Bike sharing schemes are typically intimidating to use due to lack of simplicity and are poorly branded clearly seen with the current StadtRAD Hamburg. The lackluster branding very obviously is reflected by how these systems are treated, which is as any other public transport, such as buses and metro cars. Bicycle sharing schemes take themselves too seriously. Seeing them in a utilitarian light completely disregards the reason for the original creation of bikes.

The opportunity here was the creation of a bicycle sharing scheme that provides a quick and simplified bike rental experience that is able to get people transportation quickly so they may go A to B whilst connecting people with each other.