Case-Study 2023

Pedalling
S T U D Y

Progress
C A S E

How cycle as a service works!

 What’s Covered
Overview Current Landscape
Understanding more about Uncovering more about the
cycle as a service, market market players and latest
trends and segmentation developments
S T U D Y

Limitations Opportunities
Learning from the existing Finding out opportunities
limitations and possible based on limitations and
C A S E

solutions market needs

Possible Use Cases User Flow

How CaaS can be used in Deriving flows for proto
multiple scenarios helping personas on of the use cases
the businesses and users (Bike Sharing)

Wireframes

Finally, presenting concept wireframes for the CaaS Bike Sharing

Platform
 Overview
S T U D Y
C A S E

Understanding more about cycle as a

service, market trends and segmentation
 Unveiling the Dynamics
S T U D Y

of Cycle as a Service
(CaaS) driven by public
C A S E

bike share services

Exploring Cycle as a Service (CaaS) - Unmasking limitations, embracing opportunities, and crafting the future of
personalised pedal power. A deep dive into market segmentation, use-cases, and innovative solutions with real-world
journeys and detailed Wireframes."
 Key Market Trends

Sustainability Health Benefits Affordable Transport

S T U D Y

"Sustainable transport demand
fuels CaaS growth. Rising
environmental concerns drive the
search for eco-friendly alternatives."
C A S E
Cycling is a low-impact, stress- CaaS provides a convenient and
reducing exercise. Surging interest affordable alternative to
in healthy living drives demand for traditional forms of transportation
cycling as transportation. like cars and buses.

Tech Impact Economic Benefits

Tech streamlines bike-sharing
which helps Locate, reserve, and
pay with ease via apps, simplifying
fleet management for operators
and enhancing user access.
CaaS also drives economic benefits
for cities. Reducing congestion and
improving air quality cuts costs for
businesses and governments.
 Market
Segmentation
S T U D Y

Bike Type By Sharing System By Region

C A S E

North America

Docked

Europe

Asia - Pacific
Dockless

Traditional Bike E-Bikes

EMEA
 Current Landscape
S T U D Y
C A S E

Uncovering more about the market

players and latest developments
 Market Size
of CaaS
It’s a relatively new market but the global bike-sharing market was valued at
$3.43 billion in 2019 and is projected to reach $6.98 billion by 2027
S T U D Y

registering a CAGR of 14.0% from 2020 to 2027.

Asia Pacific Europe

C A S E

Market Leader Largest Growing Market

.96 Billion $11.29 China 93%

Expected users by 2027 Expected ARPU (average revenue Most revenue generation compared of the total revenue will come from
per user) to global regions online sales by 2027
 Major Players in CaaS
The key companies profiled by most research websites which are also industry leaders in cycling as a service providers
S T U D Y

Bike Rental, Germany Cycle & Scooter Rental, USA Bike Rental, Estonia
C A S E

Bike Rental, USA Bike Rental, Brazil Bike Sharing, USA

Bicycle Sharing & Swapping Company, India

also provides bicycles to organisations
 Latest Developments in CaaS
S T U D Y

Dockless Bike Sharing System E-Bikes & Scooters Integration Public Transport Partnerships
C A S E

The emerging popularity of smartphones Electric bikes and scooters are also They are partnering with public transit
which support dockless sharing enables offered along with traditional bicycles. agencies to create integrated
riders to locate and unlock a bike through This can make it easier for users to travel transportation systems. Users can access
an application, and later drop it off at any longer distances or navigate hilly terrain, bikes using their transit card, which can

publicly accessible location. while still maintaining a sustainable mode make it easier to connect between
of transportation. different modes of transportation.
 Latest Developments in CaaS
S T U D Y
Focus on Safety
C A S E
Safety is becoming an increasingly
important concern for CaaS providers,
with many introducing new features such
as helmet rentals and safety training
programs for users.
User of Data Analytics
CaaS operators are using data analytics
to optimize their fleets and improve the
user experience. By analyzing user
behaviour and usage patterns, operators
can identify areas for improvement and
make data-driven decisions.
Expansion to New Regions
CaaS is expanding to new regions across
the world, with new bike-sharing
programs and operators launching in cities
such as Lisbon, Sydney, and Seattle.
 Limitations
S T U D Y
C A S E

Learning from the existing limitations and

possible solutions
 Limitations
Availability and accessibility

Location limitations impact CaaS. Sparse bike coverage or distant

stations may inconvenience users, posing challenges in accessing
S T U D Y

bikes when needed.

Inconsistent bike quality

C A S E

Bike conditions vary in CaaS. Users may encounter discomfort,

poor maintenance, or needed repairs, affecting the overall riding
experience.

Lack of personalization

CaaS caters to diverse users, but limited personalization options

like bike size or customization may impact comfort and satisfaction
for some users,
 Limitations
Technical glitches and maintenance issues

Tech glitches in bike-sharing, like malfunctioning locks or payment

issues, impact user experience. Regular maintenance delays can
S T U D Y

affect bike accessibility.

User behavior and adherence to rules

C A S E

Non-compliance with CaaS rules, like improper parking or

unreported issues, can hinder bike availability and accessibility for
other users.
 Opportunities
S T U D Y
C A S E

Finding out opportunities based on

limitations and market needs
 Opportunities
Seamless booking and payment

CaaS platforms can offer a user-friendly interface for effortless bike

booking and payment processes. Streamlining these steps reduces
S T U D Y

friction and enhances the overall user experience.

Real-time availability of information

C A S E

Real-time bike availability info aids ride planning, minimizing

the risk of arriving at a station with no bikes or parking spaces

Integration with other transportation modes

Seamless integration with public transit enhances journey

planning, enabling efficient combination of transportation modes
for a comprehensive user experience.
 Opportunities
User reporting and feedback

Promptly address bike issues and encourage users to report

problems via a dedicated support line or app feature for a positive
S T U D Y

experience and quick maintenance response.

Implement dynamic bike redistribution

C A S E

Optimise bike availability and use real-time data to track bike and
station status, identify demand patterns, and implement a
redistribution system for a balanced and efficient system.

Implement reservation systems

Streamline bike access and introduce a reservation system for

users to secure bikes in advance, minimising inconvenience during
peak hours or in areas with limited availability.
 Possible Use Cases
S T U D Y
C A S E

How CaaS can be used in multiple

scenarios helping the businesses and users
 Possible Use-Cases
S T U D Y
Bike Sharing Platform
C A S E
Bike sharing is short-term access to
bicycles for a fee or free of charge.
Convenient, cost-effective, and eco-
friendly for short-distance travel,
commuting, recreation, and exercise.
Advertising
CaaS advertising provides offer brand
visibility on bikes and stations, creating
exposure as bikes travel through the city,
seen by pedestrians and motorists.
Public Transport Agencies
Enhanced connectivity through bike-
sharing stations near transit hubs for
seamless first- and last-mile access.
Integrated ticketing with public transit
promotes sustainability, reduces
congestion, and offers flexible commuting
options.
 Possible Use-Cases
S T U D Y
Logicstics & Delivery
C A S E
Logistics optimization through CaaS for
delivery companies using bikes to
efficiently deliver small packages and
goods in areas inaccessible to cars and
trucks.
Corporate & Institutional
CaaS offers bikes to employees and
members of institutions, promoting
sustainable commuting for work,
meetings, and activities, enhancing health
and well-being.
 User Flow
S T U D Y
C A S E

Deriving flows for proto personas on of the

use cases (Bike Sharing)
 Sarthak Oberoi, 28
Travel Vlogger
Sarthak is an avid traveller and vlogger who visits various places and countries. He
started adopting sustainable ways to travel like public transport but faced a lot of
issues due to not being able to travel to places he wanted to explore. He is single
and wants to travel the whole world before he settles down. His main source of
income comes from youtube and his own travel blog. He also believes in keeping
S T U D Y

himself fit while he is travelling to various places.

Frustrations Motivation Goals

C A S E

● He is unable to get sustainable and ● Wants to learn all about the world, visit ● He wants to become an influential
cheap transportation for his travel countries and understand their culture travel vlogger with most views on
● Public transport limits him to explore ● To be able to share his love for sustainable youtube and wants to share his life
the places more closely travel and living with viewers with world

Characteristics Technological Literacy Brand Loyalties Devices

Joyful, Enthusiastic, Adventurous, High Mobile, Laptop, iPad,
creative, Humorous Camera, Gimbal
 User Flow
Sarthak believes in sustainability and looks for better ways to travel and mostly use public transport when he travels but lately he
discovered that some places also offer electric bikes/ cycles and he wants to make his travels better by choosing to go wherever he
wants to go. He books a cycle with one of the vendors and faces issue with his bike.

The user downloads and The app onboards user to The user checks out the The user locates the bikes The user is given
S T U D Y

registers for the local bike- create personalised type of bikes and chooses in a nearby area with a information on pricing to
sharing app experience the electric one dockless system make informed decision
C A S E

The user reaches the bike

He gets a 15 mins window He books the bike nearest The user adds money to The app asks user to add
and scans the QR code to
to pick-up the booked bike to him the wallet online money in the wallet
open the same

The user faces chain issue The user finishes the ride
The bike unlocks and The user is provided with
with the bike and raises a and receives summary User can also check their
allows the user to carry on helper’s time of arrival and
request by attaching along with amount personalised insights
the travel gets issue resolved
images deducted
 Wireframes
S T U D Y
C A S E

Finally, presenting concept wireframes for

the CaaS Bike Sharing Platform
 1

1
S T U D Y

Create personalised experience

for the users by asking some
details related to them and their
C A S E

travel preferences along with

understanding the reason to user
bike sharing platform
 3

2
2

The homepage will allow users to book

their choice of bike and if they are
already out and finds a bike, it can be
S T U D Y

booked by scanning QR. User selects

electric bike and looks for the nearest
ones
C A S E

The user can click on bike icons to find

details. They can either look for
directions and go there directly or
reserve a bike beforehand
 4
S T U D Y

The user can reserve a bike on an hourly

basis and by recharging the wallet. They
C A S E

can then recharged the wallet and start

the ride post that
 5 7

Once the ride is booked, user gets 15

mins to reach to keep the bikes available 6
for others as well. Scan CTA and code is
shared with them to access the bike
easily
S T U D Y

Once the user scans and starts the ride,

safety instructions are provided and CTA
C A S E

to start

The user can now start their journey and

can use the maps within the app to
reach another place. The user also have
quick action buttons and end ride CTA
button
 8

8
S T U D Y

The user faces an issue and can raise

the request via contact emergency
button, select a topic and add details as
required. The user the received
C A S E

notification and live update on when the

help is arriving with buttons to call the
helper and chat with us along with close
request (in-case required)
 10
9

Once the user clicks ends the ride, they

receive a summary with amount, bike
details, duration, places visited, etc.
S T U D Y

along with an option to provide ratings

on experience
C A S E

10

The user will receive personalised

insights based on their initial selection.
The insights screens shows information
related to health, affordability, distance,
etc.
 Thank You
C Y C L I S T

For Watching