four qualities: 1. It cares and has the courage and

confidence to listen without defensiveness

2. It is sincere in showing its need and appreciation for its customers

3. It is so clear about its integrity that it shows it openly and unashamedly

4. It has a distinct personality and community

The project team got the impression that Rawbike have succeeded in fulfilling all of these qualities simply by chance. As stated before, the company wasn’t founded with the idea of authenticity, the tribe themselves made Rawbike authentic and demanded

these qualities from the company. However, Rawbike seem to lack a longer-term strategy, which would be necessary to establish in order to stay an authenticity company in the future. The project team would even go as far as to argue that the brand was co-created by their tribe, and that they should have continued influence over the products - like the kind of product development process used in this thesis. User-centred design and co-creation requires open minded listening and shows appreciation for the customer delivering products satisfying their deeper needs.


49


50

LEADING THE TRIBE

Figure 26 Brand experience map - Touchpoints

SHALLOW

DEEP

PERSONAL GENERAL

WEBSITE

ADVERTIISING

PRODUCT

PLACEMENT

PRODUCT

DESIGN

NAME

BUSINESS

CARD FACEBOOK

SOCIAL MEDIA

BLOG

SALES

PITCHES

PRODUCT

DEMOS

WORD OF

MOUTH

UNBOXING

EXPERIENCE

NEWSLETTER

TRADESHOW

BOOTH THANK

YOU CARD

CUSTOMER

RATINGS

TRADEMARK

TAGGLINE

PARTNERSHIPS

SERVICE

SPONSORSHIPS

COMMUNITY

GIVEBACKS

WELCOME

PACKET FOUNDING

STORY

ACCESSORY

USE

AMBASSADORS

USERS

MANUAL

CALL

SUPPORT

PRODUCT

USE

CUSTOMER

EVENTS FREE

SAMPLES

WORKSHOPS

CUSTOMER

REVIEWS

INTRA-TRIBE

DISCUSSIONS

Today

Tomorrow


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8.2.3 Customer experience

Another important matter when it comes to leadership is focusing on experience rather than on features. The best brands come alive through the points at which the customers experience them, i.e. touchpoints. According to research [10] customer experience is one of the richest areas to mine for shareholder value.

[…focusing on experience

rather than on features.] Each experience of a brand resembles a piece of the puzzle, the overall brand, and is a representative sample of what the customers understand about the company and its offering. As a company it’s important to look over the set of experiences (touchpoints) which one is offering to ensure that they match the overall brand and illustrate the meaning of the brand. Every experience should offer another way for the customers to build their identities. In figure 26 the set of touchpoints which Rawbike offers today are presented, as well as potential future touchpoints. One finding when analysing the framework which the brand offers their customers, was that the set of touchpoints felt dull and not vibrant enough. To enable customers to fully engage with the brand it would be beneficial to particularly consider and embracing the familiarity experience of today, by designing touchpoints such as newsletters, welcome packets, intra-tribe discussions, community givebacks and thank-you cards. Touchpoints of this category may facilitate for an improved interaction between customer and company. There will of course always be customers with no interest of engaging with any brand, but it should be easy for those who want to. Additionally, the company should focus on continuing being perceived as loyal to their

customers. In order to do so, and also improve this experience, one should be extremely keen about protecting the customers, by for example offering them free samples and arranging customer events or/and workshops. Again, in the spirit of co-creation. Lastly, the company should consider aspects related to the company foundation, like protecting the brand and establish ownership by registering a trademark, defining the brand with an accurate tagline that represents the essence of the brand and acts as a brand trigger and create a well-honed founding story which can improve trust and help to connect with customers. So, when considering the future of the brand, it is important to understand that “it is not about deciding the way forward, it is about designing it” [10]. It is in the design of the offering that companies differ and some flourish.

“it is not about deciding the

way forward, it is about

designing it” – Neumeier, M.

The Brand Flip. (2015).


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DIFFERENTATION

“Onlyness”

Figure 27 Comparison of “onlyness”

RAWBIKE

U1

?


53

8.2.4 Differentiation - how to be

remarkable

When transforming a business to be remarkable, strategic differentiation is the way to go, i.e. staking out a market position that can be owned and defended. Another way to put it would be “achieving a state of onlyness”. Onlyness will allow the company to start small by dominating a niche, and then over time grow it or grow with it [10]. When a company has an offer, which is both compelling and unique enough for customers to notice/choose/share, they probably only have to compete for attention. With the right differentiator, you may win a significant competitive advantage, a kind of monopoly in your category [10]. Another important aspect that should be considered when trying to create a meaningful differentiation for your brand is simplicity, mess is counterproductive [10]. When it comes to Rawbike they succeeded in creating onlyness with the Rawbike, the first product they launched and flagship product today. The Rawbike differentiates from competitors by its characteristic look and by being a hybrid vehicle combining the agility of an electric bike and the strength of a moped. Furthermore, it is type approved, i.e. it comes with a Certificate of Conformity (CoC) which means that it meets the required specifications for being used as an electric bike in the European Union [46] [1], see figure 27. Competitors with similar specs and often heavier focus on looks, have cropped up in the market, but are often missing the aforementioned certification, thus rendering the vehicles illegal to ride in Sweden (but legal to own or ride within “confined areas”, which is information usually found in fine print from the seller). This makes Rawbike one of few street legal bike/moped hybrids, creating their own niche.

In order to be competitive a brand needs to grow, spread and flow into new areas. A brand can’t afford to be static, they need to find new revenue streams, i.e. be liquid. It is, however, very important that it keeps its integrity throughout the expansion. The customers of a brand expect that the story of a brand continues, not diverges, and that it imparts the feeling of going somewhere. Otherwise they may lose interest and the brand will lose momentum [10]. At the same time, in order to succeed in a dynamic market, a company must be able to adapt to changing circumstances. As long as the new route keeps the narrative of the brand together and preserves logical continuity by keeping something from the original direction, one should and dare to experiment.

“Being safe is risky” - Godin, S.

Purple cow. (2005). Introducing the U1 as a second move, was an experiment that unluckily didn’t turned out. The U1, which was supposed to meet the needs for a smaller and more flexible bike suited for an urban lifestyle, was not unique enough to attract customers. It had no onlyness and tried to compete with existing products in the category, rather than differentiate, see figure 27. To challenge this category the U1 would have needed a gimmick like being the lightest foldable bike in the market, or some other feature pushing onlyness, but it didn’t. The risk with being an imitating follower is failing to realize in time that the market has dried up, or as Godin author of Purple cow states it, “Being safe is risky” [47]. Findings from the user studies clearly also showed the U1’s lack of success; only around 10% of the respondents of the Rawbike survey were owners of the model, making the project team question whether the U1, in its current form, should even be a part of the major brand strategy in the future.


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EXTENSION STRATEGY

RAWBIKE U1

Figure 28 A representation of the importance of form an and function in a norm-critical design

?

FORM FUNCTION


55

8.2.5 Extending the brand

At present, the company is standing at a crossroads, a point of decision, where they have to determine an extension strategy in order to secure their future. In section 3. Background research a positioning map illustrating the positioning of existing cargo bikes was presented, where a gap in the market was identified in the segment of “affordable cargo bikes with freight focus”. A majority of existing cargo bike brands are targeting families, focusing on transporting children and using the appropriate aesthetics and marketing to appeal to that audience. The Rawbike on the other hand meets the user need of a powerful commuter electric bike and the primary users of the U1 are inner city dwellers who need a lighter, easier to carry, version with the same functionality. What follows is an investigation of the end product of this thesis, a customizable cargo bike for the adventurous user who wants multiple loading possibilities, as an extension strategy and how it could impact the brand. In today’s era of climate change and eco-phobia there is a need to replace traditional means of transport, and research shows that electric bikes and cargo bikes are on the rise, drawing individuals away from using automobiles as their primary mode of travel. Electric bikes and cargo bikes seem to have a greater potential as substitution mode than regular bikes, especially cargo bikes as they have a utility which serves travellers in a different way than traditional bikes, thereby meeting a different set of needs and users [5]. Moreover, as the cargo bike still is quite a new phenomenon in Sweden, it might be a key growth area for those interested in being part of the development of the bike transportation platform and making business within the field.

[…targeting a female

audience.]

Another argument for developing a cargo bike is the possibility to expand the Rawbike tribe by targeting a female audience and decrease the disparity between the number of female and male Rawbike users. Research shows that the cargo bike on a practical level provides an opportunity for women, who traditionally (and stereotypically) have been responsible for childcare, to commute with multiple children and lots of gear without the use of a car. Furthermore, the motors in these new modes of transport has been proven to reduce gender barriers by encouraging more women to use bikes [48]. In order to reach out to women it will be important to meet their needs. Research shows that women are concerned about safety, comfort and accessibility to a greater extent than men [48], factors that become decisive for women when considering a cargo bike. The financial ability to invest in a bike, as well as supportive infrastructure where she lives, are crucial factors too. Though the latter is difficult for Rawbike to influence as it’s a matter for local planners and policy makers. Women tend to lack a sense of belonging in the biking community, as they have (relatively) little experience of biking [48]. Research shows that, regardless of bike type, boosting biking confidence is important in order to engage more women in the biking community, and suggests education such as classes at local bike coalitions or from biking women to build up nerve as a rider. With this in mind the project team deemed it important to avoid gender bias in the design practice, as gender equality in design often falls into one of two traps: either highlighting differences between women and men in their product language or losing too much identity in striving to be unisex [49]. Norm critical design practice encourages to step away from valuing “male” characteristics as higher and use them as default, for example highlighting the helpfulness (traditionally female) over


56

the performance (traditionally male) in a product. Anecdotal evidence from the project supported the notion of women being more interested in the functionality of the Rawbike, often asking practical questions regarding adding things like bike baskets to the bike. Emphasizing functionality and usefulness in the design and marketing of the product could thus be what’s needed to spark interest from women, see figure 28, perhaps without having to compromise the present visual of the Rawbike. After all, launching the U1 in a dusty pink didn’t boost sales among women as Rawbike had expected.

[Emphasizing functionality

and usefulness in the design

and marketing of the product

could thus be what’s needed

to spark interest from

women…]

8.2.6 Brand values

Regardless of what the future will bring, or what strategy Rawbike chooses, the keyword above all should be cohesiveness, both in brand identity and business model. As Marty Neumeier, author of the Brand Flip, states: “don’t close the book of the brand” [10], let Rawbike be Rawbike. The project team suggests the following values, many of which have been mentioned earlier in this section, to be primarily considered by Rawbike when growing, spreading and flowing into new areas:

AUTHENTICITY - “RELIABLE, RESPECTFUL,

AND REAL”

Being honest and transparent in every aspect of the company, e.g. technical specifications and sustainability work.

LOYALTY

Being loyal to their tribe by embracing their insights and give them credit for being the reason behind their success.

Being loyal to their climate positive goal by considering alternative production opportunities and bringing the current manufacturing in China, or parts of it, closer to home.

Being loyal to their design reputation by offering true premium, instead of today’s premium feel.

[…offering true premium,

instead of today’s premium

feel.]

PRODUCT FAMILY

Being clear about which category they are targeting and ensure that an extension of the brand follows logical steps (for both core products and accessories).

GROWING THE TRIBE

Bridging the gender gap by reaching out to a female audience.


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CHAPTER 9 • CONCEPT DEVELOPMENT

58

CONCEPT DEVELOPMENT

FIRST ITERATION

Concept constraints

SECOND ITERATION

Brainstorming

THIRD ITERATION

Prototyping

CONCEPT CHOICE


59

9. CONCEPT DEVELOPMENT

This chapter describes the iterative working process of generating concepts, evaluating them and selecting concepts to go through the process once again, resulting in a final concept.

9.1 First iteration - Concept

constraints

Before going into the second iteration of the concept development process, a decision was made to only generate concepts of the cargo bike type longtail (section 3.1.3 Cargo bikes), where the cargo is held in bags or baskets placed on an elongated rear rack. Other cargo bike options were briefly explored by translating the Rawbike into various types and categories of cargo bike, which can be seen in Appendix G: Rawbike as a cargo bike. The project team soon abandoned these other types, with help from the cargo bike positioning map, with the reasoning that this type of cargo bike was believed to meet the needs of the intended target audience and fit well into the brand’s product range. Longtails are well established on the UK and US markets and seem to be on the rise in Sweden. Unlike a three-wheeler, which differs a lot from an ordinary bike and therefore requires some learning to manoeuvre at first, the learning curve for riding a longtail is very short. Furthermore, insights from the user study show that a three-wheeler with a box in the front, which turned out to be the most common cargo bike type used in the user studies, is difficult and cumbersome to use in big cities because the infrastructure isn’t adapted for them. The large box in the front results in a wide bike, which makes getting through narrow spaces (of which there are many in large cities like Stockholm) very difficult. In addition, the three-wheeler takes up a lot of space on the bike lanes and

has a larger turning radius, which can pose a danger in the bike traffic and an annoyance to other commuters. With a longtail, these issues are avoided. In addition to choosing the type of cargo bike, some technical solutions were selected using the function analysis that was created in an earlier stage of the project (section 7.3.3 Function Analysis). The components were selected with special consideration for sustainability and the environmental impact of their whole lifecycle, especially in that they had to be fully accessible and easy to maintain in order to lengthen the lifetime of the product: A mid-drive motor supporting both assisted biking and throttle driving was chosen for power generation. Though the “jumpiness” of the hub motor in the Rawbike was appreciated by many, it was noticed to feel intimidating by some (mostly women) as they felt like they were approaching an involuntary wheel stand when accelerating with the throttle. Since the new cargo bike is partially designed for bussing children, feeling safe and secure is important, and according to anecdotal evidence, a mid-motor gives a smoother acceleration than a hub motor. Additionally, the mid-drive motor would allow the rider to climb steeper hills than a hub motor of similar power, as it has higher gear ratio and thus a torque advantage [50]. The option to use the bike as a moped was deemed critical for most users from surveys and interviews, as well as from a USP and branding perspective, as no cargo bike/moped hybrids could be found in the market today. A belt drive was chosen to transmit power from the motor and pedals to the rear wheel. Benefits such as being lubricant-free and requiring low maintenance, have contributed to belt drive bikes gaining in popularity, especially in the commuter bike market [51].


60

This combined with an internal-gear hub would render the drivetrain virtually maintenance free. In contrast to external derailleur gears, where the gears and the mechanism is exposed to the elements, the implemented gears and lubricants in the internal-gear hub are sealed with the shell of the hub gear. The lifetime of the internal-gear hub system is generally very long as the gears are well protected from water, grit and impact [52].

9.2 Second iteration - Concepts

The second iteration of concepts started with “Rawbike as a longtail” variations on the frame, structure, wheel size, bike length and battery/storage placement, see Appendix H: Rawbike as a longtail.

Promising designs with different identities were then selected to be developed further, resulting in nine concepts, which all were evaluated against the function analysis and assessed based on feedback from the online focus group and from people close to the project team who were familiar with the Rawbike brand. The nine concepts and the reasoning behind the choices are presented below in no particular order.

CONCEPT 1

Dubbed a “high fashion bike with a hint of art”. The bike used straight lines and “merged” tubing but had a perceived visual unbalanced between the front and side view and felt too futuristic to fit the brand.

Figure 29 Concept 1

CONCEPT 2

In this concept the design language of the Rawbike was directly translated to a longtail. The proportions that work for the Rawbike were thrown out of whack with the

longer body, and made the bike look silly and toy-like. The overarching feeling was “cheap” and “a cash grab” and the concept felt not fit for a new generation of Rawbikes.

Figure 30 Concept 2

CONCEPT 3

Taking inspiration from motorcycles this concept had a lot of attitude and “sex appeal” and was more of a cruiser bike than a bike for outdoor adventures. However, it had different personalities from the side as compared to the front, missed the right edge to fit into the Rawbike family and bordered on plagiarizing the design of competitor Unimoke.

Figure 31 Concept 3

CONCEPT 4

This concept had a 26” front wheel and a 20” rear wheel, with a good mixture of retro and Rawbike design attributes. As it had a quirky and friendly personality it could fit into the brand family but needed more visual balance to do so. The edginess/army feel needed to be amped up while keeping the friendly nature of the bike.

Figure 32 Concept 4


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CONCEPT 5

A friendly bike with a lots of cargo/storage space behind the saddle, but no personality. While keeping true to the army heritage with function over form thinking it needed more of the army attitude as well as a more cohesive feel to fit into the Rawbike family.

Figure 33 Concept 5

CONCEPT 6

With a look that very much resembles a mountain bike, this concept expressed adventure and functionality. The high step over height felt too tailored for men, and the design needed more vintage/army elements to properly fit the brand, but the design was deemed interesting enough to save for the next round.

Figure 34 Concept 6

CONCEPT 7

This concept is “Rawbike gone American beach cruiser”. It offered an enclosed cargo space under the seat but missed modification encouragement and versatility. While it expressed serious vehicle that also is fun, the project team couldn’t see it fit into the brand family. The outdoorsy and army nature of the brand was lost in the design, and it didn’t feel practical enough to be attractive on the cargo bike market.

Figure 35 Concept 7

CONCEPT 8

A high step army bike for the experienced bicyclist. This bike concept has a traditionally male-expression that felt familiar and safe, but not unique enough. It missed something rebellious in its attitude to fit the Rawbike family.

Figure 36 Concept 8

CONCEPT 9

This concept is a merge between Concept 3 and Concept 5, two rejected concepts that together were given a second chance. Again, there was a visual imbalance between the front and side view, and the battery placement didn’t look right either. But the project team saw potential to fit into the Rawbike family if there was more visual weight in the front, some more attitude and a reconsideration of the battery placement.

Figure 37 Concept 9


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9.3 Third iteration - Low fidelity

prototyping

The three “winners” from the concept evaluation were then used as steppingstones in the third iteration of the concept development process, together with a wild card: concept 7. Features among the nine concepts that was found likable from the feedback were added and tested in quick and dirty, low-fidelity prototypes. The aim was to visualize how the shapes would play out in 3D and resulted in four prototypes, each of them presented below both naked by themselves and accessorized with cargo solutions intended for the particular bike.

PROTOTYPE A

Prototype A had a low step-through frame and 26’’ fat tires both front and rear, outfitted with a riser bar with a slight back sweep that allowed the rider to sit more upright and have more control [53]. The shape of the rear tubes was inspired of the curvatures of the original Rawbike and the battery was mounted behind the seat post. See figure 38.

PROTOTYPE B

Prototype B had a higher step through and 26’’ front and 20’’ rear fat tires. The smaller rear wheel resulted in a lower tail which has an advantage in terms of utility by lowering the centre of gravity, rendering the bike more stable, and gave a feeling of forward direction and that the bike was longer than it actually was. The handlebar was a standard flat bar, versatile and simple as one could easily attach different accessories to it. It also allowed the biker to balance their weight properly by putting them in a forward leaning position. The middle frame was the same as the original Rawbike and

the battery was once again placed behind the seat post. See figure 39.

PROTOTYPE C

Prototype C also had a higher step through and used the same wheel sizes as in Prototype B, but the tail wasn’t as low. The tail was however extremely long to enable carrying a lot of freight or several passengers, with the space underneath the carrier functioning as storage space. A cruiser bar allowed the rider to control the bike comfortably while sitting completely upright, but didn’t provide enough leverage when climbing hills. Again, the shape of the middle frame looked like the original Rawbike, and the battery was placed behind the seat post. See figure 40.

PROTOTYPE D

Prototype D resembled a mountain bike with a high top tube (cross bar) and a diamond frame. It had 26’’ fat tires both in front and rear and used a flat bar as in Prototype B. This bike could carry two batteries, one mounted on the down tube and one on the top tube, for extra-long drive time. It also used individual foot supports as opposed to the surfaces used in the other concepts. See figure 41.

Figure 38 Prototype A

Figure 39 Prototype B

Figure 40 Prototype C

Figure 41 Prototype D


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9.4 Concept choice

The four prototypes were then evaluated to determine what would form the final concept: The rear design of Prototype A and the handlebar/for combination was appealing. The shapes emphasized the right attitude and there was a lot of recognition of the Rawbike design language in them. See figure 42.

The different sizes on the wheels created a dynamic profile to Prototype B, with the larger front wheel enhancing the feeling of a muscular bike with a lot of strength and power, and the lower tail created a forward direction expressing endurance. See figure 43.

The step through and length of the top tube of Prototype C felt similar to the original Rawbike and met the motor the same way the original frame met the crank set. See figure 44.

Prototype D was rejected, it was simply too similar to a regular mountain bike. See figure 45.

Figure 42 Highlighting the rear design

Figure 43 Highlighting the profile

Figure 44 Highlighting the frame

Figure 45 Highlighting nothing


64

These attributes were then used as foundation when creating the final concept, which can be seen in figure 46.

The final concept had a 26” front and a 20” rear fat tire, a riser bar with a slight back sweep and the battery placed behind the seat post. It retained features of the original Rawbike design such as the cross section of the top tube and its connection to the crank set, the curved rear tubes (seat stay, chain stay and rear rack) and the low centre of gravity in the rear. Having the option to attach a cargo rack in the front of the bike was discovered to be of great importance in the user studies, so the concept had the option to attach a rack in the head tube, keeping the load static when turning the handlebar.

A design that promised high functionality, an important factor in reaching out to a female audience in particular, while still looking uniquely powerful and almost motorcycle-like. Lots of attitude came with the large, fat front wheel and made the bike look like it could endure almost anything, while still not overstepping the boundaries into looking threatening. Keeping the tubes welded together rather than “merged” kept the design in the vintage/army realm rather than among the spandex clad. The

importance of standing out in the crowd has been detailed previously in this thesis, and this friendly monster of a longtail certainly will.

This design was then taken into CAD, where proper measurements were applied and the was shape revised in multiple iterations, keeping in mind both design heritage and function.

Figure 46 The final concept


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CHAPTER 10 • FINAL CONCEPT

66

THE RAWHAULER

Figure 47 The Rawhauler painted in Col. Mustard


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10. FINAL CONCEPT In this chapter the final concept, the Rawhauler is presented, including technical specification and life cycle analysis.

10.1 Presenting: the Rawhauler

The Rawhauler has the same base functionality as the Rawbike; it’s an electric bike and a moped class II all-in-one, but with new components, that are detailed in Appendix I: List of components and design for its intended purpose and audience. The launch of the Rawhauler also launches a new colour, Col. Mustard, as seen in figure 47, used in the development process by the project team to ensure the fit of the product in the brand portfolio without relying on known colours. It comes equipped with a 750 W mid-motor; ensuring a smooth ride and, combined with the 8-speed internal geared hub, enough torque to get the rider and their cargo up the steepest of hills. With a total length of 2150 mm, the Rawhauler offers 710 mm of modular cargo space in the back, see figure 48, as well as an optional cargo platform attached to the headtube.

Figure 48 Bike measurements

The 26x4” front fat tire offers a smooth ride over curbs and bumps in the road and keeps the steering tube short, thereby avoiding “wobbliness” when steering, while the 20x4” rear fat tire keeps the centre of gravity low for the added cargo. Updating the hydraulic brake system with sturdier 200 mm discs provides more efficient and safer breaking for the user, especially at

heavier loads. Intended to be taken more seriously in traffic and for an added aesthetic appeal, the Rawhauler comes kitted with several moped features; a massive vintage-style headlight, brake lights and turn signals to alert close-by commuters, rear-view mirrors for monitoring the traffic behind you and a highly requested electrical horn to alert traffic and pedestrians ahead. Staying true to the look of its predecessor, the Rawhauler uses a lot of the same tubing and curves as the Rawbike in its frame, but the wrapped handle has moved from the middle of the frame to the back. Contrary to the Rawbike the Rawhauler isn’t foldable, as the Rawhauler would be cumbersome to carry even with a folding frame because of its length. Designed for dirt-road adventures while taking up modest space in the urban morning commute, the Rawhauler is a cargo bike for the user that values agility and don’t have adequate city planning to allow them lugging around a box all day.

10.2 Materials

The development of the final concept took sustainability into account in both the construction of the frame as well as the choice of components, with the main focus on the lifespan of the product. Durability, quality and reparability was noted as keywords when speaking to dealers and Rawbike’s official service partner Bonne Mécanique, who affirmed that the concept needed to be low maintenance as Rawbike users don’t expect having to service their bike. As the environmental impact of the electronics can’t be affected it was decided to direct that effort to the construction of the frame by using powder coated AISI 4130 Chromoly steel [54] in favour of aluminium, as steel is more easily repairable, uses a lesser volume of material for the same strength [55] and (in the case of virgin materials) uses less energy to produce [56].


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DRIVETRAIN

Figure 51 Showing how the chain stay goes over the belt


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Powder coating produces negligible Volatile Organic Compounds (VOCs) compared to wet painting, and leftover powder can be reused in new paint [57]. The coating is also more durable than wet paint and can easily be retouched without being hazardous to the painter. The durability of the frame could not, as previously mentioned (section 1.4 Delimitations), be verified by neither digital- nor expert analysis, which instead led the project team to design the frame using DIY bike building resources and other longtails as references. Double and triple butted tubes and profiles of the thicker varieties were chosen to make the frame robust [55], a closer look at the construction can be seen in Appendix J: Tube dimensions. Though the validity of the construction can’t be guaranteed before the first full size prototype is produced, neither can the actual comfort of the bike, which requires an iterative approach to get just right. The project team deems the construction ready for a first prototype but recommends a revision from an experienced bike builder.

10.3 Drivetrain

To be as low maintenance as could be, the Rawhauler is a belt driven bike, using the longest available belt (1914 mm) of the industry leader Gates carbon drive and a pulley ratio of 2.27 recommended from the same manufacturer. Belt drive is more expensive than chain drive but requires virtually no maintenance and lasts anywhere from twice as long up to ten times longer than a chain [58]. The belt is also quieter than a regular chain, and even though there is a slight loss of efficiency it’s no matter for the concept as the Rawhauler is an electrically assisted bike [59]. However, a belt requires few things to be taken into account in the design [60].

THE BELT CAN’T TAKE ANY SIDE FLEX

This means that it has to be perfectly straight as seen in figure 49. and fine tuning the offsets for the front and rear pulley requires more care and planning in the production process.

No side flex also means that a belt requires an internal hub gear, in this case an 8-speed Shimano Alfine at the recommendation of both Gates and various interviewees. An advantage of having an internal gear hub is that it too requires little to no maintenance, which again was desirable for the concept. THE FRAME CAN’T INTERSECT THE BELT

As the belt is one continuous loop and can’t be split the frame has to accommodate the belt, the complete opposite from mounting a chain drive where you split the chain and pull it through the frame as shown in figure 50.

Many manufacturers use a split in either the seat stay, or the chain stay, but in designing the Rawhauler the team opted for a “lifted” chain stay, see figure 51, as a split may impose a weakness in the frame.

Figure 49 Belt straightness

Figure 50 Frame and belt intersection


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BIKE SIZING

Figure 53 Demonstrating how to adjust the Rawhauler for different bodies


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THE REAR FRAME TRIANGLE MUST BE STIFF

If the frame flexes too much in the direction of the belt there is a risk of the belt starting to skip [59] and this flex is determined by the rear frame triangle see figure 52.

The intended supplier Gates even offers a “stiffness test approved” label to frames that comply with their standards [61]. Unfortunately, as stated in the delimitations, the team was not able to validate the stiffness in the design because of software limitations, but decided to use thicker standards of bike tubing in hopes of landing at an acceptable amount of flex. Driving the whole operation is a 750 W motor supporting both throttle and assisted pedalling, the reference product being a Bafang MM G510.750 with a maximum torque of 160 Nm [62], which is affixed to an integrated attachment in the frame. However, in consulting the previously mentioned service partner it was discovered that Bafang has a history of not providing diagnostic software for motor repair, forcing mechanics to swap out the entire motor. The project team would therefore not recommend this manufacturer but instead opt for either in-house production, as 750 W mid-motors don’t seem to be very common, or for Rawbike to use their industry contacts to find a manufacturer with an extensive service program to collaborate with. As there is no universal interface between mid-motors and frames the attachment between the two must be developed with the intended motor in mind.

10.4 Sizing and stability

A “one size fits all” approach was used for the design of the frame, using tried and true dimensions from other bikes, where different lengths of steering- and seat-tubes are used together with a slightly angled adjustable handle to ensure a comfortable ride for most body types, see figure 53. For a more in depth look at the frame construction see Appendix K: Measurements. The 4” thick tires makes the bike feel stable both physically and visually, while also dampening the bike. Further shock absorption is provided by the dampened seat post and saddle, as the previously mentioned belt drive doesn’t allow for rear suspension as that counts as a flexing frame. The 48V/15,6Ah battery is placed by the seat tube to keep the centre of gravity low and in the middle of the bike, which makes the bike easier to steer. By putting the battery at an angle, it can be inserted/removed without having to remove the saddle, which was step noted as an annoyance in the existent Rawbike, and the angle also allows any water to run of the plate where the battery is plugged in. Further waterproofing of this connection point was made with a rubber seal shown in figure 54.

Figure 54 Moisture sealing

Figure 52 The rear frame triangle


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MODULARITY

Figure 55 A selection of compatible accessories for the rear rack

Figure 57 Bussing example using two preschool children


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10.5 Modularity

MODULAR CARGO SYSTEM - AVS

The rear rack uses the integrated AltranVelo System (AVS) [64], see figure 55, for its modular cargo configuration. The AVS system won the Red Dot Award in 2018, an international design competition for product design, communication design and design concepts [65], for being a user friendly and intuitive system for attaching accessories onto front and rear carriers for bikes. The system is open and licensable, which makes it possible for Rawbike to integrate the system into their carriers and accessories. Current Rawbikers also have the option to upgrade their carriers to an AVS compatible system.

[All it takes is a single simple

movement and a “click”... the

accessory is now securely

fastened to or disconnected

from the AVS rack.] The AVS system consists of two parts: one that is fixed to the rear rack, and one adapter that is attached to whatever you want to attach to the bike, for example a pannier or a basket, see figure 56. Connecting the adapter to the rack is easy and only one hand is required. All it takes is a single simple movement and a “click”... the accessory is now securely fastened to or disconnected from the AVS rack.

Figure 56 Showing the placement and release of

the adapter

By having a modular system in the Rawhauler the user is free to easily modify the rear rack for their specific needs and can even attach an AVS adapter to a DIY cargo solution of their own creation. The AVS system also opens up an opportunity for Rawbike to develop compatible accessories for both the Rawhauler as well as other bike users with the same integrated system. Rawbike has already dipped their toes into making cargo accessories already with a vintage looking leather bag, a style that the project team noted as missing from the AVS accessory portfolio and being highly compatible with the vintage style women’s bikes of brands like Crescent and Monark which already come fitted with the AVS rack. A first suggestion for accessories based on the user studies would be; a wooden box basket (preferably with a handle for carrying), a child seat, a pannier and a deck that sits atop the rear rack and provides a surface for carrying passengers. In addition to interviewees indicating a need for these accessories the interest for them are clearly seen in the online community “Rawbike Sverige”, where users gladly share pictures on creative DIY solutions for both accessories and bicycles and share their thoughts and opinions. However, as earlier mentioned (section 8.1 Brand DNA) this has resulted in a wide variety of expressions where some take their bike to the next level and others go the opposite way, hurting the look of the bike in the process. Taking a step into the market of accessories and offering Rawbikers stylish, on brand, products could also be a strategically wise move to avoid watering down the brand image. ADD ONS

The Rawhauler has an optional multi-purpose hoop and footrest system, see figure 57, used for both bussing children and carrying cargo. It’s easily mounted by installing a front and rear metal bracket onto the rack and can carry up to 3 children. When bussing, it lets the rider and the


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passenger(s) feel safe and secure while riding; The hoop lets the child(ren) hold on and secures them sideways, and the double rail system with an inner hand-rail and an outer rail offers pinch protection from the sides. The width of the inner handrail accommodates for children’s seats like Yepp Maxi EasyFit [66], so a smaller child can be secured in the seat while the older sits on the deck, holding on to the inner rail and resting their feet on the footrest. To keep both little toes and panniers safe, the Rawhauler is equipped with a skirt guard on the rear wheel that creates a barrier, keeping spokes and dirt away. Those with freight focus can use the same rail system to carry cargo, either by placing cargo where one would place children, or by folding it down to a platform by moving the inner rail, see figure 58.

Figure 58 Shows the steps for folding the hoop

A front rack can be mounted directly to the headtube as an additional carrying option, keeping the mass of the cargo on the frame rather than the front wheel. The open-ended design of the head tube enables countless accessory opportunities, like the huge lamp to light up adventures on unlit dirt roads.

10.6 Affordable is not the same

as a cheap

While the affinity mapping mentioned in 7.3 User needs, showed that opinions on the quality of the Rawbike range from bad to very good, most users seem to be happy with their bikes. However, the components and construction made one of the mechanics from the service partner wonder why people were willing to pay even 20.000 SEK for the product (the Rawbike actually retails at

closer to 22.000 SEK today), and the online community was filled with discussions on the topic of faults in the construction or broken bikes, often started by a new user that encounters a problem with their newly purchased bike. Most of the problems were due to construction issues, such as the chain being too close to the rear wheel and thereby scuffing the tire, crosshead screws that easily slip and wore out when servicing the bike (changing these to torx screws would be an easy fix), or a high pitch whistle from the motor when driving.

By examining the construction of the Rawbike and drawing insights from interviews regarding common problems, the project team concluded that the users expect better quality for the price they pay. This leads to users creating posts in the community about having to service their bike for things they didn’t expect to, or looking for tips on how to fix the problem themselves, making the first impression of a product riddled with problems for a potential customer joining the community to window shop and ask questions. Needless to say, this hurts the brand image, which is why this thesis calls for a true premium approach.

[…a true premium approach.]

The components in the final concept are not cheap, they were chosen from trusted brands where some are the best in the business, but cargo bikes belong to a higher tier price point and users are willing to pay. A drivetrain like the aforementioned one puts the Rawhauler into the premium segment of cargo bikes, where prices ranges up to 65.000 SEK (and even higher depending on the chosen accessories), as opposed to the lower end segment where the current price of 21.900 SEK would put them, see figure 59. This kind of drivetrain is sought after by many cargo bike buyers and was noted to be seen as a sign of quality, as is the case for using brand name components in general.


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THE PRICE OF PREMIUM

0

10 000

20 000

30 000

40 000

50 000

60 000

70 000

80 000

Rawbike

Cykelfa

briken

Cargobike

Babboe

Christia

nia

Seasid

e

Rawhau

ler

Om

nium

Butchers

& Bicy

cles

Bullitt

Figure 59 Shows the spread of the different competitors

?


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The combination of that and the uniqueness of moped functionality in the segment leads the project team to argue that true premium is not only necessary for the product, but also an opportunity for the brand to change the course of its reputation. The suggestion of the project team is to stay above the station wagons of cargo bikes (present in brands like Cykelfabriken, Cargobike, Babboe, Christiania and Seaside) but below the Rolls Royce segment of Omnium, Butchers & Bicycles and Bullitt. This would put the Rawhauler on the “expensive but not luxury” side in the market where users know they are paying for a quality product, a position similar to that of Audi.

[…stay below the Rolls Royce

segment of Omnium, Butchers

& Bicycles and Bullitt.]

A cargo bike is seen a longer-term commitment than that of a Rawbike, and it’s important that it lasts through tough conditions and for a long time if it’s going to be taken seriously by the customer.


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78

FROM CRADLE TO GRAVE

TAKE

WASTE

MAKE


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10.7 From cradle to grave -

energy consumption and CO2-

emissions

The Rawhauler, as previously stated, is designed for longevity. As mentioned in 10.2 Materials, the bike’s frame is made of steel, which is very durable, easy to weld (i.e. repair) and can be endlessly recycled into new bikes [67]. Though the durability of the components is a limiting factor, ensuring their quality would lead to a long product life for the Rawhauler. The bike is designed for easy disassembly and access to components to facilitate servicing the bike, and component manufacturers should be chosen with ease of service in mind. To extend the life length of the bike further, the project team suggests that Rawbike introduces a refurbish and repair program or organizes workshops to share tips and tricks on how to check for wear and tear and teach maintenance of the bike. When looking at the lifecycle of the Rawhauler it was difficult to make a proper Life Cycle Analysis (LCA) concerning energy use/consumption and CO2-emissions, as the project team didn’t have sufficient insight into the components. The environmental impact of the Rawhauler is in large part affected by the component suppliers, who differ in their focus on sustainability and being environmentally friendly. However, it was clear that the most environmentally impacting parts of the Rawhauler’s five life cycle phases (material extraction, manufacture, transport, use and end-of-life) were material extraction, manufacturing and transportation. The Rawhauler comes equipped with the same kind of replaceable battery as in the Rawbike manufactured by LG, a market-leading manufacturer of battery cells at the forefront of the work with traceability as well as working conditions in the production process. Compared to other brands they set high demands on their suppliers of cobalt [68] in the material

extraction, but for a future scenario cutting out cobalt entirely would be preferable but challenging [69]. Newcomer Northvolt, a Swedish manufacturer of lithium-ion batteries, uses less cobalt and nickel in their product which increases the energy efficiency [70]. They have a mission to build the greenest battery in the world and just started production at the writing of this thesis. In order for Rawbike to put their money where their mouth is, they could make a real difference in the transition to a more sustainable future by initiating a future collaboration and join their mission, as the implemented electronics (especially the battery) in the bike contributes a lot to the ecological footprint of the product.

[…put their money where

their mouth is…] In regard to manufacturing it could be possible to repatriate parts of the production in China to Europe. For example, in Gnosjö, Sweden there are several companies offering professional powder coating that could be suitable for the frame [71]. These local companies know both the technology and the conditions the coating will be put through in the Swedish climate, and can give environmentally friendly, long lived alternatives. This could reduce the long transport that today takes place by maritime transport via seaports and ground transportation and could also create goodwill from customers and ensure a true climate positive approach of the brand. There might even be an increase of interest in the brand by placing parts of the production in Sweden, as a few Rawbike users have stated that the “Swedish production” was the reason behind buying the bike.

CHAPTER 11 • DISCUSSION & CONCLUSION

80

DISCUSSION


81

11. DISCUSSION ANDCONCLUSION

In this chapter a discussion of the results, future development and conclusions from the project are presented.

11.1 Project scope

SUSTAINABILITY GOALS The project team decided to address four out of the seventeen UN Sustainable Development Goals:

3. Good health and well-being

5. Gender equality

11. Sustainable cities and communities

12. Responsible production and

These goals were chosen because they laid close to the product and the scope of the thesis and felt reasonable to attain both regarding the product and the brand. Number 3 and 11 followed the project almost by default because they were so connected with the product, number 5 was tied in by the stated goal of diversifying the audience and number 12 was considered by the project team in the construction of the bike and used as a basis for the suggested future of Rawbike.

FRAMES OF REFERENCE The user centred design approach was well implemented, and the project team tried to involve the users as much as possible into the work, focusing on the users and their needs throughout the whole design process. However, the project team decided to focus on Rawbike users, as they were considered the most interesting from a user study perspective, which may result in the user studies not being extensive enough i.e. not reflecting the opinions of the great masses.

The user studies might even be flawed from the perspective of Rawbike users, as the conducted interviews and surveys got many responses from the dedicated and community active, whilst the uncommitted Rawbikers may have been missed. Interviewing cargo bike users was on the wish list of the project team, but they were cut from the study to constrain the scope and were of unclear value as they tended to be “superfans” of what they already have and wouldn’t speak ill of their cargo bikes.

The project team researched safety requirements and regulations for cargo bikes to ensure a road safe final product, but it turned out that there weren’t any specific legislations other than when an electric bike will be classified as a moped. Instead the concept of a longtail with moped functionality was evaluated as safe using common sense, and felt a lot safer than a bike with a big bulky box in the front, that takes some practice to manoeuvre, hurling down an inner-city hill at 30 km/h. In addition, there are already similar bikes to the Rawhauler on the UK and US cargo bike market, so if the concept isn’t deemed dangerous there, it should work in Sweden. The legality of the concept must of course be evaluated before launch, but the project team couldn’t find any regulations on, for instance, a maximum length of a moped. Steps were also taken to make the bike road safe as a mode of transportation of children by providing a hoop (handrail system) to protect child size passengers.

Both long- and short-term perspectives were considered, and the sources used to highlight trends in areas related to the thesis and to develop a marketing strategy for the brand, have contributed to reasoning that indeed can ensure the viability and the differentiation of the final product.

A norm-critical perspective on gender was implemented in the development of the product by reaching out to the women of the predominantly male user base and

consumption


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understanding their needs, without creating a “Rawbike - for her”. Instead, the Rawhauler is a unisex bike that can be adjusted for most bodies. The project team might however be biased in their success; even though it consists of two women who have put much effort into making a bike that is attractive to them, it’s not necessarily a guarantee that female users will like the product and might just be a matter of overlapping personal taste. The design is however influenced by the research of others in the field, who seem to agree that functionality and practicality draws women to products, not girly visuals. This leaves the future inclusivity of the product up to how it’s marketed; the Rawhauler is as previously stated “not for everyone” and therefore not for every woman, but by pushing the functionality of the bike it will (according to theory) attract more women.

11.2 Design and strategy

proposal

Regarding the market research, the choice of the selected competitors was, even though it was considered together with Rawbike, somewhat arbitrary. The market of electric and cargo bikes is huge and is growing rapidly, for example, XtraCycle, one the bigger longtail players in the market, had no retailers Sweden when the market research was made but has now in the writing of this report. What’s currently relevant in the market may be irrelevant tomorrow and new products tend to cannibalize on existing ones, so (qualified) delimitations were necessary.

The branding part of the project was seen as an opportunity for a crash course in marketing strategy, both because the project and brand naturally approached this area, but also because it was of interest to the project team to learn something new during the project. This makes the branding suggestions essentially based on beginner's knowledge within the field, but using

resources and guidance suggested by the supervisor of the project. The concept generation process proceeded without getting any feedback from Rawbike, due to it falling in a busy period for business and personal life. Instead, the project group turned to the online focus group for feedback, as well as to close acquaintances who were familiar with the project. This has resulted in Rawbike having little to no say in the concept or final design, leaving the project team in the dark when it comes to their opinion on the finished product. Furthermore, the choice of longtail can be perceived as if it was a quick decision but was actually something that the project team had considered for a long time in previous stages of the project.

In the roles of researchers and students the project team based the thesis on certain values that could be summarized as ethical business being good business, influenced by an engineering background and backed up by the conducted research. In other words, the longevity, authenticity and loyalty of the brand was seen as more important than monetary gains. A company can thrive on cash-grabbing products, but the take-away from the report should be that this could result in difficulties for a company to attract new customers and keeping existing ones, especially in today’s climate when customers are becoming more aware.

11.3 Future development

The Rawhauler can be seen as the first iteration of the development lifecycle of an actual product. It’s conceptual in nature rather than optimized for manufacturing and therefore requires more work until the product is ready for the market. For example, because of the limitations when performing the FEM analysis, prototyping, testing and analysing is required to evaluate the product’s durability, strength, safety and stability, and thereby ensuring the quality and functionality of the product. No final total weight on the bike could be determined because of the lack of data for the


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components, and it was deemed unnecessary for the thesis as the product is not intended to be optimized for weight.

An existing unisex bike was used as reference when determining the bike’s geometry, and thereby its ergonomics and body fitting. Initially the project team wanted to dive deeper into the field of ergonomics, but the field was much more complex than initially thought. Small considerations were made however, the reach and the top tube dimension of the end product was influenced by the fact that women tend to have shorter torsos than men, and the adjustable handle can adjust the reach for most people. The reference was chosen for its reviews by users, but the project team was not able to test the bike themselves to verify its comfort.

When it comes to the marketing of the Rawhauler, the customers should feel like they don’t have to be cool to acquire the bike, the bike will make them feel cool. (One vision is that of a Parisian-style woman in pumps and lipstick riding the bike like a badass, being perceived like Sarah Connor in the Terminator movies)

Customer interaction was only briefly covered in the report, but Rawbike needs to clearly determine their role as a brand. Should they act as the cool friend that, for example, encourages modifying and DIY’s while accepting the consequences that it may bring for warranty and service issues, or should they keep their distance and be more professional as a brand? Currently, the interactions shift wildly, going from hard sales pitch to embracing the “we” of the tribe with community posts in a matter of days. The project team has laid out a proposal for a community embracing brand, but Rawbike needs to decide who they should be in the community to not be perceived as dishonest or inauthentic.

Authenticity goes for the suggested accessory market as well; it will be of great

importance that Rawbike launches accessories with care and not “just because”. Deciding on design guidelines and keeping needs and functionality in mind will be crucial for good design.

In a future scenario, Rawbike’s cooperation with their service partner Bonne Mécanique could be better utilized in order to ensure that they take measures to satisfy their customers by meeting their needs. Bonne Mécanique sits on valuable insights of the products that don’t necessarily show up as service matters, insights that could lead to an easier to serve product, extending the life of the bike or improvements in the construction leading to a better product.

The Rawhauler is in the more expensive price segment as a result of “sparing no expenses”, based on the project teams want to develop a sustainable, durable and functional concept with sex appeal. This was also fuelled by the whining in Rawbike's online community, where people shared their complaints, and led to the project team taking all the measures required to ensure that no one would be disappointed with the Rawhauler. It could also be taken as a hint to the brand to how they should price their products in the future to pull for margin growth while creating a more sustainable product.

Sustainability was only surface level in this project and an area that the brand wanted the project team to investigate if time allowed, but the project team had to limit the work to the reasoning presented, based on engineering guesses and gathered knowledge. A proper LCA could have been a project within itself, as there are multiple components, manufacturing locations and material choices that can be optimized.

It’s in the opinion of the project team that Rawbike should take measures to be more sustainable, and the project team proposes that they should scrap their mission of today i.e. to be climate positive by climate


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compensation, and instead take a minimizing approach related to the bikes themselves. Getting in talks with more sustainable battery developers, performing the aforementioned LCA and considering changes in production are a few first steps.

11.4 Conclusion

To conclude, the thesis project resulted in a suggested branding strategy for Rawbike and a subsequent brand extension with the Rawhauler, as a strategic design proposal based on user centred design.

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Appendix A

APPENDIX A: PRODUCT COMPARISON The following table was used as a reference in the construction of the final product.

Appendix B

APPENDIX B: SWOT-ANALYSIS The performed SWOT analysis which was used to evaluate Rawbike’s competitive position and to develop a strategic planning. Bolded words are additions from the project team.

Appendix C

APPENDIX C: FIRST IMPRESSIONS IN ÅRE Presented below is data from test drives in Åre, key words, distribution of gender and approximate age was recorded.

Appendix D:1(17)

APPENDIX D: SURVEYS The questionnaires used in the conduct of the three surveys are presented below.

Appendix D:2(17)

Appendix D:3(17)

Appendix D:4(17)

Appendix X: Interviews

Appendix D:5(17)

Appendix D:6(17)

Appendix D:7(17)

Appendix D:8(17)

Appendix D:9(17)

Appendix D:10(17)

Appendix D:11(17)

Appendix D:12(17)

Appendix D:13(17)

Appendix D:14(17)

Appendix D:15(17)

Appendix D:16(17)

Appendix D:17(17)

Appendix E:1(33)

APPENDIX E: INTERVIEWS Below the performed interviews (template together with the individual answers) are presented.

Andreas

Vem? - Berätta lite om dig själv

Ålder: 38 år Ort: Älvsjö Bostad: Villa Civiltillstånd: Sambo Barn: två barn, 2 år och 5 år Sysselsättning: Kemist, kemikalieinspektionen Fokus: Pendling, lämna/hämta barn

Varför elcykel?

Vår bil gick sönder, istället för att köpa en ny så köpte vi två nya elcyklar. Sedan köpte jag Rawbiken.

Varför Rawbike?

Köpte den för att den är kraftigare. Vi hade fått ett barn till, långt till jobbet. Kul, snabb, cykel. Ball. Såg fördelarna med en sådan cykel, eftersom jag cyklar på vintern så såg jag att däcken skulle komma till nytta (tjocka).

Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den. (kan vara med tre ord eller mer utförligt)

Första tanke: Oj, vilken liten minicykel. Men större än vad man tror när man använder den.

Ruffig.

Kralligare än vad man först tror.

Gillade de grovmönstrade däcken. Höll på med motorcross när jag var liten, så fick sådana vibbar.

Vad använder du främst elcykeln till? Hur?

Primärt till att pendla och lämna/hämta barn.

Rawbike vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?

Under tre års tid hade vi inte haft bil alls, vi hyrde någon gång. Rawbiken tillsammans med våra andra elcyklar ersatte bilen helt under den tiden. Nu har vi dock en bil, vi behöver den för vissa grejer. Vi parkerar cykelkärran i bakluckan på bilen som står på vår parkering.

Hur förvarar du cykeln?

Appendix E:2(33)

Rawbiken förvarar vi en tvättstuga, de andra elcyklarna står ute.

Customer journey - beskriv din dag

Scenario: Lämnar och hämtar barn från förskolan - oftast så delar vi på det jag och min fru, att en av oss hämtar/lämnar

1. Upp - frukost2. Tar cykeln från tvättstugan - hade önskat att jag hade en bredare dörr, lite jobbigt,

men fungerar ok3. Tar ut kärran ut bilen4. Cyklar till förskolan5. Lämnar kärran, går att låsa fast under tak, känns tryggt att lämna den där, inhägnat

område. Fördelen med att lämna kärran där är att min sambo kan hämta barnen påem.

6. Cyklar till jobbet, 1.5 mil - härligt! 35 min, hinner ställa om från hemma mode till jobbmode, egentid (samma på vägen hem). Bra cykelväg, några mördar backar. Jagtrampar hela tiden, vill att det ska gå fort att komma fram. Gillar att man inte behöverkomma fram och känna att jag måste duscha. Vill jag träna tar jag en annan cykel,håller på med cykling. Går lika fort som kollektivtrafik eller snabbare. Inga förseningar,väljer själv när jag ska åka. Vet exakt när jag kommer fram. Lite som med bilen, fastinga köer.

7. På jobbet har vi ett parkeringsgarage, låst, finns cykelbur inuti där man kan låsa fastcykeln. Känner mig trygg med att ställa cykeln när. Tar med mig sadeln och batteriet.Känns mindre attraktivt att stjäla både sadel och batteri, jag gör samma sak om jagställer cykeln på stan.

8. Går upp på jobbet. Laddar batteriet. Har två laddare, en på jobbet och en hemma.9. Tar cykeln ibland under dagen om jag har något möte eller åker iväg för att äta lunch.

Men händer inte så ofta.10. Cyklar hem, till förskolan, hämtar barnen (om inte min fru har det). Barnen tycker det

är jätte kul att åka bakom cykeln. De vill gärna somna i cykelvagnen, tycker om att blinerbäddade.

På fredag/lördag kvällar eller vid andra tillfällen så kan vi cykla runt bara för att barnen vill somna i cykelvagnen, dem älskar det. Min fru är då med ibland på sin elcykel, men det är mest jag som tycker det är kul att köra runt för skojs skull.

Berätta om din modd - vad funkar, vad funkar inte

Cykelkärra har jag.

Det som fungerar bra med denna lösningen är att jag slipper kärran när jag lämnat barnen. Fraktar dem 1 km, skönt att resterande 14 km inte behöva dra på det.

Nackdelen är om man vill handla på vägen hem, att man inte kan handla så mkt eftersom man inte har kärran med sig.

En annan fördel är att den får plats hemma trots att vi inte har något garage. En lastcykel hade jag behövt ställa ute.

Har även byggt ett fäste bak för en låda som jag använder när jag handlar

Vad önskar du dig?

Appendix E:3(33)

Olika behov beroende på barnens ålder antar jag. Just nu skulle jag vilja kunna ha båda barnen på cykeln på ett smidig sätt. Inte behöva koppla av och på en kärra. En mittmotor - kan använda utväxlingen bättre än navmotor Satsa på ett rejält batteri, eller två när man ändå har lastcykel med plats. Vore häftigt om man kunde få den typgodkänd som moped klass, så man kan lasta ännu mer. Funktion vs estetik? Funktion viktigaste Tilltalades av estetiken men använder den för funktionen Har byggt jättefula stänkskärmsförlängningar - fungerar super, men jätte fult Använder cykeln varje dag, sopsalt, svårt att hålla den i skick. Hade jag haft en nöjescykel som jag bara använde på sommaren så hade jag nog försökt hållt efter den bättre. Slitvarg. Tankar kring lastcykel Har varit sugen på en lastcykel, men har inte skaffat en pga utrymmes skäl samt att jag har långt till jobbet. Smidigt att kunna lämna kärran på förskolan. Inget garage där jag bor. En lastcykel hade varit bra annars, barnen börjar bli för stora för släpkärran. Jag har provcyklat några lastcyklar: Bullitt = cykelkänslan bättre än tribike. Babboe = Ball, gillade tilt-funktionen Men jag hade nog velat ha en 2-wheeler, jag gillar att cykla och gillar den vanliga cykeln.

Appendix E:4(33)

Catherine


Ålder: 38 år Ort: Solberga Bostad: Hyreslägenhet Civiltillstånd: Fru Barn:2 barn, 6 år 9 år Sysselsättning: Kyrkvaktmästare Fokus:

Varför elcykel?

Har inget körkort, för att få det smidigare för mig. Men kan bara ha ett barn.

Köpte en till Rawbike till min fru i julklapp. Cykelpremien gällde fortfarande när vi köpte dem.

Cyklarna bor i hallen, vågar inte ha dem någon annanstans. Rädda för att de blir stulna. Har läst många skräckexempel på facebook. Jag har inte bra erfarenhet av Rawbike. Cykeln kom inte med i beställningen, så fick en äldre stomme, de satte på de nya komponenterna. Så det var lite struligt. Om den blir snodd så tror jag att det skulle vara en jobbigt grej. Försäkringsbolagen vet inte hur de ska klassa den. Går under hemförsäkringen men man måste även trafikförsäkra den. Jag vill ha en ny om den blir snodd. Jag har möjlighet att gömma den i ett elrum på jobbet.

Varför Rawbike?

Hade sett den. Såg cool ut. Tyckte Rawbiken såg mer stabil ut jämfört med U1an. Kollade inte runt så mycket. Jobbar på söder, såg några som körde på stan. Provade i Nacka. Verkade kul och kändes stabilt.

Har dock inte använt den under vintern, vill inte riskera att ramla och slå mig.

Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.

Helheten

Såg mäktig ut, tuff

Hade fått pengar och hade möjligheten

Slog till

Vi har en svart och en grön

Äldre som jag känner tycker den är cool. Andra tycker att den ser maskulin ut. Jag vill ha den för den framhäver styrka. Jag känner mig säker. Den är kraftfull. Snygg.

Vi får mycket blickar när vi cyklar.

Vad använder du elcykeln till? Hur?

Appendix E:5(33)


Anna använder bilen varje dag till jobbet, men tanken att hon ska minska det användet. Jag använder cykeln som motionssätt. Det vill Anna också. Customer journey - beskriv din dag

1. Nyladdad (laddar varannan dag), tar ut batteriet och laddar i köket som är långt från där alla sover, rädd för att batteriet skulle kunna explodera.

2. Lämnar barn på skolan 3. Åker hem 4. Åker till jobbet 15-20 min, solberga - mariatorget 5. Ställer in den i förrådet på jobbet. Tar med mig batteriet och sadeln 6. Cyklar hem

Bästa: Inte behöva åka kollektivt - Finns inget utbyte, går inte att interagera med folk, trångt och jobbigt. Mycket finare att vara ute och få luft och ljus. Ingenting känns jobbigt eller omöjligt, det går fort att ta sig från punkt A till B Berätta om din modd Barnstol Vad funkar, vad funkar inte 9 åring, 33kg, när han blir tyngre kommer jag inte våga skjutsa honom där bak. Har barnsadel - “Yuppi”, holland. Helnöjd. Den sitter på hela tiden. Jag saknar att kunna frakta mer saker, har ryggsäck, men då blir barnen ihoptryckta. Inte ergonomisk, rak, får ont i ryggen. Har sett att andra bytt styret. Tung. Vi har fällt ihop den någon enstaka gång. Funkar. Skitig där anordningen för elektriciteten sitter, där det minst borde komma upp. Har fått tips från gruppen, någon hade köpt en assaver. Så det har jag gjort. Är man inte teknisk, så vågar man inte göra något. Det är en nackdel, jag vågar inte fixa själv. Kanske kan bli kostsamt för mig när den börjar krackelera. Batteriet kanske tar stryk nu när det är kallt, men förvarar den inomhus Saknar en USB stick så man kan ladda telefonen, men vill ju inte dra av batteriet så att jag inte kommer hem. Trampa och generera elektricitet? Vad önskar du dig?

Appendix E:6(33)

Hade inte velat att den var ful. Har sett dem som har låda fram. En sådan hade jag velat ha. Inget konstant. Tankar kring lastcykel När barnen var mindre, tittade på en holländsk, med låda. Hur länge kan man ha barnen i den? Ser inte ut som en barnkolloni som kommer. Jag har fått skjuts av mamma. Mindre skämmigt att bli skjutsad på en cool moped. Lådcyklarna ser bra ut men var skulle man ha den? Skralpigt Övrigt Om jag vågade så skulle jag vilja montera något framtill där jag kunde ha ett barn Utveckla en smidig produkt Tuc-tuc Jag tror mycket på en stomme med grejer som man koppla på och av. Så man kan välja vilka delar man vill ha till. Ha massa moduler som man kan ha på och av.

Appendix E:7(33)

Ivar Vem? - Berätta lite om dig själv Ålder: 45 år Ort: Huddinge Bostad: Villa Civiltillstånd: Gift Barn: 4 år Sysselsättning: Lärare på Media Design gymnasiet, slöjdlärare Fokus: Varför elcykel? Började jobbade i Huddinge. Nära till jobbet, ingen ide att ha en racer cykel som tidigare då jag bodde i skogås. Ville inte behöva duscha → elcykel? Elcykelpremien. Gillade inte vanliga varianter. Hittade Rawbiken på facebook, reklam. Hade aldrig köpt en elcykel om jag inte hade sett Rawbiken. Vintage. Ser ut som en moped nästan. Iögonfallande. Svart eller grön. Men sen tänkte jag att det är lättare att bygga på den om den är svart. Varför Rawbike? Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den. Helheten. Unik design. Batteriet ser inte klumpig ut på cykeln eftersom den är såpass robust. Retro cykeln. Påminner om en cykel från andra världskriget, 50-talet. Gedigen, håller. Okej att den är tung, eldriven. Vad använder du elcykeln till? Hur? Idag använder jag den inte. Cyklar bara på sommaren. Har inga vinterdäck. Bor inomhus nu men ska flytta ut under tak. Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?

• Planerar du att ersätta mer? - varför? Jätte mycket på sommaren. Hade svårt att starta bilbatteriet, bilen stod bara stilla. Laddade den på jobbet, sparade på elen hemma. Customer journey - beskriv din dag

1. Ta ut den från gymmet, backade ut den. Batteriet satt i. Sätta på mig hjälm, säger hejdå. Känns okej. Det fungerar.

2. Åker iväg. Jätte bra 3. Framme, bära upp den för några trappsteg och sedan bära ner den för några

trappsteg. Lite jobbigt, men det funkar. Åker igenom korridoren. Kul. Ställer in den på mitt kontor. Där står den tryggt, bara jag som kommer in, finns kameror också. Det

Appendix E:8(33)

finns cykelförråd på skolan men där lämnar jag den inte. Folk kan förstöra den, barn? Min cykel är unik. De saker jag har adderat till min cykel är lätta att ta av. Vill inte riskera något. (laddar den en gång i veckan).

4. Åker hem. Har handlat någon gång på vägen hem, men läskigt. Den är ju snygg. Det är ganska så tryggt här men jag har hört många skräckexempel på facebook. Jag skulle aldrig lämna den utan lås. Skulle aldrig lämna den vid en tunnelbanestation eller i stan. Berätta om din modd Har bytt till riktig läder på handtaget + adderat mer läder på andra detaljer Väska under sadeln → verktygslåda, har dock aldrig använt den Barnstol bak, adderade skinn. “Yepp”.Fotstöd. Hämtar sonen på dagis. Han tycker det är kul. Jag gillade den stolen då jag tyckte den passade bra till cykeln. Enkel, svart. Köpte den som man inte kan ta av, tycker den fungerar bra med cykel. Tillägg till cykeln, ser bra ut. Behöver inte ta bort den, snygg ändå. Förstör inte cykelns utseende. Har även en väska som jag hänger på sidan där bak. Pakethållare fram + korg med handtag, tanken är att jag ska kunna använda den som en korg i affären. Har sett vissa som har ljusa lådor, för stora också. Tuta med läder Backspegel, används jätte mycket Har flyttat lampan. Har en hjälm med integrerad blinker. Vad funkar Lådan fram använder jag mycket. Lägger hjälmen där. Tutan, super kul. Vad funkar inte Stänkskärmen bak, lossnar. Svårt att skruva åt, då skruven sitter undertill. Kan man skruva uppifrån? Hade varit bättre med en bricka som vid framdäcket. Däcket tar i kedjan Något låter i framdäcket Framgaffeln är svår att spänna, lite glapp, har jag hört andra som säger. Tydligen svårt att spänna åt. Fabriksmiss? Jag vågar inte duscha av den. Hört att många har problem med att de får in vatten i elektroniken. Tar en trasa.

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Vad önskar du dig? Att den hade varit dämpad. Hade gått om man kollar på konstruktionen. Men man hade dock inte velat att den var tyngre. Hade nog gått upp 5kg i vikt. → ännu mer en motorcykel. Blinkers, backspegel etc. Sådant man behöver i trafiken. Fullborda mopeden. Tankar kring lastcykel Tittade på en scooter med två hjul fram men inte laglig. Har funderat på lastcykel. Men de var väldigt dyra. Tänkte jag skulle skjutsa Malte. De var inte så snygga. De kunde jag inte lyfta, eller ha på kontoret. Tre hjul, låda fram. Jag gjorde en 4-hjulig mountainbike när jag läste på KTH. Se min FB. Övrigt Fru, liten, Rawbiken för stor. Tycker om att gå. Lite ostabil med cykeln. För tung för henne. Skrämmande. Jag tycker min cykel är den finaste av dem jag sett. Helhet, inte plottrigt. Jag tycker det är viktigt att hålla den vintage. Fäller inte ihop den, det var ett bra argument för att köpa den. Men har inte behovet. Sen går det inte nu med alla mina tillbehör. Min bror har en scooter, fatbike, kategoriserad som en segway, den går i 32 km/h, behöver ingen hjälm. Det är ju en riktig elmoped. Rawbiken går i samma hastighet, har trampor, moped klass 2. Konstigt?? Trampar nästan ingenting i förhållande till hur mkt jag gasar. Framtida koncept Jag tror att det hade varit häftigt med två hjul fram och en låda mellan. Handtag, så man kan lyfta cykeln. Förbereder för lyft. Få ner vikten, aluminium? Dock så gör det inget om man lägger på två kg till, den är ju redan tung. Sadelstolpen Fjäder fram om man har två hjul bara, så den inte välter.

Appendix E:10(33)

Arvid


Ålder: 36 år Ort: Bromma Bostad: Lägenhet Civiltillstånd: Sambo Barn: 9 år Sysselsättning: Customer Success manager Fokus:

Varför Rawbike?

Säkert reklam på facebook

Svenskt startup

Elcykelpremien

Ville försöka dra ner på bilanvändandet

Letade inte aktivt efter en lastcykel, men när elcyklarna började poppa upp så insåg jag att det kanske var något som passade mig.


Jag gillade designen på en gång, kändes som en moped. Robust. Väger ganska mycket så det kändes som den skulle vara trygg och passa mig. Sen hade jag inte cyklat på ganska länge.

Robust

Snygg - en kombination av en moppe och cykel design. Ser ut som en lite äldre design, men den visar ändå att den är modern. Stora däck och stor ram. Jag har den gröna färgen. Läder. Militäriskt → kvalitet, funktion.

Praktiskt


Jag pendlar till och från jobbet. Inte på vintern dock. Förra året vurpade jag ordentligt. Så det vågar jag inte idag. Cykeln vek sig.

På vägen hem tenderar jag att handla matvaror, lastar maten på framgaffel hållaren i en låda.



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Bor i flerfamiljshus med källare där det finns cykelställ. Trångt och min cykel tar mycket plats. Lite irriterande. Förut tog jag ut batteriet hela tiden, men nu sitter det alltid i. Har ett ordentligt lås, kedja som tar lite tid att låsa.

• På morgonen kommer jag ner till cykeln låser upp cykeln. • Tar mig ut ur huset, vilket inte är jätte enkelt. Trångt. • Cyklar iväg, trampar under färden - småvägar → stor väg. Susar förbi människor.

Både kul och oroväckande eftersom det går fort. Lite läskigt att åka förbi en tunnelbanenedgång. På cykelbanan har man racercyklisterna hack i häl. Bromma - Stadshagen Är det kallt så är det kallt. Är det varmt så är det varmt med min lite tjockare hjälm (skid/action sport hjälm) I toppfart kan man inte trampa ikapp - störtigt! Hade behövts ett mindre kugghjul. Ta hänsyn till andra cyklister. Mer stressfullt att cykla än att köra bil. Mycket cyklister. Skönt med assistans över tranebergsbron.

• Jobbet, ingenstans att ställa cykeln. Har låst fast den i ett trapphus ett tag. Tar med mig sadel och batteri. Meckigt att låsa fast den.

• Kontoret. Laddar batteriet under tiden jag är på kontoret. • Kör hem. • Handlar på vägen hem. Bra att ha cykeln, för det är bekvämt att handla där då det är

få som gör det i och med att det är dåligt med bilparkering. Orolig för stöld dock. Ställer helst inte den på stan eftersom försäkringen inte täcker det. Hade jag haft det så kostar det mig 600 kr i månaden. Har mopedförsäkring 60 kr/mån.

Berätta om din modd Låda från Jula som jag har satt på den främre pakethållaren. Har betsat den på utsidan. Passar bra till cykeln. Lådan är fastspänd med cords. Fjäder där fram kanske hade varit nödvändigt så att den inte välter och styret kan stå rakt fram. Har en läderväska som jag knipsar fast på pakethållaren bak. (RE:) Har två karbiner på sidorna. Ibland så kan jag ta i med hälarna mot den, eller släpar i den i hjulet. Lasthållaren är dock inte det viktigaste, hade ryggsäck tidigare gick bra. Men blev lite svettig. Mobiltelefonhållare Har bytt ekerreflexerna För att få framlampan att göra någon nytta överhuvudtaget, så har jag lött på en förlängning Har stripat fast kablarna runt Vad funkar, vad funkar inte Bäst: Kunna gasa om jag är trött och inte orkar trampa Hade inte pendlat till jobbet med en vanlig cykel, hade blivit för svettig Elcykel som man kan trimma, hade inte köpt den om den bara gick till 25 km/h Låg, jag är kort. Gillar tryggheten i att vara nära marken.

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Sämst: Går inte att trampa när det går fort. Hade behövts ett mindre kugghjul. Högre växel. Är påväg att köpa ett, hoppas att det kommer fungera.

Stänkskärmen

Skramlar

Bättre byggkvalitet

Täthet elektronikboxen

Tramporna - monterade dem fel trots instruktioner

Uppskattar DIY grejen på ett sätt, men man förväntar sig lite mer för pengarna → mer svensk raffinering, mindre Kina. Sambon gillar looken men tycker att elcyklar är läskiga.

Vad önskar du dig?

Mindre kugghjul.

Ett lås som är designat för att passa med cykeln. Samarbete?

Tankar kring lastcykel

Har funderat lite på lastcykel, men känner att det inte passar. Tänker att lastcykel med 3 hjul är mer lockande utan bil, men det passar inte i cykelbanor. ”De uppskattas verkligen inte av alla andra i pendeltrafiken, framförallt nät man trängs vid ett rödljus”. De är omöjliga att komma förbi, och var ska man få plats med en sån på parkeringen.

Övrigt

Startade FB gruppen då han tyckte att produkten passade för socialt engagemang – ”Man får ut mycket av att hjälpa varandra”. ”Det är en produkt folk känner med, lite RB vs världen.” (tycker personligen att det är bra att konkurrenter kommer upp som tips) Har aldrig haft problem i gruppen.

Håller på med UX design och 3D modellering.

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Markus Vem? - Berätta lite om dig själv Ålder: 28 år Ort: Forserum, utanför jönköping Bostad: Villa Civiltillstånd: singel Barn: - Sysselsättning: Brandskyddstekniker på anticimex, deltidsbrandman Fokus: pendla Varför elcykel? När jag köpte rawbiken så ville jag ha en cykel som jag kunde ta till arbetet i det lilla samhälle jag bor i (2000 personer) Brandman → 6 min på mig att vara på jobbet Varför Rawbike? Hade en elscooter innan, den blev stulen. Jag trivdes ändå med den. Jag sökte runt på olika forum. Var inne på billigare modeller. Rawbiken hade även trampor, kändes bra om det skulle vara något som strulade eftersom jag använder den i yrket. Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den. Kunde köra den året runt Gillade den generellt De stora däcken Den är vikbar, dock har den aldrig vikts ihop Funktionell, praktisk, körglädje Vad använder du elcykeln till? Hur? Handla På sommaren för att åka ut till sommarstugan Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?

• Planerar du att ersätta mer? - varför? Ja, ersatt bilen i viss mån Resor till affären

Appendix E:14(33)


1. Går ut i garaget, där den står på fulladdning 2. Till jobbet, 2 km. 3. Har den på kontoret 4. Hem under lunchen - går ut med hunden 5. Tillbaka till arbetet 6. Hem

Solig sommardag, kopplar på släp, tar med hunden. Släpet är anpassar för hundar. Rotweiler. Hon älskar att åka i släpet. Roligast när man kan åka på småvägarna, frihet Tiden till arbetet är densamma som med bilen, även om det är kallt på vintern så kan det vara skönt att slippa skrapa bilen Kör även motorcykel Berätta om din modd Kopplingsanordningen till släpet fungerar sådär när man har en tung last. Inte så estetiskt tilltalande, röd, hjulen matchar inte rawbiken. Har bytt ut framlampan och har även fyra extra lampor på styret. Inte nödvändigt kanske. Svärfar har lackerat om den, blank silvrig. (matt svart ursprungligen) Larm under sadeln som styrs med fjärrkontroll. Lite orolig eftersom min förra scooter blev stulen. Har hört historier om folk som fått cykeln stulen. USB uttag har jag kopplat på (har den äldre cykeln) Cykelkorg som jag hänger på pakethållaren när jag ska handla Vad funkar, vad funkar inte

• Kan ta mig fram överallt • Effekt, batteri OK • Rolig att köra - har knappt använt tramporna

• Har inte haft ett problem sen jag köpte den, allt har fungerat.

Vad önskar du dig? Tre stycken Rawbikes :P Större batteri - kunna köra ännu längre Mer effekt i motorn Att det fanns någon modellanpassad vagn: en variant för barn, en för last Tankar kring lastcykel

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Har aldrig tänkt på det. Har inte haft behov. Fraktar ingenting Ryggsäcken räcker gott Övrigt Att tänka på:

• Se bra ut • Godkänd för att kunna ta tung vikt • Kanske kunna modifierar lastutrymmet beroende på vad för typ av last man ska frakta

Appendix E:16(33)

Åsa


Ålder: 37 år Ort: Floda Bostad: Villa Civiltillstånd: Biolog Barn: 2 barn, 6 år 4,5 år Sysselsättning: Jobbar i Lerum Fokus: Transportera barn

Varför elcykel?

Tidigare hade vi två bilar, Mattias lämnade barnen och körde vidare till jobbet. Jag hämtade barnen med den andra bilen. Förra året så köpte vi en Seaside och sålde den andra bilen.

Varför Seaside?

Barnen är ganska stora så fungerar inte med cykelvagn. Vi letade efter den starkaste cykeln, backigt här där vi bor. De flesta cyklarna vi tittade på är utvecklade i skåne/danmark, platta förhållanden

Mattias letade runt på bl.a facebook och kollade hur marknaden såg ut

Valde Seasiden utifrån tekniska specifikationer.

Föräldrar i Malmö, Seaside säljs där, kunde provcykla

Vad tycker du om Seasiden? Har cyklat större delen av vintern. Det har fungerat väldigt bra. Går att cykla utan större problem. Vi har haft lite strul med batteriet. Kapellet har gått sönder, har dock fått bra hjälp med att ha fått det fixat. Inkörningsperiod?

Fungerar bra med barnen. Kapellet är högt. Största 125cm lång, slår precis i kapellet lite när han har hjälm på sig, men ok.

Lätt att hantera. Den längsta delen cyklar jag själv, men känns stabil och inte så tung.


Designen på den är snygg, men gick primärt på prestanda och funktion. Den ser smidig ut, snygga däck. Fanns två färger på lådan, trevligt.


Har ofta last då jag är biolog och jobbar ute i fält. Så använder den i jobbet. Skjutsar barn. Våra barn är stora, men inte så små att de kan sitta i cykelkärra.

Elcykel vs bil och annan transport - Har du ersatt något annat med köpet? • Planerar du att ersätta mer? - varför?

Appendix E:17(33)

Sålde den ena bilen. Customer journey - beskriv din dag Den står i garaget, bilen får stå ute för de får inte plats båda två. Batteriet har vi inne. Nyladdat på morgonen.

• Batteriet är lite svårt att komma åt, krångligt, ligger i en låda i cykeln under bänken som barnen sitter på. Bra ur stöldskyddssäkerhet och slipper se det. + & -

• Lastar i det jag ska ha med mig • Vågar inte cykla ner för den branta backen utanför vårt hus, leder ner den • Cyklar 30 min till Lerum, cykelbana • Till en början räckte batteriet bra, nu har det blivit sämre. Så laddar batteriet under

dagen på jobbet. • Har cykeln fastlåst i ett cykelskjul utanför jobbet. Finns en risk att den blir stulen. Är

orolig för att den ska bli stulen, men vi har ett rejält lås. Funderar dock på om man kan skaffa en sändare så att man kan se var den är någonstans om någon snor den. Sen tänker jag att den kanske är svår att stjäla, man behöver nog en lastbil för att få med sig den?

• Cyklar hem efter jobbet, hämtar barnen på förskolan. Varsina hjälmar. De har bälte också. Vi använder bara den ena bänken i lådan så vi kan lasta i smutsiga kläder etc. Kan ställa matkassar där om vi handlar på vägen.

• Om vi handlar så är det även problematiskt för att vi har barnens grejer i vagnen som vi inte kan låsa om. Ibland stannar barnen kvar. Jag funderar på om man kanske kan sätta ett hänglås på.

• Cyklar hem, har 25 + 20 kg i lådan, går bra, men tungt förutom sista biten då det är brant. Använder walk assist. Får ändå putta på ordentligt. Den biten har varit problematisk nu när det varit halt/grus.

• Ställer in cykeln i garaget, tar ur grejerna, laddar batteriet. • Vi har köpt en batteridriven ljusslinga så det inte ska vara så mörkt inne i vagnen • Har i somras sytt ett tunnare kapell, solskydd, befintliga för tjockt/varmt.

Bästa med dagen: När man kommer till förskolan och barnen blir glada för att man kommer. Kompisarna tycker det är häftigt. När jag hämtar med bil: “Mamma varför har du tagit bilen, det är ju inte miljövänligt” Vi får mycket positiva kommentarer. Vad önskar du dig? Bättre batteritid Starkare Hade varit bra med alternativ till suffletten/kapellet över. På sommaren är det för tjockt. Tankar kring Rawbike Har provcyklat Mattias U1 Det är mer en lätt moped som kör själv Jag vill ha en cykel jag kan cykla på, vill inte bara åka med

Appendix E:18(33)

Tankar kring Lastcyklar Bra alternativt transport sätt Bra att det finns olika typer, de med två hjul kanske är bra om man cyklar i stan och vill ta sig fram lättare och inte vill ha en så stor låda Gillar denna för att den är stor, stabil, får plats att packa mycket Övrigt Man har ju lastcykeln ofta till transport av barn. Viktigt med bra översikt. Skönt att kunna öppna kapellet bakom barnen så man kan ha kontakt med barnen hela tiden, denna funktion har Seasiden. Innan har vi cyklar med cykelkärra bakom, känns inte bra. Har inte koll på barnen. Skönt att ha dem framför. Lådan är stor så det känns tryggt. Blir lite som när man går med barnvagn. Trepunktsbälte, vilket är bra.

Appendix E:19(33)

Mattias Vem? - Berätta lite om dig själv Ålder: 37 år Ort: Floda Bostad: Villa Civiltillstånd: Gift Barn: 4 år , 6 år Sysselsättning: Jobbar i Göteborg, It konsult Fokus: Pendla Varför elcykel? Dumt att ha två bilar Vi hade två bilar men den ena stod still efter att vi kört 7km innan vi nästa dag körde den 7km igen. Så vi sålde vår ena bil och köpte en lastcykel. Köpte en seaside bike, har haft den sen april 2018, min fru har cyklat större delen av tiden, och typ under hela vintern. Funkar bra. Mitt jobb ska flytta till Göteborgs centrum. Dit kan jag inte köra bil. De ska ju gräva upp hela stan. Behöver en cykel jag kan ta på pendeltåget. Rawbike var det som fanns på marknaden. Köpte en U1. Min arbetsgivare fick inte tummen ur, så vi har inte flyttat. Men planen är fortfarande den. Varför Rawbike? Jag hittade Mate X cykeln. Den verkade asbra, hade alla grejer jag ville ha. När jag läste kommentarerna så blev jag skeptisk. Hade en kompis som hade skaffat en Rawbike, förstod att Mate X var samma som U1. Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den. Den gick att vika ihop Den har 500W motor, inte många konkurrenter som har en godkänd sådan Estetiken spelar ingen roll egentligen, men tacksamt, mest ute efter funktionen Vad använder du elcykeln till? Hur? Nu använder jag den om jag ska transportera mig runt i Floda. Väger lite för mkt för att den ska orka upp för backarna här. Hör till saken är att jag fick en lunginfektion i påskas förra året, därför skaffade jag bla cykeln för jag problem med lungorna. Använder cords för att hålla ihop den när jag vikt ihop den Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?

Appendix E:20(33)

• Planerar du att ersätta mer? - varför?

Lastcykeln har det. Perfekt i somras när vi åkte och badade mycket. Min fru har inte haft något annat sätt att ta sig till Gbg när inte jag kört.


Förvarar cykeln i mitt garage, inga problem Cyklar hemifrån till pendeltåget Fäller ihop cykeln på tåget Åker in till stan och sätter ihop cykeln Cyklar 8-10 min cykling där ifrån, skönt att slippa gå, framförallt med min nedsatta lungkapacitet Kan förvara cykeln på jobbet, tryggt

Vill inte ställa cykeln på stan, stöldrisk

Berätta om din modd - vad funkar, vad funkar inte

Har satt dit en pakethållare

Jag har moddat bakre stänkskärmen, gick till Gustavo och han såg till att det såg schysst ut, bytte hela stänkskärmen

Vad önskar du dig?

Misstänker att jag kommer vilja göra något åt ljuset, det är för svagt och sitter lite konstigt Är inte imponerad av att man styr det ena ljuset men inte det andra med färddatorn

Tankar kring lastcykel

Jag har testat min frus lastcykel Tittade igenom marknaden och hittade Seaside - mycket bang for the buck, introduktionskampanj. Visade sig vara så på pappret, är inte den kvaliteten som man förväntar sig. Man får ändå erkänna att för det priset så har vi fått mycket cykel. Är egentligen inte något fel på cykeln. Kvalitet på materialet bla. Bra support dock. Vi var bland de första som köpte den. Problem: ena bänkarna gick sönder när det satt ett barn på den, finns inget stöd, vi har dock konstaterat att vi inte behöver den bänken, vi kan använda den andra. Motorn har vi också haft problem med. Misstänker att de hade lite inkörningsproblem. Sen kanske man hade velat ha en kraftfullare motor. Men svårt att en lastcykel registrerad som moped misstänker jag.

Övrigt

Vi gick med i lastcykelgrupperna på facebook. Det finns tre olika lastcykliser:

1. De som vi, dåligt med bil, bättre med lastcykel. Inte intresserade av cyklandet i sig.2. Entusiasterna, älskar att cykla. Självklart ska man ha en cykel när man kan

transportera grejer3. Frälsta, som har flera olika lastcyklar. Ha en butchers en bicycles för det är den

bästa. Den är i kolfiber och den är dyr så den är bra. Cool.

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Olika syften → olika cyklar För vår del: Inte för bred, många av de billigare varianterna är för breda Seaside är 80 cm, bredare ska den inte vara Vi ville inte betala för mycket, betalade 30 000 kr + premie → kom undan billigt, kvalitetsram, motor Det finns en hel del tillverkare som vill få dem själv att verka finare och bättre än vad dem är. Man ska nog vara väldigt tydlig med vad man erbjuder. Vad? Varför? T.ex. Babboe, de är duktiga på marknadsföra sig men cyklarna är inte bra, de har nog klarat sig för att de var tidiga. De har funnits länge och har hunnit bygga upp en kundbas. För dyra för vad man får. De har sina fans. Vem rikta sig mot? Nya användare Existerande fans

Appendix E:22(33)

Martin Vem? - Berätta lite om dig själv Ålder: 41 år Ort: Björknäs Bostad: Lägenhet Civiltillstånd: fru Barn: son 9 år Sysselsättning: IT-tekniker, jobbar på olika skolor Fokus: Pendling, skjutsar barn där bak Varför elcykel? Aldrig parkering Går fort Varför Rawbike? Köpte Rawbiken när den kom Rawbike såg jag på facebook första gången. Fastnade för att den verkade lite mer robust. Såg ut att fungera i ur och skur. Och det gör den också. Kör med orginal däcken, det går bra. Lite läskigt dock när det är is. Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den. Snygg Gillar att den är lite skitigt Skulle beskriva den som en camping cykel med större däck Har aldrig fällt ihop den, har lagt in den i bilen en gång. Vad använder du elcykeln till? Hur? Skjutsar min son till skolan, har åkt 2 mil med honom där bak, han fick lite ont i händerna med det gick bra. Har åkt 330 mil per år Kör full assist men trampar hela tiden. Rawbiken bor i ett eget rum i lägenheten. Står även inne på skolan. Fungerar bra. På en skola måste jag dock bära ner den till en källare, lite bökigt. Lite bökigt att ställa den inne i stan

Appendix E:23(33)

Laddar batteriet var tredje dag. Mätaren fungerar inte så bra på displayen, går på hur långt jag kört istället. Tar ut batteriet när jag ska ladda. Parkeringsavgift vid jobbet, så bra att ha cykel istället för bilen. Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?

• Planerar du att ersätta mer? - varför? Hade alltid bilen på torsdagar tidigare. Men nu ersätter den bilen helt. Handlar dock aldrig med den, bor nära affären så jag kan gå dit, vill inte ställa den utanför med risk för att den blir stulen. Customer journey - beskriv din dag

1. Tar ut batteriet 2. Går upp på morgonen, tar en kaffe 3. Tar ut cykeln ur hissen, går bra 4. Skjutsar sonen, kan sticka senare än om jag skulle gå. Sonen tycker om att bli

skjutsad 5. Åker till järla, går fort och smidigt. Väldigt bra, slipper köer och rödljus 6. Jobbet, ställer in den där 7. Åker hem från jobbet, bra 8. Tar in cykeln, går bra. Ställer den på brickor. Känns bra då den står i ett eget rum.

Bästa med att köra cykeln: smidigt och roligt Berätta om din modd - vad funkar, vad funkar inte

• Bytt bakljus, printat detalj för stänkskärmen • Sonen kunde inte sitta där bak på pakethållaren så byggde ett säte + fotstöd. Hade

kunnat vara bättre, framförallt handtaget. • Framlampa, pågående projekt • Tuta • Framlådan - fungerar bäst! Köpte låda och monterade där fram, fanns plats för den,

lite vindkänslig. Åker över skurubron, 1.5 mil hit. Minst en mil om dagen. • Backspegel • Klocka termometer • Stänkskärmar

Hjälm med glas bra! Bland det bästa Vad önskar du dig? Hydrauliska bromsar. Har slitit av bromsvajern en gång. Större batteri, har sett bilder på högre varianter, finns plats under sadeln Glapp i styret, steloperera? Fäller aldrig Bättre tuta Tankar kring lastcykel

Appendix E:24(33)

Nej men mina föräldrar, de har inte hittat ngn bra. De har även tittat på elcyklar, de bor ute i Nacka. Har testat Rawbiken och tyckte det kändes bra.

Lastcyklar är stora, jag har inte plats

Kan tänka mig en cykelkärra i så fall, som man kan lacka i samma färg

Om jag inte haft barn som jag skjutsade så hade jag kunnat ha en låda där bak också

Övrigt

Frun har en elcykel, vanlig crescent, inte så bra att skjutsa på Fru lånade Rawbiken en gång, fungerade bra men lite tung

Funktion + estetik viktigt båda två

Hobby att modda 4 st printers hemma, PLA

Kommer nog sätta en låda där bak nu när sonen blir äldre och jag inte kan skjutsa honom längre, slipper ryggsäcken

Har bara trafikförsäkring

Appendix E:25(33)

Ludvig Vem? - Berätta lite om dig själv Ålder: 46 år Ort: Kocksgatan på söder Bostad: Lägenhet Civiltillstånd: Fru Barn: 1 son, 5 år Sysselsättning: Frilandsmusiker (turnerade runt på jazz-klubbar, har aldrig haft något körkort, förr tyckte man att det var konstigt, men det fungerade utmärkt, det går oftast att ta tåg eller skarva med buss. Idag gör folk det i större utsträckning, men idag är tågen försenade). Idag är jag pianolärare. Fokus last: pendlar mest, barn ibland Varför elcykel? Hade samma tjänst som jag har nu men i Älta istället för på Lidingö. Långt att cykla. Har mycket arbete. Jag hade inte orkat med att cykla oxå. Kommunikationerna fungerade inte heller. Sökte tjänsten på Lidingö. Bestämde mig för att inte vara i kollektivtrafiken. Köpte en cykel. Varför Rawbike? Stjäls mycket cyklar idag. Man får inte ut så mycket på försäkringen. Jag vill ha en fällbar cykel så stark som möjligt, så jag kommer till jobbet jämt. Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den. Mitt emellan en elmoped och en cykel. Jag assisterar motorn. Jag har den inte som ett motionsmedel utan jag har det som ett transportmedel. Den är snabb och stark. Jag kommer fram väldigt fort, det är kul. Vad använder du elcykeln till? Hur? Pendla till jobbet Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?

• Planerar du att ersätta mer? - varför? Ingen bil Customer journey - beskriv din dag Mån - tor ser likadana ut

1. Cykeln bor i garderoben, hopfälld. Tar ut den och går ut i hissen. Åker ner 3 våningar. 2. Fäller upp cykeln i entren, bär ner den 3 trappsteg 3. Gå ut och sticker hemifrån 4. Åker via slussen, gamla stan, östermalm (gillar inte, för mycket taxi och folk som kör

för långsamt och dåligt), kommer upp vid försvarshögskolan, kör mot lidingö (bygger nya cykelbanor här, kommer bli bra), jobbar på olika ställen på lidingö, backarna är inget problem

Appendix E:26(33)

5. Tar in cykeln i salen på skolan (måndag innebär att jag får bära upp den 2 spiraltrappor), lite känsligt att jag tar in den, andra lärare tjafsar bara för att jävlas, ibland får jag gömma den, (hade hellre haft en cykel som inte var iögonfallande, alla lägger märke till den)

6. Oftast sist kvar på skolan 7. Cyklar hem 8. Rullar in den i garderoben, torkar av den med en trasa om den är skitig 9. Om handla: ställer cykeln hemma, vågar inte ta cykeln, så mycket stölder på söder

Onsdag:

• Hämtar grabben direkt efter jobbet, har en barnstol (biltema), sätter fast stolen och tar med en hjälm. (Inte viktigt med estetik), inte långt mellan dagmamman och hemma

Berätta om din modd - vad funkar, vad funkar inte - Vad önskar du dig? Att cykeln inte behöver justeras. Växlar, bromsar, skruvar etc. Hade önskat att man kunde få en 1 års service från Rawbike. Tankar kring lastcykel Lastcyklar är tunga, osmidiga. Hade önskat att Rawbiken var några kilo lättare. Lastcykel passar inte mig. I stockholm fungerar det inte, högre tempo i trafiken. Fungerar bättre i Skåne, plattare, mer plats. Jag tror marknaden kommer kristallisera ut vad som fungerar och inte. Jag bor ju centralt. Har nära till allt. Matbutiker etc. Behöver inte ta mig till större köpcentrum utanför stan. Lastcykel fungerar bättre om man bor utanför stan tror jag. Där man har plats för att förvara cykeln. Övrigt Planerar att ta med mig cykeln till landet i sommar. Långt till affären och backigt. Praktiskt.

Appendix E:27(33)

Boris Vem? - Berätta lite om dig själv Ålder: 21 år Ort: Malmö Bostad: Lägenhet i västra hamnen Civiltillstånd: Flickvän Barn: Sysselsättning: Student - malmö universitet, fastighetsmäklare Fokus: Last Varför elcykel? Sålde min bil när jag köpte rawbiken. Använder den till allt: cykla till skolan, jobb. Pakethållare fram, cykelkorg där fram men rymmer inte så mycket. Ska sätta en låda där fram iställe. Rawbiken ersätter bilen nästan alltid. Det var inte hållbart att ha bil. Dyrt med parkering där jag bor. Varför Rawbike? Såg en reklam. Hade en elcykel tidigare, men den började bli gammal. Coolt. Den var lite kraftigare än en vanlig elcykel. Lagligt alternativ. Den har så stora däck så man kan använda den för nöjes skull också (strand/skogen). Vad är iögonfallande (Rawbiken)? Beskriva Rawbiken för någon som aldrig har sett den.

• Maffig • Stor • Feta däck

Vad använder du elcykeln till? Hur? Cykla till skolan. Handla. Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?

• Planerar du att ersätta mer? - varför? Customer journey - beskriv din dag Den står utanför min lägenhet fastlåst i ett element. Den får inte plats i min lägenhet. Lektioner hela dagen:

1. Tar cykeln till hissen 2. Cyklar till skolan 3. Parkerar den på olika ställen i skolan, finns ett cykelrum, alternativt ett skåp där jag

kan låsa in batteriet. Känner en oro, blir glad när jag kommer ut och ser att den står kvar. Har ganska bra lås (ABUS citychain X-plus 1060 170 cm) + den är försäkrad.

4. Cyklar hem Om jag börjar senare: Åker ner till stan (inte lika orolig för att den ska bli stulen här

Appendix E:28(33)

Åker ner till stranden Handlar Berätta om din modd - vad funkar, vad funkar inte Bytte styre, det bästa jag gjort. När jag cyklade till IKEA så insåg jag att det raka styret inte var ergonomiskt. Köpte ett annat aluminium styre av en cykelhandlare här i Malmö. Bredare = bättre kontroll. Rakt styre brukar man ha på dämpade cyklar. Pakethållaren fram fungerar bra, kan lägga vad som helst på den och dra några band runtom. Cykelkorg - click fix. Super smidig. Förlängt framskärmen, det skvätter upp mycket, framförallt på kontrollskärmen. Allround däcken är mindre bra. Har pågång en bakre cykelkorg. Såg i gruppen. Funderar på att byta pedaler. De viker sig ibland när det är blött. Viker inte cykeln så ofta. Har tagit med mig cykeln på tåget två gånger, vikt ihop den en gång. Fungerade okej. Den är lite tung att bära. Viktigt att modifieringarna ser bra ut. Har sett lösningar som rent estetiskt ser lite tveksamma ut. Vad önskar du dig? Tankar kring lastcykel Skaffa en lastcykel? Trehjulingar har jag tittat på Två hjulingar med låda fram har jag också funderat på Känns lite overkill → har min Rawbike, får anstränga mig lite Lite för osmidiga, stöldbegärliga, kanske mer för barn Övrigt Har beställt en Mate X. Heldämpad, lite sportigare, heldämpad. Beställde den spontant. Kommer förmodligen sälja den direkt efter att jag packat upp den. Tycker att det är kul att cykla på stranden, så vill ha en dämpad cykel. Får många blickar, som att man kör en ferrari, den drar till sig uppmärksamhet. Däcken. Helheten. U1an den drar nog inte till sig lika mycket uppmärksamhet, lik en vanlig cykel. Företag, vagn till fatbikes, som man kan koppla på där bak, som har ett tjockt däck där bak. Hade nog passat bra. Den hade inte passat rawbiken med fästet dock.

Appendix E:29(33)

Joseph Vem? - Berätta lite om dig själv Ålder: 37 år Ort: Partille (mycket uppför) Bostad: Parhus Bostad cykel: I vårt förråd (laddar där) - inte tillräckligt stort för att rymma cykelvagnen, garagelängor som tillhör, men ligger inte precis intill Civiltillstånd: Gift Barn: 2 pojkar, 4 - 1,5 år Sysselsättning: IT-strateg i Göteborgs hamn Fokus: Barn Varför elcykel? Min fru ville kombinera motion och transport till jobbet Vi har cyklar sedan tidigare Köpte en gemensam elcykel - inte dam! (Ecoride) De är lite vingliga → Rawbike Möjliggör för långa cykelturer och att vara spontan, vilket inte vanliga cyklar gör på samma sätt. Backigt där vi bor. Varför Rawbike? Vad: 1 st U1a (inköpt i höstas) (500 W) 1 st Rawbike Väskor på cykeln Thule (dator i ryggsäck, känns bättre) Fräsig, bra kombination, stången är lite lägre så den funkar både för min fru och mig. Häftig. Frun tyckte att den såg jätte häftig ut. Bokade testkörning. Vi nyttjade den såpass mycket att vi ville skaffa en till Åland - platt - utflykter Gbg → ombyggnadsprojekt (västlänken) → påverkar oss mycket med vägarbeten → köer → varför inte ha två elcyklar? Köpte en U1 när den kom. Joseph (192) vobblig/fladdrig, Fru (158) smidig, bättre anpassad för henne. Cyklarna används inte vintertid Kollega tipsade om Rawbike, fordonsentusiast, slottskogen Styrkan på motorn, matchar cykeln. Vad är iögonfallande (Rawbiken)?

• Aggressiv

• Grov Grova däcken/hjul (off road? Vad syftar dem till?) - tillför en karaktär Grov ram

Appendix E:30(33)

• Läder

Läderdetaljer - sadel/handtag

• Färgerna Färgval - matta och coola

Vad använder du elcykeln till? Hur? Rawbike vs bil och annan transport - Har du ersatt något annat med köpet?

• Planerar du att ersätta mer? - varför? Vi har inte sålt bilen. Vi har dock minskat vårt nyttjande av bilen. Långt till närmsta matbutik. Att handla med Rawbiken gör man för att det är kul, inte för att det är praktiskt. Saknas? Om vår boendesituation hade möjliggjort för oss att vi hade kunnat ha alla komponenter/prylar samlade. Mer effektiv process → annorlunda. Vi spanar på annat boende, om garage närmre och om man får plats med hela kitet där → underlätta. Att lämna cykelkärran på förskolan inte optimalt. Tak. Customer journey - beskriv din dag Olika beroende på arbetsdag/fritidsdag Arbetsdag - cykel till jobbet

1. Hämta cykeln 2. Hämta cykelkärran i garaget (-) 3. Haka på kärran på cykeln - Lagligt? (tydligt spår att göra en laglig sådan) 4. Kör till förskolan - Lämnar cykelkärran där Jätte kul, barnen tycker det är väldigt roligt 5. Tar Rawbiken till jobbet - tar in den i hissen (lasthiss) och ställer den i trapphuset, tar

med batteriet in och laddar under dagen, går inte att lämna ute, då blir den stulen tror jag (vanligaste frågan Rawbike gruppen - försäkring? Och lås? Batteridriven vinkelslip) -vill inte använda cykeln under dagen - oro från att den kan bli stulen. Kontorsansvariga som inte är kompis med mig → “klagomål”, tror det kommer inträffa

6. Åker hem från jobbet direkt (åker genom stan och mycket skog) 7. Två scenarios:

a. Frun hämtat barn med cykel → kärra hemma igen b. Frun hämtat barn gåendes → kärra kvar på dagis → logistisk utmaning för nästkommande dag

8. Batteriet slut → ladda (cyklar inte Rawbiken utan fulladdad) Helgdag/utflykt: (lediga samtidigt - båda jobbar på kontor) Elcyklarna kommer till rätt Bra lastutrymme bak i cykelvagnen - picknick filt, korg, kläder, lås. Går bra att handla med. Har tagit Rawbiken och cyklat ner till sjön med stora sonen. Kortare utflykter. Har haft med Rawbiken till Åland. 1 lång tur/dag. Fyllde kärran. Smidigt: barnen kan sova i kärran.

Appendix E:31(33)

Smidigt att kunna ta med sig lite fler saker än absolut det nödvändigaste. (Inte samma sak med en barnstol, somnar barnen så kan de inte sitta upprätt) Berätta om din modd - vad funkar, vad funkar inte Nej, har inte lagt till någon pryl. Bara cykelfäste. U1 - pakethållare bak. Cykelkärran har jag modifierat. (köpte på blocket). Köpte färg som jag sprayade den med med för att bättre passa med cykeln. Estetiska skäl, det var viktigt. Köper inte en Rawbike av endast praktiska anledningar. (inte den stora iaf) Den har attityd. Estetiska skäl. Vad saknar du/önskar du dig? Det fungerar bäst när den stora sonen ska någonstans. Ex. leka hos kompis i närområdet (500 m) smidigt att han bara hoppar upp på pakethållaren och håller i sig där. Den smidigheten hade underlättat min vardag mycket. Utflykterna spelar inte så stor roll, man ska ändå packa. Men när man ska till förskolan och åka vidare → smidigt att kunna sätta ner dem i två sidoväskor. Smidigt sätt att ha båda barnen på cykeln som inte kräver så mycket logistik. Tankar kring lastcykel Flakmoppe idéen är intressant, men finns ju redan. Alla har flakmoppe ute på öarna här där man inte får ha bil Den funktionen hade varit bra, men då kan man ju inte ta den på cykelstället på bilen när vi åker till Åland. Jag viker aldrig ihop cykeln, har inte det behovet. Men jag tror att många gillar den grejen. Lådan fram på en lådcykel finns ju redan Barn fram eller bakom? Hur säkert känns det i dagsläget? Jag kan ha hand om deras säkerhet när de är där bak, som ekipage. Men vår befintliga lösning är inte tillräckligt robust, drar mig dock lite för det - fult estetiskt, kontrast. Sportiga ingenjöriga. Övrigt Fru - mammaledig till en början Vi köpte den då vi skulle växla Vi använde den båda två då Körde ena pojken på pakethållaren Den som var hemma lämnade och hämtade Fru börjar jobba fullt (ht18) - bytte jobb → inga parkeringsmöjligheter Idag hyr hon in sig i ett cykelförråd. U1an är mer smidig, passar henne bättre. Olika ingångsvärden:

Appendix E:32(33)

Jag trampar för syns skull Hon för att hon vill det, hon vill få motion och ställer ner kraften, kommer hem svettig till skillnad för mig. U1 fungerar bättre för henne även i den aspekten, lättare.

Egenlösningar jag har sätt är mycket fula → gubbiga Inget fel med att vara praktisk (vindskydd, barnstolar) Estetiken verkar inte vara så viktig för folk som vill lasta grejer på cykeln (demografi?) Rawbikes målgrupp är väl mer citypersoner?

“Addera funktionalitet, utan att subtrahera aggressivitet”

Andra lastcyklar - ingenjör från Tyskland Rawbiken - Italienare (passion)

Ingenjör + passion som finns i det aggressiva

Fick köpa en ny hjälm när jag köpte Rawbiken, det skar sig med min befintliga sportiga hjälmen.

Appendix E:33(33)

Anouar Vem? 43 år Fru 3 barn - 3,5 år, 11 år, 13 år Bor på Kungsholmen Heltidsanställd - Nacka Strand/Sveavägen Äger ingen bil Varför Elcykel? Innan han skaffade en Rawbike och gjorde sig av med bilen så köpte han en landsvägscykel Tycker om att vara ute i Sthlm, uppleva staden Varför Rawbike? Hade sett folk på stan som körde den + läst på nätet Tittade på MATE först (250 W), men leveranstiden var lång och eftersom det även var ett utländskt företag samt att han hittat Rawbike som var svenskt (tryggt) och även hade en modell med kraftigare motor (750 W) så valde han Rawbike. Den vann i design och prestanda Känns kraftig och robust Hur? / Användning Cyklar 7 km i genomsnitt med Rawbiken per dag, trampar hela tiden Drar barn i snowracer efter cykeln Låda baktill på cykeln, bra vid handling. Ska dock flytta den till fronten, montera en barnstol där bak istället (holländsk) Önskemål Vintage look Rent estetiskt så ser cykeln avskalad/tom ut där fram En barnstol/låda som går att plocka av och sätta på Tankar kring lastcykel Dyr och klumpig Har främst tittat på 2 hjulingar Vad gör man med en tom låda? Övrigt Kommentar från cykelhandlare: Skulle aldrig ta in en cykel som Rawbike pga att den lätt kan gå sönder (ex. Vatten i elkomponenter) → lönar sig inte

Appendix F:1(5)

APPENDIX F: FUNCTION ANALYSIS The function analysis that was used as a concept evaluation tool is presented below.

MF = Main Function N = Necessary function D = Desirable U = Unnecessary

BASIC FUNCTIONS

FUNCTION CLASS COMMENT

Allow transport of person MF

Allow transport of things N

Allow transport of children N To differentiate from the Rawbike

Allow transport of passenger D

Offer cargo space N See: Cargo space analysis

Own agility N To stay competitive with other cargo bikes

Own foldability U To differentiate from the Rawbike

Offer driving pleasure D

Improve road holding D

Secure children N See: Safety function analysis

Allow lifting D Ex. one wheel off the ground

Own "human dimensions" N

Allow carrying U

Allow off-road driving D

Encourage beginners D

Allow heavy loads N

Offer seating N

Allow personalization D

Offer pedalling N

Offer electrical assist N

Offer moped functionality N Purple cow

Attract attention N Reflective markers, headlight, backlight

Own stability D See: Construction

Express "serious vehicle" D Embrace the moped

Encourage spontaneity D

Express lifestyle D

Express quality D

Offer reliability N

Offer long range D

Facilitate service D

Allow cleaning N/D

Challenge car-dependency D

Offer customizability N

Express versatility D

Express fun D

Allow license-free driving N

Fit commuting lifestyle N

Allow self-standing N Kickstand, double leg kickstand

Offer lockability N

Appendix F:2(5)

SAFETY


Meet safety standards N Coc m.m.

Facilitate traffic interactions D Indicators, horn

Avoid sideways collision D Sideview mirrors

Offer anti-theft system D/U

Offer walking-mode D Motor turned off/low assist

Avoid pinching D

Coordinate balance D

ERGONOMICS


Maximize biking comfort N Own body fitting N Height

Facilitate accessory control D Lights, indicators etc. (UI)

Facilitate body fitting D Offer individual adaptation D/U Handlebar, seating position

Minimize lower back strain D Minimize shoulder strain D Minimize pelvic discomfort D Minimize shock impact D Dampers

Allow upright sitting D Consider gender disposition N Maximize body fitting N Height

Lower centre of gravity D CARGO SPACE


Frame Allow production N Allow assembly N Maximize component use D Tolerate wear D Maximize material strength D Prevent scratches D Coordinate quality D Materials

Maximize separation of materials D Minimize number of materials D Tolerate heavy loads N Minimize weight D Maximize durability D Minimize wobbliness D Solid construction, tolerances

Tolerate environment N Sun, rain

Resist corrosion N Salt

Maximize joint strength D

Appendix F:3(5)

Maximize seam strength D

Protect clothing D From dirt from ground

Offer wagon compatibility D

Minimize width D

Minimize length D

Utilize available space D ex. battery

Utilize material D

Maximize life length N

Minimize environmental impact D

Tolerate seasons N

Obstruct theft attempts D

Encourage local production D

Facilitate parking/storage D

Ensure winter drift D

Facilitate mounting D

Maximize usability D

Facilitate reparations D

Carry loads D

Driving system

Tolerate heavy loads N

Tolerate steep incline N High torque

Facilitate steep incline D Lower lowest transmission

Avoid loss of motor speed D Effect

Avoid loss of pedal speed D Higher highest transmission

Maximize torque N Mid drive vs hub drive

Offer electricity generation D/U

Minimize sound emission D/U

Offer MC feel D Throttle

Minimize size D

Electronics

Protect electronics N From water and dirt from ground

Tolerate cleaning D Hosing

Prevent water access N

Protect plug D

Offer extra features D/U Clock, thermometer etc.

Facilitate battery removal D

Facilitate battery insertion D

Avoid loose cables D

Appendix F:4(5)

BASIC FUNCTIONS


Protect contents D

Offer dry storage D

Offer specialized storage U Skis, lumber, dogs etc.

Allow specialized storage D Modules?

Offer small storage D/U

Facilitate loading D

Facilitate unloading D

Offer customizable storage D USP

Offer detachable storage D

Offer lockability D

Facilitate varying volumes D

MARKETING


Emphasize utility N

Express adventure D

Differentiate from State of the art N

Express individuality D

Avoid "daycare- vibe" D

Express agility D differentiation from cargo bikes

Create trust N Clear and honest

Express quality D

State specifications D Detailed and clear

State quality D

State production chain D

State environmental impact D

Offer honesty N

Appeal to target group N

Offer target group customization D

Utilize sales channels D

Create demand D

Create interest D

Utilize loyalty N RB´s loyalty to their fans

CHILDREN


Allow transport of children N To differentiate from the Rawbike

Allow sleeping D

Offer foot support D

Offer dry transport D/U Cargo bike USP

Allow supervision D/U Children in front/side mirror?

Offer seating N

Express style D

Express safety N

Appendix F:5(5)

Express nostalgia D Express trend U Express timelessness D Express utility D Avoid "German engineering" - look D Function over form, overly technical

Express simplicity D Retain identity D Highlight materials D Go against norms N Female appeal, car ownership, commuting

Create product family N Fit in fandom D Keep fandom D Offer endurance D Express endurance D Express origin D Swedish design

Express environmental consciousness D Offer bling U Cosmetic accessories

Express robustness D Utilize closeness to customer N

Emphasize economic advantages N/D

Encourage all-round mentality N/D To justify price, same as cargo bike owners

Facilitate active lifestyle D Pedals

Facilitate lazy lifestyle U Moped functionality

Own sex-appeal D

Express freedom D

Emphasize attitude D

Express balance D Visual

Express stability D

Increase sales D RB

Create market D New

Own photogenicity D

Clarify company image D

Increase want D from customers

Increase brand consciousness D

Create togetherness D In cargo bike circles?

Prevent "flash in the pan" - effect D

Provide sense of security D

Offer sense of adventure D

Offer sense of freedom D

Own outdoorsiness D

Express climate awareness D

Own product name D

Show product name D

Age beautifully D

Appendix G

APPENDIX G: RAWBIKE AS A CARGO BIKE In the first iteration of the concept generation, the Rawbike was translated into various types of cargo bikes. See the resulted concepts in the presented figures below.

Appendix H:1(2)

APPENDIX H: RAWBIKE AS A LONGTAIL In the second iteration of the concept generation, the Rawbike was translated into a longtail. See the generated concepts in the presented figures below.

Appendix H:2(2)

Appendix I

APPENDIX I: LIST OF COMPONENTS The components which constitutes the bike configuration are specified below.

Appendix J

APPENDIX J: TUBE DIMENSIONS The dimensions of the tubes used in the construction.

Cross section Diameter [mm] Thickness [mm]

1 Round 15/11 0.8

2 Round 11 0.8

3 Round 15 0.9

4 Round 11 0.8

5 Round 10 0.6

6 Rectangular 15x10 0.9

7 Round 15 0.9

8 Round 15 0.9

9 Round 15 0.9

10 Round 15/11 0.8

11 Round 30 .8/.6/1.2

12 Oval 75x30 .9/.6/.9

13 Round 25 .9/.6/.9

14 Round 46 1.1

Appendix K

APPENDIX K: MEASUREMENTS This appendix explains some dimensions especially important for the development of the final product. The measurements in black shown are used in the bike industry for bike sizing and ensuring that the bike fits the user. As per the limitations of the thesis multiple references were used, especially Xtracycle edgerunner classic.

APPLYING STRATEGIC DESIGN TO STAND

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