[Made in China] Customer Discovery (By Kev and Bruce)

Class: Made in China
Assignment (Week 11)- Customer Discovery


Hypothesis Statement:


  1. We think that commuters who rely on bikes to go to work or school are not making use of the front bike basket to hold their accessories and we see an opportunity to design an add-on to the basket in order to prevent accessories inside the basket from falling off.
  2. We think that commuters who rely on bikes to go to work or school are sometimes only using one hand to bike as he is using another hand to hold his phone which helps him to navigate the way. We see an opportunity to design a phone holder to the basket in order to allow the commuter to read the phone hands-free while biking.

Enhanced User Stories:

 This is the current design of our product “bike pad”:

Here are 2 examples of our many customers:


User Interview

My target user will be? (Tip: how would you describe your primary target user)

My target user will be commuters who rely on sharing bikes to travel to school or work or general frequent bike users.

The problem my user wants to solve is? (Tip: what does your user struggle with or what need do they want to fulfill)


  1. It is impossible to store small accessories, such as a book or a folder, inside the basket because it will fall off easily. The basket space is not utilized and commuters have to carry it in their backpacks as well, causing inconvenience.
  2. It is common for the bikers to use one hand to bike and another hand to hold his phone, no matter it is for messaging, navigating or other purposes. This may be dangerous to both the biker and the pedestrians as it would be harder for the biker to control the bike with one hand.

My user’s need can be solved with? (Tip: give a very concise description / elevator pitch of your product)

The Bike Pad is a multi-purpose add-on to any sharing bikes that helps users in 2 ways:

  1. By attaching it to the top of the basket, it keeps your stuff inside from bouncing off.
  2. The slot can keep your smartphone safe inside, and the transparent and water- resistant film on top will make it easy for navigating when biking.

Why can’t my user solve this today? (Tip: what are the obstacles that have prevented my user from solving this already)

There are existing add-on solutions such as elastic mesh and solid phone holder that can be attached to the handlebar. However, there is no existing solution that combines both functions into the same product, which would be easier for the customer to carry around.

The measurable outcome my user wants to achieve is? (Tip: what measurable change happens in your user’s life that makes them love your product)

It is very hard to quantify the convenience brought by utilization of the bike space. However, we might find a reduced number of bike accidents since it becomes safer for our customers to bike and use their phone for navigation at the same time.

My earliest, most visionary adopter will be? (Tip: remember that you can’t get to the mainstream user without getting early adopters first)

We do not have specific visionary adopter in mind. But we can station at metro station exits or locations where people usually pick up sharing bikes and invite interested commuters to try our product.

My primary competition will be? (Tip: think about both direct and indirect competition, e.g., what substitutes might exist?)

As mentioned before, the primary competition will come from existing solutions such as elastic mesh or phone holders that are attachable to the handlebars.

I will beat my competitors primarily because of? (Tip: what truly differentiates you from the competition?)

We would be the only product that combines both functions of elastic mesh and phone holder. Since our design will also be easy to carry around and made with plastic, we believe portability and light weight will also be our key features.

My biggest technical or engineering risk is? (Tip: is there a major technical challenge that could get in the way of actually building your product?)

Since we are planning to manufacture it by plastic injection, the design of the mould will be important. We would be asking industrial designer Arlen for help and review.

What assumptions do we have that, if proven wrong, would cause this product to fail?

If no one is actually willing to put their stuff in the bike basket or no one is actually using their phones while biking, our product will fail.

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