(Case Study)


The smart handlebar add-on for urban cyclists.

The device aims to make modern commuting safe while giving the user access to the most crucial features of his smartphone.


of all fatal accidents in The Netherlands involve cyclists


of all bicycle accidents in The Netherlands involve smartphones


Social trends predict a population growth with humans centralising in urban areas. Cities are attractive due to the accessibility of everyday needs and aspirations including the variety of stores, an omni-presence of history and culture, the diversity of the inhabitants, or the fast pace of novelty. The urban lifestyle is defined by the ability to quickly reach both fun and functional destinations inside a human-centred network such as social  institutions or ones workspace.

Cities are the place where most of the worlds wealth is generated and especially professional opportunities in a digitalising world draw people towards urbanised areas.

There are several ways to navigate this city structure. Public transport, shared transportation and individual motorised vehicles are just a couple of ways to transport people. However, there is a rising number of individuals that choose a bicycle for their daily commute or to get around in their free time. This group benefits from the independence of public transportation times and avoids traffic jams while staying fit.

Technological and Sociological studies and trends display the development of a personal connection to electronic devices, especially to the smartphone.

To many young professionals, a smartphone is a crucial access point to information but in traffic situations, especially on a bicycle, its usage can be life-threatening.

Yet, how can the necessity of staying up-to-date and safe transportation go hand in hand?

FOKUS is a proposal to solve this dilemma. By integrating in the product environment of the user, the most crucial features of the smartphone are streamed to FOKUS minimising the distraction during cycling.



How can the features desired by the target group be implemented in the cycling experience in an unobtrusive way?

What factors determine modern commuting?

How can the digitalisation of a bicycle feel seamless and safe?

What makes the design user-friendly, versatile and helps the concept of bicycle commuting to be future-proof?

These were guiding questions during the development of FOKUS. We tackled them by reaching out to the taget group and bicycle experts and combining their perspective with insights from trend research, UX design principles and our design expertise.

I started the project individually with a research phase and developed the concept for FOKUS V1 based on interviews and observations.

We continued the project in a student group and developed FOKUS V2. The concept changed based on the input we gathered from user involvement.

FOKUS went through many iterations based on the principles of Human Centred Design and the Basic Design Cycle after Roozenburg and Eekels.


//Credits to my collegues: Antti Heikka, Onandi Elliot, Eduardo Araña and Alizee Bollen

Working Principle: Peripheral Vision

Details Fokus Version 1

Details Fokus Version 2

Sneak Peek: Further Development

I’m currently developing this concept further. Please find more details here.