Women on Wheels
|Coordinator||Living Cities Stockholm AB|
|Funding from Vinnova||SEK 295 000|
|Project duration||September 2014 - April 2015|
Purpose and goal
The bicycle is a great invention. As a mean of transportation it is flexible, cheap and environmentally friendly - in addition it is very fun to bike. Therefore it is a great loss that biking is an unthinkable transport option for women in many parts of the world. We want to change that. Women on Wheels aims to reinvent the bicycle, change society´s perception of what women should and should not do and create a safe environment for cyclists. For the right product, there are around 1.5 billion potential users.
Results and expected effects
The feasibility study confirmed that the area is highly relevant, innovative and showed very logical and understandable reasons to why women do not bike. To change attitudes, infrastructure and bicycle design to be more equal is absolutely doable. There is however very little knowledge and few actors active in this field. Our innovative approach allows the users themselves to identify the needs, possibilities and solutions, and stimulates interaction between many different operators. Now we want to test it!
Approach and implementation
During the Feasibility study, we have carried out: -Interviews with women from twenty countries. -An innovation workshop with Swedish women with roots in other countries. -A market analysis and focus group discussions with more than 40 women in Indonesia. -A global market, business and knowledge analysis and research overview. -Produced ideas and methods for a toolbox on gender equal cycling that focuses on product innovation, infrastructure and changing attitudes. -Established partnership with other stakeholders to work on the issue.