How many of you ride our bikes, but either choose or forget to wear our helmets? How many of you know someone who has been in a bike accident? DfA's Bike Safety team is tackling this very issue. Starting with user research, they are digging deep to understand both the physical and psychological reasons why we all continue to not wear our helmets. Will their solution be like the dinging reminder for seatbelts? Or will it be a solution so compelling that you'd rather wear a helmet than not wear one? Follow this project on: www.designforamerica.com

1. Benefit Inconvenience?

3. Benefit Dorkiness?

5. Benefit Helmet hair?

7. Benefits $200,000 75% Helmet revolution Feel cool/good

12. How can we make these experiences more personal so that EVERYONE is inspired to be safer?

13. Probability of Falling Distance Traveled =

16. Emotional vs Analytical