IIT ID Fall Demo

Encouraging Bike Modeshift in Chicago
with a New Cyclist Support Network
Chicago Bicycle Federation | Jessica Gatto | Demonstration Project, Fall 2007
Bike Modeshift and New Cyclist Support Network | Chicago Bicycle Federation

Contents

Goals and Objectives, 3
Identifying Needs of New and Potential Cyclists, 4
Solving for the Needs of New and Potential Cyclists, 8
Value of Cyclist Support, 11
Sustaining Network of Peer Support, 20

Appendix, 31
Works Cited, 47

Bike Modeshift and New Cyclist Support Network | Chicago Bicycle Federation 2

?

The Chicago Bicycle Federation’s goal is to
increase bike modesplit in Chicago.
Organization Goal/Objective

clean air
C40 Initiative, CMAQ

reduce emission of VOCs
City of Chicago, CATS

increase bike modesplit
CDOT Bikes, CBF

get Chicago travelers get bike commuters to
1 2
to commute by bike ride more frequently


Bike commuters face deterrents from riding each day.
Chicago travelers must overcome barriers to begin bike commuting.

Regular/semi-regular bike commuters
Defined as people who have commuted regularly or semi-regularly ap
ot
(at least once a month) in the past, this target group faces a series of e
has tr ha
ie s
deterrents that make cycling less appealing (i.e. rough roads, fear of

nt
ial
db

co
getting doored). These issues are often the focus of current initiatives

nsi

bik
ike comm
such as infrastructure improvements and safety enhancements.

dere

e co
mmuter
d bike com
New bike commuters u ti
ng
Defined as Chicagoans who have just started bike commuting or have tried
it once. This group still faces a number of deterrents, mainly from not

mu
feeling comfortable or safe on the road and/or not knowing tips and tricks

tin
to riding that would make their ride easier (i.e. panniers, fenders). g

Aspiring bike commuters
Not having tried bike commuting, but having considered it, possibly
through the recommendation or suggestion of a friend, this group
faces a number of barriers to taking their first ride, the most common
being to overcome perceived danger of riding on the roads. In
addition, aspiring cyclists may not own a bike or know the appropriate
gear/security equipment necessary to ride in Chicago.

Potential bike commuters
Anyone capable of riding a bike is a potential bike commuter. This
group faces the largest barrier to modeshift, which is acknowledging
bicycling as a form of transportation and recognizing its utilitarian
benefits and viability.


Let’s focus on new, aspiring or potential bike commuters. ?
What do they need to start riding?
community
identifies with bike community
The needs of new, aspiring and potential bike
recognize utility feel socially comfortable
commuters span emotional, social, cognitive and
dress code does
physical factors. Through primary research and first- not permit
fastest way
hand experience, a well-defined, comprehensive competition with
game of maneuvering
list was developed citing motivators/enablers other cyclists
through traffic
convenience
no place to park at employer does not
to leverage in encouraging modeshift as well as
destination support/encourage
fear of bike theft
deterrents/barriers that must be addressed. At intimidated by other
no convenient, cyclists
left, barriers, deterrents, enablers and motivators pride in beating cars driver aggression
safe storage at traffic lights
are mapped based on whether it is a physical or cost companion does
embaressed to not
feel safe
psychological factors and whether it affects the not have bike
access to bike, know rules, routes
on the road
individual or the entire community. Based on these alternative
distance companion preferred
need vehicle for
clusters, five overarching user needs are defined.
privacy
work/school
no shower/place to
clean up
feels “in the way”
1. Need to recognize utility of biking.
physical of traffic
fear of getting mental
2. Need to feel physically comfortable on the road. doored
personal safety reduces smog
3. Need to feel safe on the road.
feel physically connect to
4. Need to feel social comfortable as a cyclist. not confident riding
comfortable personal values
. Need to connect bike commuting to personal in traffic
values hassle of changing/
experience outdoors,
cleaning up
community sustainability,
global warming
don’t like driving/
traffic
weather
enjoy riding
enablers health
well-being
too much to carry
motivators
barriers bike needs repair/
personal fitness
maintenance
deterrents
overarching
user needs
individual

How are current initiatives solving for these needs? ?

community
Current solutions tend to focus on the community
(i.e. infrastructure improvements, safety
enhancements) and hope that the individual will Bike to Work Week
congestion charges
join in. Looking at current initiatives in Chicago Safe Routes to Parks Commuter Challenge
bike education in
as well as those used all over the world, we gain a Safe Routes for Seniors
needy communities
general understanding of which cyclist/potential bike parking bike boulevards
bike traffic flow drivers ed
cyclist needs are being met. Home Zones
Shop by Bike Drive with Care
Bike shops (publicity)
bike boxes
Current initiatives tend to focus on promoting Low Income/MyBike
feel safe
free bike rental
the benefits of cycling and enhancing the city’s
tax on gas, cars
on the road Safe Routes to School
infrastructure to allow for a safer, more bike-
ban motor traffic
friendly community. Such initiatives work well maps publications
in CBD
in encouraging current cyclists to ride more, but Bike Ambassadors bike routes
slow speed limits
seldom address the lack of knowledge/know-how bikes lanes
truck fixes
physical mental
and perceived value gaps that new and aspiring colored lanes
cyclists face. bike-friendly traffic signals
safety awareness
bike paths
Recent and future Chicago Bicycle Federation comfortable personal values
initiatives such as Bike to Work Week’s Commuter helmet use encouragement
Challenge and the Go Healthy! Program in Logan separated bike lanes
Square represent excellent attempts at addressing Go Healthy! Program
the social and emotional barriers to cycling while
leveraging opportunities for cyclists to identify with
other cyclists and the ideals of riding.
City
Activity prescriptions
initiatives
CBF
initiatives
overarching
user needs
individual

How can we design solutions to address the unmet needs of ?
new, aspiring and potential cyclists?
community
Solutions must focus on spread of “know-how”,
making new cyclists feel welcome, connecting
cycling to personal values and helping • Proactively find and inform • Make new cyclists feel welcome on the
unexperienced riders overcome false perceptions potential cyclists of the benefits of road.
cycling.
of danger, inconvenience, and discomfort. • Engage workplaces, existing
Looking specifically at potential, aspiring and new • Convince potential cyclists communities in efforts to increase
cyclists, the following principles were created through first-hand experience that utilitarian ridership.
to address the underserved needs related to cycling is fast and safe. • Provide new and
encouraging modeshift. • Ease monetary barrier potential cyclists
to cycling for those in with opportunity to
feel safe on the road
need. interact and
overcome differences
• Ease new cyclists into the
in image/identity.
habit of riding on the street.
• Promote the spread of city
physical mental
bike map, other navigational
materials, informal suggestions
comfortable personal values
• Provide new riders • Connect
with access to info individual’s personal
regarding gear, equipment to make values, i.e. political, sustainability,
commute more comfortable in all health/well-being, to the ideals of
conditions. cycling.
• Provide new riders with access to • Provide opportunities for new and
• Addressed to
information regarding gear, equipment potential cyclists with similar personal
some degree by
to allow them to carry additional goods. values to meet.
existing initiatives

• Encourage spread of informal rules
• Existing
intiatives do
and riding tips.
not address
individual

How did current bike commuters overcome
barriers and take their first ride?


Rebekah started bike commuting through the support of a coworker.

far left: Rebekah began
her student teaching
position commuting
by car. She now only
uses her car to drive to
the grocery store. left:
Pat Godar, Rebekah’s
coworker and cycling
mentor.

Potential bike commuter: Rebekah Gordon Feel socially comfortable. Pat invited Rebekah to
try bike commuting with him. He set up a time and
Mentor: Pat Gordon
place near both their residences where he would
Relationship: coworkers at Tokki School
wait for her each day. He didn’t pressure her, but
Commuter: 6.1 miles on roads and paths rather made her a welcoming offer.

Recognize utility. Pat has the tendency to brag Feel physically comfortable. Through companion
about his bike habit. He loves the experience - he rides, Rebekah learned the most enjoyable, safest
feels energetic and low-stress in the mornings and fastest route to work. Pat explained to her
and often shares these feelings with others. One the appropriate bike and gear that would make her
coworker, Rebekah, was interested in knowing feel most comfortable. He also suggested she buy
more. panniers to store her work clothes.
Connect to personal values. Rebekah is a Feel safe on the road. As they rode together,
triathlete who enjoys staying in shape, but Rebekah learned through observation how to
prefers rollerblading. She loves experiencing her communicate on the road. She soon began to feel
environment, similar to Pat. more comfortable and safe riding in the street.


Rebekah now bike commutes with Pat on a regular basis.

6:45am 6:48am 6:50am 7:20am 7:25am
Unlock bike, depart Arrive at meet-up spot Continue commute Lock bike at Tokki school Changes in locker room

what works
Pat waits for Rebekah every Only a two-minute ride to the Feels comfortable using Pat’s Greeted by Pat as she arrives
day at :4am, compelling her meet-up spot, typically has a route to school. at school.
to ride more often. companion for % of trip.
Shares Pat’s enthusiasm for Rebekah is proud when her
scenery in the Arboretum. coworkers see she rode.

what doesn’t work
We’re running late, and Arrives five minutes late, Pat Pat has taught her a few tricks Calls Pat “the trusting type.” Running a bit late because of
Rebekah doesn’t want to keep is not there. - including cutting through a He doesn’t lock his bike at the the time spent looking for Pat
Pat waiting or to miss him. parking lot and riding on the school. at the meet-up point.
Rebekah feels uncomfortable
sidewalk.
calling Pat’s wife so early in
the morning.


The encouragement, advice and companionship
of avid bike commuters
can provide potential cyclists
with the support they need to shift.


A new bike commuter needs . . .
to recognize benefits of cycling as a form of transportation.

“This guy’s t-shirt said ‘Save $10,000 by sitting on your
ass.’ I asked him about it and he told me to switch to bike
commuting. I thought, ‘Hey, I should really do that.’”
Mark, 10.23.07 interview madison_a02, 01.59.00

Solution Existing Problems
Mark now delivers coffee by
bike for a living in Madison, WI.
Next to first-hand experience, the most effective • Travelers are constantly overestimating the time a
transmission of information on the benefits of cycling trip takes by bike and underestimating the time it
comes from a trusted friend or coworker. Luckily, takes by car1.
regular cyclists are eager to share their experience • Drivers seldom acknowledge the cost of insurance,
of cycling with others. For example, Rikke told us maintenance, gasoline, and buying a car in its totality.
about her pride as a cyclist when she cruises by cars
• Potential bike commuters are complacent in current
in Copenhagen traffic. Pat often tells coworkers and
mode of transportation and do not consider biking.
family about how relaxed he feels after riding and all
• Available information on cycling comes from
the interesting things he saw during the trip.
Advocacy Groups and may appear biased.

1 Nick Jackson, CBF Deputy Director. October 200.


to feel physically comfortable on the road.

“Luckily, I had Roger around. He’s been riding for years, so he showed
me what gear I needed to ride through the winter. He also taught me
not to worry about high-performance gear or clip-on pedals.”
Pat, 10.24.07 interview madison_v02, 02.03.14

At first mention of bike
commuting, Roger explains the
Seasoned bike veterans are overflowing with street • New cyclists are unaware of tips and tricks to make
importance of comfortable pants.
knowledge and preference regarding bike, gear and biking easier (i.e. comfortable pants, fenders/
clothing. This wealth of information can be passed panniers, appropriate bike, dollar bill in the tire,
down to mentees through example, co-experience or pushing your tube underwater to find a leak
suggestion. The first thing that Roger (from above) • Tips and tricks are spread through word of mouth and
tells people considering a commute by bike is to find rarely available in print.
comfortable clothes. Chris heard from a coworker
• Due to the nature of distribution, this information is
about bikethroughthewinter.org and plans to visit the
difficult to find for those not in the cycling
site to prepare for his first winter bike commute. Not
community.
only do these cyclists help mentees with information,
but they also make them feel welcome and comfortable
asking questions while building mentee’s confidence as
a cyclist.


access to bike, equipment necessary to ride.

“I had my new bike for some time before Alex helped
me put it together. After it was assembled, I was riding
to school by the next day!”
Suejin, 11.24.07 interview notes

After moving to the U.S. for
school, Suejin spent a year taking
Many cyclists get gear and their first bike through the • A bike commute in Chicago requires a lot of
the CTA before switching to bike.
help of a friend, family member or coworker - often as preparation (i.e. buy bike, lock, grab lock key,
a hand-me-down or accompaniment to the bike store. appropriate clothing, spare tube, bike pump)
Dayo, an avid Madison cyclist, insists on accompanying • New riders seldom know what gear to buy, hesitant to
friends to the bike shop to help them with their first trust salespeople.
big purchase. Chris got his first bike from an “expert”
• New riders often don’t know what is required to bring
cycling friend - complete with the best gear and
until it’s too late (i.e. they have a flat on the side of
components. Rebekah got her commuting bike from
the road).
her father. Jenny got a cable to lock her back tire from
• Cost to buy all necessary gear and equipment is a
a coworker. Alex helped Suejin assemble her new bike.
barrier to taking first ride.
This assistance helps new cyclists through small issues
that may deter their decision to bike.


to feel safe on the road.

“I was taking the Lakeshore Path because I was afraid of traffic and unfamiliar with lanes.
It was dangerous with the runners and walkers, especially after work.
A friend suggested the Lincoln/Wells bikepath - it was safer and faster.
I started taking that pretty consistently.”
Kristy, 11.19.07 interview notes

Riding in a group or with a trusted friend or co-worker • Perceived danger on the road is the most common
eases a new cyclist into street riding. Veteran cyclists reason people say they don’t commute by bike.
have experience and thereby knowledge regarding how • False perception of danger is corrected through
to navigate the city, how to find safe streets and how to experiencing the roads first-hand.
ride cautiously on those streets. The fears of riders can
• Tips and tricks are difficult to find, difficult to ask for,
be eased by knowing how to navigate the city, how to
not consolidated and often biased or misleading.
communicate with drivers and other cyclists, and how
to prepare yourself for road and weather conditions.


to feel emotionally and socially comfortable as a cyclist.

“The other day it got cold out. I carried my seat in the office, and
someone said, ‘You biked today?’ and I said, ‘Yeah, it’s not that cold.’ He
was a biker, so I bet he was thinking, ‘Hmmm . . . maybe I should bike.’”
Chris, 11.09.07 interview notes

Existing Problems
Solution
As head of the company, Chris
makes it known that cycling is
• Cyclists who choose not to ride to work often cite
Chicago has strong, but disparate bike communities.
welcome and encouraged at his
“employer does not support/encourage” as a main
For some, becoming a cyclist in Chicago can be
office.
reason for that decision1.
daunting if it means identifying with “kamikaze” bike
messengers, disruptive Critical Mass participants, or • When on the road, lack of know-how prevents many
“hipsters” in Wicker Park. One interviewee explained new cyclists from feeling welcome. One Copenhagen
her passion for cycling when living in Atlanta, and how cyclist remembers feeling embarrassed for not
the culture in Chicago does not match her days of knowing the rules of the road and being “in the way”
riding a bike cruiser on the Georgia shore. of others.
• Bike culture in Chicago does not match the
Creating a welcoming environment for new cyclists is
individual’s identify, feel as if they don’t “fit in.”
crucial to increasing ridership. By leveraging existing
communities or encouraging mentorship, the need
to identify with the larger Chicago bike community
1 Chicago Bicycle Survey, 200.
becomes less important.


to connect cycling to personal values.

“I try to get people into it. . . and not from a commuting standpoint
[since everyone lives close to campus]. They always say, ‘Oh, Dayo,
you seem so fit.’ I just say, ‘I bike. Do you bike?’”
Dayo, 10.23.07 interview madison_v01, 09.29.00

Solution Existing Opportunity
Dayo counts all the friends he’s
gotten to start cycling. He
In order to explain to a potential cyclists what bike • Individuals have more interest in bike commuting
especially enjoys the competitive
commuting may mean to them, or where it adds value when it connects to their own personal values.
and athletic aspects of biking.
in their life, we need to understand their individual Regular cyclists such as Mark demonstrate great
situation. No one can do this better than those who awareness for political choices/actions and seem
are close to the individual or who understand their more involved in biking and bike advocacy as a result.
circumstances in terms of health, image, and/or
politics.


Current bike commuters also benefit from
supporting or mentoring a new cyclist.


How do current bike commuters benefit?

The most exciting part is seeing Oscar go for a ride
with all his gear. I think he’s forever transformed.”
Dayo, 10.23.07 interview madison_v01, 12.10.00

Bike commuters self-identify. The majority are
proud of their decision and eager to help new bike
commuters get started. And for a good reason.
Mentors benefit from:

• Companionship on rides.
• Opportunity to meet new people.
• Reward of helping friends, coworkers. “
• Further the cause, spread the word.
• More cyclists on the road.


So how can the Chicago Bicycle Federation
initiate and facilitate
a cyclist support network in Chicago?


What cyclist support intiatives currently exist in Chicago?

Far left: Bike to
Work week 2007
inspires a little bike

www.flickr.com -mmmmkat...’s photo stream
traffic at the Grand/

www.flickr.com - soggy paw’s photo stream
Milwaukee/Halsted
intersection.

Bike to Work Week The Milwaukee Express (CCM)
Bike to Work Week is a well-publicized, city-sponsored The Milwaukee Express is a weekly group bike
event in Chicago that targets potential bike commuters commute to the loop, hosted by a member of Critical
working in the loop. The event consists of 1) the Mass Chicago. Cyclists leave Logan Square at 7:30am
Commuter Challenge, which invites coworkers and on Thursday mornings and head down Milwaukee,
bosses to join one another on a ride to work, 2) how- stopping at different intersections to pick up more
to classes and free brochures provide safety tips and riders.
tricks, and 3) refuelling stations at various locations
throughout the city’s northside (different each day). Problems
• Awareness is based primarily on word-of-mouth.
Problems Finding information on the ride is difficult.
• Program biased towards high cyclist traffic areas, like • Ride only affects potential bike commuters in
Milwaukee Avenue northwest of the city.
• Initiative lacks follow-through. Marketed as a one-
time experience, misses opportunities of leveraging
new relationships formed, especially at office.


Harley-Davidson uses the idea of “family” to connect veteran
motorcyclists to new/potential owners.

At left: 10,000 HOG
members gather
in Milwaukee for
Harley Davidson’s
100th anniversary.
Far left: At a garage
party, Harley rep

www.harley-davidson.com

www.harley-davidson.com
shows potential
rider how to
operate the lights,
gears on the bike.

Garage Party Events Harley Owners Group (H.O.G.)
Harley dealerships host social parties for women Harley has formed the highly successful Harley Owners
interested in motorcycling. Parties are intended to Group to create community and initiate mentorship
make women feel comfortable and welcome on the opportunities. The goal is to bring people into a club
road by: chapter at their local dealership, to help them meet
fellow riders, to plan trips with other riders, to do
• learning the benefits of owning a Harley and how it’s
charity work, and to mentor new riders1.
different than other “bikes”
• Local HOG chapters - each with its own site, events
• learning what gear is needed when riding
• HOG hosts National and International Rallies such
• learning how to customize a motorcycle to reflect a
as the Anniversary Rally in Milwaukee, which includes
rider’s personal style and ergonomic needs
bar-hopping for charity and approx 10,000 bikers
• learning simple maintenance of a bike, tips and tricks
like how to push up a bike that’s fallen over

1 Interview with Jon Campbell, Marketing Associate at Harley Davidson.


What elements are need to implement and sustain
a cyclist support network in Chicago?

Activities, monitoring, supervision.
Recruitment and marketing strategies.
facilitate
awareness Facilitate logistical issues such as meeting
Attract regular cyclists who can fulfill the
place. Ensure mentor has resources,
needs of target group. Proactively target
materials needed.
potential bike commuters.

Eligibility criteria and screening. Participant initiatives, recognition.
filter reward
Recognition events. Increase community
awareness.

Cyclist/Mentor training. Methods for evaluation.
training evaluate
Overview program goals and objectives.
Clarify roles, responsibilities.

Participant matching system. Sustainability program.
match sustain
Develop match criteria to connect new/ Help participants end relationship/
aspiring cyclists with experienced riders transition to new (i.e. interviews, feedback).
who share similar motivations for riding.

National Mentoring Center (2003). Foundations of Successful Youth Mentoring: A Guidebook for
Program Development. Northwest Regional Educational Lab: Portland, OR

What would a new cyclist support network look like?

followme
is a citywide cyclist mentorship/support program that
leverages the existing bike community in Chicago along
with social networking technology and infrastructure
enhancements to create a welcoming envrionment for new
cyclists to learn about and experience bike commuting.


awareness filter training match facilitate reward evaluate sustain

Awareness campaign answers questions before they’re asked.

Mentor publicity.
Registered mentors can be used for
publicity during their daily commute to
work. The followme program may hand
out t-shirts or vests that encourage
companion rides.

followme

Ad campaign.
Billboards spark interest in the benefits of commuting
by bike and direct viewers to website to learn more.



Create an online network to connect mentors and mentees.

michigan ave
wabash ave
dearborn st
chicago ave

Social bike networking site.

state st

rush st
clark st

An online database of available mentors
superior st

andhuron
mentor/mentee data is essential to
forging new, meaningful relationships. http://www.followme.org/
erie

columbus dr
followme

mcclurg ct
st clair st
ontario st
Searching for More Search Options
Email:
Displaying all results for Logan Square to Chicago loop
to I-90/94 ohio st

Jenny F
Password:
grand ave
Send Message
Logan Square to Chicago loop
to Navy Pier departs 7:45am Ride with Jenny
orleans st

illinois st Remember me arrives 8:10am
wells st

View Friends/Mentees

lakeshore dr
Login
Naha
hubbard st Jenny F
Logan Square to
330 N Wabash D7:45a

kinzie st

Elliot
Send Message
departs 9:35am Ride with Elliot
arrives 10:00am
Map your route and comparedrto View Friends/Mentees
n wacker south water st
registered mentors.
canal st

lake st
messengerman
Send Message
departs 6:00am Ride with messen
randolph st arrives 6:20am
.5mi to
Mentor availability:
lasalle blvd
franklin ave

sushi wabi

commute companionave
washington

meet and ride Cynthia
Send Message
departs 7:45am
coffee, drinks, events Ride with Cynthia
arrives 8:10am

Create a profile with the type of mentor
relationship you are looking for.



Virtual archive of information, advice for mentors and mentees.

Help forums.
Allow aspiring and new cyclists to
converse with experienced cyclists who
have already experience many of the http://www.followme.org/

common situations that cyclists face. followme
Searching for More Search Options

Ask Mr. Bike. Email:
Maintenance forum
For a Chicago bike community icon, it help with flats!? please!
Password:
sure is difficult to get the short from Mr. Got a hole in my tube the other day (3rd time in a week!) and I couldn’t figure out
where it was. Any suggestions? I run a pretty tight schedule and lost time means
Bike unless you’re at a huge event or in Remember me
I’m late for work.
Login
possession of his Urban Cyclists Tips Jenny F, 4:53pm 12/03/07

and Tricks. Mr. Bike has info that bike help forums
Try pumping air into the tube until it’s stretched tight. You can usually hear air leak-
commuters need to know - give it to ing, but if not, try running your hand around the tube to feel it.
ask mr. bike

them. bike legislation If you get a remote location, you can rub saliva over the hole or push it under water
(like in an office fountain). You’ll see bubbles.
CBF website
I usually mark it with a pencil immediately so I don’t ahve to go through the trouble

Bike data/statistics/reports. again later. Hope that helps!

Followme will be the first
messengerman, 8:49pm 12/04/07

comprehensive source of information Good advice messengerman! I agree. Jenny, if you’re getting flats that often, you

related to cycling and bike commute may want to do some preventative stuff like:

that is readily available to potential 1 - keep tire inflated to max (it’ll repel sharp objects)
2 - get wider tires
3 - they sell puncture-proof tire liners that go between the tire and tube
cyclists. 4 - switch your front and back tires. it’s a pain . . . but the back tire wears faster,
so if you alternate them, they’ll last longer. Good luck!

Cynthia, 4:53pm 12/03/07

reply to this post



Provide opportunities for mentors/mentees to meet and socialize.

FollowMe Charity Events.
FollowMe charity events are intended
to bring cyclists with like values
together. They also provide space and
opportunity for cyclists to discuss biking
in a social setting. Harley has a bar hop
followme
throughout Milwaukee where riders
Welcome bike commuters!
bike between locations.
Friday dec 4th handle Bar hop
All proceeds go to chicAgo Bicy-
Leverage existing communities.
Targeting schools, offices, or using social
events to bring people together will
help potential mentees find the best
QUENCHERS
match for their individual needs.



Recreate Milwaukee Express at “bike stops” throughout the city.

Bike stops.
According to the National Mentorship Association,
one of the most difficult parts of a mentorship
program is closing a mentor/mentee relationship.
CBF must create innovative ways to sustain
companionship for new riders even after their mentor
has moved on.

Bike stops will be placed along bike-friendly arterials
to allow cyclists to meet up on a regular basis
while riding to the city. There is no sign-up and no
guarantee of other riders.


How would a new cyclist support network work?

followme
new cyclists followme
followme

support network

1 2 3 4
Mary just moved to Chicago As Mary gets off the bus in the Mary goes to the website when They meet at a bike stop. Jenny After a few companion rides,
from Miami. She used to ride her loop near her work, she stops she gets home and reads abou shows Mary the fastest, most Jenny finds a new mentee and
cruiser along the ocean to get to at a light and sees a cyclist the benefits of biking. She bike-friendly route to work. She Mary feels confident enough to
work. now in a different setting, wearing a “followme” vest. He browses current cyclist profiles also explains bike rules and how ride on her own. She uses the
she is slightly intimidated by the has written in “Logan Square to and decides to create on of they are different in Chicago. She bike stop on days when she’s
city streets and is unsure of how loop 7:4am.” he sees her reading her own. She enters her route exhibits how to communicate feeling talkative/social and rides
to get around in the city. his vest and asks if she lives in to work, preferred pace and with others on the road as Mary by herself on others (like when
Logan Square. She doesn’t, but departure time. The system watches. Most importantly, she’s running late).
seems interested. The cyclists matches her with a cyclist sharing Jenny makes mary feel safe and
directs her to the followme her love for the environment comfortable riding on the street.
website to learn more about bike and desire to stay in shape. She She explains that she has been
commuting in Chicago and to messages the cyclist about a riding for ten years and has had
find someone to ride with. companion ride and they set it up no dangerous incidents so long
for the following morning. as she riders safe and alert.


Appendix


Primary research: Objectives

far left: Copenhagen
women play a
participatory game
explaining the social
and emotional aspects
of their experience
with biking. middle:
bike stolen from 30 N
LaSalle in the fall. left:
Critical Mass offender
awaits cops.

• To understand the social and emotional factors that influence the
decision to ride a bicycle

• To fill in the gaps in our knowledge of the barriers and enablers to
cycling gathered from secondary research

• To understand how cycling fits into the daily lives of people

• To learn from the bicycle cultures of other cities known for cycling

• To gain a first-hand experience of commuting and other short-trip
travel by bicycle and car


Primary research: Methodology

Using various research tools, our team engaged 24 different people, ranging from drivers who would
never imagine biking to those who view biking as an outward expression of their identity.

Objective Chicago, IL Madison, WI Copenhagen, Denmark
Observation Observe biking from a Critical Mass Bikers and infrastructure Bikers and infrastructure
“fly on the wall” macro view: interactions Bikers and infrastructure Ride-abouts Ride-abouts
between bikers, biker Ride-abouts
behaviors, infrastructure,
etc.
Ride-alongs Capture behaviors of Bikers: Chris C Bikers: Dayo A, Rebekah G. Bikers: Rikke F, David D
bikers and drivers in Drivers: John V, Rebekah G. Drivers: Helle J
context. Ped: Lise J

Interviews Understand the Drivers: John K. Bikers: Mark B, Roger A, Pat Bikers: Sarah P, Rikke F
motivations and reasons Bikers: Kristy S. G
of behaviors. Stakeholders: Nick J.
Participatory Design Facilitate group Bulls-eye game with four Bulls-eye game with four
Games interactions and Gravity Tank employees: Copenhagen bikers: Lise K,
thinking among bikers Craig, Emily, Lisa, Lucas Stine, Pia, Rikke
to understand their
motivations and reasons


Primary research: City snapshots

Chicago Critical Mass participants patiently waits for Rebekah G rides through the University Arboretum Copenhagen cyclists adds her bike to the parked
police to arrive after smashing car’s sideview mirror. in Madison, WI on her daily return commute. mass on a pedestrian street in the city center.

Chicago, IL Madison, WI Copenhagen, Denmark
Population: 3.1 million Population: 208,04 Population: 00,000
Modesplit: 0.7% of work trips by bike Modesplit: 2.1% of work trips by bike Modesplit: 32% of work trips by bike
Infrastructure: Infrastructure: Infrastructure:
• 10 miles of bike lanes installed • Over 20 miles of paths in the University of • Free public bicycles
• 1 miles of signed bike routes Wisconsin - Madison Arboretum • Streets with dedicated lanes separated from
• 0 miles of bike paths • lakes and 200+ public parks create a vehicular traffic by curbs
• 10,000 bicycle racks scenic environment for cycling • Bike-friendliness is a part of the planning of
• Millennium Park Bicycle Station • History of competitive cycling every new or rebuilt road.
Bike Culture: Bike Culture: Bike Culture:
Nascent. Strong, but disparate biking College town utility. Highly athletic; Utilitarian. Deeply rooted in everyday life.
communities. heritage in competitive cycling. More culture/history, less community.


Primary research: User needs + principles for design

user needs make Chicago bike-friendly convince individual to begin bike commuting convince individual to ride today
Recognize benefits/ • Time efficiency of bike commuting is widely • Decision to ride varies with number of variables in day’s
convenience of bike misunderstood/unknown schedule (unexpected destinations/trips, weather)
commuting • Proactively find and inform potential cyclists of the • A busy day’s schedule often deters potential riders
benefits/convenience of cycling • Cyclists are motivated to ride through routine,
momentum
Access to bike, gear necessary • New cyclists are overwhelmed with choice and lack
to ride knowledge to decide which gear is necessary, appropriate
• Provide new riders with information regarding gear and
equipment that will make their commute more comfortable
in all conditions
• Ease monetary barrier to cycling for those in need
Feel physically comfortable • New cyclists are unaware riding tips that make ride more
on the road comfortable, enjoyable
• Encourage spread of informal rules and riding tips
Feel safe on the road • “Social contract” between cyclists and drivers must be • Perceived danger on the road eased through experience
upheld, respected, to establish cycling as a reputable mode • Ease new cyclists into the habit of riding on the street
of transportation in the city • New cyclists are unfamiliar with bikeways, suggested
• Build empathy across all travel modes routes and city streets
• Encourage cyclists and drivers to know and follow rules of • Promote the spread of city bike map, other navigational
the road at all times materials, informal suggestions
• Consistency of infrastructure (racks, lane treatments)
leads to predictability, road safety
• Provide consistent infrastructure

Feel emotionally/socially • Driver aggression is a deterrent to cycling, often resulting • Not identifying with current cycling community often • Challenge/game aspects of daily commute keep riders
comfortable on the road in fear, anxiety in cyclists deterrent to bike commuting engaged
• Employers/workplace may not encourage cycling • Provide new and potential cyclists with opportunity to • Feeling a sense of personal identification with other
• Promote acceptance of cyclists on and off the road interact and overcome differences in image/identity cyclists increases frequency of ridership for the individual
• Engage workplaces, existing communities in efforts
increase utilitarian ridership
• New cyclists can feel intimidated, embarrassed, or “in the way”
• Provide welcoming/accepting environment for new riders
on the road
Connect cycling to personal • Individuals have more interest in bike commuting when it
values connects to personal values (image, health, political)
• Connect individual’s personal values (image, health,
political) to the ideals of bike commuting
• Provide opportunities for new and potential cyclists with
similar personal values to meet


Primary Research: Refining List of Barriers and Enablers

Insights

Rules. Barriers: Change Agents:
Since cycling rules are rarely enforced by • Convenience overrides respect for rules • Interpretations of rules are passed down
official channels, the rules of are seen as • Breaking the rules mean breaking the • Rules enforced by social pressure
flexible. Social pressure and convenience are social contract • Experience in one mode of travel builds
primary driving factors in obeying formal and • Aggressive cyclists force their right to be empathy
informal laws. on the road

Barriers or enablers:
• Bike rules are not enforced for all practical
purposes and are, therefore, open to
interpretation

Perceptions of Efficiency. Barriers:
While perceived as slower, biking is less • People have warped perception of time on
vulnerable to traffic delays, more flexible in bike
parking and thus often more time efficient
than driving. People frequently fail to Enablers:
consider the entire trip and only compare the • Feeling of having made a smart decision
speed of the two modes of transportation. (in terms of time, traffic) decisions breeds
pride, confidence


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