Ostrich

Ostrich is a hands-free stroller control concept developed with Bugaboo. It lets parents switch seamlessly between hand and waist control, freeing their hands for the small tasks daily city life demands — checking a phone, holding a coffee, managing another child — without ever losing control of the stroller.

Extensive user research, including interviews, observation, and context mapping, revealed a clear pattern: parents frequently multitask while maneuvering a stroller, and highly value the time they spend outdoors.

Yet most strollers force a binary choice — hands fully occupied or not. The goal was to give parents a free hand while moving through the city, without compromising safety or control.

An adjustable waist belt, retractable like a measuring tape, buckles around the parent, while a skeleton of 48 one-centimetre blocks per side forms the waist-control bar. A central fixed joint shapes the control bar into an 'M', and a height-adjustment joint clicks into each parent's preferred position.

The result is a smoother, more effortless way to move through the city — letting parents focus less on the mechanics of pushing and more on the experience of being outside.