An American industry survey recently revealed that the number of casual bikers had dropped nearly 50% in the previous decade, whereas the number of cycling "enthusiasts" has nearly tripled in the same time. That means that there were more than 160 million Americans currently not riding bikes.
Japanese bike part manufacturer Shimano set out to reach out to them. With the help of design consultancy IDEO, they created "Coasting," a bicycle that's "smart enough to shift gears for you, keep you comfy on those casual rides around town, and one that will permanently put a smile on your face."
More on the user-centered research and design process on Putting People First.