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Orbea, a company dedicated to the manufacture and international sale of bicycles.



To improve the buying process of a new range of bicycles.



CoCreable, a group that promotes co-creation as a tool to address social, environmental and business challenges.



All Use Creative Experience, co-creation methodologies and collaborative prototyping.



Learn, create, build and share

CoCreable applied its co-creation methodologies to a very specific objective in Orbea, a company dedicated to the manufacture and international sale of bicycles: to improve the way it accompanies customers during the buying process of an All Use bike.

Two main lines of work were outlined at the sessions, in which distributors, users and staff from various Orbea departments participated. On the one hand, to re-define the use of bicycles as a healthy and pleasant means of transport, incorporating such demands as safety, customisation or sustainability and, on the other hand, to consider the buying experience by emphasising the importance of the environment and experiences related to bicycles. An entire session was also dedicated to designing a full-scale prototype or mock-up of an ideal bicycle model.

Designing with users

In its sessions with users and distributors, Orbea initiated a dialogue with its community that in the future may result in an audience diversification strategy.

The impact of the process was also felt internally, given that it improved the quality of communication within the company itself.

External agents also provided a different perspective to the organisation and this led to other viewpoints.



The All Use Creative Experience has resulted in a document of over 80 pages containing ideas applicable to bicycles and other aspects of the organisation.

The result is a veritable wealth of knowledge that is closely related to the organisation’s activity and can be aimed towards creating new products or services, communication strategies, etc.

The results of these creative processes are often not immediately visible because they belong to ​​emotional or interpersonal areas, such as the organisation’s culture.

Beyond the development of specific strategies for the All Use range, the interest of this process lies in the possibility of integrating these practices and methodologies into the daily life of the organisation, leading it into more horizontal and collaborative ways of working, both inwardly and outwardly. This is the kind of innovation that it has established.



Video Summary

Project co-financed by the Aldatu programme (SPRI / Basque Government)


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