This project explored how BBB Cycling can contribute to improving cycling safety through strategic collaboration and product innovation. The research first examined the key safety challenges in the current mobility landscape, where the rise of e-bikes, ageing users, and increasingly diverse traffic conditions demand new solutions. Additionally, an internal analysis of BBB Cycling was conducted. Insights revealed that collaboration across brands is essential to increase adoption of safety products.

As a response, a strategic roadmap was developed to guide BBB Cycling towards deeper and more effective cooperation within the Pon.Bike ecosystem. The roadmap outlines phased steps, from informal alignment to structural integration, enabling shared development efforts without compromising brand autonomy. Internal interviews also highlighted cultural and organisational conditions that must be addressed for such collaboration to succeed.

To translate strategy into practice, a modular product concept was developed: a redesigned lockring that supports integrated safety features such as a mirror with turn signal. Its strength lies in subtle, scalable integration, focussing on increasing the adoption of safety components. Partners could adopt a compatible handlebar design and install it as an OEM component, allowing the lockring from this project to be offered as an aftermarket upgrade, offered by BBB Cycling. Should safety features gain USP value, the platform enables direct OEM adoption as well.

The lockring concept was validated through prototyping, user testing, and expert interviews. Feedback confirmed technical feasibility, user acceptance, and possible market potential. Internal validation also explored how organisational culture and structure influence the feasibility of implementing future shared innovation.

In conclusion, this project demonstrates that improving cycling safety is a collaborative effort, not a challenge BBB Cycling, or any single actor, can address alone. To support a step in this direction, the project illustrates how strategic collaboration and accompanying design can provide a pathway toward shared innovation in this field.