Product Design

Tongue

Overview
Tongue is a bicycle saddle made from uni-directional carbon with a deployable fender that prevents rear-wheel bike spray from soaking the backs of its riders. The fender slides inside a track on the saddle's shell, underneath a thin layer of gel and wrapped in polyester—all designed to allow bike messengers to ride for long hours in comfort and with convenience.
My Responsibilities
User Experience
Product Design
Qualitative Research
Quantitative Research
Prototyping
Packaging Concept
Presentation narrative
Pitch
User Problem

No bicycle fender meets all of the preferences of a bike messenger

Bike messengers express themselves through the aesthetics of their bikes, which they carefully curate. No fender speaks the same physical or visual language as many of these aesthetic and mechanical expressions.
Why
Lack of early integration
1.
Bike fenders don't visually integrate with bikes.
2.
Bike messengers want fenders on their bikes only when it's raining, but weather is hard to predict.
3.
Portable fenders on the market compromise structure through material and form.
Aggregate User Persona

Tyler Stefanson

Profession
Messenger
Location
Brooklyn
Age
15-20K
Income
30
Overview
Tyler works for a courier company to transport last-minute deliveries of important documents or packages within Manhattan. He averages 100 deliveries per day and earns $3-$5 per delivery.
Insights
  1. He alternates between two bike saddles.
  2. He uses parts of his bike—handlebars, saddle, and wheels—as moments for personal expression.
  3. His fender and saddle priorities are similar.
Motivations
  1. Many daily deliveries
  2. "The thrill"
  3. Bike aesthetics
Technical Needs
  1. Durability
  2. Convenience
  3. Maneuverability
Attitude
  1. Positive
  2. Competitive
  3. Introverted
Fender & Saddle Priorities
  1. Durability
  2. Coverage
  3. Aesthetic statements
"I use two different saddles. A Selle San Marco Fusion Shot Race, Bianchi labeled in celeste. The other is a San Marco 'Rolls'."
KEY INSIGHT

Bike messengers have multiple saddles, each optimized for different riding and weather conditions

Opportunity

Design a saddle and fender as a single product for use when it rains

goals
Integrate the fender into the bike for visual
and mechanical synchronicity.
Eliminate the decision whether or not to use a fender depending if the forecast calls for rain.
Empower the messenger with
convenience and a
satisfying user experience.
How it works

Deploy it when you need it, then retract it

The saddle and fender are designed and built together. The fender is lightweight, functional and provides ample coverage to prevent wetness and ensuing discomfort.
Under the cover

Durable and convenient

The fender slides along a track built into the saddle shell. Magnets make the fender snap into place for  a satisfying user experience.
Brand

Stick your Tongue out

The fender slides along a track built into the saddle shell. Magnets make the fender snap into place for  a satisfying user experience.

The saddle and fender are designed and built together. The fender is lightweight and functional. It provides ample coverage to prevent wetness from rear-wheel tire spray and ensuing discomfort.
Process
The team consulted bike messengers via facebook groups and online forums to form an aggregate user persona. We also contacted those who interact with bike messengers to gather more information about their attitudes and the way they interact with others. We concluded that their needs, in order of most important to least important, were: functionality, convenience, and aesthetics.

We ideated using post-its and 3-dimensional prototypes to find new ways to satisfy these needs. The final form was 3-D printed and interactive.
Next Project