Orbea S Coop
This bicycle was a very thorough piece of design. It was very well presented and demonstrated a thoughtful combination of ergonomics, engineering and aerodynamics.
Ordu III is the Orbea Triathlon bike, focused on IronMan's users, we analyze 120 person's in 5 country, to know exactly what was user/consumer's needs. User's will use Ordu for 111mi race, after 2,7mi swim, and before 26mi run. the perfect bike has to be Ergonomic and Aerodynamic. our Orbea leitmotiv was called "Ergodynamic" start in 2008, the timeline project conclude in 2012 Ordu has been launched in 2012 september, in Denver Co.2. The Brief: Summarize the problem you set out to solve. What was the context for the project, and what was the challenge posed to you?
Our goals for the new Ordu III focused on improvements in three key areas - Ergonomics, Aerodynamics, and Ride Quality. These improvements are the result of feedback from our sponsored athletes, from comments from other riders in forums and blogs, from exhaustive development in our design and engineering departments, and from weeks spent in the wind tunnel. In the end, the new Ordu meets these goals and offers less aerodynamic drag and a better rider/ bike interface. This results in more comfort for Triathlete, saves energy, and allows user to go faster. The Triathlon sport grown a lots in the last 5 years especially in north of USA. Orbea is located in USA and Canada, The focus group take place here with teams, and we find Canadian's user M&W to test and valid our new geometries riding Alloy prototypes, and sharing us feedback. The Ordu II has win two Ironman's world championship in Kona with the best Triathlete specialist Craig Alexander. I spent a day with him in denver, to know how is living an Ironman in a real live and as an athlete. We are working with a company following web's activity, They integrate the ORDU III team to send us answer about net activity, Triathlete profile, and complete Focus group result by Triathlete forum information.3. The Intent: What point of view did you bring to the project, and were there additional criteria that you added to the brief?
My design challenge was to create an "Ergodynamic" bike with the most integrate parts/components in frame, those components has to be ergonomics and aerodynamics. The analyse give me the sensation than Trithlete user and there bike have the same relation than a musician with his instrument. a frame is made of tube and cables, I developed the cable routing with guitar's part in mind. The ORDU II version was focused on F117 aesthetic, Speaking with users, they transmit me more smooth shape on this new frame, to be coherent with our Road bikes range, I take F16 plane reference and LOIU, Bilbao's airport. The superior cable guide integrate in the stem area is the same volume than Loiu airport. Using a supplier patent "monolink" in seat tube area since two years, I create a patent transfer to stem area, the goal is offering the best Reach&Stack range. Completely exclusive on this frame, completely integrate in the fork. Crossing Ergonomic and Aesthetic concept, I base all section of the frame's shape on gold number, a clear tribute to "Le Corbusier" Architect and designer.4. The Process: Describe the rigor that informed your project. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) What stakeholder interests did you consider? (Audience, business, organization, labor, manufacturing, distribution, etc., as applicable)
Analyze: Web analysis: in 3 languages, on social network, Forum, triathlon survey. We find Triathlete profiles, networks maps, feedback of our Ordu II's product, User's benchmarking. Evaluation of triathlon bike market by countries, by languages. Focus Group: Particular interview with craig Alexander world champion in Ironman category. 5 Focus group with Timex Team, Professional Triathlete, Amateurs, competitors's user, Orbea's user. The survey's goal was personal and Athlete knowledge of triathletes users and consumers. Ordu II: analysis, our values on the frame, our improvement area, industrials trends. Trends: Triathlon are 3 race in one, the user has swimming and running sensibility, I take the global map of trend he used to look, I define a triathlete profile representing the generalities of Triathlete needs. I integrate most of planes definition and environment, because like bike, the used Carbon materials, and aerodynamics values. User: one of my perception of Tri User, is that triathlete has the same relation with his machine than a musician with his instrument. I analyze musical bass guitar because of String/Cable and Handle/Tube. I ask them what kind of music are there listen, it's a good approach to go out of triathlon environment. I present this first analyze phase by metaphoric elements to go out of triathlon pieces. Concept: For me the concept is the conclusion of Analyze, it's a conclusion, I present 3 global concept. Each concept with his plane reference, Bass guitar reference. each concept have a 2 D sketch, and perspectives sketching concept to transmit volumes, technical and design explications. the presentation of concept phase is validate by product manager, and commercial department and marketing area. Marketing, commercial, and product managers, decide THE concept to developed Development: The development phases start by the frame modeling, I draw the complete shape of the bike by Alias wavefront software, I valid the aesthetic aspect by 3D printed pieces scale 1:1 Engineering start integration of mechanical pieces/volumes in 3D model, I supervise all mechanical integration, o each modification of Alias 3D model. and I start the graphic design job. The product manager start Industrial aspect of the project with supplier, I follow each step of the industrialization. and we transmit to Marketing all thoses innovative aspect of the project to generate communication support.5. The Value: How does your project earn its keep in the world? What is its value? What is its impact? (Social, educational, economic, paradigm-shifting, sustainable, environmental, cultural, gladdening, etc.)
During the phase of marketing arguments definition, we detect than market was waiting for the product and decided to create the main claim: Developed slowly to go fast The three arguments detected in analysis phase have three answers: FIT FIRST Beyond any other factor in high performance cycling, optimized fit between rider and bike is the foremost attribute we strive for. We designed this Ordu using a Fit First philosophy. Beginning with Dan Empfield’s Stack and Reach concept and the experience of fitting thousands of athletes on Triathlon and Time Trial Bikes, we adjusted our fit coordinates to reflect the needs of today’s athlete. AERODYNAMICS The leading edge of the bike received the highest priority for aerodynamic shaping. The Ordu is available with two different forks. A 1:3 UCI compliant fork will be the logical choice for athletes competing in sanctioned time trial events. For triathletes, we offer a non UCI compliant 1:4 fork that features a faster, more aerodynamic shape. RIDE QUALITY The fork and rear triangle of the new Ordu have been designed with improved shaping to optimize performance. This is called Attraction. Used in our road bikes, it has been proven in grueling World Tour races worldwide. The Ordu uses Attraction to dissipate vibrations from the road surface. It’s a way to make you more comfortable and help you get through your ride with less fatigue. With Attraction, comfort is achieved while maintaining lateral stiffness, thereby maximizing performance on the bike with optimal pedaling efficiency.