What we’re going to design for
After discussing our four potential categories (mapping, data collection, education, promotion), across the user categories, we decided to focus on Promotion.
Especially, we wanted to facilitate the catalystic goal of creating recreational cyclists.
We determined from the document and our user research that in order to create a gradual cultural shift that accepted adopted cyclists, one must introduce more cyclists to roads (Cycle Strategy and Action Plan, 2.11). To do this, more commuter cyclists must be promoted, who are naturally evolved from recreational cyclists. Through this chain, recreational cyclists are the basis of this cultural shift. They themselves are derived from noncyclists, and are whom we intend to target.