Kelly Goldthorpe is the Director of Marketing and Rider Experience for Divvy Bikes in Chicago. As a relatively new business that has seen rapid growth in its first five years, Kelly says that one of the greatest challenges she faces is shifting Divvy Bikes from being operationally focused to being marketing focused. Through endless ride-alongs, customer interviews the use of video, Kelly has worked to bring consumer insights to the forefront of Divvy’s decision making. What is Kelly and Divvy Bikes doing to combat other forms of transit like Uber and Lyft in the upcoming years? Find out.