Left: Li Haiwei
Chief Designer of Didi CDX
14 years of experience in Internet design and management

Right: Sun Zhen
Didi CDX Senior Industrial Design Expert
Graduated from Tianjin Academy of Fine Arts
Won IF, Reddot, IDEA Industrial Design Awards many times in 15-20 years


01

Old worker: why did green orange bicycle choose light green as its body color? What is the special meaning behind it?

Li Haiwei: Well, light green. In fact, we will not call it light green internally, we will call it cyan or green orange, including now we are also communicating with Pan Tong to see if we can have an independent name on Pan Tong.

Regarding the origin of this color, the story is actually quite long. From the beginning when green orange began to appear in the two-wheeler industry, the first round of the two-wheeler was coming to an end. At that time, everyone had actually seen a lot of two-wheeler brands, big brands and small brands, they had colorful colors, and even some models at that time really had that kind of rainbow car.

Then, with the addition of some random throwing, colorful cars are thrown and piled up in the city. The first is that it will affect traffic, and the other is that this phenomenon will also cause visual pollution in the city.

The color of shared bicycles should be integrated into the city and nature.

Therefore, when choosing colors at that time, there were not so many choices left to us, and all kinds of colors were occupied. Another most important reason is to consider how this color can better integrate into the city.

Of course, we can choose a very fried color so that users can see it directly in this environment.

But at the same time, we must also consider that if our cars appear on the streets in large quantities, in the process of people riding, we hope that in addition to the necessary safety, it is not a visual interference of a city. It can be greener, more environmentally friendly, and healthier. I hope it is really integrated into the city and nature, so that the city is not a burden at least on the visual level.

So at that time, based on thinking about color, we would be more inclined to choose a green or blue color. So I finally chose this green orange, and part of the reason is that if I look at the color abroad, it has green and blue but basically does not have the word cyan.

However, it is very interesting in China. In fact, users and everyone will feel that it is not clear between all green and blue. Whether it is blue or green is called cyan. In fact, the threshold value of the whole color is still very large, and everyone's perception is also different. In addition, it also has a certain sense of historical weight, such as our blue and white porcelain in ancient times, so based on the above reasons, our choice of green orange.

02

Old worker: Where is the inspiration for the LOGO design of green orange bicycle?

Li Haiwei: Well, in fact, there are still many things behind it. One is superficial and the other is implicit. We can divide it into two categories according to this dimension.

Representation graphics: orange, bicycle tube hardware modeling

First, in fact, our name is green orange, and then we can see that this LOGO is actually very much like an orange, and adding an orange leaf is this, which is one of the origins of this figure;

Second, because Qingju is a hardware-oriented product, when drawing the entire LOGO graphic, we have to consider the morphological characteristics of our hardware product, so its circle is actually a wheel, and then the special shape on it, the cocked symbol, it is the most important part of our entire car under the tube, which is our under the tube. Moreover, this lower tube is the most widely used and stable shape in the green orange car, and the visual industry design language is precipitated.

The integration of this shape, in fact, it looks very much like a wheel, plus the tilting of the lower tube, which is basically a part of the car body, which is two partial appearances. One is derived from the name and the other is based on our hardware itself.


Hidden layer: earth, smiling mouth, one hand

There are also some hidden things, such as our prototype, which is more likely to represent the earth. What lies behind the earth is that we want it to be environmentally friendly and green.

Then the special figure tilted on it is actually very much like the corner of a smiling mouth. As we all know, if the parent brand of green orange is Didi, Didi's LOGO figure is actually a smiling mouth, so it has continuity. We also hope that our users will smile when using green orange.

There is also a more hidden figure, that is, the tilted angle is more like a hand, and its hand bends upward. We hope that as a sharing industry, although it is a sharing two-wheeler, we hope that our product is, like a big hand, safely guarding every trip of our users.


03

Old worker: What are the unknown design details of Qingju bicycle?

From the designer's point of view, because every part of the whole car is designed by us, it can be said that there are many details. Next, I will talk about it from different aspects.

The first is the subversion of materials: First of all, we have made a more subversive change to the whole material of bicycles. For example, places such as sharing bicycle baskets or mud boards may have been made of metal or steel before.

However, whether it is the whole enterprise or even the brand concept of Qingju, we hope it is recyclable and can shoulder more social responsibilities. Therefore, we choose to replace steel and aluminum with recyclable plastic products. This design choice can achieve a very good recycling and environmental protection effect. We also have certain data to support this result.

Redesign of seat clamp: The second interesting point is that I will give a more detailed example-seat clamp. We have done market research before, because the user population is divided into men and women, and their height range values are different. However, for seat tube adjustment, it is actually a matter that everyone cares very much. Sometimes some seat tubes are at risk of falling suddenly after long-term use.

Then we also design and adjust according to this feature, then our goal is-how to make women adjust the seat tube effortlessly, and its adjustment process is very silky and smooth, so we finally designed the following seat tube adjustment product suitable for sharing.

Because like me, we actually want to advocate more like a shared design standard, which is actually inconsistent with the design standard of the traditional two-wheeler, so its use environment is inconsistent with its audience. This is also what I think We can formulate a new design standard or a new design specification for this sharing industry through the design of our green orange bicycle.

Including the previous seat tube does not have this scale, then we are from 155 to 185 or even above 185, we made a scale division, because a suitable seat height will be comfortable for his riding, but for example, if you want a 1.95 meter person to adjust the seat to the lowest, he will be uncomfortable to ride, because his legs cannot be stretched straight.

Once there is a scale of a guide, or even a psychological hint, when some users adjust, he must think that the car is easy to ride and light, which is also some small details and thoughts of our design. However, whether it is a pipe clamp or some other design, we still always adhere to the people-oriented, combined with the user's scene, combined with the user's characteristics, this is our starting point.

Sharing bicycles should not only ensure user experience, but also consider for enterprises and solve problems with design.

Most of what we are talking about above is related to user experience. In addition, I think it is very important that we should not only ensure the advantages of this part of user experience, but also consider the enterprise itself as a designer and make a design consideration on the damage rate or even maintenance rate.

How can we ensure that its damage rate becomes lower under long-term delivery?
And through the design, we can change this matter, including we have done a lot of thoughts, under the same life of his, how to make its cruising range farther, even to make the service life longer, or even to make him The damage rate becomes lower. This is what we need to do. The core of industrial design is to solve the problem.

This piece can be talked about through the two-dimensional code case. We found on the road that the damage rate of the two-dimensional code is very high, and the way of damage is also very interesting. For example, use this lighter to bake it to scorch it, and even use an oil pen to smear it, which makes it impossible to scan the code. It often needs to be replaced in large quantities, and once you buy it, you can buy it in hundreds of thousands.

In fact, it is not troublesome to replace it, but what is the trouble, because we have three yards in the lock and the front frame, and we will bind three yards. Normally, if the replacement can actually be completed on the road surface, but after the replacement, we still need to do this three-yard rebinding, so that it can only be in our maintenance cabin. In fact, the original replacement cost of a two-dimensional code piece may be one yuan, but if I change it and tie the code again, there will be transportation needs, so the maintenance cost may be tens of dollars.

In this way, the monthly maintenance cost of each car is very high, and the business at that time put forward such a pain point and demand for us. At that time, we made an optimization. In fact, it was very simple to solve this problem. We divided a two-dimensional code into two layers. The bottom is our current two-dimensional code with a transparent cover plate added to it. The previous two-dimensional code cost one piece. What I do now is 50 cents each. After I invest in the city, even if it is scratched and destroyed maliciously, I only need to purchase spare parts, just buy the transparent plastic board on it, and it can be quickly replaced on the road.

With this transparent cover plate, the bottom is basically not broken. Because we have no way to solve this person's malicious damage, then we can only consider the maintenance efficiency or the cost of purchasing spare parts for maintenance, or even the entire comprehensive maintenance duration. This should be a very difficult and painful pain point encountered by us in industrial design, but through repeated research, whether it is offline research, it is to pull data internally for reference, and finally a better case is obtained.

04

Old Worker: I wonder if you have been in a design company? If so, what do you think is the difference between designing in a design company and designing in an enterprise?

Sun Zhen: I worked as a designer for a long time in a design company in Germany. In my opinion, it can actually be divided into three roles.

In the design company, the designer is Party B, and the service party A is divided into two types: one is Party A in the traditional manufacturing industry; the other is Internet companies like our Didi. However, if you return to the Internet enterprise from a role of Party B, there is actually a span in the middle.

As an industrial designer on the Internet, you must have the first: you must have a deep understanding of traditional industries, such as materials, craftsmanship, design, cost, quality, etc.; second: you must understand how to quantify design, How to quickly balance information, full understanding and high communication skills, the ability to quickly solve core problems, this is a high standard and requirement of the Internet.

For example, Haiwei and I, we worked together from 0 to 1 in Qingju. The whole business development speed is very fast, and many decision-making requirements are very, very tight in time. Therefore, we must fully understand traditional manufacturing or design itself, so that you can better adapt to the rhythm and development speed of the Internet.

Li Haiwei: My more experience is in the Internet company. Although we don't call it Party B, at least it comes from the design company. In fact, neither of us has been in the traditional industry, so we have no right to speak in this area, but there are also very, very good designers in this area.

However, from personal experience, including Party A and Party B mentioned just now, there are actually two types of Party A faced by Party B. One is more traditional, while the tradition lacks some understanding of the brand and the depth of understanding of the whole design and packaging proposal. In fact, this is also a characteristic of the traditional industry, and Internet companies are good at this aspect.

In the traditional industry, more empowerment in some of the upstream and downstream links, partial ideas to convey the above things. Internet companies, on the other hand, need to know more about user experience, the hardware itself, and pay more attention to the nature and efficiency of design. There is also the coverage of user groups. Through the reach of the Internet, its coverage area will be very large, and the types of users are not so focused. The age, gender, region, and characteristics of users are different, and everyone needs to do more. A judgment and choice.

There is also a strategic level. In the early days of the Internet company's business, when there are fewer user groups and urban groups, it is a way of playing. But when 100 cities, 150 cities and 200 cities appear, it is another set of structural thinking. I think Internet designers have a very important mission. In fact, they are to better connect the entire business goals and product requirements to users. What is hidden behind it is actually to understand more about the thinking points behind the business. Through what kind of communication, they can design and transform the business goals and product goals. How can this transformation better fall into the product and the visual presentation, it is very important in Internet companies to transmit it to users' eyes and perception.

05

Old Worker: What are the job requirements of Qingju when recruiting industrial designers? What are the characteristics that must be possessed?

Li Haiwei: If we are recruiting, we hope
The first point: Industrial designers can obviously be judged as a technical talent, so their professional ability is still one of the most core and important elements. Because an industrial designer's understanding of hardware, every polishing of a product will affect the result of the hardware being put into this market.

The second point: We still hope that if you are a technical talent, you must have a certain degree of ingenuity. This ingenuity is in the business model. Sometimes when you are constantly adjusting and changing or even hesitating, you are in some user groups. There may be a lot of data above, when it is not so clear, but our products carry everyone's safety, but they carry its most basic technology and capabilities, even if it carries part of our inner pursuit, we still hope that our designers need some ingenuity. We are not afraid to do too much. We are afraid that you have not done it and have not done it carefully enough. Therefore, ingenuity is also a more valued ability.

The third point: Because Didi is still an Internet company after all, and Qingju is still a business of sharing two-wheelers, then we still hope that designers have a strong comprehensive ability. When everyone can do things, they can express them as much as possible. In fact, when everyone is efficient and multi-team cooperation, then your value and the value of this part of the function can be clearly transmitted to the business, to the relevant partners, to the external suppliers, we should have such a communication ability, to pass on the value, to pass on our needs. This is really important for business and design.

Therefore, it is still said that the designer's comprehensive ability, including his professional ability, communication ability and expression ability, can you clearly convey your professional ideas and what you want to express, absorb the experience, process it and become stronger again.

So this is a designer we want to recruit in an Internet company. For another example, if he is not very good at expressing, but he is a designer with strong technology, then he needs to have a strong understanding ability, or a designer to assist him in doing this. In fact, the overall human efficiency requirements of Internet companies are very high.


06

New Species of Green Orange Family

At the new product launch conference in August, we released the variable speed model for the first time. This car has a transmission, which is still rare in shared bicycles at present. This transmission bicycle is also to cope with more riding scenes, so whether it is the adjustment of the seat clamp or the transmission.

In this way, the monthly maintenance cost of each car is very high, and the business at that time put forward such a pain point and demand for us. At that time, we made an optimization. In fact, it was very simple to solve this problem. We divided a two-dimensional code into two layers. The bottom is our current two-dimensional code with a transparent cover plate added to it. The previous two-dimensional code cost one piece. What I do now is 50 cents each. After I invest in the city, even if it is scratched and destroyed maliciously, I only need to purchase spare parts, just buy the transparent plastic board on it, and it can be quickly replaced on the road.

With this transparent cover plate, the bottom is basically not broken. Because we have no way to solve this person's malicious damage, then we can only consider the maintenance efficiency or the cost of purchasing spare parts for maintenance, or even the entire comprehensive maintenance duration. This should be a very difficult and painful pain point encountered by us in industrial design, but through repeated research, whether it is offline research, it is to pull data internally for reference, and finally a better case is obtained.

Because everyone knows that in the case of sharing, whether it is the user's use or operation and maintenance, or even in some natural environments, it is very easy to dump. If it is dumped, it will cause your pedal to break. This fragmentation may bring a certain amount of cost waste and discomfort of the user's riding experience. And if we add a soft plastic package here, its overall damage rate will be greatly reduced when it falls.

07

The Design Concept of Green Orange Team

The design concept can actually be summarized into five points.
First: Concise. I will not explain this in too much detail. As designers, everyone may know that whether the design is due to trends or various reasons.

Second: Humanize. This human nature consists of two parts, one is the humanized thinking on the hardware, and the other is the humanized thinking on the ease of use of software operation.

Third: environmental protection. From the initial material selection of the design, this is a very important part. We think that the design can make a lot of contributions in this link, not only at the level of creative communication, but also at the level of creative communication, to talk about some of the things we can do and some of the environmental protection points we want to call.

More importantly, we can really apply a lot of recyclable materials and environmentally friendly materials in the process of hardware design. If we can use them on the frame, recycling is the best. If not, we can derive a lot of recycled products.

For example, we used to have aluminum alloy suitcases. In fact, the entire aluminum alloy frame is recycled. We will also use recycled rubber. After the tires are broken, we will make the sole rubber sole of sports shoes.

Our new variable speed car actually has another characteristic, that is, its entire frame is wrapped in plastic, which will save more costs while ensuring strength. The general shared bicycle will feel that the car is getting old with paint, rust, damage and even small advertisements, and the car will no longer ride after two years and three years.

The use of this piece of plastic will be very easy to disassemble, and the cost is relatively low, and the plastic can be recycled and regenerated after recycling.

Fourth: young. It is because the user group of two-wheelers, especially the user group of Qingju, is still very young. The post -90 s and even the post -95 s account for a very large proportion of the population, so youth is our attitude. Young people have such a cater.

Fifth: Novelty. Novelty is one of our brand concepts and this hardware product. We hope to be able to pass it on, so that more people will choose bicycles because of health, environmental protection, and nature. Then we also hope that our bicycles can actually be with young people. Together, and then explore every bit of life with a novel perspective.

Because when you usually take public transportation, for example, when you take the subway underground, when you are in a private car, or when you rush to work, we will ignore a lot of details. But when you are cycling, you can see the changes of leaves, you can see some small street lights on the street corner, you can also see the people discussing on the roadside, and even the aunt of the square dance, you can hear the voice and see everyone, You can feel a lot of details in life, there will be more interesting things in the scenery, so it is novel.

The main reason is that these five concepts, whether in industrial design, in our creative communication, or in experience, are based on these five as the starting point.