The mobility world is changing due to demographic transformations, sustainability challenges, and technological advancements. Consumers and governments seek sustainable and inclusive mobility solutions that cause less environmental strain, less noise pollution, and safer traffic. The mobility solutions must combine into a coherent platform for convenient and comprehensible communication towards future users through innovations such as Mobility as a Service (MaaS) and mobility hubs. This report proposes a strategy for Dutch bicycle brand Cortina to navigate the future mobility world. Cortina is the second-largest seller of city bikes in the Netherlands and is mainly known for its bicycles featuring front carriers.
A trend analysis about cities, mobility, and cycling in 2035 served as input for constructing a future worldview, described by the disappearance of private possessions and the rise in shared mobility, resulting in a decreased feeling of responsibility and autonomy. The design statement 'enabling people to feel like a part of something bigger without losing autonomy so they can be their authentic selves' was created in response. The statement is reinforced by an analogy describing the envisioned interaction between future user and context, forming the design vision of the graduation project.
The design insights gathered in the discovery stage form a design brief categorized by the pillars of the user-centred design described in the Delft Design Guide; desirability, feasibility, viability and responsibility.
The proposed future strategy for Cortina encompasses a café, bicycle, and roadmap. The Cortina café will be located at future mobility hubs, serving as a location where travellers can repair their bicycles, buy refreshments, or meet up with someone else. The café concept is accompanied by the Cortina Endurance bicycle, designed for durability, personalization, transport, and easy repair, capitalizing on expected right-to-repair legislation and providing Cortina with a first step towards the project's final vision within its area of expertise.
The strategy created for Cortina leads to the design vision through three stages, as described by a roadmap. The first stage encompasses reinforcing Cortina’s existing knowledge by designing a bicycle while seeking collaboration. The second horizon is expansion and experimentation, in which multiple pilots will test the concept of the Cortina Café. The third horizon describes integration and disruption, which will be the launch and growth of the Cortina Café. All these activities will eventually lead up to the future vision of 2035: creating an interaction that elicits autonomy, responsibility, trust, and cohesion.
The report's final design's value proposition includes autonomy, sustainability, social cohesion, and education. The Cortina Café enables users to be in charge of their mobility and reduces private car usage. The café serves as an educational platform, promoting repairing over replacing among younger generations.
The result of this graduation project should be treated as a visionary proposal that aims to inspire and guide society to a better world. Mobility players should work towards a joint visionary long-term worldview, as today's decisions will influence society's future.