Equivision Presentation 2022

Problem area

Equestrian is a very dangerous sport, and even experienced riders can become anxious. Primary research found that the biggest cause of uneasiness among nervous riders was hacking out (riding outside an arena) especially on the road and in traffic. Hacking is a common pleasure activity among riders and can be used to de-stress both horse and rider. But the uncontrolled environment and other roads users behaviour can make the experience both frightening and dangerous. Speeding and driving too close to horses can cause horses to spook or bolt putting the rider in danger.

1,037 Incidents

Between February 2019 and February 2020 the BHS reported 1,037 incidents with riders on the road.(BHS, 2020)

Between February 2019 and February 2020 the BHS reported 80 horses died as a result of an incident on the road.

Between February 2019 and February 2020 the BHS reported 135 riders were severely injured on the road one resulting in death.

40% of incidents occurred because drivers passed too quickly, 81% occurred because drivers passed too closely

97% of riders reported feeling stressed or anxious at some point when riding on the road, and 43% felt this way more than half the time.

The main cause of nervousness was the behaviour of other road users (93%).

This anxiety is limiting the amount of riders that chose to exercise their horses on the road with between 60-70% saying they would ride more frequently and cover greater distances if they felt safer on the roads (BHS, Pollard. 2021)

The Department for Transport have changed the highway code this year making horses priority road users, meaning drivers must pass horses at no more than 10mph and leave at least 2m space .

In-direct

These may be areas that don’t directly deal with nervousness, but they are the cause of nervousness. The main reason for nervousness is falling off.

Outline of initial areas.

Direct

These areas can be directly related to improving the users confidence, rather than the indirect options that look to solve a problem that has a knock on effect on confidence.

Driver Behaviour?

One of the biggest reasons that riders get scared of hacking out and riding on the road is because of inconsiderate drivers. Drivers drive too fast, too close to the horse, don’t give way, don’t stop, and even rev their engines or hurl abuse at riders.

How do we change driver behaviour? Eduction? Service? Campaign? High vis? Head-cam?

Fitness and strength

Developing personal fitness for equestrian can have a positive effect on you’re confidence. A part of confidence is knowing your capable of completing a task, If the rider has more confidence in their body and its a abilities then perhaps they will feel more in control when riding, and feel that they can handle more intense situations. Activities like yoga are being used to improve strength and mindfulness.

How do I make them fitter and stronger?

Might be a fitness program

Fitness equipment

Risk Of Injury?

Wrong equipment ?

Horse riding is an extremely dangerous sport, and there several aspect to it that have a risk on injury. Its the fear of injury that cause anxiety.

How can I reduce the risk of injury?

How can make the fear of injury less severe?

How can I reassure users and make them feel safer?

It’s clear that some equipment just isn’t appropriate for nervous/new riders. One example of this is the use of GP/English saddles for new/nervous riders, which isn’t really appropriate as they are described as ejector seats.

Does there need to be specialist versions of equipment for nervous riders.?

Could it be like stabilisers on a bike, aids that can be added and removed?

Psychological?

If I was to take a direct approach to solving the problem of nervous riders. I would say that using physiological techniques is the most common solution out there already. Including books, audio tapes, action plans, hypnotherapy and other therapy techniques.

Could I use physiological techniques to build confidence? And how could I make this into a product/brand?

The brief

The overall arching brief of the project was to “improve the confidence of nervous riders, returning to riding.” After further primary research into the audience and their issues it was found that the most nerve racking experience for nervous riders was hacking (riding on the road) From this a more refined brief was created that read.

After further investigation into the issue, a wide variety of exploration was undertaken, looking at a range of different solutions. Through user feedback and evaluation the most commercially viable concept appeared to be the development of a new camera for riders to wear on the road.

How might we make nervous riders feel more confident when riding on the road?

Current head cams and their problems

There are current safety concerns over the use of head-cams in the equestrian world. After head-cams were banned by the British Eventing committee in 2014, over uncertainty of the devices safety (Mathieson. 2015a)

Only 22% of riders said they used a camera (BHS,Pollard. 2021) The poor adoption of the head-cam is probably down to comfort, ease of use and the ban of the product due to safety concerns in October 2014 (Mathieson, 2015a) . The director of safety at BHS Alan Hiscox said that we “need more innovation around safety, an increase in the use of cameras, and improvements to highways.” (BHS Pollard. 2021).

The issue is that riding hats are used to ensure safety and head protection, they are designed to disperse energy around the structure, effectively reducing energy transfer and thus the potential for head injuries, the attachment of a camera could adversely affect the way energy is dissipated. (McLean, 2016)

Also helmets are designed with a spherical shape this allows for rotational movement in the case of a fall An exterior head-cam effects the shape of the helmet and doesn’t allow the head to roll thus increasing the energy transferred to the neck and body, this can lead to neurological damage and death (McLean, 2016).

Cary Murphy (Manager for Australasia motorcycle helmet manufacturer Reevu) talks about how a camera could also possibly penetrate a motorcycle helmet if it was a first point of contact. and that loose camera could become projectiles putting the rider and others nearby at risk. (Hinchlifee. 2014)

During primary research riders using a head-cam complained it was uncomfortable and difficult to work.

However riders wearing head-cams have reported a change in driver’s attitudes and behaviours when passing horses on the road and footage has led to the successful prosecution of a dangerous driver. (BBC News, 2012;2015).

Jockey Noel Fehiley said in an interview with Horse and Hound. “I wore a fixed camera once during a race, and it hurt when I hit the ground.” “I certainly wouldn’t wear one again, I do think they’re dangerous. I was lucky to get away with it, I hit the ground face-first and it didn’t allow me to slide. It even bruised my forehead through the helmet” (Mathieson. 2015b)

Eventer Joseph Murphy said “I wasn’t surprised by the ban as some of the cameras were so big that it was just a matter of time.” (Mathieson. 2015b)

3D Ideation

It was important to understand the product out come in 3D. For several reasons. By creating to scale prototypes I could test the housing for components, I could experiment with size/ proportions, I could get my user to try the model on and see how it felt, how easy it was to use and whether it would be a help or a hindrance when riding.

To do this I used a range of different mediums. I used card, foam and old riding helmets as a starting point. Then I started to create the forms I wanted in large foam pieces and experimented with the housing of components. For some of the later stages I took inspiration from the automotive industry and used clay to model the helmet, this was particularity helpful in the styling of the helmet and experimenting with details as the adaptability of clay made ideation fast and fluent. My final development models were 3D printed. As I was doing some further Ideation in 3D modelling software I wanted to check that the changes and developments I was making in CAD transferred well physically.

Throughout sketching and modelling development I had lots of interaction and feedback with riders and equestrian professionals.

WHAT WHY WHO HOW

Camera works as a detertn making drivers more self aware. They are more likely to driver safetly past.

Lights and apprel range a visual way to comunate to drivers that the rider has a camera on.

By changing driver and other road users behavior. Making them more considerate of horses on the road. So that they slow thier speed and drive past slowly.

A riding hat and accompanying appreal range. That imporves and promotes rider saftey though the use of a safety cam built into the helmet. As well as lights to imporve visaiblity and draw the eye to the camera.

Riding hat, with safety camera built in

Riding hat with animated lights, increase visablity and draw eye to the camera.

Acompanying appreal range, with branding and safety messageing to make it clear that the rider is wearing a safety cam.

To mkae riders feel safer when on the road. So that they can enjoy the equestrian exepirnce more. And feel comfrtable to exerise their horse on the road.

Designing brand

Will be apllicable to all riders. Concetration on nervous riders. 4055. Lilkey to be retunring riders. Probaly working family orniated women.

Straight to consumer Sell to riding schools

Triangle brand strategy exercise from brand strategist Alexander Hardwick owner of Line + Dot creative agency.

Equestrian

Designing brand

The product and brand crosses over a few different industries and areas. This vendiagram looks at area of possible inspiration from several different areas that also reflect some of my brands core values.

Equivision

Looking out for riders on the road

With Equivision you can enjoy long rides on country roads without the need to worry about chaotic drivers putting you and your horses safety at risk.

Equivision has been designed to give riders confidence when hacking out on the road by changing driver behaviours to make them more considerate of equestrians.

The simple camera technology works as a deterrent to drivers. Riders that wore head cams saw that drivers were more likely to slow down, give more space and give way for horses.

But in the worst case scenario of an accident on the road, the footage captured by the camera can be used by insurance companies and the police as evidence.

Unlike other mounted head cams on the market which are heavy, uncomfortable and have concerns over safety. All Equivision components are enclosed inside the sleek shell of the helmet. Making using the product much more comfortable and less obtrusive.

Presentation Video https://youtu.be/6lsmisXUjx0

Equivision

Equivision is primarily a riding helmet with internal front and back cameras removing the need for externally mounted hat cameras. Having the camera technology built into the helmet makes the riding experience more comfortable, safer and easier.

The helmet camera acts primarily as a deterrent to dangerous drivers. Research shows that driving behaviour improves when riders wear a head cam, with drivers becoming more considerate of equestrians on the road. This makes hacking out a much safer and enjoyable experience.

To improve the products effect as a deterrent users have the opportunity to buy equivision branded clothing and accessories that warn drivers that riders are wearing a head cam.

Function

In the worst case scenario that a incident does occur when riding the footage recoded by the front and back cameras can be transferred from the internal micro SD card and be used as evidence in a court of law. But the primary purpose of the camera is to reduce the chance of an incident happening at all.

Audience

The aim of the project was originally to make nervous riders feel more secure on the road. With the target audience being female riders between 25-44 years old. But the project has developed, and I now feel that all equestrians looking to ride on the road could benefit from owning a equivision helmet.

“I love the concept as a way to offer protection and, possibly legal evidence in court if there was an accident. I also think the helmet looks sleek and really nice -Nervous rider feedback on Equivision

Camera

Equivision unique selling point is its internal front and back cameras. The 160 degree wide angle lens means that you capture everything behind you and in front of you without too much distortion. Having the camera built into the helmet is safer than an external camera as it doesn’t effect the structural integrity of the helmet, and also keeps the spherical shape needed for rotational movement.

The front and back cameras automatically start recording as soon as the hat is buckled up. The cameras capture what’s going on in front and behind you. All footage is saved to a SD card with a time and date stamp. Once the SD card is full it will begin to record over the oldest footage. Footage captured by the cameras can be used in a court of law or by insurance companies as evidence.

Smart clip switch

You never have to worry about your camera not recording as the equivision helmet uses a smart switch in the buckle to automacticaly turn on.

When the buckle is clipped together the male and female connectors complete the circuit causing the lights to turn on and the cameras to start recording. Meaning you can enjoy your riding experience without worrying if the camera is working

Battery compartment

The battery is housed is a weather proof compartment at the back of the helmet and is removed for charging. Users simply remove the battery cover to access the battery and micro SD card. The battery will give up to 2.5 hours of recording, Users can purchase additional batteries to swap out on longer hacks or to have as a spare.

The battery is removed for charging meaning you don’t have to have your helmet sitting on the side charging. The battery charges using a standard micro USBC.

Equivision

As well as camera technology equivision helmets are fitted with animated LED’s, that aim to increase your visibility on the road but also help to draw drivers eyes to the camera components to make drivers more aware that they are being recorded, enhancing the deterrent effect of the product. Red lights are also stereotypical used to convey that a camera is recording so equivision products build on this and use red lights to illustrate to drivers that the camera is recording,

Animated lights

The aim of the animated lights is to increase visibility but also to draw drivers eyes to the camera lens. The light animation will flow from the front to the back and then bounce back. It repeat this until the helmet is turned off. Link to animation https://youtu.be/d26Ol8n_HBU

Overall manufacture

Materials and components

Material used include;

- Outer shell of the helmet is resin transfer moulded from S grade fibreglass

- Impact liner is injection moulded from expanded polystyrene 100

- Buckle and other parts are injection moulded from ABS

- Harness is made from nylon

Components to make the features work include;

- Camera modules

- Micro SD port - 20 LED’s

- Battery

- PCB Including micro controller and ribbon cable connector - Ribbon cable

Apparel range

Accompanying the helmet is an equestrian apparel and accessory range. The clothing range looks to move away from traditional equestrian clothing and instead take inspiration from eventing as well as current athlete leisure wear e.g. Nike, lulu lemon and Adidas. Using cuts and materials that allow for better mobility, ventilation and comfort.

What sets equivision apart from other brands is that we put visibility and safety first but we don’t compromise on styling. Our garments use reflective materials and trims to make sure that you are seen on the road.

The clothing helps to build on the idea of this product being a deterrent to dangerous drivers. The clothing communicates to drivers through clear visuals and graphics that the rider is using a head cam. This will make other road users pass safely.

Some of the products available include jackets, coats, t-shirts, jodhpurs, jumpers, fleeces, rugs, leg wraps, tail wraps, and sheets

Cost Price = £64 (components)

+ £70 ( from pricing backwards of similar helmets) = £134

£134x2.2 Business mark up = £294.8

equivision retail mark up

Business to business

Cost Price = £64 (components)

+ £70 ( from pricing backwards of similar helmets) = £134

Charles Owen Halo Helmet. Price= £445

Similar market to mine.

£134x4.84 Business mark up = £648.56

£294.80x2.2 Retail mark up = 648.56

Retial Price = £648.56

Retial Price = £648.56

equivision website mark up

Business to consumer

+ = Total Price Price= £624.95

DC-1 Dual Lens Technalogic. Price= £179.95

Good low/mid range helmet camera

Equivision Helmet with built in head cam. Price= £649.95

Equivision will retail at cost approximatively £134 to manufacture and will retail at £649.95 sitting it in the mid to upper market. I feel as I can justify this price as combined a good helmet and camera cost the same. Plus there is the question of whether you can put a price on your safety and health.

User feedback

Sue. C

I like the product, but because its in the helmet, would the drivers know and therefore drive any differently as they would not be aware it was there, so I think the hiviz jacket would also be required, to make the drivers aware and hopefully be more careful

It looks smart and sleek. I currently don’t ride on the road, but if I rode regularly out hacking it is something I would consider depending on the cost.

Katie. D

I love the concept as a way to offer protection and, possibly legal evidence in court if there was an accident. I also think the helmet looks sleek and really nice!

What you like about the product? It is not too fussy – does the job but looks attractive. Would you buy a product like this? Yes 100% Do you think it would improve the experience of riding on the road? Yes.

Would it make you feel safer? Yes

Mandy. M

Brilliant idea. Really like the idea of switching it on.

User feedback

Jenny. S

The hat looks very smart. I would like to see an option for hi-viz panels to be able to be fitted to it. I wear a V-Bands fluorescent and reflective hat band on my hat, but wouldn’t be able to do this with your design as it is.

Personally, I wouldn’t buy a hat at that sort of price, but would think that a lot of people would.

I’m not sure that your hat would make the drivers slow down and show more consideration, but it would probably make a rider feel safer.

Bryany. S

About time someone did this. Inconsiderate motorist would slow down if being filmed.

Alison. G

I do not hack out because of inconsiderate motorists. This is a brilliant idea.

Naomi. K

This concept is a game changer for the equestrian market, I would feel much safer and less vulnerable riding on the roads if I was wearing an equivision hat. All the features are well thought out and practical. Often style is compromised with safety products but this is not the case here, the sleek, simple yet stylish design is appealing. It’s clever how you’ve managed to create complicated product that doesn’t require a lot of thought from the rider, they can just enjoy the experience.

Professional feedback

Richard Hancock, Midlands male endurance champion

Really good idea. Well thought out. My current hat cost £500, it would be worth having a hat like this to make riding on the road more pleasant. I liked using the existing head-cam however it was heavy, uncomfortable and difficult to work, so this would make life a lot easier.

Margaret Turner, BHS intermediate level coach and equestrian professional.

Great idea. I like the lights to highlight to make motorists aware they are being recorded, also good for visibility on dull days. Hat would take enhance experience on the road by making other road users more aware. What say about concerns over cost is, can you put a price on your safety and health.

Anne Prince, Working professionally with horses for 38 years.

I have ridden out with existing hat mounted cameras, but it was heavy. This is a good solution to that problem. Its certainly makes the car drivers slow down when they know they are being filmed.