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contact
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plattmorgan10@gmail.com
979.824.3930
2020

Bike Launch Experience

a branded experience to showcase the Pulse E3 concept bicycle

product & Experience Design
Georgia institute of technology

01

project
introduction

The challenge was to create a mode of light individual transportation as a sub-brand of an existing automobile manufacturer and develop a supporting brand-launch environment to debut the product. The Pulse Experience introduces and reinforces the attributes of Pulse, a proposed sub-brand of BMW, and the Pulse E3 concept bike.

Team Members: Morgan Abney, Berri Berto, Joshua Chan, John Lyons & Allie Paschal

02

BMW brand research

Luxury, Power & Performance
To develop a sub-brand of BMW, my team had to first understand signature elements of the BMW brand and lifestyle. BMW can be described in 3 words: luxury, power, and performance.

03

commuter
research

target user: the business professional
Barriers faced by Business Professionals offered a great design opportunity for a bicycle that would fit their needs and align with their professional yet active lifestyle.
the BMW owner: luxury & performance
The second group targeted for the Pulse E3 bike is BMW owners who have a knack for health and fitness, because the Pulse brand aligns with this user group’s values and our bike could accompany their BMW vehicle.
elevate bike commuting
offer variable bike modes
allow for dual purpose use
increase road presence

04

brand development

logotype & logomark
The Pulse logo embodies athleticism and motion. Featured in the logotype and logomark is a singular pulse sign, embodying dynamism and energy. The logomark is a spin off of the classic BMW roundel with a central pulse line.

05

the bike concept

Primary team contributors to bike concept: Joshua Chan, John Lyons, Morgan Abney
the Pulse E3 bike
The Pulse E3 bike is a hybrid electric bike that elevates the experience of commuting by bike. The Pulse E3 bike can serve as an exercise bike in the home when fitted with the custom Pulse Trainer. The dual personalities of the bike are perfectly suited for the dual personalities of a professional yet active rider.
electrically powered
Top of the line custom BMW motor. You know that you are getting not only power, but the best performance possible with this BMW motor. Embossed on the side is the BMW Pulse logo, and the electric green helps draw the eye to what really helps drive this bike.
belt driven
No more greasy chains. The Pulse bike is powered by a belt driven system in order to get rid of the issues that come with chains. The Pulse bike was also designed to allow you to remove the belt without breaking either it or the back stays of the bike.
integrated seat lock
Why worry about having to buy and attach after-market security devices to your bike when they could come with it? The E3 has our steel H-Lock integrated seamlessly into the seat post. It features an electronic lock and a quick release collar to adjust seat height and remove the lock.

06

the launch experience

The bike launch experience was developed to introduce both the Pulse E3 bike and brand to customers. This exciting and unconventional experience was created to prompt trial of the E3 bike, to personify the dual lifestyles associated with the brand, and to creatively reinforce the features of the bike throughout the space.

This space would be something that business professionals may encounter on their weekend bike excursions or while walking around a city.

drawing you in…
From the unexpected outdoor test track to the visual elements throughout the building, we ensured that customers would be drawn to visiting and experiencing our space.
...from every angle
Entering from the back of the building, customers can see how the test track changes in elevation and view our signature logo written in large glowing letters.
overall dimensions
The final environment features a 30x30 ft building surrounded by a test track that is 8 ft wide. The access point to the biking area has a clearance of about 12 ft, while the access point into the building has about a 14 ft clearance.
utilizing virtual reality as a prototyping tool
In order to fully experience our environment prototypes and create an experience that is as lifelike as possible, we often turned to virtual reality as a tool to recognize design flaws and the positioning and spacing of objects.
juice bar
The juice bar and downstairs seating area incentivizes customers to come in the store and enjoy the space. Additionally, we offer juices as a beverage to cater to health and fitness.
lifestyle display
This floor to ceiling display visually represents the two lifestyles that embody a Pulse E3 consumer and it reinforces the dual personalities of the Pulse E3 bike in the home and on a commute.
test track
This view of the track entrance shows the one way bike lane, finished with our E3 bike as the bike lane symbol.
texture wall & bike racks
The texture wall offers a tactile opportunity for customers to see and feel our colors, materials, and finishes up close. To test ride a bike, users can experience unlocking the bike at our custom bike racks.
customization station
Customers can feel personally connected to the Pulse bike when they customize it’s details. To customize the bike, the customer would interact with the controls on the kiosk and their changes would be reflected onto the white bike through projected AR technology.
immersive experience
Consumers have the ability to experience the stationary bike in a competitive way with a Mario-Kart inspired immersive biking experience. The player must pedal harder to move ahead of the other opponents.
contact
LinkedIn
plattmorgan10@gmail.com
979.824.3930
about
Resume
projects

Drill Customization Project

Co_Lab Virtual Education

Bike Launch Experience

Bike Commuter Research

Klemis Kitchen App

Graphic Design + More