In 2017 I joined VanMoof in Amsterdam to conceptualize and realize the next generation of smart, connected, electric bicycles. Based in the bicycle capital of the world, I was part of a humble and multitalented team, fortunate to create our vision of the ideal bicycle for today’s digital and urban infrastructure. The common perception of an electric bicycle was reimagined from the ground up with the user experience in focus — without sacrificing function or aesthetics.

The Electrified S2 launched in June 2018 and broke all records with its €15MM+ pre-order campaign. A year later, 11.000 units had shipped for more than €33MM. Over 70% of all people who purchased the Electrified S2 are now using it as their primary mode of transport, replacing cars and other modes of transport.

We’re a team of riders, designers, dreamers and doers united by one goal:
To help you get around your city faster, smarter, happier, and in utmost style.

“The S2 has pulled ahead of its field.”

“This is the future of transportation — the way it’s meant to be, the way it will be.”

“One of the smartest bikes you’ll ever ride.”

“…a fit and finish we’ve grown accustomed to seeing on highly refined products from Apple or Tesla.”


166 LEDs light up the top tube of the S2. The display shows speed, battery level and power assist while riding. When parked it seamlessly disappears into the frame.


Adding a waterproof, cheap and reliable display to a round tube (without sacrificing UX or structural integrity) was a good challenge. We built on the idea of the 4 LEDs from the previous Electrified S1, but increased the amount by 40x to 166 carefully arrayed LEDs to allow for greater information I/O. This came with it’s own challenges — especially in pre-production— but through collaborations with ultra-specialized manufacturers and building multiple prototypes it became reality. Aside from creating the display, we designed a custom font that is as small as possible, while staying legible when riding. We also created concepts for all animations that were later communicated for production.


A speaker replaces the bicycle bell and makes sure you’re heard in traffic. It decidedly warns potential thieves if they tamper with the S2, and breaks out into a loud 100+ dB alarm if it is moved.


Integrating a speaker not only created an enhanced user experience, it also allowed VanMoof to strengthen its brand through sounds when powering on/off, locking/unlocking, alarms, etc.

Video of alarm system:


The smart cartridge houses and protects the electronics of the Electrified S2. Its design allows for easy user repairs and future-proof software and hardware upgrades.


We made the cartridge user replaceable, so what used to take a specialized workshop 40 minutes to replace, now takes 5 minutes at home.

Video on how to change cartridge: youtu.be/eXPZM9qIlo8


Need a boost? Press the boost button on the handlebar to coast up a steep hill or make a quick getaway on green light.


We mapped out all input interactions between user–bicycle to get an overview of the user experience. We then went into meticulous detail on each little interaction to make sure the user experience stayed consistent. This included boost button, bell, brakes, display, reset button, backup unlocking mechanisms, etc.


Wirelessly unlock with your favorite device.
No phone on you? Just tap your personal code on the bell button.


Change your power level or tweak
your light settings on the fly.


Leave your phone behind and unlock, control and
customize your Electrified with the Apple Watch app.

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google