©Mark Sanders 2009
©Mark Sanders 2009
One-Touch Can Opener –
Universal Design (for all) .. 14,000,000 sold
©Mark Sanders 2009
Bicycles – Human Amplifiers
3mph
4 x Faster4 x Distance
12mph
Same Energyas walking….
©Mark Sanders 2009
BUT - How do we get more people
onto bikes ?
What are Reasons for NOT
cycling ?
Is cycling just for enthusiasts ?
Can bikes be cool for all ?
“GOOD MORNING LEMMINGS”
©Mark Sanders 2009
Reasons for NOT cycling
• Safety• Hard Work• Comfort• Theft• Speed
• Cycle routes• Healthy• See more• Door to door• 4 x Walking
Some Answers
IMAGE … “what will people think of me ?”
©Mark Sanders 2009
Cycling in Major Markets
Example: USA (Data: Trek/IDEO/Shimano)
Cyclists 23m
Non- Cyclists 161m
©Mark Sanders 2009
©Mark Sanders 2009
©Mark Sanders 2009
BLUE ocean = the 80% population who are non-cyclists
©Mark Sanders 2009
RED Ocean = the <20% population of cyclists
©Mark Sanders 2009
The bicycle market as an ocean
Bicycle industry competes for a share of the 20% cyclists(red, with blood)
©Mark Sanders 2009
Who ?
• Sporty
• Male
Everyone Else
©Mark Sanders 2009
What ?
Tran.sport Sport
©Mark Sanders 2009
When ?
Everyday
©Mark Sanders 2009
Clothes ?
NormalEveryday clothes
Specialist
©Mark Sanders 2009
Posture ?
> MTB > Popularity ?
Uprightfor comfort
Crouched for Speed
©Mark Sanders 2009
Transmission ?
Clean Easy to use
©Mark Sanders 2009
Transport - AlternativesTo cycling ?
CompeteWith bikes
©Mark Sanders 2009
Good stuff happening in the Blue Ocean !
©Mark Sanders 2009
Bike Designs for the ‘Blue Ocean’
©Mark Sanders 2009
New Designs for the ‘Blue Ocean’
NOT“Me too’s”
©Mark Sanders 2009
Folding Bikes for the ‘Blue Ocean’
©Mark Sanders 2009
Why Folding Bikes are SO good
• Space-saving at home, work and elsewhere• No worries about theft or parking• Take on public transport: for longer journeys or rain• Faster than a car door-to-door by multi-modal travel
(such as rail/folding bike)• PLUS All the benefits of Cycling; 4x distance, 4x
speed, freedom, low cost, healthy, ecologically sound, ideal speed to enjoy surroundings,
• Fun personal transport.
©Mark Sanders 2009
MAS BikeDesigns …..
MostlyBlue ocean
©Mark Sanders 2009
‘Blue Ocean’
©Mark Sanders 2009
Rolling Portability & Ease of use
©Mark Sanders 2009
Roll when folded – never carry
©Mark Sanders 2009
The Design Process - Strida
©Mark Sanders 2009
©Mark Sanders 2009
©Mark Sanders 2009
©Mark Sanders 2009
X-Bike
©Mark Sanders 2009
3 tubes into 2 tubes ? …….. Concept 1
©Mark Sanders 2009
Test Rig – Concept 2
PrototypeTesting – nice job
©Mark Sanders 2009
X-Bike
…… this bike is available
©Mark Sanders 2009
IF Bikes
IF Bikes ...90% population like big Wheels …..
©Mark Sanders 2009
déjà vu ?
©Mark Sanders 2009
CAD models
Sketch models
©Mark Sanders 2009
Wooden Models FEA
CNC
©Mark Sanders 2009
But not as accurate or FUN as real testing
©Mark Sanders 2009
©Mark Sanders 2009
All parts between wheels and handleRoll – never carry
©Mark Sanders 2009
Simple mechanism
Complexgeometry
©Mark Sanders 2009
More testing
©Mark Sanders 2009
George LinPacific-Cycles
Master Bicycle Engineers
©Mark Sanders 2009
IF Reach - prototype
©Mark Sanders 2009
IF Reach - Production
©Mark Sanders 2009
IF Cross - Production
©Mark Sanders 2009
IF Mode - Production
©Mark Sanders 2009
TipsA for Bike Designers
• Don’t just design for yourself: think universal, ‘blue ocean’• Design & Engineer, everybody has good ideas (and Cad !)• Build & Ride, repeat !• Cost & ease of manufacturing are important• Use Standard parts if possible, but don’t be ruled by them • Low cost bikes need good design too !
• Image + substance is important – especially in Blue Ocean
©Mark Sanders 2009
TipsB for The Bike Industry
• Universal ‘design for all’ is profitable and ‘Blue Ocean’• Cross –fertilise people, and ideas from other industries• Employ ‘Blue Ocean’ people – women, non-enthusiasts• Avoid ‘not invented here’ – P+G get 50% new ideas outside• Listen to new ideas from young designers – the future.• Add both innovation & value, avoid ‘me-too’ commodities.• Bike Shops for ALL ! Not intimidating, for enthusiasts only.• Low cost ‘Supermarket bikes’ are an intro to cycling – design
well - don’t dismiss their benefits to the industry.• Feel the Blue Ocean - Ride to work
©Mark Sanders 2009
Mark Sanders
www.mas-design.com