Mårten
[Mårten] is part of the Lund Bike Workshop, which was an experiment to prove the old saying, talk is cheap, and a hand brazed steel frame is solid gold. We were set out to express the “bike life in Lund” and designed bikes that represent a way of moving around in the Lund-Malmö region.
My contributions include user research, industrial design, UI and UX for the webpage and storytelling.
Background
The workshop was a student initiative and brought together professional designers with students and craftsmen to efficiently be able to move from concepts to functioning bicycles. Martin Meier and Andrea Cevenini from IDEO Munich were integral to the design processes and gave us great support to bring our idea to the ground. Mark Zeh spoiled us with his extended knowledge of frame geometry and years of experience as a professional frame builder. During the design phase a lot of inspiration was drawn from the heritage of Monark & Crescent, two Swedish bicycle brands that have helped shape Sweden into a pedaling nation.
The focus of our team is students' life in Lund. Lund is an university town in southern Sweden. Short rides through an urban environment in a country where the seasons sometimes do everything they can to stop you. The bike is always with you, helping you to reach your destination, offering you flexible storage, letting you live a spontaneous student life.
Challenge
How to design a bike that make student’s life easier and bring more fun to the students in their daily life in Lund?
Process
During the week-long design sprint, we combined our own experiences and interview, observation sessions to find design opportunities. To better understand the context and the end-users, we created personas to illustrate the needs and behaviour patterns of our target group, also considered the whole eco system around the product. At ideation stage, sketches, hands-on prototypes and 1:1 models are used for testing usability and ergonomics.
Brand and story
Together with the bike, we made a brand tells the story of Mårten, let the bike spread the Swedish culture to more people.
We also put the bike into a full circular system, which includes product, distribution, recycle service and maintenance. The website works as a platform for students to buy and sell their bikes, share their experiences with other people, and therefore build a community around the bike.
Branding
A journey to maturity
Who is Mårten
The Goose in the Famous story written by Swedish author Selma Lagerlöf. The companion/ friend/ mentor of Nils Holgersson on his journey through Sweden.
What's the story about
This story is called The Wonderful Adventures of Nils by Selma Lagerlöf, and is about how the uncouthed boy Nils Holgersson is turned into a true man through the acrossing-Sweden journey with the goose.
