Bike helmets are ugly and compliance is difficult because of that, at least. Most people don’t think they’ll need one, until they do, which is too late. Attempts to make them “cool” have created streamlined, aerodynamic designs and wild color schemes. And in the end it’s still an ugly helmet that gives you “hat head.”
To create breakthrough innovations, you have to step back and consider the problem you are trying to solve, and not simply how to improve the approach taken by others.