1. Problem statement
Stakeholder
NEEDS A WAY TO
DO
SAY
THINK
FEEL
BECAUSE
InsightNeed
STAKEHOLDER
Insig
Empathy Map
“I like biking because I feel I get fastest
among the places where I get around..”
“...I do not think the *weather would be an impediment for using the
bike ...”
“...which causes more complications are not cars, but pedestrians,
who do not respect cyclists and walk on the streets and do not
respect the bike lanes.”
“...I put my bag in the back of the bike, because it is important
that the body and the front of the bike does not contain a lot of
weight...”
* Contextualized in Concepcion, Chile, where it rains a lot in the winter.
He needs an object that contains his bag
smoothly and allow him to mobilize his bike
more agile way
URBAN RIDER
40-year old architect in-
terested in urban issues
and in safeguarding the
environment
“...I create a kind of bag that I put on my bike where I keep
my backpack to walk more comfortably on the bike, it doesn’t
look very good but it works very well.”
He feels that his bike is an important part of his life,
and thanks to the bike has met many people who
have their same concerns about urbanism in a city.
The bicycle connects people
places and emotions
“I think people should be more attentive to what
the city shows to you.”
“I used to go to the grocery store on a
bike but I hate the weight of the items that
I shopped, which sometimes makes me
prefer public transportation.”
“It is important that pedestrians see the rider, for that I use a helmet
with a light on the front.”
by Valeria Lobos
He would like to carry all his things, but he gets
tired very easily
Cycling is a way to feel younger and also a way
to connect with the city, to observe or with
other eyes

2. Insights
Design Thinking Action Lab 2013
URBAN RIDER needs a way to becausemobilize their
belongings on
the bike
the bike is
already part of
a daily way of
transporting
- To bike you to need have your hands free.
- A bicycle can be part of your way of moving
around town.
- If you want to carry your belongings you should
put it in the back of the bicycle.
Problem Statement
- With a bicycle you can move around and feel the
city, feel the enviroment, feel the people, just feel-
ing everything.
- Cycling makes you understand better the city.
by Valeria Lobos