Foxi.
Redefining Urban Mobility in London.
A user-centric bike-sharing app that’s faster, smarter, and more rewarding than the competition.
To design a bike-sharing app that truly works, I started by understanding its users.
Here are the four key personas who guided the UX strategy.
Budget :
Spends approximately £80 per month on public transport.
Habits :
4-5 trips/week (home-work), peak hours (7:30 AM–6:30 PM).
Prefers fast and reliable journeys.
Uses other bike services, but finds bikes heavy and stations overcrowded.
Expectations :
Ultra-fast booking, lightweight and well-maintained bikes, bug-free app. Rewards for regular trips (e.g., free minutes).
Pain Points :
Stations full/empty at peak times, heavy and poorly maintained bikes, glitchy app.
Emma,
The Rush Hour Fox
28y, Project manager in Shoreditch, lives in Hackney.
Budget :
Planned to spend around £40 on public transport during his week's holiday.
Habits :
1-2 trips/day, long and scenic (e.g., Big Ben → Tower Bridge).
Avoids the Tube (too crowded).
Uses other bike services but finds pricing confusing and lacks guided routes.
Expectations :
Simple and touristic service with pre-loaded routes and audio guides. Cultural rewards (e.g., museum discounts).
Pain Points :
Confusing pricing (penalties for trips >30 mins), unintuitive station map, no integrated tour routes.
James
The Curious Fox
45y, Tourist from Manchester, 4-day stay in London.
Budget :
Spends approximately £40 per month on public transport.
Habits :
2-3 trips/week (shopping/volunteering), off-peak (10 AM–4 PM).
Prefers calm and safe journeys.
Avoids bike-sharing due to heavy bikes and traffic concerns.
Expectations :
Light electric bikes with assistance and safety features (reliable brakes, auto-lights). "Quiet routes" (avoiding busy roads).
Pain Points :
Bikes too heavy, no affordable electric option, lack of beginner support.
Aisha,
The Wise Fox
62y, Retired volunteer in Brixton.
Budget :
Spends approximately £30 per month on public transport.
Habits :
3-5 short trips/day (uni → cafés → flat), irregular hours.
Uses other bike services only with promo codes.
Otherwise walks or takes the bus.
Expectations :
Affordable and flexible plans (hourly/day passes), social integration (challenges with friends, sharing rides), useful rewards (free coffee, student events).
Pain Points :
High cost of existing services, lack of social features, unintuitive apps.
Liam,
The Student Fox
20y, Design student at UAL (Camberwell)
Smarter
Faster
Funner
London’s bike-sharing apps are broken.
Foxi Cycles fixes that with a user-centric design that’s fast, flexible, and gamified.
The problem
London’s bike-sharing is slow, expensive, and impersonal.
Grab a Foxi!
Style tiles.
Style tiles.
Wireframes.
To ensure a smooth experience,
I designed a clear, user-centred site map that prioritises speed (for Emma), exploration (for James), security (for Aisha) and social features (for Liam).
Tree structure.
View final design
Foxi's Pillars.
Seamless Booking
" Book in under 10 seconds.
No queues, no hassle."
Rewards with Partners
" Turn every km into perks.
200+ London partners and counting."
Discover London
" Guided routes to London’s best-kept secrets. For riders, by riders."
View final design
A user-centric approach to urban mobility, from personas to pixels.
