Leapfrogging the Dutch! Getting more people motivated to ride bicycles by making them radically easier to use

This talk will illustrate how UX practitioners can contribute to sustainability, climate change and public health, through the medium of the bicycle!

6 cyclists were killed in London in November 2013 (the annual tally was 14). London's attempts to "Go Dutch" are struggling, despite the huge increase in cycling popularity in the UK following national success in the Olympics, World Championships and the Tour De France

Leapfrog improvements to the usability of bicycles could make cycling more attractive to normal people (not just those clad in Spandex) by removing 'gumption traps' from owning and riding a bike.