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Message Coasting Bicycle Design Strategy for Shimano Shimano, the leading supplier of bicycle components, partnered with IDEO in an effort to attract millions of lapsed cyclists and reinvigorate the bike industry. Through fieldwork, the team settled on three program objectives: provide a better riding experience, design an innovative product platform, and enable a more engaging purchasing experience. The resulting strategy, dubbed “Coasting,” addressed all three, culminating in a reference design for a bike that has inspired designers, manufacturers, independent dealers, and casual riders alike. http://www.ideo.com/work/featured/shimano/