What: Conceptualization of the user (the everyday person) & how our product (the experience of riding a bike on the street) fits into their life.

Why: Humanize the design process & make us gain a better understanding of and empathy for the end users of our product. 

End Goal: A street design that takes into account people‚Äôs characteristics, needs, and desires & is seamlessly integrated into their lives. An everyday person should be able to ride a bike on the street without modifications to his/her normal life.