As the first employee and one-man design team at Wheels, I was in charge of product, brand, and everything in between.
Wheels is a shared dock-less bike. Our core product focused on beautiful form, amazing function, and most importantly — safety. Wheels provides a low-cost and more universally accessible option to get around your city. Ride safe.
Wheels is uniquely designed so that you can easily add attachments — like baskets for delivery. I helped to develop a subsidiary brand at Wheels called GoWheels, of which we did some internal branding and strategy to create a rental program targeting delivery gig workers.
The app is meant to be engaged as quickly as possible so that a first-time rider can sign up and begin riding in a goal of 3 minutes, while a recurrent rider can start a ride in less than 15 seconds.
We improved onboarding through various iterations and got to a 90% success rate for the first-time user sign up, payment, and start ride process.
The Transporter community is the life-blood of Wheels — they are responsible for moving bikes to Hubs so that our Pit Crew can pick them up, bring them back to the warehouse and re-charge them.
We developed an entire ecosystem around our Transporter community and paid out hundreds of thousands in cash for each bike bounty rendered.
The Pit Crew are the operations of the Wheels ecosystem. They pick up the bikes, bring them back to the warehouse and do all manner of maintenance.
We developed ML photo models to keep track of the millions of parts needs to keep our bikes in top shape.
A skin-tone palette to make sure Wheels was representing all of our riders in our illustrations.
Each illustration falls into two categories: isometric or frontal perspective. These rules helped me to more easily situate the illustrations depending on the context they were trying to communicate.
Every city we operated in had a diversity of people interacting with Wheels — including those living on the streets amongst the bikes. Oftentimes, the homeless community would confiscate a dock-less bike and use it to cart around their belongings. To establish a more positive relationship with that demographic we created a charitable outreach called Meals which would bring food and nourishment to those impoverished communities.