Design For Obsessive Amateurs

Background
Cycling is undergoing a renaissance. On one hand, raised health awareness, more expensive public transport, and decreasing disposable incomes, mean that more people are taking to their bikes for everyday trips. On the other, the popularity of road and track cycling – exemplified by the 2012 Olympics – means that performance bikes, accessories and apparel have become aspirational ‘must-haves’ for a new generation of cycling aficionados. As these two trends collide, a demand for increased performance has trickled down to the everyday cyclist, or urban commuter, wishing to embed cycling more seamlessly into their worklife-leisure routine. With a history of developing high performance eyewear for cyclists, including many Tour de France winners, Oakley now wishes to expand its cycling offering.

Creative Challenge
Oakley has identified an opportunity to take a leadership position in ‘everyday cycling performance’. They want to bridge the gap between style and function with a range of cycling apparel / accessory
products. Your challenge is to envisage how Oakley could target this new space by developing a new product for this range that embodies the brand’s design philosophy, is relevant to the category and that will resonate with cyclists. Understand the Oakley brand and design philosophy and analyse the cycling apparel and accessories market. Understand real cyclists’ everyday performance needs and prioritise which cycling products Oakley should focus on.

Considerations
•   Who are everyday cyclists and urban commuters? Spend time with real cyclists outside of your normal social sphere. What are their cycling routines and bike ‘user journeys’? What does performance mean to them? What unmet needs do they have?
•   What will the future of everyday cycling be like? What are the performance and functional benefits of your design?
•   Consider innovations in materials and product technology as a key source of inspiration. Which existing Oakley technologies, materials / techniques from other categories, or potential future technologies could Oakley utilise?
•   Safety and visibility is paramount on urban roads. Ensure you have considered this as an inherent aspect of your design.
•   All designs must embody ‘Beyond Reason’ and the Oakley design philosophy. They should clearly communicate ‘Oakley’ through the proposed forms, colours, materials and finishes, even without a logo present.
•   Consider the Oakley logo style (either for performance or heritage, not both) and its placement.
•   Consider how your product could be developed into a range.
•   Cross collaboration between fashion and product design students is encouraged.

Mind Mapping

By George Riding

Current Innovative Products on the Market

Inflatable Bike Helmet by Hovding

This helmet begins as a scarf but when it senses a collision it inflates to act as a helmet.

By Fergus Roddy

Hubless Wheels by Lunartic

This design is a gearing system which allows wheels to be driven without a large spoke pattern which results in a more aesthetically pleasing and aerodynamic design.

By Fergus Roddy

Hoverbike by Aerofex Corporation

Hoverbikes are no longer a thing of the past, the downwards force generated by the pedals lifts the hoverbike off the ground and propels it forwards.

By Fergus Roddy

Portable Bike Lane by Light Lane

A laser attached to the back light of the bike provides a laser beam either side of the cyclist to create a bike lane which moves with the user to encourage the 3 foot rule for drivers.

By Fergus Roddy