lyft bikes and scooters | nike biketown

 

elevating a beloved bikeshare brand

 
 

Lyft took over the Nike sponsored BIKETOWN market located in Portland, Oregon with the acquisition of Motivate. The system needed to be integrated onto Lyft’s platform. This was a large effort that involved transitioning over current members, launching 1,500 new ebikes and introducing new mobile and web platforms.

 

Project: Nike BIKETOWN

Role: Lead Product Designer

Year: 2020

 
 
 
 
 

the CHALLENGE

 
 
 

The Nike BIKETOWN system launched in 2016 with 1,000 classic pedal bikes. In its first year alone, more than 75,521 BIKETOWN riders biked 602,266 miles.

At the time, the BIKETOWN backend infrastructure, app and website were all separate from Lyft’s platform. The frontend experiences were also bespoke and different from the Lyft product experiences.

Previous Nike BIKETOWN experience

 

The expansion included 1,500 new Nike BIKETOWN ebikes

In 2020, Lyft announced a new 5-year contract expanding the service area and fleet with 1,500 new ebikes. To enable the market expansion, the system needed to be unified with the Lyft platform. Our team needed to launch and seamlessly onboard existing members to the new experiences, as well as grow membership numbers to support the expansion.

I led the redesign of the:

  • Rider app

  • Marketing and member website

  • Membership card

 
 
 

brand color system

 
 
 
 

Nike BIKETOWN color system

Lyft Product Language color system

By utilizing closely matched LPL (Lyft Product Language) colors, we were able to ensure consistency and accessibility throughout all of the new digital surfaces.

 

BIKETOWN for All is a program that provides Portland residents who live on low incomes with a reduced-cost BIKETOWN membership. I redesigned the physical membership card which enables members to unlock bikes via NFC.

 
 

mobile experience

 
 
 

Utilizing the established white label design system as a foundation, I revised and created additional content to guide users through the new mobile experience. New features and experiences needed to be designed for, such as onboarding and educating riders about complexities of ebike riding, memberships and payments. I collaborated closely with content design to revise copy, visual design to create new illustrations and industrial design to produce new renders.

 
 

Figma Prototype: Core E2E Rider Experience

 
 
 
 
 
 
 
 
 
 
 
 
 

web experience

 
 
 

We needed to migrate existing BIKETOWN accounts and educate new users about the various membership options. I collaborated closely with content design to revise copy and pricing tiers as well as marketing to align on new images.

 
 
 
 
 
 
 

The new Nike BIKETOWN system launched during the summer of 2020 in Portland with very positive feedback from riders as well as PBOT (Portland Bureau of Transportation). This was a large effort that involved transitioning over current members, launching 1,500 new ebikes and introducing new mobile and web platforms.