Pedaluxe

A digital solution for The Federal Government of Germany, to promote cycling as an attractive and practical means of transportation among working individuals.

Client

The Federal Government of Germany

Expertises

UX research / UX-UI design

Duration

10 weeks

Golden Dot Awards Nomination

Problem

Germany aims to double the number of cyclists by 2030 to boost public health, improve urban mobility, and cut environmental impact. As a major city, Düsseldorf plays a key role in this plan.

While the city already has cycling infrastructure and promotional efforts in place, there’s still plenty of untapped potential to make biking a more popular and mainstream choice for daily travel.

Solution

Based on research conducted in Düsseldorf, a clear opportunity emerged to make cycling a more practical and appealing alternative for professionals who currently rely on leased cars.

The product introduces an employer-driven system where electric lease bikes, become a seamless part of employee mobility. Through a simple app-based questionnaire, employees are guided toward a personalised bike selection that matches their commute, lifestyle, and daily needs, making the switch from car to bike feel intuitive, relevant, and easy to adopt.

Publications

Golden Dot Award 23’

Golden Dot Awards Nomination

Defining the opportunity to make cycling a natural part of everyday commutes

To create a solution with real impact, the first step was identifying where cycling had the greatest potential to make a difference. Demographic analysis revealed that Düsseldorf's largest population consists of working adults aged 30–49. This insight defined the project's focus, designing for commuters with the greatest opportunity to replace short car journeys with cycling.

In-depth interviews with employees in Düsseldorf revealed that commuting choices were influenced by more than practicality. Many valued their company-leased cars as a symbol of status, professional identity, and workplace benefits.

Driving represented qualities such as convenience and sophistication, values that were missing from the current perception of cycling.

A new standard for the
modern commute

The concept introduces a digital platform that enables companies to offer stylish electric lease bikes as an alternative to traditional company lease cars. Employees can configure a bike that matches their personal style, preferences, and commuting needs, creating a stronger sense of ownership and identity.

The platform consists of an employee app and an organisational dashboard, connecting personal choice with company mobility programmes helping employers understand the impact of the lease bike’s.

Elevating the perception of cycling

The visual design focused on transforming the perception of cycling from a purely functional mode of transport into a modern and desirable lifestyle choice.

Simple typography creates a sense of professionalism and clarity, while a dark color palette adds depth and sophistication. Subtle purple accents introduce a feeling of exclusivity and distinction, reinforcing the idea that cycling can be just as aspirational as owning a company car.