Challenge

Road congestion is a growing problem in European cities and public transport does not meet the needs of every commuter. Cycling is a great alternative to the two, but it comes with inherent and perceived risks and inconveniences, which deter people from getting on the bike.

After extensive need finding research, the team identified women between the ages of 24–40 as a key demographic who saw too many obstacles that deterred them from taking up cycling as a method for commuting to work or social events. These included perceived fitness levels, perspiration, clothing, storage, and balance. These needs formed the core of the product that the team developed.

Solution

The proof of concept prototype is the Ghisallo cycle—a uniquely designed bike which addresses the emotional and functional needs of the user. It makes riding to work an enjoyable, comfortable and safe experience.

The new bicycle design targets the needs of women living in European cities. The Ghisallo addresses the functional and emotional needs of the consumer by: creating a safer riding experience with its self-balancing 3 wheel design, being compact and storable thanks to its unique folding mechanism, reducing fitness barriers through the inclusion of an electric motor, and allowing unlimited clothing choices thanks to the low swept frame.

Impact

This brings immense value to the Berg and Sonae by activating a new market with a targeted product. The unique 3-wheel suspension system and low swept frame has resulted in two European patent applications