The Idea

Loop is an online platform that helps cyclists find and share new ride routes. We believe in exploring the world on two wheels, and want to help cyclists everywhere ride new roads. Road cycling has become massively popular in recent years, but one of the main obstacles to riding isn’t necessarily having a bike, but knowing where to ride. Loop is made for cyclists of all abilities, from competitive cyclists looking for new training routes, committed road riders looking to explore, or riders who are completely new to the sport looking for somewhere to start. Whether you are seeking out roads in your area or somewhere new, Loop allows you to search for routes all over the world that have been curated by other riders, with helpful tips, photos and information. Loop's driving force is to help cyclists spend less time planning and more time riding.

Sometimes the biggest obstacle to riding isn’t having a bike, but knowing where to ride.

Pain Point

“Currently, there isn’t any consistent and efficient way for cyclists to find new routes, but Loop plans to change that”

Most current ways of finding new ride routes are lengthy or frustrating. Searching for routes on existing cycling data tracking sites often yields thousands of results that are difficult to pick through, and offer no sense of what the experience of riding the route is actually like. Currently cyclists find new ride routes using online and print magazine articles, platforms like Map My Ride and Strava, local cycling clubs, and google maps. All of these methods pose their own challenges. Articles are great at giving a qualitative account of the ride and experience, but often don’t have a link to a downloadable gps route, and are inconsistent in terms of their availability and locations. Platforms like Strava are great for what they were built for: competition.

In terms of finding new ride routes by sifting through other user’s activity, Strava and Map my Ride are as good as a data dumping ground when trying to sift through thousands of results in an area or distance search. Cycling clubs are also a great way to find new places to ride, but the social and competitive aspect often scares new cyclists away. Google Maps is efficient at finding cycling routes between two points, but is less useful for curating an interesting ride in a loop or understanding qualitative aspects about the ride. Currently, there isn’t any consistent and efficient way for cyclists to find new routes, but Loop plans to change that. By offering user-submitted, user-curated routes, cyclists from all around the world will have a better option available to them to find new roads.

The Product

As a fully responsive platform, Loop functions on desktop, mobile, and has the ability to sync with your cycling computer for extra features. Loop collects user submitted routes through an onboarding process that not only collects quantitative gps data about a ride such as distance and elevation, but gathers qualitative data about road conditions, obstacles, and top stops for food, water, and biobreaks. Through the mobile app and capability to sync with popular cycling computers, Loop also provides turn by turn directions to keep you on track while you ride, and give you peace of mind so you can focus on what you love most, riding your bike. After your ride, our online community allows you to rate and comment on rides, as well as provide updates on road conditions and your experience with the route.

Three Key Features
1. Qualitative data
2. Turn by turn directions
3. Community + updates

Research

I completed a wide range of research to gain a better understanding of user experience design, my target market, and similar platforms. Along with general research and user interviews, the bulk of my research was done in 3 case studies that focused on technology, culture, and design. I studied one different company in each category and the research from these case studies informed many aspects of Loop.

Strava

Case Study 1: Technology

Strava is a web and mobile application that connects millions of cyclists, runners and athletes of all kinds. The platform is the king of cycling apps, and has a strong presence in activity tracking of all kinds. Strava allows you to compete virtually against yourself, friends, and strangers on real world segments. The purpose of this case study was to understand the different services Strava offers and how they relate to the possible functionality of Loop. I also set out to understand how their user experience differs over multiple platforms, since they operate on desktop, mobile, and connect with gps devices.

Important Features: Activities, routes, segments, challenges

What did I learn?
Strava is king and the quantified self is addictive. The gamification of the platform is changing the way cyclists ride. Although the site has very diverse, far reaching features, their ux + ui design is sporadic, and at times confusing.

How does this relate to Loop?
The Strava Local feature is very similar to Loop, although does not seem to involve any conversation amongst users about the routes, or feedback on them. Strava sets a precedent for engagement with their audience, and there is clarity in the way information about rides is expressed. Overall, the site overlaps Loop, which is both good and bad.

Rapha

Case Study 2: Culture

Rapha is a clothing and lifestyle brand with impeccable design style and branding. Their customer engagement and brand loyalty set them apart from competitors, as well as their engaging brand content with photography, videos, and events. They also run a travel company called Rapha Travel and have recently launched a program called Rapha Rides that will be curating routes in cities all around the world. The purpose of this case study was to understand the impact of the Rapha 'culture' on the cycling world.

Important Features
Design sensibility, social media + online presence

What did I learn?
In some opinions unnecessarily expensive, cyclists have polarized opinions about Rapha both good and bad. The company’s success highlights the importance of branding and the impact of good product design.

How does this relate to Loop?
The brand loyalty and impact of Rapha is admirable and something to strive for in the creation of the Loop brand. Their marketing pulls at your emotions and their design is incredibly attractive to a broad spectrum of cyclists, both points to work towards for my own project.

Airbnb

Case Study 3: Design

Airbnb is an online marketplace for people to list and book accommodation in cities all around the world. They have recently launched city guidebooks that allow users to see the top things to do in a number of different places. Their user experience design and interface design are impressive and stand as an example of usability and enjoyment. The purpose of this case study was to understand the structures that exist in Airbnb’s web design and how they inform the users experience of the site.

Important Features
Outstanding UX + UI, intuitive features, smooth onboarding process, clear listings

What did I learn?
Airbnb is the perfect example of the saying “good design is invisible”. Their consistency in the interface design creates an efficient, enjoyable experience across the site. The company is constantly expanding into new areas of travel experiences.

How does this relate to Loop?
The UX and UI of Airbnb will serve as an exemplary model of usability, consistency, and branding. Their onboarding process to post a listing is smooth and efficient, and will also be beneficial to reference for Loop’s onboarding process.

Strava

Rapha

Airbnb

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