Studying the viability of innovative urban access design is the key in achieving optimum results when attempting to transform dogmatism referring to conventional car-orientation into a meaningful driver of modal change founded on the actual societal needs for future transportation. An efficient public bicycle scheme could be the very definition of a system that could encourage and even facilitate, in real terms, such a transition. This paper is discussing how a post-graduate course embraced, through the means of a service-oriented design exercise, the potential introduction of such a system. More specifically, seven research teams, closely guided by the three authors, were affiliated with designing a new hypothetical bike-sharing scheme in the city of Gothenburg, Sweden more captivating than the existing one. The paper reports on: a) the novel educational approach the tutors employed, b) the taught experiences that helped the students utilize their potential as learners but also as inventive designers, c) the research in terms of design results and d) the overall transition from solely serving the needs of automotive mobility in urban environments, to creating a knowledge platform that actually illustrates an improved design-innovation process to tackle future urban demands and eventually have a real-life context impact on the city of Gothenburg
