The Brief:

The Outcome:

Beryl's mission is to remove the barriers that exist to cycling in cities. After success in creating safer bike lights, launching bike share is the next chapter. How to tell this story to new and existing audiences?

Introducing the bike

Beryl bikes are designed to be safe, fun and easy to use for an enjoyable ride. We made sure these features are clear and relatable with simplified 3D interactives of the bike.

Introducing the App

Just like the bike itself, the app is intuitive and simple to use. We designed user journeys between physical and digital products to be seamless, keeping consistent interaction patterns throughout.

Local knowledge

In contrast to 'first generation' bike share platforms, Beryl schemes are developed closely with city partners. We took an approach to structure content to be tailored to local audiences, driving engagement and visibility as a result. 

PROCESS 

Starting with Users

The design process started with considering the goals for each audience segment. For instance, a new rider may want to evaluate pricing, whereas a city partner could be more interested in environmental impact at scale. Insights were taken from existing user feedback and stakeholders across the business. 

Developing UI

We looked what the value proposition of 'a better world through bikes' meant to the different audiences and the content to bring this to life. We then mapped out user journeys, features and content. Early sketches allowed us to explore various approaches quickly and iteratively. 

The start of the journey 

Beryl bikeshare is now live in Bournemouth, with more UK towns and cities coming through 2019.

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