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

Bike share came to New York City during the rise of the “sharing economy,” and an economic recovery after the 2008 recession. Bicycle commuting in the City had doubled between 2007 and 2011. 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

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.

The survey - At the time of survey, Citibike had limited expansion and was used mostly in parts of manhattan and Brooklyn. The goal was to gather info on members, their membership and challenges with the product. Surveys sent via email.

1. Which modes of transportation do you use most often?

(Check all that apply)
☐ Citi Bike
☐ I own and ride a personal bike
☐ MTA (Subway/Bus)
☐ Taxi or rideshare (Uber/Lyft)
☐ Personal car
☐ Other: ______________________

2. Are you currently a Citi Bike member?

☐ Yes, I have an annual membership
☐ No, but I’ve used Citi Bike as a guest
☐ No, I’ve never used Citi Bike
☐ Other: ______________________

3. If you are not a current member, what is the main reason?

(Select one)
☐ The annual membership is too expensive
☐ I’m uncomfortable riding in traffic
☐ I’m concerned about safety/injury
☐ Other: ______________________

4. If you are a user, which Citi Bike stations do you frequent the most?

(Select up to 3)
☐ Midtown West
☐ Midtown East
☐ East Village
☐ West Village
☐ Flatiron
☐ SoHo
☐ Tribeca
☐ Downtown Manhattan
☐ Brooklyn
☐ Queens
☐ Harlem
☐ Other: ______________________

5. How would you rate your overall experience with Citi Bike?

(1 = Poor, 5 = Excellent)
🔘 1 🔘 2 🔘 3 🔘 4 🔘 5

Please explain your rating:

6. What improvements would you like to see in Citi Bike?

(Check all that apply)
☐ Lower membership or usage cost
☐ Improved app or docking technology
☐ Cleaner or better-maintained bikes
☐ Easier station docking and verification
☐ Incentives/rewards for frequent use
☐ Other: ______________________

6. What improvements would you like to see in Citi Bike?

7. What are the top three improvements Citi Bike could make?

(Select up to 3)
☐ Supply more bikes at popular stations
☐ Remove bikes from overcrowded docks
☐ Repair faulty bikes and docking stations
☐ Implement safer, dedicated bike lanes
☐ Address sticky handlebars in hot weather
☐ Fix red light docks in a timely manner
☐ Alert users if fewer than 3 bikes are available at their home station
☐ Other: ______________________

8. If you are a member, will you renew your membership?

☐ Yes
☐ No

Please share why or why not: ___________________________________

9. If Citi Bike increased the annual rate from $95 to $140, would you still subscribe?

☐ Yes
☐ No
☐ Maybe

If Citibike provided incentives, what would you like to have

☐ Free rides

☐ Partner business discounts

☐ Lower membership rate

10. Do you have any additional feedback, suggestions, or praise for Citi Bike?

_____________________________________________________

11. Where should Citi Bike expand to next?

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

• No bikes available 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

• Sticky handlebars in hot weather

• Seasonal Issues

Biking on a budget

Shante' 19, recent high school grad, community college, yearly income less than $5,000

Usually walks for 4 blocks to the bus, then takes train to school. Knows how to ride a bike

Thought the bikes were for "other"people and perceived it to be expensive.

PROS: Thinks Citibike could save her money and replace MTA on some days. Would consider Citibike if it's affordable.

CONCERNS: Safety in traffic lane and safety are big concern. Monthly costs

Convenient in heavy traffic

William 31, College grad, works at start-up, yearly income less than $65,000

Works in the city. Takes bike to the train for a job in lower Manhattan. Use the bike daily to get to the train. Has a yearly membership.

PROS: Likes using the bike in the morning to commute to the subway because the bus is too slow in morning traffic.

CONCERNS: Must leave extra early because there are often no bikes available.

Hot weather, sticky handlebars, cracked seats, bikes won't dock properly.

Wants to perks and points

Ellen 46, Steady job for past 15 years, works 2 miles from home, yearly income $87k. Usually takes the bus to work, but uses Citibike occasionally because they are accessible bike lanes nearby. Uses a day Citibike 24-hour pass occasionally, but would consider a yearly one.

PROS: Likes affordable price, station location near her apartment

CONCERNS: Bike availability lacking at some stations. Would love to be able to sync it with her points from her credit card and other business.

Limited locations

Bikes are only available in these 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 2017, 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

The team presented a powerpoint that went over the whole process so that the stakeholders were clear in the direction. They didn't do lots of early sketching but instead gathered data that helped shape a picture useful shaping the conclusion.

In the area where patrons could report a faulty bike, we found that it would be more convenient to have a location GPS pop up so consumers could touch with a quick list of items to choose from. We didn't need a separate screen just to add up points. It could appear at the bottom of dock in screen. Then after a week, it could show the total in same confirmation email. After points, nearby redemption suggestions could be easily seen on screen where bike customers could click and use.