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Created in response to TfL’s brief “Cycling in London: Design for a Sustainable City,” Cycle Venner reimagines urban cycling as a shared, sustainable lifestyle — empowering women in London to ride further, safer, and together.

#CyclingInLondon #ConfidentCycling #SheRidesLondon #EmpowerThroughDesign

Project Partner

Transport for London (TfL)

When I first received the brief, a quiet question surfaced in my mind:
“Why don’t I cycle anymore in London?”

Challenge Description

The Mayor’s Transport Strategy and Healthy Streets vision aim to make 80% of London trips sustainable by 2041—through walking, cycling, and public transport. It focuses on building better infrastructure and experiences that make people feel confident and enjoy active travel, supported by seamless, user-centred digital and physical services.

TfL aims to inspire more Londoners to start cycling, support new cyclists to ride further, and help regular cyclists integrate cycling safely into their daily lives.

Skipping the preliminary background, and based on TfL’s materials and our everyday observations, we eventually focused—after extensive comparison and analysis—on women living in London as our target group.

Desk Research – Understanding the Context

76% of women can cycle, yet only 20% do so in London. Women require safe, protected spaces to feel confident cycling, and while abundant information about cycling exists, accessing it demands strong dedication and motivation.

Female Cyclist

51% of the population is women,   76% can ride a cycle but only 20 % does.

Ride a bike in London

20%

Can ride a bike

76%

Women Need Safe,
Protected Space for Cycling

9 out of 10 women said they would start to cycle or cycle more, if they had better infrastructure for their journeys.

90%

Information Accessibility

here is a lot of information about cycle routes, cycle tutorials and organisations, but you need to be modified to find it.

Primary Research – Experiencing and Mapping the Problem

To understand why women hesitate to cycle in London, a series of first-hand explorations were carried out — including trying out cycling on TfL’s designated cycleways, visiting dangerous junctions, and joining free cycle training sessions. Additional insights were gathered through interviews with Jonathan from Hammersmith’s Group Cycle Training, RCA staff, and members of the London Cycling Campaign.

These experiences were then mapped into a user journey, revealing key emotional and practical barriers that shaped women’s cycling behaviour.

Field test: cycling practice and site visits to dangerous areas

Attending cycling training and interviewing a group cycle instructor

Chatting with spontaneous interviewees

Burn out.

Uncertain about what the route will look like.

Cycle Hire Scheme with complex procedures.

The real roads are too scary to ride.

Not familiar with signs and rules.

The real roads are too scary to ride.

Not familiar with signs and rules.

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3

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Preliminary Insights

Gender

Confidence and skill levels vary between genders
Lack of physical strength
Emotional Support

Culture

Cultural branding of cycling often presents a limited, professional image

The competition of car ownership and cycling

Infrastructure

Busy shared roads

Disconnected cycling routes
Lack of affordable and accessible storage

Safety

Conflict between people

One plan probably doesn’t always work

The research revealed critical insights related to gender, culture, infrastructure, and safety. As one cycle instructor noted, “I teach men and women in the same way, but often provide more support and encouragement to women.” This reflects a broader reality: female cyclists face more barriers to trying cycling and often struggle to decide whether to ride at all.

Hypothesis and Framework

From the insights, it became clear that women have many concerns about cycling — and taking the first step to try is often the hardest. Only when the initial experience feels enjoyable can confidence grow, eventually leading to a motivated and lasting cycling habit.

Encourage them to try out cycling in safe areas

Cycling as a means of transport in day life

Feel confident and fearless during cycling

The pyramid illustrates a conceptual approach developed during the ideation phase — starting from safe and supportive environments to help women build confidence in cycling.

There is no physical difference between men and women in cycling; the challenge lies in mental and emotional readiness.

This concept aims to build confidence through community, professional training, and engaging experiences that make cycling both safe and enjoyable.

Community

Tutorial

Enjoyment

Mental Support

IF we encourage female cyclists to cycle in safe areas,
THEN we can boost their confidence and promote continued cycling.

Prototyping and Developing

A campus cycling campaign was launched to test the concept in a real setting.

Pre-Campaign

Preparation and Engagement Design

A Cycle Picnic was organised in Hyde Park, with participants recruited through campus posters. Before the event, shared-bike instructions, maps, and a bingo game were provided to enhance engagement. The test revealed that the bike rental system is not user-friendly and that participants often lack basic cycling skills.

During the Campaign

Riding and Collective Experience

Post-Campaign

Reflection and Sense of Belonging

The prototyping revealed that safe environments, such as parks, can reduce women’s fear of riding on roads and enhance their sense of security. Playful mechanisms make cycling more engaging and motivating, while companionship significantly increases interest and enjoyment. Most importantly, building trust at the very beginning helps participants overcome hesitation and take the first step toward cycling.

Our participants had been contemplating cycling for a long time and had various needs

Respective Needs

Our participants had their own obstacles to cycling, such as cost and cultural aspects

Respective

Obstacles

Respective

Obstacles

They want to connect with trusted friends. Sense of belonging and trust are key.

Trust

They want to join further training to attain cycle ability.

Needs of

Training

Needs of

Training

A safe and enjoyable experience is important to encourage people to try cycling.

Safe and

Enjoyable

Safe and

Enjoyable

The target group identified is female university students, who are more inclined to adopt cycling as part of their daily routines. This group possesses both the physical capability and flexible timetables to accommodate cycling. Moreover, their shared institutional environment provides a trusted and supportive foundation for behavioural change.

Mei

I want to explore London while maintaining an eco-friendly lifestyle.

Age

Nationality

Time in London

Cycle Skill

Confidence Level

Keywords

China

2 months

Sustainability

Adventurous

Leona

I want to be connect with friends who will try out cycling together.

Age

Nationality

Time in London

Cycle Skill

Confidence Level

Keywords

British / Glasgow

10 months

Socialising

Self-doubt

Aisha

I have never tried cycling before, but I want to start to save money.

Age

Nationality

Time in London

Cycle Skill

Confidence Level

Keywords

Pakistan

4 months

Never Cycled

Cost-saving

The Focus

Encourage students at universities and colleges across London to have FUN trying out cycling while building their CONFIDENCE in the process.

Service Concept

“

We are a social cycle community for students who are new to London traffic.

“

About Cycle Venner

Cycle Venner is a non-profit initiative dedicated to increasing cycling participation among female university students in central London. It helps students overcome confidence barriers and fosters community connections through outdoor events and shared experiences.

“Venner,” meaning “friends” in Danish, was inspired by Denmark’s strong cycling culture and reflects the project’s spirit of support, inclusivity, and togetherness.

Community

Connection

Community

Connection

Provide

Trust

Encourage

🚴‍♀️

🎓

Campus

🏞

Events

The project offers a platform and a series of events that foster communication and engagement across campuses. Its service includes three main activities designed to support students throughout the academic year — discovering London, building friendships, and embracing a healthier lifestyle. These are delivered through Cycle Picnic, Traffic Playground, and a Digital Community available via the app.

Cycle Picnic

Socialising

Companionship
Sense of Safety

Pop-up Playground

Needs of safe area to practice
Realistic cycle playground for adults
Optional

Digital Community

Sense of Belongings
Helpful Route Map
Digital
Interestingness

Service

Key Partners

Potential Investor

Positioning

Goal

Category

Assist Everyday Cycling

Daily Cycling Support

Assist Everyday Cycling

Daily Cycling Support

Assist everyday cycling to turn cycling into a new habit

Third Step

Digital Community

Universities, TfL, Shared Bike Companies

Startup Investment

Practice Cycling

Educational Experience

Practice Cycling

Educational Experience

Improve cycling skills and knowledge to build confidence

Second Step

Pop-up Playground

Universities, Student Council, Bike/Equipment Company, Borough

TfL, City of London,

Angel Investment

TfL, City of London,

Angel Investment

First Step

Cycle Picnic

Universities, Student Council, Santander Cycles

TfL, City of London, Universities

Try Out Cycling

Enjoyable Experience

Try Out Cycling

Enjoyable Experience

Encourage students to enjoy cycling as a means of socialising

Social Riding
Joining the Cycle Picnic is a relaxed and enjoyable way to socialise.
Adventurous Activities
Engaging activities such as Adventure Bingo and themed maps make the experience more fun and inviting for students.
Souvenir
By participating, students gain practical cycling tips and receive small keepsakes — like postcards and badges — to remember the experience.

To Julie
From Eveleen
I’m happy to meet u
Let’s take another trip
together 🥰
Step 1: what a cycle picnic offers
Cycling Tutorial
Venner staff introduce practical cycling tips for London, including safety measures, traffic rules, and hand signalling.
Hands-on Experience
Useful cycling resources are also provided, such as council-led training programmes and information from the London Cycling Campaign website.
Step 2: what a pop-up playground offers
Step 3: what a digital community offers
Sense of Community
Enjoyment
Map Tailored for Students

During the college open day, the design concept was presented to visitors to explore which voices students find most trustworthy in promoting cycling. The insights informed the next stage of our business model development, highlighting that initiatives led by the university and endorsed by TfL generate stronger engagement among students.

Value Proposition and Business Strategy

‘Cycle Venner’ helps female students in London who want to try out cycling, by providing a safe space for practice and a joyful and trusting environment among fellow students.

Universities & Colleges

Many universities and colleges have recognised their responsibility to reduce their environmental impact, as measured by the QS World University Rankings. Many students choose their university according to this ranking system. This means that students tend to choose more sustainable universities.

Transport for London

By supporting our business, TfL can promote healthy, sustainable habits in students. Though some students might only be here for a short period, investing in them means that the students can take their new healthy habits and bring them to their new city, sending out good habits into the world.

Santander

Using Santander cycles at our events introduces students to the scheme, bicycles, and app, lowering the barrier to accessing Santander services. Since many students stay in London for
a short period, Santander bikes offer an excellent alternative to owning a bike.

For universities, encouraging more students to cycle can directly contribute to their sustainability goals.

Transport for London can advance its cycling strategy by fostering lasting habits among students — sending confident cyclists into the wider world each year as graduates leave London.

For Santander Cycles, introducing the service to students helps expand its user base and promote regular bike use among the younger generation.

Phase

Resources Provided

ROI

From Pilot to Scalable Ecosystem

Coupons for rides, Extra discount/scheme for students

Official publicity channel support, Policy funding application support

Open cycling data API interface

Official publicity channel support, Policy funding application support

Open cycling data API interface

Providing instruction

Rental of infrastructure such as roadblocks, road signs, etc.

Mutual social media outreach

Rental of infrastructure such as roadblocks, road signs, etc.

Mutual social media outreach

Contact venue co-operation, Student News email, Picnic material preparation

Student-initiated lightweight app development

Provision of gifts, media exposure

Coherent organisation of events, Promotion of the use of the App

Updating and maintenance of the App, liaising with data providers

City-level data sharing, Deep Infrastructure Integration

Increased student engagement

Cross-sectoral synergy opportunities

Increased student engagement

Cross-sectoral synergy opportunities

Resource interchangeability

Promotion of cycling training programmes

Increased user coverage, Attracting young people, ESG influence

Student leadership development, Cross-campus network building, resource leverage

Acceleration of policy goals, Increased public trust

Precise customer penetration, UGC

Sustainable Campus Image, Commercialisation revenue, Enrolment competitiveness

Promoting a cycling-friendly society,

Valuation growth

In terms of business strategy, the initiative begins with small-scale campus events to test ideas and gather feedback. It then expands through collaborations with brands and city partners to reach a wider audience. Ultimately, the vision is to make cycling a familiar and accessible part of university life across London — where students gain skills and enjoyment, partners enhance their reputation, and the city moves closer to its carbon reduction goals.

Ongoing Impact

For International Women’s Day, a Cycle Picnic was organised in collaboration with the RCA Sustainability Department, starting from the campus to encourage more people to use cycling as a means of transport. The event has since become a regular campus activity, inviting professionals from Group Cycle Training to participate and support the initiative — demonstrating how a small prototype has grown into a lasting, real-world impact.

Cycle Venner reinforced a belief I carry into every project: the most effective interventions don't start with solutions — they start with understanding what holds people back. Confidence, not infrastructure, was the real barrier. That insight shaped every design decision, from the picnic format to the app's community-first logic. Sustainable behaviour change needs a system — one that connects people, institutions, and policy in a way that feels human. Because ultimately, it's rarely about the product. It's almost always about trust.

When I first received the brief, a quiet question surfaced in my mind: “Why don’t I cycle anymore in London?”

Burn out.

Burn out.

Uncertain about what the route will look like.

Uncertain about what the route will look like.

Cycle Hire Scheme with complex procedures.

Cycle Hire Scheme with complex procedures.

The real roads are too scary to ride.

Not familiar with signs and rules.

The real roads are too scary to ride.

Not familiar with signs and rules.

1

1

3

3

4

4

2

2

IF we encourage female cyclists to cycle in safe areas, THEN we can boost their confidence and promote continued cycling.

IF we encourage female cyclists to cycle in safe areas, THEN we can boost their confidence and promote continued cycling.

When I first received the brief, a quiet question surfaced in my mind:
“Why don’t I cycle anymore in London?”

IF we encourage female cyclists to cycle in safe areas,
THEN we can boost their confidence and promote continued cycling.

IF we encourage female cyclists to cycle in safe areas,
THEN we can boost their confidence and promote continued cycling.