The Net-Zero User Design Grant from InnovateUK was created to support solutions with significant real-world impact, offering funding and expert resources to improve usability design and facilitate adoption. Mosa secured this grant to refine its smart dock solution, ensuring it meets user needs more effectively.

We had already agreed on a commercial pilot with Olympic Park and Westfield Shopping Centre, but the additional support from InnovateUK allowed us to go beyond simple deployment. Through collaboration with the Design Council and Sustainable Ventures’ design team, we conducted rigorous user interviews, iterative design improvements, and usability testing—enhancing both our smart dock and the Mosa app for optimal functionality.

Urban cycling adoption is often hindered by security concerns, with 66% of surveyed cyclists having experienced bike theft. Mosa aimed to address these challenges by developing a smart and secure parking system that seamlessly integrates with existing urban infrastructure. The pilot focused on providing secure bike parking, increasing trust, and evaluating potential revenue models for long-term sustainability.

Phase 1: User & Landlord Engagement

• Stakeholder Research & Interviews:
• 20 cyclists surveyed to understand habits, motivations, and security concerns.
• 11 in-depth user interviews conducted to refine product-market fit.
• 2 landlord interviews to assess infrastructure needs and feasibility.
• Key Insights:
• Trust & Security were top concerns over gamification or carbon tracking.
• Convenience, affordability, and environmental benefits were the main motivators for cycling.
• Pricing sensitivity emerged as a key factor in adoption.

Phase 2: Trust Campaign & System Refinement

• Onboarding Journey Mapping: Identified user concerns and optimized communication strategies.
• Trust-Building Engagements: Experimental signage, online campaigns, and user workshops.
• Signage & UI Updates: Enhanced clarity of messaging and instructions on both docks and the app.
• Hardware & Certification: Upgraded docks to meet Sold Secure Diamond standard, ensuring maximum security.

Phase 3: Pilot Deployment

• Deployment Locations:
• Westfield Stratford International Station (5 docks)
• Westfield Parade (5 docks)
• London Aquatics Centre (4 docks)
• Copper Box Arena (3 docks)
• Timber Lodge Café (3 docks)
• User Testing & Iteration:
• Real-time adjustments to app UI and user onboarding experience.Introduced live chat support for improved customer experience.

Key Pilot Metrics:

• 740 total parking sessions over 26 weeks.
• 551 registered users, with 82% being repeat users by the final week.
• 29.6 weekly average sessions, demonstrating sustained engagement.
• 93% session completion rate at peak usage (Week 20).

User Behavior Insights:

• E-bike adoption was significant, with e-bike users more likely to replace car trips.
• High-value bike owners preferred less busy locations, balancing security and convenience.
• Trust-building efforts were critical, as initial uncertainty led to lower sign-ups.

Carbon Impact:

• Total Carbon Saving: 462 kg CO₂
• E-bike contribution: 341.9 kg CO₂ saved (111 trips replacing car journeys, covering 1,775 km).
• Standard bike contribution: 120 kg CO₂ saved (104 trips replacing car journeys, covering 624 km).
• Potential for Scaling:If sessions increase to 1,500 trips within 3 months, carbon savings could double to nearly 1 tonne of CO₂.

Mosa is now working towards city-wide expansion and permanent installations across key urban locations. Our focus includes:

• Scaling Deployments: Negotiating long-term agreements with landlords at Westfield, QEOP, and new sites.
• Revenue Model Testing: Introducing a hybrid pricing model (free short-term parking + premium secure storage) to balance affordability and financial sustainability.
• Expanding into New Markets: Engaging with city councils in Belfast, Dublin, and Tel Aviv for future deployments.
• MaaS Integration: Exploring API/SDK partnerships with urban mobility platforms to reduce adoption barriers.Mosa’s success in this pilot demonstrates the strong demand for secure micro-mobility infrastructure, reinforcing the case for sustainable urban cycling solutions in cities worldwide.

Mosa’s success in this pilot demonstrates the strong demand for secure micro-mobility infrastructure, reinforcing the case for sustainable urban cycling solutions in cities worldwide.