How would you approach the design and go-to-market for a completely new bike concept?

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How would you approach the design and go-to-market for a completely new bike concept?

Asked at Google over a year ago

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Nimasha Jain · Answer 1 · 2022-05-04T12:32:04+0000

Assumptions

I am Pm at Google

no constrainst on kind of bike and resources

Geographical : North India

Product goal - Awareness and adoption

Strategic goal - curbing Carbon footprint + fight hot temperatures

User Segments

daily wager

average lower middle class

students school

professionals

personal usage

tourist

Pain point

- travels by public transport

- time taking

- traffic issues

- increase temperatures

Solutions

1. Time duration

google maps, telling ETA

Impact - low, effort - low

A custmer delight feature

2. Heat waves

solutions

a. thermostate , recharge through solar

Impact - high, effort medium

b. mud based technical device

Impact - high, effort - very high ---- MS

3. Parking

reduce the parking space by folding the seat.

Impact - high, effort - medium -- F3

optimatimally charged on solar energy

Impact -v high, effort - medium - F1

4. custimizatble bike

Conversion into bi traveller from mono traveller

Impact - mediumto low, effort - high

5. Intergation with Google Home

impact - medium, effort - low

Summary

Would build a bike which could curb climate change by utilizing solar energy as engery source.

productmanager1644 · Answer 2 · 2021-08-29T21:44:27+0000

CLARIFYING QUESTIONS:
1. Should I assume that Google is designing this bike v. existing bike company (ex. Trek)? Is there a goal in mind? You choose.
2. Is there a specific customer segment you are targeting? You choose.
3. Is there a specific type of bike you'd like to focus on - electric, mountain, road, motorcycle, etc. You choose.
4. Is there a target market? Domestic, international, etc.? You choose.
5. Are we modifying existing bikes with a new bike concept or building a bike from scratch? You choose.
6. Should we focus on designing a physical bike v. an app (like citi bike) to get access to bikes? You choose.
USER GROUPS: There are a number of user groups we can think of. I'd like to focus on Cyclists, as they are most enthusiastic about new bike concepts / more willing to spend on bike accessories, bikes, etc.
1. New Riders: Never road a bike. Learning to ride.
2. Casual Riders: Casual riders who may ride generally to work (ex. Citi bike) or around the neighborhood or down the board walk.
3. Cyclists: Cycling enthusiasts who ride to exercise.
4. Pros: Racers who compete in various cycling events - ex. Tour De France, triathlons, etc.
USER JOURNEY:
1. User figures out path where to ride. Focuses on long distance or difficult riding paths. Ex. mountain bikers may look for rougher terrain that's fun to ride through. Road bikers may look for long distance paths with smoother terrain.
2. User dresses in bike gear - bike shorts, helmet, etc. May also apply sunscreen, etc.
3. User gets snacks or water / gatorade for riding. May also bring bike repair kit in case of flats.
4. User checks bike before ride (air in tires, gears, etc.).
5. User prepares GPS watch or Strava bike app (or another bike app) to track distance.
6. User embarks on ride.
7. User returns. Racks bike. May check it for damage or repump tires.
USER PAIN POINTS:
1. Bike Type: User is limited on type of riding / path by bike. For example, a road bike is not suitable for riding through the forest. Cyclocross bikes offer more versatility for riding on terrain types.
2. Bike Shoes: User shoes will change based on bike pedals - i.e. type of pedal will dictate to a certain extent a certain type of shoe a user must use. Pros and cons to each kind of shoe (ex. a lighter shoe may be more difficult to walk regularly in).
3. Bike Gear Cost: Bike gear can be expensive. Racing helmets for example can be costly if you go for more aerodynamic helmet.
4. Bad Weather: If user is caught in bad weather (rain / snow), riding can be difficult and dangerous.
5. Nutrition: User may have underprepared on nutrition. May get dehydrated or didn't eat enough.
6. Mishap: User gets a flat or gear breaks, etc. during ride. May not be prepared to fix or may not know how to.
7. Unexpected Path: User rides into unexpected terrain / bike is not suitable for riding through it.
8. GPS Tracking: User's GPS doesn't track properly / ride isn't logged.
9. Bike Storage Limited: User doesn't have enough space to store bike.
PRIORITIZE PAIN POINTS: I'd like to focus on the high pain points - specifically bike type, as I believe there is a big opportunity to design novel bike type concepts that will gain big market traction.
1. Pain Point User Pain
  Bike Type High
  Bike Shoes Medium
  Bike Gear Cost High
  Bad Weather Low
  Nutrition Medium
  Mishap High
  Unexpected Path Medium
  GPS Tracking Low
  Bike Storage Limited Medium
LIST SOLUTIONS:
1. Build a Bike: Create a website or app that allows users to input preferences for riding and then build custom bikes that meet their needs.
2. Universal Bike: Design a new type of bike that allows for more universal riding - ex. multi terrain, light weight for racing, etc.
3. Interchangeable Bike Parts: Design a bike that allows for easy swapping of parts that permit user to ride different kinds of terrain, races, etc.
4. Map a Path: Build extention into Google Maps that allows users to map bike path and see what kind of bike is best for riding that type of path. Google tells user this terrain is rough - best to use gravel bike or mountain bike, etc.
PRIORITIZE SOLUTIONS: If I was restricted on cost, I'd would focus on "Map a Path", as it is low cost but has high impact to user.
1. Solution Impact to User Cost
  Build a Bike Medium Medium
  Universal Bike High High
  Interchangeable Bike Parts Medium High
  Map a Path High Low
DETAILED SOLUTION:
1. User can input standard bike ride requirements: distance, ideal time riding, etc.
2. User has ability to input type of bike riding wants to do (ex. BMX, mountain, etc.). Can also add comments like "I want to ride in a hilly area" to practice riding at an incline.
3. User sees various options of paths available and also has ability to choose which areas to focus in on (i.e. within 10 miles from my home, this neighborhood, etc.)
4. User sees popular bike courses available too.
5. User can add custom locations they'd like to stop at or Google can provide suggestions based on known bike stops.
6. Map can integrate into popular bike apps, like Strava, for easy tracking.
7. Rides will save in Google Maps / user can create log of paths they've riden.
8. User can add comments or tags to their ride to help with tracking.
GO TO MARKET:
1. Target Customer: Cyclists - already defined in user groups
2. Offering: Map a Path - see detailed solution above
3. Competition: There are other bike tracking apps, like Strava, and mapping software, like Apple Maps, but they don't allow for as much customization. Having the ability to add this much customization to your bike paths is a new concept in the bike world based on my knowledge of the industry. Bike tracking apps may actually be potential partners since they may use Google Maps as for their mapping tech.
4. Product Positioning / Marketing / Partnerships: Prepare marketing campaigns that focus on target customer through campaigns that they would see. Partnerships is a big area that would help target cyclists, as there are not too many major bike brands that build bikes or bike parts or offer bike services. I'd also focus on marketing with major bike brands that work with my target customer (ex. bike shops, bike gear makers, etc.). Could also focus on partnering with major brands that build digital apps that leverage Google Maps for biking and are very popular among Cyclists, ex. Strava.
5. Channels: Would focus on digital, given that Google owns existing ad channels already. Includes email / SMS, Google Maps pop ups, Google SEO, etc. Could also thinking about marketing campaigns on TV or bill board pop ups. Finally, may consider paper campaigns that partner with bike brands - ex. advertise in bike magazine, include insert when customer receives letter in mail from bike shop etc.
6. KPIs / Metrics: Define most important KPIs for product. Examples include:
  1. # number converted users through marketing / advertising campaigns
  2. # of new users / month
  3. Average # of times user uses maps / month
  4. Average # of routes user maps / month
SUMMARY: I'd build a Map a Path extention as my new bike concept into Google Maps after analyzing potential user groups and focusing in on the pain points of Cyclists. Given the potential solutions to new bike concepts for this user group, I believe this one works well with the existing Google offerings (i.e. builds into Google Maps) and would have a high impact on the user.

Pain Point	User Pain
Bike Type	High
Bike Shoes	Medium
Bike Gear Cost	High
Bad Weather	Low
Nutrition	Medium
Mishap	High
Unexpected Path	Medium
GPS Tracking	Low
Bike Storage Limited	Medium

Solution	Impact to User	Cost
Build a Bike	Medium	Medium
Universal Bike	High	High
Interchangeable Bike Parts	Medium	High
Map a Path	High	Low