The project took off with a focus on the girls SLR segment (comfort bicycles). A detailed user study helped in understanding the emotional and functional needs of the target group. Analysis was done by plotting the varied consumer profiles into personas giving a clear picture about their differences in attitude. Furthermore, I noted that a remarkable percentage of men seem to prefer riding the girl’s SLR because of its higher comfort level.

Today, girls seem to be moving towards something more manly in terms of the overall attitude and men seemed to be moving towards the functional benefits of the girls’ segment. This marked its way to the emergence of a whole new segment in the portfolio of TI cycles - Unisex SLR. Its primary target being school children and a secondary set of users a higher age group, i.e. girls of a younger age group and men of a higher age group.

I worked on the visual identity to give a stronger look with a step through frame. The shift in the consumer mindset needed to be evident in the attitude of the bicycle as well. I also added a sheet/chart holder as an accessory for convenience.

Building the prototype moulded the concept into reality. Tackling issues that came up during the prototyping phase made the learning richer. Overall, it was a very satisfying experience in understanding consumer needs and proposing a new segment launch.