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ALAINE ANHALT

Table of Contents

2

Overview BACkGROunD AnD CHALLEnGES

12

Process

70

Solutions

TARGET AuDIEnCES, RESEARCH, kEY InSIGHTS, PROTOTYPInG AnD FEEDBACk

FInAL VISuAL SOLuTIOnS, VALIDATIOn AnD LOOkInG FORWARD

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BIKETHERESF // PROCESS BOOK

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ALAINE ANHALT

Overview

Biking makes for better cities. We have seen neighborhoods change, traffic slow down, and the resurgence of local shops along cycling routes; we don’t see a downside.” GOOD.IS // FUTURE OF BIKING

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BIKETHERESF // PROCESS BOOK

Ideation WHEN DESIGN IS THE DRIVING FORCE BEHIND A PASSIONATE GROUP OF PEOPLE, EXCITING THINGS HAPPEN.

CONCEPT DEVELOPMENT

I am a believer in the power of experiences that resonate. It is these types of moments that lead to lasting relationships, brand loyalty and memories that spread to long-term connections within communities. Bike culture in San Francisco has plenty of buzz these days, but the city is still struggling to increase average ridership. A deeper look into the interactive infrastructure of the cycling community shows a lot of enthusiasm but a lack of collaboration between organizations, advocacies and potential riders. BikethereSF was originally launched to promote better wayfinding systems for cyclists. Through research, new needs emerged, and we discovered that people could better benefit from a collaborative forum where they could share knowledge and have questions answered by multiple voices. BikethereSF aims to increase urban ridership by providing a collaborative support system, both online and in person, for people who would like to ride more in the city but don’t have enough resources to succeed. It makes use of the resources that already exist by offering a centralized hub for cyclists to access them, while also creating new resources in tandem. I hope to show that when powerful graphic design drives meaningful events and interactions, communities thrive and relationships resonate.

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ALAINE ANHALT

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BIKETHERESF // PROCESS BOOK

Challenges HOW DO WE INCREASE BIKE RIDING IN THE STEEPEST CITY IN THE COUNTRY?.

DIFFICULT CITY INFRASTRUCTURE

San Francisco is known as a city with some of the most steep hills in the country. This alone makes getting around the city on a bike intimidating, beyond the stresses of typical urban navigation. Potential cyclists feel that it is too difficult to get places and that the city’s layout is a major obstacle. DANGEROUS URBAN TRAFFIC

Ask anyone with a bike and they can tell you a story of an accident large or small that they’ve had in the city. Fear of injury, especially in a bike vs car incident is enough to keep many people off their bikes in any traffic situation. As the city continues to improve bike lanes and protected cyclist space on the road, this will become less of an issue. In the meantime cyclists need safety and navigational information. URBAN SPRAWL

San Francisco is a condensed city by many standards. At only seven square miles, it appears to be relatively accessible by bike. But many people work outside of the city’s infrastructure that cater to bicycle safety and feel that it’s just not feasible to get to work on their bicycles. The collective Bay Area has been working together to close the loop to make biking between connections for trains and buses possible, but many would just rather take their car or bus. LACK OF KNOWLEDGE

Even though there are some fantastic resources available for cyclists in San Francisco, especially by local organizations such as SF Bike Coalition, many beginners just don’t know how to find information specific to their fears and issues. The feel scared or confused and just opt out of biking. Ignorance is dangerous on the road, especially on a bicycle.

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ALAINE ANHALT

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BIKETHERESF // PROCESS BOOK

Opportunity WHEN PEOPLE RIDE BIKES, GOOD THINGS HAPPEN.

TRIPS WITHIN THE CITY

49%

ARE LESS THAN 3 MILES

3 HRS OF BIKING/WEEK

50%

REDUCED RISK HEART DISEASE

INSTEAD OF DRIVING

$10

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PER DAY SAVED ON COMMUTE

17%

NUMBER OF COMMUTERS ON BIKE TO WORK DAY WHO HAD NEVER BIKED TO WORK BEFORE.

10% KEPT RIDING AFTERWARDS. CLEARLY WE JUST HAVE TO GET THEM STARTED!

UNDERSTANDING USER NEEDS

BICYCLING COULD BE FOR EVERYONE

People have expressed that they don’t choose to bike as often as they could because they feel it is too dangerous or too difficult. By offering opportunities to ride bikes in entertaining and educational ways, we can offer people the resources they need to ride more often.

Biking is great for health, good for communities and a unique solution to many of our most pressing societal issues. Bicycling is safe, and together we can make it safer. In fact, there is safety in numbers. Statistics show that the more cyclists there are on the road, the safer bicycling is.


ALAINE ANHALT

Only 3% of trips taken in San Francisco are by bike. 2012 Sfmta Bike Census

REASONS PEOPLE DON’T BIKE TO WORK:

35% 29% 17% 19%

DIFFICULTY

“It’s too hard to get around the city on my bike. I don’t know the best ways across town and I don’t want to show up to work sweaty from a bike commute.” — Sam, 27 FEAR

“I’m terrified to ride my bike during rush hour. I know someone who was hit by a car at a dangerous intersection, and I always feel like I’m going to get hurt.” — Julie, 24 DON’T OWN A BIKE

“The city’s public transportation gets me where I need to go.” — Farrah, 35

NEED TO LEAVE THE CITY

“Sometimes I just have to go beyond the realm of city public trans.” — Morris, 39

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BIKETHERESF // PROCESS BOOK

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BIKETHERESF // PROCESS BOOK

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ALAINE ANHALT

Process

Participation follows infrastructure. Infrastructural growth, along with ridership, is increasing at triple digit rates. More new bike lanes are rolling out all the time. As the commute becomes easy and safe, biking becomes a rational decision for more average Joes. Just like us.� SPARSE BIkE DESIGn // kICkSTARTER FunDInG PAGE

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BIKETHERESF // PROCESS BOOK

User Driven Design BIKETHERESF IS A DYNAMIC SOLUTION BASED ON USER NEEDS TO SUPPORT AND GUIDE SAN FRANCISCO’S CYCLING COMMUNITY.

LETTING THE USERS DRIVE THE SOLUTIONS

The best way to create a useful, relevant solutions is to fully understand who your users are and what they need. I was inspired by IDEO’s Human Centered Design process, and used it as a driving force behind my research and delivery. In doing so, I have taken the time to consider who my users are and I’ve researched in-depth through qualitative and quantitative methodologies to visualize my deliverables. I’ve also taken my

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prototypes to the users for feedback on how it can be improved to better meet their needs. My final deliverables are customized to achieve bikethereSF’s mission in a dynamic way.


ALAINE ANHALT

IDENTIFY TARGET AUDIENCE

1 VALIDATION

5

REFINE & REPEAT

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4

3

RESEARCH & INSIGHTS

PROTOTYPE & FEEDBACK

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BIKETHERESF // PROCESS BOOK

Target Audience APPEALING TO EVERYONE WITH A BIKE, COMPELLING TO EVERYONE WITH A HEART.

RECREATIONAL RIDERS

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WEEKDAY WARRIORS

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PROFICIENT PEDALERS

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BIKETHERESF // PROCESS BOOK

RECREATIONAL RIDERS ARE IN LOVE WITH THE CITY, EMBRACING THE WEIRD, WONKY AND WONDERFUL. RECREATIONAL RIDERS

These riders are people who own bikes but don’t often ride them. They may choose to use their bike as transportation to a festival or for a day in the park, but they would almost never commute to work during the week and they have no interest in difficult rides around the Bay Area. This target audience is interested in more opportunities to bike within the city if it’s not too hard and includes a social component. They see bike riding as fun and will only take on challenging rides when totally necessary.

Julia, age 23, lives in Dolores Park QUALITIES OF A DAYDREAMER

+ Would rather spend the day with friends than anywhere else + Can be found making the most of city entertainment including festivals, street fairs, concerts and sunny days in the park + Owns a car but mostly takes the bus unless leaving the city + Is willing to be active if it’s fun ON WEEKEND ACTIVITIES

“normally I’d spend the day chilling in the park with friends. We like to pack a picnic and some drinks and soak up the sun. But if you have a better idea, I’m game.” — Julia, 23

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ALAINE ANHALT

Henry, age 54, lives in Castro

kayla, age 31, lives in nob Hill

QUALITIES OF A FREE SPIRIT

QUALITIES OF A FAMILY PLANNER

+ Is an early adopter for new city trends, especially sociallydriven opportunities

+ Wants to spend the day outside doing active and fun things + Feels that safety comes first

+ Will show up for Critical mass one day and an exhibit at SFmOmA the next

+ Wants to promote good values by example

+ Works a 9-5 week and just wants to let loose on the weekend

+ Embraces the energy of the city and likes to participate in new things as a family

ON BIKE RIDING IN A THONG

“It’s just something you get used to. I believe in the message that Critical mass promotes so I’m always willing to go the extra mile to make my point of view heard.” — Henry, 54

ON FRESH AIR

“I want my son to grow up loving the great outdoors. Whether we are hiking at mt Tam or exploring the farmers market, I hope to teach him to treat both his body and his planet like a temple.” — kayla, 31

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BIKETHERESF // PROCESS BOOK

WEEKDAY WARRIORS HATE SITTING IN TRAFFIC AND CAN NEVER FIND PARKING. THEY NEED SOLUTIONS THAT MAKE LIFE EASIER AND BRING RELIEF TO AN OTHERWISE HECTIC MORNING COMMUTE WEEKDAY WARRIORS

These cyclists see their bikes as useful forms of transportation but will take the bus or a car instead because commuting by bike seems to have many challenges. They would consider riding their bikes more during the week if they had access to better resources such as efficient and safe routing and incentives such as a social component or employer support.

Wes, age 35, lives in SOmA HEART HEALTHY

+ Drives outside of the city but commutes to work by bike + Likes the health benefits of biking + Is diligent at bicycle safety but has had to spend a lot of time researching info and would prefer a better resource + Craves a social circle of other people who bike for fun without being too hardcore. Feels he’s caught in the middle of skillsets. ON MORNING COMMUTE

“I skip the traffic, get a workout and save cash on bus fare. What’s not to love? I just wish I knew more people who biked casually for fun.” — Wes, 35

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ALAINE ANHALT

megan, age 25, lives in nob Hill

michael, age 17, lives in Outer Richmond

SUIT SEEKER

SCHOOLER

+ Wears heels all day at work but keeps sneakers in her purse

+ Lives within a safe distance of school

+ Does not own a car but hates bus commuting

+ Parents are rushed in the morning so gets to school himself

+ Receives incentive from employer for biking

+ Grew up in the city and knows it like the back of his hand

+ Feels morning bike commute is dangerous and scary in the city

+ Loves the sense of independence that comes with having his own transportation

+ Enjoys a good challenge, but loves a good reward ON SHOWING UP WINDBLOWN

“I love the idea of biking to work every day for multiple reasons, but I’m concerned about showing up sweaty and windblown.” — megan, 25

+ Parents worry about him biking around downtown and want him to know safety rules ON BEING INDEPENDENT

“I like that I don’t have to wait for my parents to give me a ride to get around the city, but I get freaked out by the traffic downtown in the afternoons.” — michael, 17

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BIKETHERESF // PROCESS BOOK

PROFICIENT PEDALERS ARE ON THEIR BIKES ALL DAY AND THEY KNOW THE BEST ROUTES ACROSS TOWN. THEY ARE THE MODERATORS OF THE COMMUNITY AND THE ONES ANSWERING THE TOUGH QUESTIONS. PROFICIENT PEDALERS

These cyclists know their way around the city and consider their bikes to be an integral part of their city navigation. They ride multiple times per week, both during the week and for fun on the weekends. They have few questions regarding biking in the city but are always interested in cool new resources for cyclists. most importantly, these cyclists make up the expert aspect of bikethereSF. They take on a leader role, including offering advice on the forum and leading events for other riders, both beginner and expert. This also includes existing bike resources in the city with a knowledgeable voice in the cycling community, such as bike organizations, bike shops, advocacies, competitors and professionals.

molly, age 29, lives in Lower Haight BIKE MAVEN

+ Works at a bike shop or a bike-related organization + Can do a quick-repair on her own bike but isn’t a mechanic + knows everything that is happening in the bike community in the city and never misses a good bike party + Owns at least 3 bikes, one for commuting, one for cruising and one for adventuring + Would save her carbon fiber bike if she could only save one thing from a burning building ON COMMUNITY MENTALITY

“If everyone in the city rode a bike instead of driving, SF would be cleaner, healthier and a helluva lot happier.” — molly, 29

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Bill, age 45, lives in Pac Heights

Brett, age 34, lives in the mission

COMPETITIVE CYCLIST

PROFESSIONAL PUSHER

+ Bikes every weekend, whether it’s a casual ride along the coast or a hardcore competition

+ Whether working as a bike messenger or pulling a rickshaw, bikes are an integral part of his day, all day

+ Loves converting friends to the love of biking

+ knows the city inside and out, could navigate from one end to the other proficiently on a bike

+ Bikes to relax, work out and think at the same time + Is not interested in weekend social events for cyclists, but likes the social aspect of team cycling competitions ON BIKING IN THE CITY

“I prefer to get out of the city when I ride my bike, but I appreciate getting to know my city from the viewpoint of a bike. I’d rather be on my bike than anywhere else.” — Bill, 45

+ Enjoys helping others embrace the bicycle in the city and is willing to go the extra mile to be helpful in educating ON FINDING INNER STRENGTH

“There are some days that I feel tired and really don’t want to haul that 200 pound man up the Embarcadero, but I’d rather rally than let him take a taxi.” — Brett, 34

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BIKETHERESF // PROCESS BOOK

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Research

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USING QUALITATIVE AND QUANTITATIVE METHODS TO UNCOVER USER NEEDS

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4

3

360 DEGREE LANDSCAPE

The best way to produce powerful working solutions customized for our target audience is to spend time getting to know them from every angle. I immersed myself in bike culture over the past year in every way that the city had to offer. From attending bike events such as Critical mass and SF Bike Party to volunteering at events for advocacy, I ensured that I was present at as many opportunities as I could to speak to my target audience. I received unique perspectives from the volunteers

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at a coalition valet service compared to the playful attendees at a bike party. Friends socializing in the park providing unique insights compared to administrators at bike organizations. But it was a collective impression gathered from examining all of these needs that led to my final deliverables.


ALAINE ANHALT

QUANTITATIVE RESEARCH

While researching the competitive landscape from a quantitative point of view, I wanted to understand the overarching problem through the eyes of a complete demographic. The SFmTA collects thorough data on urban cyclists each year and many insightful statistics can be found through the SF Bike Coalition. In addition, I collected a comprehensive overview of existing organizations, entities, technologies and potential competitors that would make up the collaboration behind the project. This research helped me to understand how bikethereSF fills in the gaps, and where the opportunities lie.

This is strong evidence that if The city continues to increase its investment in better biking by connecting neighborhoods with safe, inviting bikeways, and other useful resources, San Francisco can reach the goal of 20% of trips by bike by 2020.� 2012 SFmTA BIkE CEnSuS

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BIKETHERESF // PROCESS BOOK

LANDSCAPE OVERVIEW

In order to develop a collaborative community, it’s important to know what players are already on the landscape. It is bikethereSF’s goal to be personally collaborating with all of the local bike organizations on some level, and to develop relationships with the national organizations in order to stay in touch with issues and interests beyond only our city.

SF BIKE COMMUNITY

NATIONAL ADVOCACY

SF Bike Coalition: Provides useful safety info; workshops and bike rides; bike legislation; loudest voice in pro-bike initiatives.

BikesBelong: Coalition of bike retailers that support getting more bikes on the road through legislative support and community grants.

SF Bike Party: Offers monthly bike ride; no primarily initiatives except to get together and bike; mostly use Facebook for communications.

League of American Bicyclists: promote bicycling for fun, fitness and transportation and work through advocacy and education.

Critical Mass: Similar to Bike Party, primary initiative is to bring bike community together and assert cyclist rights in the city.

People for Bikes: Gathering a million names of support, to make bicycling safer, more convenient and appealing for everyone.

Gears4Queers: monthly bike ride, primarily interest-based with focus on advocacy initiatives for LGBT.

Adventure Cycling: Inspires and empowers people to travel by bicycle; produces maps and guided tours for members.

Bike Kitchen: nonprofit with DIY bike building, maintenance, education, focus on community education and family interaction.

America Bikes: Advocates in Congress for a federal transportation law with the goal of increasing the share of trips taken by bikes.

ThinkBike Workshops: Promotes smart thinking for biking in the city, with national perspectives and speaker opportunities.

Complete the Street Coalition: Advocates policy so that transportation planners and engineers design roadways with all users in mind.

SFMTA: Legislature and programming for bike-related issues, works closely with SF Bike Coalition and other coalitions for seamless trans.

Bike Collective Network: Strengthens and encourages communication and resource sharing between community bike shops.

East Bay Bike Coalition: Advocacy and initiatives for cyclists in East Bay, works with SF Bike Coalition for cross-bay initiatives.

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ALAINE ANHALT

LEGISLATIVE

ENTERTAINMENT

PUBLIC

MEMBERS ONLY

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ALAINE ANHALT

QUALITATIVE RESEARCH: AN INDEPTH LOOK

The qualitative research was my favorite part of the discovery process. I interviewed at various bike events and volunteered at existing organizations. I conducted a case study in another successful city for cyclists and had hundreds of conversations around the city. I really feel like I got to know the existing bike culture through the eyes of multiple demographics. This helped me to see solution possibilities through the eyes of my users, and was a strong driving force for my final deliverables, messaging channels, aesthetic and features.

Bike riders that don’t know the rules give us all bad names. As a cycling community we definitely need to educate new riders on safety and traffic rules, and I think not only will a lot more people choose to ride, but we’ll all be riding more responsibly.” mARCuS // SF BIkE mESSEnGER

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HOW MANY DAYS A WEEK DO YOU RIDE YOUR BIKE?

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PARTICIPATION: INTERVIEWS

Interviewing over 400 people over the course of the year, I feel as though I managed to gain some pretty great insights into the needs of San Francisco bike riders. My first phase was to conduct a quick survey about what type of deliverables users might find most useful. From there I followed up with 100 interviews of bike riders of various levels, and 50 people who don’t ride their bikes in the city, so that I could understand what it would take to convert non-users into users. I also conducted a few 10-person groups, had half a dozen phone interviews with national experts and stopped random strangers who had bikes on the streets to ask specific follow-up questions as my deliverables developed. KEY INSIGHTS

People feel that they need a support system in order to ride their bikes more. They typically turn to their friends and rely on word of mouth for information, and would love to have additional resources. Users are always on the go. They are almost always accessing bike resources from their phones and would be most likely to use features that are mobile. Beginner level riders are interested in events, and want to interact in fun ways. While they do want to learn more about safety, they would be more likely to participate if it was wrapped up in an entertaining way. Advanced level riders are less interested in participating along side beginners unless they have a leadership role. However, if given the chance to be team leaders, they see themselves stepping forward as mentors, with the proper training. Advanced level riders want the forum to be searchable by skill level so they can filter through directly to the expert stuff that interests them. Fewer people bike to save the environment than you’d think. Bike riders love bike culture. They would be interested in learning about awesome things happening in bike culture, such as cool inventions, companies and opportunities. People are more likely to participate if they have friends there. Social activities are more engaging. People need the forum to be idiot proof. People are always looking for great tips and tricks but mostly just google for it. A centralized space to search for bike-specific results would be much appreciated.

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PARTICIPATION: BIKE EVENTS & VOLUNTEERING

I attended nearly twenty bike-related events over the past year, from Critical mass rides to Better market Street meetings. I was interested in immersing myself as deep into bike culture as possible, taking on the needs of all of my target demographics at once. I spent my weekends doing scenic rides and visiting Sunday Streets. I went to commuter meeting happy hours and participated in SFmTA bike advocacy focus groups. I wanted to know everything about bike current events so that I could be both a participant and a coordinator. I think you have to be willing to be both in order to be successful at this type of project. I had a great year! KEY INSIGHTS

It’s all about friendships and networking. These events are used primarily for connecting with people in the community and making a statement. People are only going to show up if it’s going to be fun and functional. The city has no shortage of people who love to ride their bikes. What they need is a centralized space to gather resources. There is so much bike pride, but many people have never heard of the SF Bike Coalition’s bike map with steep grading, and a lot of casual riders don’t know anything about current advocacy initiatives. There is definitely an opportunity to create a space for these resources to be shared So many riders need education on bike riding safety and traffic rules. I saw people riding on the sidewalk, without helmets, forgetting to hand signal, cutting off cars. It’s no wonder there are bike vs car accidents. We need to educate bike riders on how to keep themselves safe Bike riders are pretty friendly. For the most part, people are always willing to offer suggestions on a safe route somewhere or direct you to the closest bike shop.

Skill levels vary a lot in SF. What does expert even mean? I have some spandex shorts, does that count?” PETER // 29, ATTEnDEE OF SF BIkE PARTY

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BIKETHERESF // PROCESS BOOK

CASE STUDY: PORTLAND

Portland is considered to be one of the top 5 cities in the country for cyclists. This is due to a highly developed bicycle infrastructure, a thriving cycling community and a uniquely open systemic perspective on the relationship between cyclist and motorist. In order to see if I could replicate some of the success within bikethereSF, I visited Portland to explore their bike infrastructure, interview their residents and speak with the founder of their highly successful forum, bikeportland. KEY INSIGHTS

Cyclists and motorists have a working relationship, something which is currently lacking in San Francisco. This is something that cannot change overnight, but provides hope that with time, our city can achieve a higher level of bicycle safety and cyclist satisfaction Nearly every street has a safe, delineated bikelane with space for bikes to clearly stop at lights. There are clearly marked routes around the city. Even though Portland has a lot more rain, people still bike more frequently because the roads allow for them to get places efficiently The city is set up for ample secure bike parking. Even inside residential buildings have walls of bike parking for residents and guests. People are encouraged to take their bikes because they aren’t worried about locking them up. The forum is successful because so much of the community utilizes it to find information about events, resources and other goings-on. Forums are only as strong as their contributors.

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BIKETHERESF // PROCESS BOOK

Key Insights PRIMARY DISCOVERIES DICTATE FINAL DELIVERABLES AND PRODUCT FEATURES

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CONNECTIONS AND NETWORKS ARE KEY TO SUCCESS

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REQUIRES MOBILITY

3

COMFORT THROUGH SUPPORT

4

FUN PLUS FUNCTION

5

FILTERED INFO FOR MULTI-LEVEL RIDER USABILITY


ALAINE ANHALT

MOBILE APPLICATION

With users always on the go, it makes sense that all useful resources should be available on a mobile device. That’s why the online forum and all related connectivity occurs through the mobile app. Users want to be able to network, share and save resources, and route themselves by bike. The mobile application answers the key insights in that it is mobile, provides extensive connectivity and offers access to the network’s support at any time. COMMUNITY FORUM

A collaborative space for sharing and connecting with resources for urban bike riding, the community forum will need to be easy to navigate, filterable by topic and skill level and should foster relationships and new networks. It should be a space where advanced level riders both pick up a new maintenance tip and answer a beginner’s question about biking, where beginners feel comfortable sharing links to cool resources and asking any questions they have, where topics lead to vibrant discussions. EVENTS AND MATERIALS

One of the biggest pieces of feedback received is that users want to be a part of a community with strong relationships. While these can be nurtured online, often they need to be launched in person. Events would create opportunities for the community to meet and connect in fun and interesting ways. The events could offer a chance to explore the city by bike while learning new things about the city’s infrastructure and bike technique. Events need to be entertaining and support materials need to be engaging while capturing the essence of San Francisco.

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ALAINE ANHALT

TYPES OF EVENTS PLUS DESIGN

It’s important to consider all of the different event opportunities to engage users, from casual weekend events to educational mid-week events, to meet-ups for expert riders. Each event has unique design elements with deliverables that are used to drive activity to the event, engage users at the event, and encourage follow-up afterwards.

I would definitely come to a treasure hunt but I’m not so much interested in a safety class. Though I could do with the lessons, I’d rather learn in a more immersive, fun way.” mARCuS // RECEnT SF TRAnSPLAnT

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Communications ESTABLISHING KEY MESSAGING AND MARKETING INITIATIVES DRIVES VISUAL DIRECTIONS, VERBIAGE AND DELIVERABLES

KEY MESSAGING

+ Connects urban cycling resources with the community + Reflects energy and interests of SF’s urban cycling community + Provides opportunity for memorable interactions + Makes urban cycling knowledge accessible and understandable + Empowers and encourages people to bike more often

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ALAINE ANHALT

CHANNELS

deliverables

SUPPORT design elements

Web

Website: Learn more about bikethereSF and download the app

Online event marketing, article headings

Forum: Interactive space to ask questions and share information Facebook: Social media for quickly sharing info and networking

Photography of community interaction

Blog: Space to share interesting articles and current events

Headers for blog articles

Mobile App: Several merged technologies and GPS routing

Mobile

Events: Collaborative gatherings designed to create new relationships and provide learning opportunities

Event support materials: posters, postcards, billboards, brochures, maps

Leave behinds for promotions and publicity of bikethereSF, including articles for submission to media outlets

Contest submission materials

Community

Other bike orgs

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Prototype & Test FIRST ROUND DESIGNS LEAD TO NEW DISCOVERIES OF USER NEEDS AND AESTHETIC PURPOSE

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INITIAL ITERATIONS

USER FEEDBACK OF DESIGN DIRECTION

While in Sustainability and Design with Phil Hamlett, I was given the opportunity to create an event for the bike community. These designs are what ultimately led to bikethereSF becoming a full thesis concept, and I learned a lot from following the process through. The event was a bike ride through the city in order to test out a hypothetical bike navigational system.

+ Geometric lines were successful abstracts of bike shapes

3

+ Green is overused in bike industry landscape + neon/typeface was unresponsive outside hipster demographic + neon is difficult to color match


ALAINE ANHALT

BikeThereSF | Project Overview | August 6, 2012

APP DESIGN FIRST ROUND

BIKETHERESF it’s how i roll. www

. b i k e t h e r e s f. c o m

www.facebook.com/biketheresf | Primary Contact: Alaine An

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ALAINE ANHALT

PUBLICITY

Early marketing efforts showed extreme community support, with bikethereSF coming in at #31 out of over 300 submissions for worthwhile projects to fund over the summer at GOOD.

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BIKETHERESF // PROCESS BOOK

Refine & Repeat

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DRIVING USER FEEDBACK FORWARD INTO BETTER DESIGN DELIVERABLES

BUILDING THE BRAND

I used the feedback from my research to drive an evolved visual direction. Because of the issues with the previous shade of green, I looked for a new color palette and really tried to develop a range of colors that would appeal to my broad audience. I researched what previous bike designs had done and then tried to do them in a unique way, using successful methods to drive me and avoiding trite and over done imagery. I explored

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a classic design sense in order to appeal to a broader audience base, using shapes and classic typefaces to create a brand that has the potential to last beyond trends, even if the colors and imagery evolves with what’s cool. I went back to the beginning and re-imagined what the brand is all about. If I were a texture or a shape shape, what would I be? If I could only be 4 words, what would I be? I discovered lead me to some amazing answers.


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BIKETHERESF // PROCESS BOOK

Prototype & Test DESIGNS MUST CONTINUE TO EVOLVE TO MEET THE NEEDS OF THE USER

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ALAINE ANHALT

EARLY ITERATIONS

Posters began by exploring shape combined with iconic San Francisco imagery. Typical bike posters show obvious bike shapes so I challenged myself to tell the story of bikes in the city without using any bikes at all. User feedback of these early drafts indicated I was too far on the other end of the spectrum and while my imagery was from the perspective of someone on their bike, more visual reference were needed to make the connection. Colors were working and shapes were intriguing.

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DISCOVERY HIGHLIGHTS The q

SUBSEQUENT SOLUTIONS The q

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MOBILE APP FEEDBACK

At first, users found that the app was intuitive but expected. Since the concept behind the project was so new, they asked for new navigation, too. Developer associates encouraged me to push boundaries beyond expected buttons and consider how navigation could operate in new ways without the usual iOS components. This was a fun challenge. I was also reminded that type needs to be legible and consistent for intuitive navigation.

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Solutions

Life is like riding a bicycle. To keep your balance, you must keep moving. ALBERT EInSTEIn

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Final Designs BUILDING A VALIDATED BRAND

FINAL LOGO

The final logo is the result of deconstructing the geometric elements of a bicycle, shifting the shapes around, then creating a visual cue with only its most basic shapes. The circles were a prominent feature in my visual research and designs, and user research showed that people connected to the idea of shapes showing without telling, the idea of a bicycle. These shapes continue throughout the rest of the brand visuals.

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MEMPHIS BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz MEMPHIS LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz AVENIR HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz AVENIR ROMAN

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MOBILE APPLICATION

APP FEATURES

Designed to give bikethereSF users access to resources on the go, our mobile application is linked up to the online forum, in addition to a GPS routing system with safe mapping technology, an event calendar, photo sharing and access to local resources such as safety and education initiatives.

+ Search for and map to local resource listings + Accident tracker for safer routes + Layer commute traffic and danger zones + Save favorite routes and share with forum


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PHOTOS

PHOTO DETAIL

ACTIVITY SLIDER

START NEW TOPIC SHARE PHOTOS MY NOTIFICATIONS

ACTIVITY

SUBMIT EVENT EVENT RSVPS

EVENT SLIDER

BOOKMARKS

EVENTS

MAIN NAVIGATION

FORUM SLIDER

EVENT DETAIL

LOG IN SCREEN

COMMENTS

TOPICS

FORUM

LIST DETAIL

LISTINGS

RESOURCES

DIRECTIONS LIST

DIRECTIONS MAP

ROUTING

SHOW LAYERS SHARE ROUTE SAVED ROUTES

ROUTE SLIDER

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COMMUNITY EVENTS

EVENT FEATURES

A connected, supportive community is the very core of bikethereSF’s mission, and our events gather cyclists together in fun, functional ways. Beginner bike rides around the city, casual park crawls and educational safety classes are just a few of the opportunities offered by bikethereSF for cyclists to connect in new ways and develop knowledge of urban cycling.

+ Partner with expert riders to learn new tips + Enjoy casual weekend events that explore the city + Learn functional skills for city commuting + Meet new cyclists and connect with new friends


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ONLINE FORUM

FORUM FEATURES

Connect with bike riders to share tips, tricks, links, articles, photos and other resources. The online forum is a centralized hub of activity for urban cyclists which can be accessed from the mobile app, so that all of the city’s resources are available anywhere you go.

+ Search for specific tags to make finding info easier + Sort listings by difficulty level for filtered results + Share tips and tricks, post links, start new topics + Bookmark favorite topics and threads for easy access


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Measuring Success CONTINUING TO VALIDATE BRAND CHOICES

POSITIVE FEEDBACK FROM USERS

The most important metric for success is whether I met the needs of my users in the end. In coming to the end of the thesis process it is very important to check back in with the people who will be using these deliverables to see what they think.

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I love the posters’ city imagery and the bright colors. It makes me excited to attend your events because you clearly get what San Francisco is all about.” SARAH // 31, BIkE LOVER & SOCIAL mEDIA COORDInATOR

The navigation is unique but still super intuitive. It really stands apart from the other apps out there.” DOuG // 40, LOnG TImE CYCLIST & IT COnSuLTAnT

I found your forum to be intuitive and helpful. I loved that you can search for specific terms, which made finding what I was looking for very easy. I’ll definitely be back. Often.” CELIA // 34, TAnDEm BIkE RIDER & mOTHER OF 3

I had a killer time at your treasure hunt. It was a great way to learn a bit about the city while goofing off with my friends. Keep the laughs coming!” BRETT // 22, FIXIE RIDER & COLLEGE STuDEnT

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CONCRETE USER METRICS

The magic of social media is success metrics are easily tracked. In just the first week of launching online, the bikethereSF forum gained 75 registered members and had over 211 unique users, with membership continuing to rise at a steady pace of 5-10 new registrations per day. On Facebook bikethereSF has a fan following of 90 users but through our users networks we have an average reach of 2,000 views per post. With only a

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few months online, this progress shows a distinct potential for continuing future success, and a proven model for community interaction. Because bikethereSF will rely on the power of a community model for future success, it is very important that we lay down a solid foundation of users at its inception.


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REGISTERED MEMBERS

075

SUBSCRIBED TO THE FORUM

UNIQUE USERS

211

ADDED CONTENT TO FORUM

20 days ONLINE

FORUM COMMENTS

326

TIPS, TRICKS, Q&A, RESOURCES

FORUM ANALYTICS AND KEY INSIGHTS

moving forward, I hope to have more insightful knowledge about the usability of the website, such as the amount of time people spend on each page, how clickable the headlines of my posts are, what the highest searched tag terms are, and more, so that I can better craft my content to serve my users. In addition I discovered that content posted to Facebook that tagged specific users received higher than normal viewings

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because the outreach extended through a deeper network of their friends. my reach on the days that I tagged people at events and photos shoots was especially impressive, and this is positive encouragement for the future events that are sure to continue to include this type of tagging.


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POTENTIAL FOR REVENUE

The business model of bikethereSF is extremely viable for a revenue-supported model. With a simple advertising structure built into the resources model of the forum and app, bikethereSF could generate enough income to at the very least cover the cost of maintenance and upkeep, and perhaps a small staff to focus on community development. These funds could cover basic event costs, or they could be invested in constantly

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upgrading the tech. Retail vendors pay a small fee to have their store marked on bike maps, so that as users are GPS routed across the city, an icon is dropped to indicate that an official bikethereSF vendor is along the route. It is good business for the vendor to support a new cycling community and as bikethereSF develops a good reputation for user driven resources, the value of these ad placements will go up.


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EXTENSIBILITY

A true sign of a successful idea is its scalability. Throughout the design process I tried to be conscious of creating a brand that had the ability to expand to other cities seamlessly, without losing the essence of the bikethereSF brand but without compromising a pure translation of San Francisco as a city. BikethereSF as a brand would translate across many cities and towns from a visual angle, but more importantly, from a user needs angle. A local community could take the bikethereSF infrastructure and populate it with whatever issues are native to that community.

The designs feel relevant in very core ways that would be useful to a wide range of local jurisdictions. Bike commuters could collaborate to solve issues and build up a community that’s needed to develop a political will for change for a while.” VALERIE GARDnER // mEnLO PARk BIkE COmmISSIOn Valerie Gardner, Head of the menlo Park Bike Commission has expressed an interest in franchising bikethereSF to get her community interacting on a more efficient level. They are in the process of improving their infrastructure and connecting the community and she expressed that she was inspired by the early successes of bikethereSF. She thinks that even just the forum as a deliverable would be of extreme value to her community. “not only is it beautifully designed and functional, but it seems licensable for many other cities and towns. It’s perfect for becoming a central functioning portal by which a lot of groups can share information, meet up with other constituencies, and more. I absolutely love it.”

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Looking Ahead A POWERHOUSE TEAM OF PROFESSIONALS

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DAVE CAMPBELL

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MIKE COUGHLIN

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Community Outreach Coordinator for East Bay Bike Coalition // Interested in helping bikethereSF get support with bike community and understand user needs. Would also act as an expert moderator on the forum and at events.

Considered to be one of the top SEO experts on the west coast, he also happens to be an avid bicyclist. He has expressed interest in web support and analytics.

VALERIE GARDNER

Head of menlo Park Bicycle Commission // Interested in franchising bikethereSF for community and exploring how the forum can extend into multiple communities from a capacity sense. She also happens to be one of the master minds behind multiple Silicon Valley startups.

4

TOMMY KUNTZE

5

CHADWICK STRUM

A casual and commuter cyclist Tommy connected with the project mission from the start. He is Creative Director at moPub, a mobile application publishing platform.

Originally he reached out because he was starting a website much like bikethereSF, but quickly realized it would be more efficient to join forces. He has expressed an interest in making bikethereSF a revenue positive business opportunity.


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REACHING OUT FOR KNOWLEDGE

It’s important to realize that true success requires a strong network of seasoned professionals. Because this project dips into technologies that require training that I don’t have, I am interested in partnering with talented individuals to move this project forward. I have alrady had conversations with this team about the potential of bikethereSF in the real world.

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Saying Thanks I COULDN’T HAVE DONE THIS WITHOUT YOU

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FRIENDS AND FAMILY

FACULTY AND ADVISORS

Thank you for supporting me throughout this process, for showing up when I needed participation and for never getting tired of telling me that I could do it. I simply could not have finished without you, and words cannot express my appreciation. Special thanks to my mom, sister and Josh for being there in all of the big and small ways that I needed you.

When I first came to the Academy of Art I did not even know what a serif was. Thank you to all of my teachers and advisors for guiding me gently and sometimes not so gently through this process. Special thanks to Phil Hamlett, Michele Ronsen, Gaston Yagmourian, Jamie Hiriashi, Arvi Raquel-Santos, Hunter Wimmer and Mary Scott.


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PHOTOGRAPHY: Alaine Anhalt FONTS: Avenir, Memphis, Mr Eaves SOFTWARE: Adobe CS6 Š2013 ALL RIGHTS RESERVED No part of this publication may be reproduced without expressed permission from Alaine Anhalt PAGE // 118

Anhalt bikethereSF Process Book  

Process book for MFA thesis, bikethereSF

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