byke product report

THE SYSTEM AROUND THE PRODUCT

PRODUCT REPORT

GROUP 2

THE SYSTEM AROUND THE PRODUCT

1. Master-Semester Main Project

01/09/2014 - 22/12/2014

SERVICE SYSTEMS DESIGN

SUPERVISORS

Andreas

Bánk

Christian

Jonas

Marianne

Jonsson

Horváth

Brandstrup Jensen

Wenke

Have Petersen

Nicola

Amalia

Morelli

de Götzen

Introducing Byke!

ProgrammeService Systems Design

Semester1. Master Semester

TitelByke

Project Period01.09. - 22.12.2014

Copies3

Pages42

Finished20.12.2014

Aalborg University CopenhagenA. C. Meyers Vænge2450 København SV, Denmark

Semester CoordinatorAmalia De Götzen

SecretaryJudi Stærk Poulsen

Abstract

The purpose of this project is to investigate the topic transportation in Copenhagen with the focus on bikes.

This was done using the Design Thinking approach as a mindset to understand and explore the opportunities of the topic.

Through the use of various service design thinking methods and tools we came to understand the existing services of the public

transportation, local commuters, visitors and locals bike owners in Copenhagen.

By working iteratively with our understanding and discoveries, and going through several phases of empathy, define,

ideate, prototype and test, we developed a peer-to-peer bike sharing service called Byke, which empowers locals to rent out

their bikes to visitors in need of a bike.

Copyright © This report and/or appended material may not be partly or completely published or copied without prior written approval from the authors. Neither may the contents be used for commercial purposes without this written approval.

Semester ThemeThe System around the Product

SupervisorsNicola MorelliAmalia De Götzen

Project Group No.2

Members

Andreas Jonsson

Bánk Horváth

Christian Brandstrup Jensen

Jonas Wenke

Marianne Have Petersen

The service presented in this report has been designed with the overall objectives of contributing to a greener transportation sector and a more sustainable society as a whole. Byke, as the mobile application has been named, is a peer-to-peer bike sharing service aiming to empower local Copenhageners to share their bikes as well as their knowledge with visitors, in order to give visitors an engaging and authentic experience of the local culture, and to monetise and create value with otherwise under-utilised resources.The service targets open-minded, helpful and social people, who aspire to seize new opportunities and use technology to improve their own lives as well as the lives of others. Enabling trust between strangers through the means of technology is at the heart of the sharing economy, a powerful trend in which Byke is taking part. New opportunities are created by empowering individuals to satisfy the needs of others, and thereby reduce the resources needed for production.

Byke is built on powerful trends and a strong, local culture, and will be turned into a viable company by applying a business model based on a user-paid commission. When a bike owner earns money through our platform, a percentage of the income is paid back to Byke. In this way we ensure a revenue strean that increases with the popularity and use of the service.Our ambitions for Byke go far beyond the city of Copenhagen, and choosing to launch the concept in the most bike-enthusiastic city in the world is part of our strategy for scaling to an international market. We will inspire visitors with the Co-penhagen image, and encourage them to become brand ambassadors for Byke in their home countries. All it takes for Byke to expand to a new market is an inspired and motivated renter returning to their home country after a stay in Copenhagen. Once this person lists their bike on the platform, we have a new opportunity for establishing ourselves on a new market through active use of social media and en-couraging our users to share their experiences with the world.

EXECUTIVE SUMMARY

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10

14

16

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38

41

Introduction

Concept Presentation

Background

User Research

The Deliverables

The next steps

References

TABLE OF CONTENT

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„

The nature and purpose of a stay in a foreign city will differ from person to person, and from situation to situation, but the general experience of being a visitor involves a set of specific, temporary needs. You need accommodation, you need food and drinks, and you will often have some plan or schedule of the things you are to do during your stay. Whether your schedule include leisure or business oriented activities, meeting up with friends or family, checking out the local shops, cafés or bars, or experiencing museums, galleries or tourist attractions, one service is needed to bind all the ele-ments of the experience together: transportation.

There are different ways of having this need satisfied. Whether public transporta-tion, cars, bikes or walking is preferred, depends on the individual and the specific location. However, when considering the importance of bikes in the culture of Copenhagen, and seeing the vast amount of bikes in the city, a great opportunity and question comes to mind:

How can we design and implement a peer-to-peer bike sharing /bike rental service, that empowers local bike owners and visitors to create economic and social value with and for each other?“

INTRODUCTION

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CONCEPT PRESENTATION

Imagine...

Imagine you visit Copenhagen for a weekend stay. It is summer, and the weather is great. You definitely want to be outside most of the time, and not spend too much time in the underground, or in filled busses to get around. You like biking, but since you are traveling, you are not able to bring your own.

Our initiative, Byke, connects you with local bike owners of the place you are visiting. Byke makes it possible for you to rent a cool bike, and perhaps even get valuable insights on local places to see, and things to do, during your stay.

Byke is an online platform that is free and easy to use. You can access Byke from your smartphone or computer, and look for a bike that suits your exact needs. It is easy to get in touch with the local owners, and Byke will ensure your privacy and safety, both in terms of payment and insurance.

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Mission statement

We empower local Copenhageners to share their bikes as well as their knowledge with visitors, in order to give visitors an engag-ing and authentic experience of the local culture, and to mon-etise and create value with otherwise under-utilised resources.

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Technologies in the service system

The Byke service system is centered around the mobile application, Byke. Using technology as an enabler for trust between strangers is at the heart of our concept. By using the benefits of new technological opportunities, we are able to connect people from around the world, and facilitate the entire process from initial contact to the final return and review. This, while also making it as safe and easy as possible for both the owner and renter involved.

We consider the app as the most important touchpoint of Byke. The app has been given the utmost attention due to the nature of the service experience, the context in which it will be used, and the need of the target users.

How it works

First, you join the Byke community of open-minded, friendly bike owners, and travelers, through our mobile application. Since you will be dealing with people who do not know you yet, we encourage you to fill in as much information about yourself as possible, to let others get a sense of who you are.

Rent a bike

If you want to rent a bike, the next thing you have to do is search for available bikes in the area you need it. You will be provided with all the information you need, when discovering available bikes on Byke: price set by the owners, bike size, and if any equipment is included. You will also be able to filter your search according to your wishes, to limit the results based on your preferences.

The bike owner not only provides you with information about the bike, but also about herself. This includes name, picture, and reviews and ratings from previous rentals made through Byke, alongside a personal description of the owner herself. You are also able to get in touch with the owner through the message system in the app, in case you have any personal or bike-related questions.


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Once you have found a bike you want to rent you can send a formal request to book the bike at the time you need it. The owner can now accept or decline the request, or suggest a new booking agreement if some details did not satisfy the owner.

When your request has been accepted by the bike owner, the Byke platform will have generated a contract with the rental details, agreed upon by you as well as the owner. This is the point where the agreed-upon payment is withdrawn. The money will not be transferred to the bike owners account until you have received, used and returned the bike, and confirmed that everything was in order. Combined with the legal contract in our system, this is our way of ensuring your safety and security.

When the time has come and your booked bike is available for you, you simply meet up with the owner. Once the exchange of the bike has taken place, you and the own-er both confirm it via our app or via SMS. Now it’s time for you to enjoy the ride.

In the same way as when you first picked up the bike, you meet with the owner at the return. Once again, when you both agree that everything is in order and the bike is safely returned to its rightful owner, you confirm it in the same way as before.

While the return of the bike marks the end of the service, and perhaps the end of your visit in the city, we do encourage you to round off this experience completely, by leaving a review. And look out for a review and rating coming your way, because we encourage the bike owner to do the same.

List a bike

After having joined the platform, you can list your bike through the menu. You pro-vide a picture, price and other information related to your offering. When complete, you just have to wait for a booking request to happen, and we will make sure to no-tify you when it does. You then have to meet with the renter to hand over the bike. You will be paid once the bike has been returned, and both you and the renter have confirmed it in the app. Lastly, we will encourage you to rate, and leave a review of the renter.

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The Copenhagen culture

The environmental challenges we currently face on Earth have become apparent to most people. Changing our behavior is needed, and one of the industries currently responsible for a big part of the environmental degradation, is the transportation industry. Copenhagen is setting an example in the evolution towards a sustainable future, through a focus on designing a bike-friendly city. As of 2012, 36% of all com-muting in the city is done by bike (Københavns Kommune Teknik- og Miljøforvalt-ningen, 2010; p. 8), and the bike has become an important symbol in the culture of Copenhagen. People around the world look to Copenhagen for inspiration in this area (Sharing Copenhagen, 2014 ), and visitors of the city see the bikes, and biking, as an important part of experiencing Copenhagen.

The Sharing Economy

During recent years service companies like AirBnB, Uber, Lyft, Taskrabbit and Landshare have been leading the way in a new economic trend where private people replace companies with other private people, as their new service providers. Many different terms have been ascribed to this trend but the most well-known are the sharing economy, collaborative consumption, and peer-to-peer consumption.

The underlying trend and principles are clear, no matter what term is used. A pri-vate person with some kind of need find another private person who can provide what is needed, and are willing to do so. Empowering owners to satisfy the needs of others, and thereby creating new opportunities for monetisation and value-creation through privately owned goods and resources, is at the heart of the peer-to-peer trend. And the new, digital services use technology as the enabler to facilitate this process between people who often do not know each other at all.

Including bikes in this trend is not completely new either. Exemplified by compa-nies such as Spinlister (2014) and Spokefly (2014), digital services now empower people to rent, and rent out, privately owned bikes. None of these services have yet established themselves on the Danish market, which proves a great opportunity. The idea of Byke is to tap into the peer-to-peer trend, while also building on Copen-hagen’s well established image

BACKGROUND

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BACKGROUND

Photo: clf.org

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„

USER RESEARCH

When considering the users of Byke, the two different sides of the platform have to be valued, analysed and treated as separate user groups. Even though the same in-dividual can easily act as a provider as well as a renter on Byke, the motivations and reasons for using the two distinct sides of the platform are evidently not the same.

For the bike owner on the platform, the motivation can be of economic nature. Byke provides a new opportunity for bike owners to monetise their under-utilised bikes, so even though renting out a privately owned bike was not perceived as a need be-fore, this new service will act as a great enticement for bike owners to start doing so.

For a visitor in Copenhagen, Byke can help satisfy the clear need for transportation. For the individual this need may be more specifically defined, in terms of “cheap transportation” or “convenient transportation”. Perhaps the visitor has already de-cided upon the bike, and maybe a bike that meets certain requirements, as the pre-ferred means of transportation during their stay. Either way, Byke offers a platform through which the visitor can have these needs satisfied.

However, the social aspect of Byke should not be underestimated. The opportunity to meet and interact with locals is considered a strong motivational factor behind choosing to rent a bike through Byke instead of dealing with traditional bike rental shops or traveling by other means of transportation. Renting a bike from a local gives the visitor an opportunity to get insights and suggestions on where to go, what to see, which restaurants to try out, and overall, get closer to the local culture.

The same social aspect can be found by looking at bike owners who want to rent out their bikes. Being a good representative and host, and playing a role in giving visi-tors a unique authentic experience of the city, is a strong motivational factor behind renting out a bike through Byke.

If I was to stay there again I would rent a bike again, and, given good and comfortable payment options, insurance and fraud protection for both sides I would try out your app to rent from locals. Like couchsurfing, having contact to locals to get insider information is really valuable.“

- Couchsurfer Moritz from Germany

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USER RESEARCH

Dena L. - OWNER Copenhagen, Denmark Fluent in Danish, English. Learning Italian.

29, female

Graduate student (BSc) at SDU, Market and Management Anthropology.

About Dena Mission in life

To compete in sports during her youth, and to have a happy family later.

Biography

Competitive, persistent, but sociable too.

Dena loves to bike and she is successful in racing. Once she reached a 3rd in the Danish Championship. However, she knows she wont be able to compete forever which made her Þnish her degree.

Experience with peer-to-peer services

Dena is used to the regular B2C model and has not experimented with P2P.

Digital literacy

Dena is not most tech-savvy person, yet she knows her ways around the web as she has traveled a lot to race. To her, digital gadgets and the web are mere tools to improve and optimize her current situation.

Motivation for using the service

Racing requires a lot of money, thus Dena wants to make a proÞt on her four older professional racing bikes that currently reside in her basement. Due to the speciality of the bikes she expects a high proÞt to help cover her expenses to race across the globe.

Quote:

“A service like this is perfect for me. It affords me to attend races, and enables me to share my love for the sport to anyone.”

Matt B. - RENTER Florida, USA Fluent in English. Learning French and Spanish

29, Male

Graduate student (PhD) at EPFL, Bioengineering

About Matt Mission in life

To learn, experience, and create.

Biography

Friendly, sociable, responsible, reliable.

Matt is an avid cyclist and hasn’t owned a car for 7 years. Eager to see and experience the world after spending 25 years stuck in the USA. Much to do, to see, to taste, to hear, to touch, to learn, to read.

Experience with peer-to-peer services

Matt loves exchanging experiences with new people, and therefore he uses couchsurÞng.com to really experience the culture and get in touch with locals.

Digital literacy

Matt has a smartphone that he always has with him. Both to take and share photos of his endeavours, and to stay in touch with friends and family on social media platforms.

Motivation for using the service

Matt is generally interested in an app to rent bikes from locals, however, it has to be cheaper than the rental shops. Furthermore Matt values the possibility of insider information that one could get from interacting with locals.

Quote:

“I think using a bike in Copenhagen is 100% necessary to getting a feel for how the locals enjoy life there.”

Personas

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THE DELIVERABLES

Visuals of the app

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THE DELIVERABLES

Service Blueprint

To present the important steps of using Byke we have created a service blueprint. With the service blueprint we are able to display both front- and back stage pro-cesses of using the service of Byke, through user actions and media touchpoints. By doing so, we are making the process/action of using Byke tangible and visible and therefore easier to explain and understand. Presented here is the general service blue-print, which shows the use of Byke, from entering the service by opening the app, to end of the service, rate and review.

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RENTER ACTION

OWNERACTION

FRONTSTAGE

FRONTSTAGE

SEARCH BIKELOG-IN /SIGN UP

DISCOVEROPEN APP

LIST BIKEDISCOVERLOG-IN /SIGN UP

OPEN APP

THE DELIVERABLESBlueprint general

BACKSTAGE

LOAD APP GET DATA INFO RETRIEVE USER DATAACCESS GPS

GOOGLE MAPS

RECEIVE & SEND MESSAGES, REQUEST,

CONFIRMATIONCONTRACT

WITHDRAW MONEY

REGISTER PICK-UPCONFIRMATION

REGISTER HAND OVER CONFIRMATION

RECEIVERATING & REVIEW

SUPPORTPROCESS

DATABASE SYSTEM

E-MAIL SYSTEM

E-MAIL SYSTEM

DATABASE SYSTEM

API GOOGLE MAPS

DATABASE SYSTEM

E-MAIL SYSTEM

NOTIFICATION SYSTEM.

DATABASE SYSTEM

PAYMENT SYSTEM

DATABASE SYSTEM

IN-APP CON-FIRMATION SYSTEM

DATABASE SYSTEM

IN-APP CONFIRMATION SYSTEM

NOTIFICATION SYSTEM

DATABASE SYSTEM

BACKSTAGE

LOAD APP RETRIEVE USER DATA GET DATA INFORECEIVE BIKE INFO

STORE INFO


CONFIRMATION, CONTRACT


REGISTER RECEIVECONFIRMATION

PAYMENT RELEASED TO OWNER


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THE DELIVERABLES

USE / CPH BIKEEXPERIENCE

CONFIRM RE-TURN IN APP

GOES TO MEETING POINT

BACKSTAGE

LOAD APP GET DATA INFO RETRIEVE USER DATAACCESS GPS

GOOGLE MAPS


CONFIRMATIONCONTRACT

WITHDRAW MONEY

REGISTER PICK-UPCONFIRMATION



SUPPORTPROCESS

DATABASE SYSTEM

E-MAIL SYSTEM

E-MAIL SYSTEM

DATABASE SYSTEM

API GOOGLE MAPS

DATABASE SYSTEM

E-MAIL SYSTEM

NOTIFICATION SYSTEM.

DATABASE SYSTEM

PAYMENT SYSTEM

DATABASE SYSTEM


DATABASE SYSTEM

IN-APP CONFIRMATION SYSTEM

NOTIFICATION SYSTEM

DATABASE SYSTEM

BACKSTAGE

LOAD APP RETRIEVE USER DATA GET DATA INFORECEIVE BIKE INFO

STORE INFO


CONFIRMATION, CONTRACT


REGISTER RECEIVECONFIRMATION

PAYMENT RELEASED TO OWNER


RATE REVIEW

RETURNBIKE

PICK-UPBIKE

BOOKBIKE

HAND OVER BIKE

HAND OVER BIKE

RATE REVIEW

CONFIRM BOOKING

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RENTER OWNER ACTION

FRONTSTAGE

VERIFY E-MAILCONFIRMATION

GO TO MAIL

REGISTER NEW USER

OPEN APP /SIGN IN

THE DELIVERABLES Blueprint log in sign-up

BACKSTAGE

LOAD APP /

RETRIEVEUSER DATA

WRITE NEW USER

DATA

RETRIEVEDATA

REJECT / STOREE-MAIL

VERFICATION

RETRIEVEUSER DATA

SUPPORTPROCESS

DATABASE SYSTEM

DATABASE SYSTEM

DATABASESYSTEM

DATABASE SYSTEM

E-MAIL SYSTEM

DATABASESYSTEM

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THE DELIVERABLES

BACKSTAGE

LOAD APP /

RETRIEVEUSER DATA

WRITE NEW USER

DATA

RETRIEVEDATA

REJECT / STOREE-MAIL

VERFICATION

RETRIEVEUSER DATA

SUPPORTPROCESS

DATABASE SYSTEM

DATABASE SYSTEM

DATABASESYSTEM

DATABASE SYSTEM

E-MAIL SYSTEM

DATABASESYSTEM

CHOOSE APATH

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RENTER ACTION

OWNERACTION

FRONTSTAGE

FRONTSTAGE

FILTER RESULTS

SCROLL RESULTS

DISCOVER

DISCOVER

SEARCHLOCATION

LIST FURTHERBIKE INFOS

LIST BIKE INFOSSEARCH OWN

LOCATION

THE DELIVERABLES Blueprint search list

BACKSTAGE

LOADLISTINGS

& LOCATIONS

WRITEDATA

RETRIEVE& PRESENTLISTINGS

FILTERLISTING DATA

RETRIEVEBIKE INFO

RETRIEVEBIKE & OWNER

DETAILS

SUPPORTPROCESS

DATABASE SYSTEM

GPS/ MAP SYSTEM

NOTIFICATION SYS-TEM

MAP SYSTEM

DATABASE SYSTEM

DATABASE SYSTEM

DATABASE SYSTEM

MAP SYSTEM

PAYMENT SERVICE

DATABASE SYSTEM

MAP SYSTEM

BACKSTAGE

LOADLISTINGS

& LOCATIONS

WRITEDATA

WRITE NEWLISTING

WRITE NEWLISTING

RECEIVE & STOREPAYMENT

INFORMATION

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THE DELIVERABLES

BACKSTAGE

LOADLISTINGS

& LOCATIONS

WRITEDATA

RETRIEVE& PRESENTLISTINGS

FILTERLISTING DATA

RETRIEVEBIKE INFO

RETRIEVEBIKE & OWNER

DETAILS

SUPPORTPROCESS

DATABASE SYSTEM

GPS/ MAP SYSTEM

NOTIFICATION SYS-TEM

MAP SYSTEM

DATABASE SYSTEM

DATABASE SYSTEM

DATABASE SYSTEM

MAP SYSTEM

PAYMENT SERVICE

DATABASE SYSTEM

MAP SYSTEM

BACKSTAGE

LOADLISTINGS

& LOCATIONS

WRITEDATA

WRITE NEWLISTING

WRITE NEWLISTING

RECEIVE & STOREPAYMENT

INFORMATION

SEE BIKEPREVIEW

SEEDETAILS

ENTERPAYMENT INFO

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CHOOSE A BIKE TO RENT

RENTER ACTION

OWNERACTION

FRONTSTAGE

FRONTSTAGE

COMMUNICATE WITH OWNER

COMMUNICATE WITH RENTER

ENTERPAYMENT INFO

REQUESTBOOKING

THE DELIVERABLES Blueprint book

BACKSTAGE

ACCESS OWNER & BIKE INFO

RETRIEVE& POST

MESSAGES

CALCULATE PRICE

CHECK AVAILABILITY

RECEIVE & STORE PAYMENT

INFORMATION

SENDNOTIFICATION

CREATE FINAL CONTRACT DOC

SENDNOTIFICATION-

MAIL

WITHDRAW PAYMENT

SUPPORTPROCESS

DATABASE SYSTEM

IN APP MESSAGE SYSTEM

NOTIFICATION SYSTEM

DATABASE SYSTEM

PRCICE CALCULATOR

CALENDER SYSTEM

DATABASE SYSTEM

PAYMENT SERVICE

NOTIFICATION SYSTEM

DATABASE SYSTEM

DATABASE SYSTEM

IN-APP CON-FIRMATION / E- MAIL

SYSTEM

PAYMENT SYSTEM

BACKSTAGE

RETRIEVE& POST

MESSAGES

RETRIEVEBOOKING

INFORMATION

RECEIVE CONFIRMATION

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THE DELIVERABLES

BACKSTAGE

ACCESS OWNER & BIKE INFO

RETRIEVE& POST

MESSAGES

CALCULATE PRICE

CHECK AVAILABILITY

RECEIVE & STORE PAYMENT

INFORMATION

SENDNOTIFICATION

CREATE FINAL CONTRACT DOC

SENDNOTIFICATION-

MAIL

WITHDRAW PAYMENT

SUPPORTPROCESS

DATABASE SYSTEM

IN APP MESSAGE SYSTEM

NOTIFICATION SYSTEM

DATABASE SYSTEM

PRCICE CALCULATOR

CALENDER SYSTEM

DATABASE SYSTEM

PAYMENT SERVICE

NOTIFICATION SYSTEM

DATABASE SYSTEM

DATABASE SYSTEM

IN-APP CON-FIRMATION / E- MAIL

SYSTEM

PAYMENT SYSTEM

BACKSTAGE

RETRIEVE& POST

MESSAGES

RETRIEVEBOOKING

INFORMATION

RECEIVE CONFIRMATION

CONFIRM BOOK-ING REQUEST

RECEIVE BOOKING

CONFIRMATION

FINALISE REQUEST

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RENTER ACTION

OWNERACTION

FRONTSTAGE

FRONTSTAGE

RECEIVE PICK-UP REMINDER

GO TO MEETING POINT

CONFIRMHANDOVER

HAND OVER CONFIRMED

RECEIVE PICK-UP REMINDER

GO TO MEETING POINT

THE DELIVERABLES Blueprint exchange

BACKSTAGE

SEND EXCHANGE REMINDER

NOTIFICATION &CONFIRMATION

CODE

REGISTER HANDOVER

CONFIRMATION RENTER


NOTIFICATION +

CONFIRMATION CODE TO RENTER

REGISTER RETURN

CONFIRMATION

SUPPORTPROCESS

NOTIFICATION SYSTEM

DATABASE SYSTEM


NOTIFICATION SYSTEM

DATABASE SYSTEM

CALENDER SYSTEM

DATABASE SYSTEM


BACKSTAGE



CODE

REGISTER HAND OVER

CONFIRMATION OWNER


NOTIFICATION +

CONFIRMATION CODE TO OWNER

REGISTER RETURN

CONFIRMATION

PAYMENT RELEASE TO OWNER

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THE DELIVERABLES

BACKSTAGE



CODE

REGISTER HANDOVER

CONFIRMATION RENTER


NOTIFICATION +

CONFIRMATION CODE TO RENTER

REGISTER RETURN

CONFIRMATION

SUPPORTPROCESS

NOTIFICATION SYSTEM

DATABASE SYSTEM


NOTIFICATION SYSTEM

DATABASE SYSTEM

CALENDER SYSTEM

DATABASE SYSTEM


BACKSTAGE



CODE

REGISTER HAND OVER

CONFIRMATION OWNER


NOTIFICATION +

CONFIRMATION CODE TO OWNER

REGISTER RETURN

CONFIRMATION

PAYMENT RELEASE TO OWNER

CONFIRM EX-CHANGE IN APP

GO TO MEETING POINT


GO TO MEETING POINT

RECEIVE RETURN REMINDER

USE / CPH BIKEEXPERIENCE

RECEIVE RETURN REMINDER

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RENTER ACTION

OWNERACTION

FRONTSTAGE

FRONTSTAGE

RECEIVE RATING / REVIEW

RATE OWNER

RECEIVENOTIFICTAION


Rate & Review

Please rate & review the owner.

Rate & Review

The Owner just added a review and rating about you.


RATE RENTER

RECEIVE RATING / REVIEW

Rate & Review

RECEIVENOTIFICTAION

Please rate & review the renter.

Rate & Review

The Renter has just added a review and rating about you.

BACKSTAGE

REGISTER RETURN

CONFIRMATION

SEND OUT REMINDER ABOUT RATING OWNER

POST RATING

SEND NOTIFICATION ABOUT OWNER

RATING

SUPPORTPROCESS

DATABASE SYSTEM


CALENDER SYSTEM

DATABASE SYSTEM

NOTIFICATION SYSTEM

DATABASE SYSTEMNOTIFICATION SYS-

TEM

BACKSTAGE

REGISTER RETURN

CONFIRMATION

SEND OUT REMINDER ABOUT RATING RENTER

POST RATING

SEND NOTIFICATION ABOUT RENTER

RATING

THE DELIVERABLES Blueprint rate

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BACKSTAGE

REGISTER RETURN

CONFIRMATION

SEND OUT REMINDER ABOUT RATING OWNER

POST RATING

SEND NOTIFICATION ABOUT OWNER

RATING

SUPPORTPROCESS

DATABASE SYSTEM


CALENDER SYSTEM

DATABASE SYSTEM

NOTIFICATION SYSTEM

DATABASE SYSTEMNOTIFICATION SYS-

TEM

BACKSTAGE

REGISTER RETURN

CONFIRMATION

SEND OUT REMINDER ABOUT RATING RENTER

POST RATING

SEND NOTIFICATION ABOUT RENTER

RATING

THE DELIVERABLES

Scenarios

Scenarios are a way to display the users interaction with the service, and capture the experience of using the service e.g. like short storytelling or storyboard drawings. The scenarios are created from thorough user research, and is therefore based on real data. It is a useful and important tool when designing a service system as it may help reveal critical touch points of interaction that needs to be explored. Using per-sonas in the scenarios improved authenticity when trying to understand the target group.

Through storyboard drawings we developed four scenarios, based on two different personas. For each persona, one scenario described a situation without the use of Byke, while the other scenario described the same situation with the use of Byke.

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THE DELIVERABLES

1. Arriving at the airport 2. Arriving at the airport 3. Going by Metro from the airport 4. Arriving at the hotel

5. Going out to explore the city 6. “Getting around on a bike might be easier”

7. Walking for 30 mins and still no rental shops around

8. Finally!

9. A bit expensive 10. Enjoying the experience of riding a bike in Copenhagen

11. Returning the bike 12. Flying home after the vacation

Scenario 1: Arriving alone - Matt is going alone on a vacation to Copenhagen

Scenarios Matt

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THE DELIVERABLES

Scenario 2: Travelling alone - Matt is going alone on a vacation to Copenhagen using Byke

1. On board the flight 2. Booking a bike on Byke for his arrival

3. Arriving at the airport 4. Going by Metro from the airport 5. Arriving at the hotel

6. Checking in at the hotel 7. Going out to explore the city 8. Byke notification with time and place of pick up

9. Nice! 10. Going to meetup point

11. Receiving the bike and getting tips on where to go and what to see

12. Exploring and experiencing the city by bike!

13. Byke notification with time and place for return

14. Returning the bike 15. Going back home after a great vacation

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Scenario 3: Visiting Copenhagen - Elena is having a family member coming over for a few days

1. Picking up family member at the airport 2. Going by Metro to Elenas place 3. Planning the day, using rejseplanen.dk to figure out how to get around

4. Going by bus 5. Seeing the little mermaid

6. Going to the center by S-train 7. Enjoying coffee at a café in the center 8. Strolling around to enjoy the weath-er and the view

9. Heading back to Elenas place by Metro

10. Back at Elenas place, relaxing after a long day of getting around the city

THE DELIVERABLES Scenarios Elena

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THE DELIVERABLES

Scenario 4: Visiting Copenhagen - Elena is having a family member coming over for a few days (using Byke)

1. Picking up family member at the airport 3. They go home and looks for a bike to rent on Byke.dk

4. They find a bike that fits and book it2. Elena realises that they need another bike, if they both have to get around

5. They go for a stroll before heading to the meetup point

6. At the meeting point they see the owner waiting with the bike

7. Having a cup of coffee with the local bike owner, talking about places worth visiting

8. Now they both can bike and get around the city easily

Through the scenarios we explore different situations in which the users would benefit from using our service, Byke. The scenarios therefore acts as a proof of concept, showing that Byke has a real world relevance.

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THE DELIVERABLES Motivation Matrix

Give to Byke Renters Owners Smart lockcompany

Repair e.g. bike

Insurance company

AirBnb, couchsurfing +

co.

Visit copenha-gen, Tripsad-

visor

Byke 1. to find new business perspectives in bike-sha-re/rent and industry. 2.Provid a trustworthy platform for renter/owner connect, rent and rent out bikes.

1. Acces to local bike owners willing to rent out their bikes, 2. tips to unlock and explore the city

1. Access to visitors in need of a bike // platform, 2. Money // safety, 3.Meet visitors

1. promotion, 2. money, 3. feed-back, 4. internati-onal audience, 5. user testing

1. promotioning their shops, 2. more customer (returning custo-mers - the bike owners)

1. Agreement, 2. customer, 3. promotion (com-pany?) image

1. promotion, 2. customer (site, visitors)


Renters 1. Money, 2. The network effect, 3. Without the users the service doesn‘t work // exist

1.To get a bike as a means of transportation. 2. Access to locals/insights/tips

1. money, 2. social interaction

1. feedback, 2. international promotion

1. give them work, (2. money/payment)

1. business, 2. indirectly money

1. Clicks, 2. new bookings, 3. poti-enial customers/users

1. clicks, 2. poten-tial users

Owners 1. Money, 2. The network effect, 3. Without the renters the service doesn‘t work // exist

1. Bikes, 2. poten-tial tips

1. to earn som money. 2. Being a good host, meeting visitor

1. Money, 2. tes-ting and feedback

1. give them work (repair, parts, new bike), 2. money/payment, 3. promotion (when the owner uses the repairshop daily)?

1. business, 2. indirectly money,



Smart lockcompany

[LEAVE BLANK] 1. they provide the technology for a safe (crash-check), easy (keyless) and simple bike exchange,

1. Providing techonolgy fr safe and easy bike exchange

1. Providing techo-nology for safe and simple bike exch-ange, 2. cheaper, [3. easy exchange, 3. discount on the locks]

1. Sell the pro-duct, 2. Promote the product.

1. new items leading to money and partnerships (collaboration)

1. image [BLANK] [BLANK]

Repair e.g. bike [LEAVE BLANK] 1. Maintenance service, 2. They help Byke provide problem free service, 3. Give discount

1. Maintenance, fast and cheap

1. Maintenance, fast and cheep, 2. provide discount for bike parts and repairs

1. distribution, 2. promotion

1. Money, 2. promotion

[BLANK] [BLANK] [BLANK]

Insurance com-pany

[LEAVE BLANK] 1. financiel safety / sercurity

1. financiel safety / sercurity

1. promotion (really?)

[BLANK] 1. money 2. Specific image promotion

[BLANK] [BLANK]

AirBnb, couchsurfing + co.

1. trustbuilder, 2. promo-tion

1. trust, 2. provid a „link profil“


1. promotion [BLANK] [BLANK] 1. expanding their service 2. promoti-on (more customer)

1. promotion

Visit copenha-gen, Tripsadvi-sor




1. promotion [BLANK] [BLANK] 1. promotion 1. promote the best experience to visit copenhagen, 2. more users to their platform

BUSINESSPARTNER

NOTE TO SELF:

REPAIR: Goes for the renter[Make collaboration agreement: we pay if they use the bikeshop, we collab. with.]

Owners should also get discount when they don‘t rent out their bikes.

Insurance: Make collaboration: discounts for the owners and the ren-ters.

Airbnb: Owners and renters can link their profil - to insure that they are trust worthy.

Airbnb can transfer the trust they have build on their site to our site.


Repair e.g. bike

Insurance company


co.


visor

























Smart lockcompany













Insurance com-pany





[BLANK] [BLANK]






1. promotion






BUSINESSPARTNER

NOTE TO SELF:






37

THE DELIVERABLES


Repair e.g. bike

Insurance company


co.


visor

























Smart lockcompany













Insurance com-pany





[BLANK] [BLANK]






1. promotion






BUSINESSPARTNER

NOTE TO SELF:







Repair e.g. bike

Insurance company


co.


visor

























Smart lockcompany













Insurance com-pany





[BLANK] [BLANK]






1. promotion






BUSINESSPARTNER

NOTE TO SELF:







Repair e.g. bike

Insurance company


co.


visor

























Smart lockcompany













Insurance com-pany





[BLANK] [BLANK]






1. promotion






BUSINESSPARTNER

NOTE TO SELF:







Repair e.g. bike

Insurance company


co.


visor

























Smart lockcompany













Insurance com-pany





[BLANK] [BLANK]






1. promotion






BUSINESSPARTNER

NOTE TO SELF:







Repair e.g. bike

Insurance company


co.


visor

























Smart lockcompany













Insurance com-pany





[BLANK] [BLANK]






1. promotion






BUSINESSPARTNER

NOTE TO SELF:






38

Business model

A business model will be designed and implemented, before Byke is launched with the clear objective of turning Byke into a viable company. The business model cur-rently being developed is built on a commission-based revenue model, where the bike owners on our platform pay a small percentage of the money they make from having their bikes rented out through Byke. This ensures that the service is free to join for bike owners as well as renters, and creates a continuous revenue stream that increases in correlation with the rising popularity and use of the service.

Engaging the local bike owners

Engaging the local community of open-minded bike owners who relate to our mis-sion, is one of our highest prioritised next steps. It will be free and easy to sign up and list a bike, and once a certain range of bike owners and bikes are present on the platform, it will become very attractive and of high value to visitors in Copenhagen.

Assembling the team

Our inspired team of five people currently covers a broad range of backgrounds, skill sets and areas of expertise, and we consider this multidisciplinary founder-team to be our strongest and most important resource as founders of Byke. Service systems design, product design, business, marketing, UI design, UX design, entrepreneur-ship and branding are the main fields in which we have our strengths. However, with a mobile application so central to the concept, we need the best app developers available to build the Byke platform. Finding the right person for the job is also a top priority at the moment.

THE NEXT STEPS

39

THE NEXT STEPS

Scaling

Our ambitions for Byke go far beyond Copenhagen, and we intend on using the in-ternational nature of the service to expand the business to other major cities around the world. Each visitor in Copenhagen who rents a bike through Byke is a potential brand ambassador and the key to opening up a whole new geographical market for us. We encourage, as well as make it easy for all our users to share their experience with Byke on social media. Thereby, we create an engine for growth built on word-of-mouth.

We envision a future with Byke as a dominating brand on the international stage of peer-to-peer service systems. This, by creating a strong community of local bike owners, developing a feasible business model, and having a motivated, ambitious team of skilled individuals.

41

REFERENCES

Københavns Kommune Teknik- og Miljøforvaltningen (2010) Fra god til verdens bedste - Københavns cykelstrategi 2011-2025 [pdf] Copenhagen: The Technical and Environmental AdministrationAvailable at:http://kk.sites.itera.dk/apps/kk_pub2/pdf/818_YF8zF5k7Cr.pdf [Accessed 12 December 2014].

Sharing Copenhagen (2014)Available at:http://sharingcopenhagen.dk/[Accessed 12 December 2014].

Spinlister (2014)Available at:https://www.spinlister.com/[Accessed 12 December 2014].

Spokefly (2014)Available at:https://www.spokefly.com/[Accessed 12 December 2014].

byke product report

Documents