
I first spotted this bike in some magazine some where a little while back. It was love at first sight. That takes a lot for me to say especially when the object here is a bike. All my life I have never known anyone more retarded than myself when it comes to riding a bike. Hence I tend to stay fairly disinterested in them, both as a sport and as an object. Until the smart folks at IDEO came along and flipped the “I hate bike” switch in my brain. Literally.
The concept of this bike came from the desire to create a bike that appeal to the casual commuters — people who aren’t into the complexity of the thing and would prefer to just ride for simple pleasure or to get somewhere. In the design process, it seems they’ve subscribed to a few theories from the book Law of Simplicity by John Maeda. The machanics of this bike is hidden, making it feels more simple to ride. The automatic shifting provides the functionality of a more complex bike without requiring the rider to learn on think about how it all works. The overall design is paired down to a basic form, making it feel approachable. I think they really did a great job here creating a new market for themselves in what would otherwise be thought of as saturated.
Quality user research + Lessons from past products + Creative design and engineering = Awesome bike and brand new market = $$$$ Cha Ching.
More on this from IDEO. The product is not available yet but you can follow it through Coasting website.