Citibike | sandylawrencedesign

Save CITI BIKE Research

Challenge

Citi Bike was facing a significant financial challenge—despite its popularity, the service was operating at a loss and struggling to scale sustainably. Our team was tasked with uncovering user experience pain points and designing a solution that would both enhance the rider experience and support a more profitable, scalable business model.

Goal

The company wants to focus on increasing ridership, incentives to help save the company money, and creating a reward system for consumers whose actions helped increase ridership, and reported faulty bikes.

My Role

In collaboration with the team I did research and gathered insights about the user experience of Citi Bike. I conducted observational and behavioral research at Citi Bike stations, co-developed research plans, add to survey questionaire and distributed them. These efforts provided the team with actionable insights that had not been previously considered and helped shape a user-centered solution.

Time line

4 weeks

Tools: InDesign, InVision, User research

GEARING UP

Bicycle commuting in the City had doubled between 2007 and 2011. Since its launch in 2013, New York City’s bike share system, Citi Bike, has grown into a popular mode of transportation for residents and visitors alike. Citi Bike presented a quick and relatively inexpensive alternative to various transportation Increasing bike ridership would lesson carbon footprint, encourage fitness and give NYC citizens an alternative to getting to work. Since then thousand have used bikes daily. Problems arose early on and we looked at key factors to help the company increase ridership and reduce friction.

PROCESS

Setting a benchmark. We began with a competitive analysis of bike share programs across various U.S. states and internationally. While many shared similarities, it quickly became evident that New York City’s system posed unique challenges and opportunities due to its dense urban environment and complex transportation infrastructure.

Our research approach was multi-faceted. We analyzed publicly available ridership data to understand demographics, usage patterns, and rider behavior. In addition, we conducted field observations at key bike share stations, facilitated in-person and online surveys targeting known users, and developed detailed personas to capture user needs and motivations.

The insights gathered from this research directly informed our prototype design. We used InVision to create a simple, intuitive series of screens focused on enhancing user experience and reducing friction points. Our design decisions were grounded in the data, ensuring a user-centered and evidence-based approach.

Supporting sustainability and operational efficiency. We proposed an incentive-based program model. This strategy aimed to lower operational costs while encouraging increased participation, ultimately contributing to a more profitable and scalable bike share system. It include points for continuous use, rewards users on monthly and yearly plans and quicker response to problems that could be flagged when using the app

Our research included Quantitative Usage & Patterns Analysis

Station and Trip Data Exploration: Analysis of trip patterns helps identify peak usage times, areas with bike deserts or bike oases, and imbalances in supply and demand across neighborhoods all of which influence usability and rider frustration.
Equity & Access Metrics: Neighborhoods with higher incomes and densities tend to have higher Citi Bike usage rates and turnover of open docks regularly, revealing potential inequities in access and UX across socioeconomic groups.
Member vs Casual Behavior Patterns: Analysis comparing members and day-pass users uncovers distinct travel behaviors (e.g., commuting vs leisure use), which suggests opportunities for tailored UX flows or subscription models.

Non-User Barriers
Focus groups with non-users show that perceived complexity, uncertainty about usefulness, and lack of clear benefits dampen adoption. Improving education, onboarding, and clarity of value can reduce user barriers.

Broader national studies show that helmet usage and cyclist experience shape perceptions of safety, particularly for casual riders. While Citi Bike collision rates may be lower than personal cycling, many users still worry about lack of dedicated bike lanes
The annual fee has gone up significantly and can be a barrier to person just above poverty level that don't qualify for State assistance. Electric bike fees pose additional costs per ride and add up quickly
Users value the convenience, flexibility, and multimodal connectivity, including integration with transit.

UP HILL CLIMB

Based on responses from our initial survey and open-ended comments, we identified recurring themes highlighting common challenges faced by current users

PAIN POINTS

• Bike/Docks ratio is uneven causing manual redistribution of bikes

• Overcrowded bike stations (specifically where little access to transportation)

• Unavailable drop off docks near train stations

• Low bike availability at rush hour (8am - 10am also 5pm - 6:30pm)

• Faulty Bikes / Faulty Docks

• Payment kiosk faulty and works only 75% of the time

• Red lighted non working docks not repaired quick enough

• Not enough clear bike lanes

• Bikes not cleaned often enough

• Sticky handlebars in hot weather

• Seasonal Issues

Biking on a budget

Shanté commutes to school by walking four blocks to the bus and transferring to the train. She knows how to ride a bike but has never considered biking as part of her daily transportation routine.

She’s always viewed bike-share programs as something “for other people” and assumed they were expensive and not meant for students like her.

Motivations

Interested in saving money on transportation
Open to alternatives that could replace public transit on some days
Would consider Citi Bike if it’s clearly affordable and student-friendly

Pain Points & Concerns

Feels unsafe riding in traffic lanes
Worried about personal safety while biking
Concerned about ongoing monthly costs

Convenience in Heavy Traffic

William, 31
College graduate · Startup employee
Annual income: under $65,000

William works in the city and commutes to a job in Lower Manhattan. He bikes daily to the train, using bike-share as a reliable first-mile solution. To him, biking is faster and more predictable than taking the bus during congested morning rush hours.

He’s an experienced, committed user with an annual membership and relies on the service as part of his everyday routine.

Motivations

Wants a fast, efficient way to reach the subway
Values reliability during peak commute hours
Prefers biking over buses stuck in morning traffic

Pain Points & Concerns

Often finds no bikes available, forcing him to leave earlier than necessary
Discomfort in hot weather (sticky handlebars, worn seats)
Frustration when bikes don’t dock properly, adding stress to his commute

Enjoys the Perks & Points

Ellen, 46
Seasoned professional (15+ years)
Annual income: $125,000

Ellen lives two miles from her workplace and typically takes the bus to commute. She occasionally uses Citi Bike when it feels convenient—especially because there are protected bike lanes near her home and readily accessible stations nearby.

She currently purchases 24-hour day passes but is open to upgrading to an annual membership if the value feels worthwhile and rewarding.

Motivations

Appreciates affordable, flexible transportation options
Values convenience and station proximity
Interested in incentives that reward occasional use

Pain Points & Concerns

Inconsistent bike availability at certain stations
Would like to link Citi Bike usage with credit card rewards or loyalty programs
Needs a stronger value proposition to justify a yearly membership

Limited locations

Bikes are only available in limited geographic areas

Data

The maps gave a broad indication of the age of the riders and where they are concentrated. This was useful in suggesting partnership incentives for frequent riders.
The charts let us know the basic times of usage which allowed us to target station that
may most likely have a higher percentage of docking problems or empty bike docks.

Background research and additional interviews by outside sources

“Rebalancing is one of the biggest challenges of any bike share system, especially in a city like New York where residents don’t all work a traditional 9-5 schedule, and though there is a Central Business District, it’s a huge one and people work in a variety of other neighborhoods as well,” said Citi Bike spokeswoman Dani Simons

Most rides take place during weekdays, with peak hours from 8 to 9 a.m. and 5 to 7 p.m., and follow similar traffic patterns as cars.

Citi Bike system topped 10 million rides in 2019, making it one of the world’s largest bike shares.

*http://toddwschneider.com

88% of trips start and end in Manhattan
8% of trips start and end in an outer borough
4% of trips travel between Manhattan and an outer borough

PROTOTYPE SAMPLE

The suggested revised app would potentially allow users to easily report faulty bikes on their phones with out calling in. It also included ways to track points for riding distance and frequency, fitness points synched to fitness tracker, reporting physical and functional mishaps on the bikes. The total points could be cashed in at local participating businesses, at home food delivery or online perks.

WHAT I LEARNED

Convenience drives adoption but reliability sustains It
People choose Citi Bike because it’s faster and more predictable than buses or cars in heavy traffic. However, inconsistent bike or dock availability quickly erodes trust and forces users to build in time buffers or abandon the service altogether.

Some research recommendations included:

Have an area on the app to indicate where a station may need bike and dock rebalancing
For potential first time customers, recommend areas to get bike lessons and include a video on the app on riding tips
Include a points and gaming system that can be paired with points on car share ride and other local business.
Include map of streets that have bike lanes
Add more reportable categories on the app
Partner with local non profits for free lessons