HYbrid bike lock concept for the elderly
RingChain – Strategy & Brand
COMPANY
AXA (TU Delft Project)
ROLE
Strategic Designer
YEAR
October 2021, 4 Weeks
team
Anjay Valiyaveedu, Romeo Veldhuis, Fang-Yin Liu, Neha
Strategic product design for AXA Bike Security: Helping active elderly users lock their bikes with more ease, security, and confidence.
Strategic product design for AXA Bike Security: Helping active elderly users lock their bikes with more ease, security, and confidence.
Strategic product design for AXA Bike Security: Helping active elderly users lock their bikes with more ease, security, and confidence.
About
Strategic Product Design project course in the bridging program at TU Delft.
The brief was to explore how brand-driven decisions and user behaviour shape new mobility products.
Strategic Product Design project course in the bridging program at TU Delft.
The brief was to explore how brand-driven decisions and user behaviour shape new mobility products.
Strategic Product Design project course in the bridging program at TU Delft.
The brief was to explore how brand-driven decisions and user behaviour shape new mobility products.
process
Analyze Company Portfolio → Market & Competitor Research → Target User Research → Define Design Criteria → Ideation → Conceptualisation → Develop Final Concept → Prototype & User Tests → Present Final Concept
Analyze Company Portfolio → Market & Competitor Research → Target User Research → Define Design Criteria → Ideation → Conceptualisation → Develop Final Concept → Prototype & User Tests → Present Final Concept
Analyze Company Portfolio → Market & Competitor Research → Target User Research → Define Design Criteria → Ideation → Conceptualisation → Develop Final Concept → Prototype & User Tests → Present Final Concept
Goal
To come up with a strategy to bring a new product to the market based on the company's portfolio and design the product.
Our team developed a new bicycle lock concept aligned with the brand and portfolio of AXA Bike Security, a company well-established in the Dutch bike security market.
Our focus was on active elderly cyclists (60+) with bikes - a growing demographic underserved by current lock systems.
To come up with a strategy to bring a new product to the market based on the company's portfolio and design the product.
Our team developed a new bicycle lock concept aligned with the brand and portfolio of AXA Bike Security, a company well-established in the Dutch bike security market.
Our focus was on active elderly cyclists (60+) with bikes - a growing demographic underserved by current lock systems.
To come up with a strategy to bring a new product to the market based on the company's portfolio and design the product.
Our team developed a new bicycle lock concept aligned with the brand and portfolio of AXA Bike Security, a company well-established in the Dutch bike security market.
Our focus was on active elderly cyclists (60+) with bikes - a growing demographic underserved by current lock systems.
Outcome
RingChain is a keyless locking system that combines a traditional ring lock and chain lock into a single biometric solution, designed for elderly users.
Users can:
Unlock the ring lock using a fingerprint sensor
Retract and extend the chain using a built-in recoil mechanism
Secure both the bike frame and rear wheel, in one smooth flow
The concept balances brand familiarity with modern usability, offering AXA a product that is both novel and accessible.
RingChain is a keyless locking system that combines a traditional ring lock and chain lock into a single biometric solution, designed for elderly users.
Users can:
Unlock the ring lock using a fingerprint sensor
Retract and extend the chain using a built-in recoil mechanism
Secure both the bike frame and rear wheel, in one smooth flow
The concept balances brand familiarity with modern usability, offering AXA a product that is both novel and accessible.
RingChain is a keyless locking system that combines a traditional ring lock and chain lock into a single biometric solution, designed for elderly users.
Users can:
Unlock the ring lock using a fingerprint sensor
Retract and extend the chain using a built-in recoil mechanism
Secure both the bike frame and rear wheel, in one smooth flow
The concept balances brand familiarity with modern usability, offering AXA a product that is both novel and accessible.
Problem Statement
Problem Statement
Problem Statement
To help active elderly have a more pleasant bike locking experience, improving their sense of security and ease throughout their biking journey.
To help active elderly have a more pleasant bike locking experience, improving their sense of security and ease throughout their biking journey.
To help active elderly have a more pleasant bike locking experience, improving their sense of security and ease throughout their biking journey.
Strategic Design Approach
Strategic Design Approach
Strategic Design Approach
We approached this project through the lens of:
Brand & portfolio alignment
User-centered design for accessibility
Market feasibility and technical viability
We defined detailed user demands and brand-aligned criteria, including ergonomics, battery life, ease of use, and integration with AXA’s image of trusted, functional, and secure products.
We approached this project through the lens of:
Brand & portfolio alignment
User-centered design for accessibility
Market feasibility and technical viability
We defined detailed user demands and brand-aligned criteria, including ergonomics, battery life, ease of use, and integration with AXA’s image of trusted, functional, and secure products.
We approached this project through the lens of:
Brand & portfolio alignment
User-centered design for accessibility
Market feasibility and technical viability
We defined detailed user demands and brand-aligned criteria, including ergonomics, battery life, ease of use, and integration with AXA’s image of trusted, functional, and secure products.
For a complete look into our user research, brand alignment, and design strategy, click below to explore the full project report.
For a complete look into our user research, brand alignment, and design strategy, click below to explore the full project report.
For a complete look into our user research, brand alignment, and design strategy, click below to explore the full project report.
Let's connect
Whether you have a clear vision or just the beginnings of a "why," I’m open to new projects, collaborations, and conversations over a cuppa.
© 2026 – Neha Yaragatti
Some images from Unsplash.
Let's connect
Whether you have a clear vision or just the beginnings of a "why," I’m open to new projects, collaborations, and conversations over a cuppa.
© 2026 – Neha Yaragatti
Some images from Unsplash.
Let's connect
Whether you have a clear vision or just the beginnings of a "why," I’m open to new projects, collaborations, and conversations over a cuppa.
© 2026 – Neha Yaragatti
Some images from Unsplash.