Contact
Let's get
started.
Contact
Let's get
started.
Contact
Let's get
started.
Contact
Let's get
started.
Contact
Let's get
started.
Designed for Active Recall
Flashcards and animations encourage active learning, helping users retain important biking rules and build stronger memory connections.
Bike Course Extension for Swapfiets
Context
For this master’s project, I identified an opportunity within the Swapfiets ecosystem to educate newcomers on Amsterdam’s cycling rules to improve user experience while supporting business goals.
Role
Completed the end-to-end design process while receiving coaching weekly from the Head of Product Design at Swapfiets.
Results
Presented the concept to Swapfiets.
Timeline
February - March 2026
Bike Course Extension for Swapfiets
Learn the Basics in Under 2 Minutes
The module is designed to be completed before bike pickup giving riders the essential knowledge they need to confidently start biking.
Learn the Basics in Under 2 Minutes
The module is designed to be completed before bike pickup giving riders the essential knowledge they need to confidently start biking.
Learn the Basics in Under 2 Minutes
The module is designed to be completed before bike pickup giving riders the essential knowledge they need to confidently start biking.
Designed for Active Recall
Flashcards and animations encourage active learning, helping users retain important biking rules and build stronger memory connections.
Final Product
Final Product
Clear Rules & Fine Awareness
Educating rules and fines helps clarify responsibilities and reduces the likelihood of users blaming the company for these situations.
User Research Insights
I conducted surveys and interviews with newcomers and native cyclists in Amsterdam.
Unclear Bike Rules
Many newcomers know how to ride a bike but don’t understand urban cycling rules, making busy traffic feel intimidating and unsafe.
Learning Gap for New Riders
Local cyclists learn urban biking norms while growing up, but newcomers often lack this learning process and rely on guessing and word of mouth.
Low Confidence, Low Usage
When riders feel unsafe or uncertain, they avoid busy roads and bike less, increasing the risk that their subscription feels unnecessary.
User Research Insights
I conducted surveys and interviews with newcomers and native cyclists in Amsterdam.
Unclear Bike Rules
Many newcomers know how to ride a bike but don’t understand urban cycling rules, making busy traffic feel intimidating and unsafe.
Learning Gap for New Riders
Local cyclists learn urban biking norms while growing up, but newcomers often lack this learning process and rely on guessing and word of mouth.
Low Confidence, Low Usage
When riders feel unsafe or uncertain, they avoid busy roads and bike less, increasing the risk that their subscription feels unnecessary.
User Research Insights
I conducted surveys and interviews with newcomers and native cyclists in Amsterdam.
Unclear Bike Rules
Many newcomers know how to ride a bike but don’t understand urban cycling rules, making busy traffic feel intimidating and unsafe.
Learning Gap for New Riders
Local cyclists learn urban biking norms while growing up, but newcomers often lack this learning process and rely on guessing and word of mouth.
Low Confidence, Low Usage
When riders feel unsafe or uncertain, they avoid busy roads and bike less, increasing the risk that their subscription feels unnecessary.
User Research Insights
I conducted surveys and interviews with newcomers and native cyclists in Amsterdam.
Unclear Bike Rules
Many newcomers know how to ride a bike but don’t understand urban cycling rules, making busy traffic feel intimidating and unsafe.
Learning Gap for New Riders
Local cyclists learn urban biking norms while growing up, but newcomers often lack this learning process and rely on guessing and word of mouth.
Low Confidence, Low Usage
When riders feel unsafe or uncertain, they avoid busy roads and bike less, increasing the risk that their subscription feels unnecessary.
Context
Swapfiets is a Dutch bike subscription service that provides members with a bicycle for a fixed monthly fee, including maintenance and repairs. The service is especially popular among students and internationals because it offers a flexible alternative to bike ownership.
Context
Swapfiets is a Dutch bike subscription service that provides members with a bicycle for a fixed monthly fee, including maintenance and repairs. The service is especially popular among students and internationals because it offers a flexible alternative to bike ownership.
Bike Course Extension for Swapfiets
Context
For this master’s project, I identified an opportunity within the Swapfiets ecosystem to educate newcomers on Amsterdam’s cycling rules to improve user experience while supporting business goals.
Role
Completed the end-to-end design process while receiving coaching weekly from the Head of Product Design at Swapfiets.
Results
Presented the concept to Swapfiets.
Timeline
February - March 2026
Clear Rules and Fine Awareness Educating rules and fines helps clarify responsibilities and reduces the likelihood of users blaming the company for these situations.
Cycling in cities like Amsterdam requires an understanding of traffic rules that many newcomers have never learned.
Cycling in cities like Amsterdam requires an understanding of traffic rules that many newcomers have never learned.
Cycling in cities like Amsterdam requires an understanding of traffic rules that many newcomers have never learned.
50% of Swapfiet's users had never ridden a bike before, meaning currently many riders are left to figure out road rules through guesswork.
50% of Swapfiet's users had never ridden a bike before, meaning currently many riders are left to figure out road rules through guesswork.
50% of Swapfiet's users had never ridden a bike before, meaning currently many riders are left to figure out road rules through guesswork.
Through this project, I learned how user-centered design initiatives can improve both user experience and business outcomes.
Through this project, I learned how user-centered design initiatives can improve both user experience and business outcomes.
Why This Matters for the Business
User confidence directly impacts how often people ride. When riders feel unsafe, they avoid cycling, leading to lower engagement and potential cancellations.
Confident riders are more likely to cycle daily, increasing long-term retention and upgrades to higher-value subscriptions like e-bikes.
Design Inspiration
Interactive Learning Apps
I drew inspiration from learning apps like Falou and Duolingo, prioritizing quick, effective learning. Research on how the brain processes text and visuals also helped guide the design.
VVN Refersher Bike Course
Using the refresher course as a foundation, I identified and prioritized the key information needed to quickly address the learning gap.
Design Inspiration
VVN Refersher Bike Course
Using the refresher course as a foundation, I identified and prioritized the key information needed to quickly address the learning gap.
Interactive Learning Apps
I drew inspiration from learning apps like Falou and Duolingo, prioritizing quick, effective learning. Research on how the brain processes text and visuals helped guide the design.
Why This Matters for the Business
User confidence directly impacts how often people ride. When riders feel unsafe, they avoid cycling, leading to lower engagement and potential cancellations.
Confident riders are more likely to cycle daily, increasing long-term retention and upgrades to higher-value subscriptions like e-bikes.
Design Inspiration
Interactive Learning Apps
I drew inspiration from learning apps like Falou and Duolingo, prioritizing quick, effective learning. Research on how the brain processes text and visuals also helped guide the design.
VVN Refersher Bike Course
Using the refresher course as a foundation, I identified and prioritized the key information needed to quickly address the learning gap.
Design Inspiration
VVN Refersher Bike Course
Using the refresher course as a foundation, I identified and prioritized the key information needed to quickly address the learning gap.
Interactive Learning Apps
I drew inspiration from learning apps like Falou and Duolingo, prioritizing quick, effective learning. Research on how the brain processes text and visuals helped guide the design.
Why This Matters for the Business
User confidence directly impacts how often people ride. When riders feel unsafe, they avoid cycling, leading to lower engagement and potential cancellations.
Confident riders are more likely to cycle daily, increasing long-term retention and upgrades to higher-value subscriptions like e-bikes.
I translated essential course content into an engaging in-app learning experience that addresses key cycling knowledge gaps.
I translated essential course content into an engaging in-app learning experience that addresses key cycling knowledge gaps.
Context
For this master’s project, I identified an opportunity within the Swapfiets ecosystem to educate newcomers on Amsterdam’s cycling rules to improve user experience while supporting business goals.
Role
Completed the end-to-end design process while receiving coaching weekly from the Head of Product Design at Swapfiets.
Results
Presented the concept to Swapfiets.
Timeline
February - March 2026
Design Inspiration
VVN Refersher Bike Course
Using the refresher course as a foundation, I identified and prioritized the key information needed to quickly address the learning gap.