Visual redesign exercise for the service of public bicycles of Madrid.

Art Direction
User Experience
User Interface


I am a frequent user of public bicycles in Madrid. And in almost 3 year, utilising this service and looking at it - with a user perspective -  as a designer, I wanted to put myself to a test by exercising a redesign of the brand and searching for a better user experience of the app.

First Steps.

I’ve started with an analysis of the existing application, searching to identify the important functionalities present that needed bettering and others that were dispensable.

Since the beginning something was very clear, independently of the factors, the current app worked through a simple interface, probably front developed directly, not worrying with the aesthetic.

Analysing the experience, I came across with a hard, not intuitive and restricted flow.
The colours didn’t help in the comprehension of what was laid out, generating confusion between what was a main title or a text button. The icons are not universal and the interface  demands a considerable learning curve for the simplicity and speed that is expected from this service.

The brand suffered from a common problem of when the client does not worry in generating an image and involvement. The solution of the actual brand is simple, with no personality and non scalable. It was clear that the logo was created to supply the need of an icon for the application.

In other hand, the app was well integrated to the native map system, stable, quick, and the updates made did not present big challenges.

It was clear that there was a opportunity to be explored, so then I got to the next step: analysing competitors, benchmark and best practices.


To understand who is competition, it is necessary to understand the battlefield where Bicimad is inserted. If we search for another bicycles rent services, there will be no direct competitors in Madrid.

The truth is that Bicimad does not sell bike renting, but urban mobility, and when looking by this perspective we encountered with players like Car2Go, Uber and Cabify, as well than systems of common public transportation such as buses and subways.

The correct strategy to be adopted is to position itself as a cheap transport option for short journeys, convenient (since the bicycles already have a electric motorised assistance), clean and complementary to the already existing services.

To be seen as an option between all the ones available, the brand needed to further, and undergo a process of modernising its image and service.

Brand proposal.

To be an app inserted in a urban mobility context, the new brand should carry actual values, be consistent and cohesive. After several studies, the reached result depicts perfectly what is expected of a brand nowadays, one with personalty and enough visual power to divide a space with established brands.

The brand works strongly with 2 visual concepts: The Community of Madrid’s flag with its 7 stars and the chainstay of a bike.

Connecting the dots diagonally, the brand makes reference to a sense of community and at the same time dynamism. The user is represented on the first circle to the left and the 6 dots in front of it is connected by a path that goes through stops (making reference to the bases where the bikes are stored).


The chosen type was “Apercu”. Font created in 2010 with a huge variety of weight, modern, dynamic, carrying with itself a personality that permits itself to be utilised as an element of design and perfect for reading.


The gray color that is present in most part of the interface works to position the service as something modern, technological, up-to-date, generating the necessary contrasts in which the user can identify interacting elements and contextualisation. The blue color is fundamental to identify the interactive elements as well as add an ecological clean energy layer on communication, making allusion to the electric auxiliary motors present on the bikes.



The app.

Being a consulting and shopping service, the design has the need to be direct, clean and with no graphic aesthetic dispensable elements present, looking to contextualise the user in each screen for one the three main service functions: find a bike, find a parking spot, and recharge the card.


The idea was to give focus only what was necessary, so the user could execute a function without getting distracted . The universal icons perform a fundamental labour on the learning curve.


Live interfaces add an important layer in the learning process, making it easy to comprehend the click stream, grabbing the user by the hand and literally taking a walk with him while in it. 

If used in a proper way, the animations have the power to propose a reading path. When used in conjunction with vibration, it could be useful when there is need notify an error or request attention.

Brand kit exercise.

To finalise and prove how solid the brand is, I made some applications do demonstrate its use in situations in which the brand already is inserted in and in new communication opportunities.