Lyft BIKES & SCOOTERS
ROLE: Head of Brand & ID
Lyft created a new division called LBS (Lyft Bikes & Scooters) in 2018 when micro-mobility was a burgeoning category.
Positioned and operated as a “startup” within the broader organization, LBS grew to become the largest bike-share provider in North America with the acquisition of Citibike (NYC), DIVY (Chicago) and other major bike systems.
As a founding member of the LBS leadership team, I led Brand and Industrial Design of new vehicles as we competed against Bird and Lime to improve vehicle design and win market share in new cities.
RESPONSIBILITIES
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Hiring and Managing Brand Team
Brand Identity & Positioning
Consolidation of Sub-Brands under Lyft Umbrella (eg. Citibike + Lyft)
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Hiring of In-House Industrial Designers
Hiring of ID Agencies
Category Research of Bikes & Scooters
Design of new Lyft Bikes and Scooters
Manufacturer RFP & Selection
Manufacturer facility visits in Asia.
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Vision Document for redesign of bikshare docking stations
Agency RFP for design partners. Selected Gehl & Preistman-Goode to collaborate
Program Lead of station redesign.
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Contributor on brand-component of RFP’s to win new cities.
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FIRST GEN
Lyft’s first generation of scooters were bought off-shelf and a cuystom designed iOT connectivity module was attached. They were not durable and lasted on-average 3 months on the street before they were ruined. This hurt the unit economics of the program.
SECOND GEN
Lyft’s second generation scooters were built for scooter-share and armored for durability. I was heavily involved with the ID and branding of these, taking many trips to Asia to meet with our partner, Segway.
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The “Watson” was Lyfts first move into electrifying their fleet of vehicles.
We retrofitted a traditional bikeshare bike frame with a battery and hub motor in addition to designing a custom smart-fender for locking and unlocking.
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For “Watson,” our 2nd Generation E-Bike, we developed a custom smart-fender that would allow riders to not only lock the bike at a “Docking Station”, but to other standard bike racks through cities.
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I spent a lot of time in the early days of Cosmo development, which is Lyft’s 3rd generation electric vehicle.
Widely considered the best bikeshare vehicle on the market, the Cosmo had an integrated, swappable battery, smart-fender locking system, and patented reflective paint to increase visibilty.
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To launch Lyft’s San Francisco bike system., titled “Bay Wheels,” we partnered with three local artists to create custom vinyl wraps that were applied to thousands of vehicles.
The artists were Zio Zeigler, Hueman, and Barry McGee.