behavioural design masterclass civitas

In order to change travel behaviour, you must understand people

Civitas forum2014

Rick LindemanRijkswaterstaat

Netherlands Ministry of Infrastructure and the Environment

Programme

• Behavioral Change Models

• Case 1: Optimizing use

• Behaviour in Civitas+

• Case 2: Funchal

• Case 3: Zagreb

• Exercise: Customer Journey

2 Ministry of Infrastructure and the Environment

BJ Fogg’s Model


BJ Fogg. (2007). [Graphic illustration of the Fogg Behavior Model]. BJ Fogg's Behavior Model.Retrieved from http://behaviormodel.org/.

Cialdini


6 principles

• Reciprocity,

• Scarcity

• Authority,

• Consistency,

• Liking,

• Consensus


Kahneman


• Two systems• System 1: fast

decisions based on reptile brain, experience, emotion

• System 2: Slow, Thoughtful

The Dutch programme ‘Optimising Use’

• Smart use of infrastructure• Improving accessibility of 12 urban regions • Cooperation between government, science and industry

• Goals:– Improve traffic flows– Reduce congestion – Make travelling safer, less time-consuming,

cheaper and more comfortable

Ministry of Infrastructure and the Environment8

The Dutch programme ‘Optimising Use’ (continued)

• 300 projects with measurable outcomes• Tailored to the 12 regions

• Mix of solutions, e.g.:– Spread traffic volumes over the course of the day– Promote e-working– Promote the use of alternative transport modes

• Innovation: connecting services, behaviour and technology


To get the best out of the programme,we analysed more than 100 cases

Input:• Existing evaluation reports • Primarily cases from projects executed

prior to the start of the programme

Ministry of Infrastructure and the Environment

Output: • Qualitative conclusions on behavioural mechanisms• No quantitative conclusions due to poor quality of data

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We used a framework from BIT UK for the analysis


Outcomes


It all starts with a good understanding of people’s

behaviour

Good understanding of current and desired behaviour is a:

– Prerequisite

– Pre-investment


Tailor intervention, based on a good understanding

Useful ingredients:

• Timing Make use of ‘discontinuities’• Ease Remove any hurdles• Motivation - Make it rewarding (monetary or non-monetary)

- Provide feedback

- Strengthen will-power

- Make experience nice (not unnecessarily harsh)• Social influences Make use of social proof, commitment, etc.• Personal Tailor-made, and try to avoid negative group-

thinkMinistry of Infrastructure and the Environment14

An example: ‘Avoid the Peak in Brabant’

• Participants received financial reward if they avoided peak traffic in Den Bosch and Eindhoven

• With the ‘personal avoidance plan’, a 27% higher success rate


Key ingredients of the personal avoidance planMotivation:• By making a personal avoidance plan, people strengthened their will-

power (‘implementation intention’, ‘self persuasion’)• Participants got extra motivated by feedback on their travel behaviour

Social factors:• Also feedback on the travel behaviour of others (‘social proof’)• By submitting the plan, people felt themselves committed

Personal:• The travel information provided was tailor-made


Invest in monitoring and evaluation

• Test-Learn-Adapt, just like BIT UK• Monitoring and evaluation requires preparation• The basis is found in the previous two steps

Only then do you know what to monitor


Conclusions

• ‘Avoid the Peak in Brabant’ is a best practice

• In many cases, there is room for improvement

• Essential:


Behaviour in Civitas

• Understanding: Zagreb, Funchal, Bologna

• Interventions: Gdansk

• Results: Utrecht, Gent


Interventions


Funchal

• Claudio Mantero

• Understanding tourist needs


Lidija Pavic-Rogosic

• Listening to the elderly

• Zagreb


Conclusions

• An number of interesting cases

• Behaviour not the starting element for interventions in Civitas

• The evaluation was measure based, not behavioural change based, making it more difficult to reproducte


Customer Journey

• Service DesignThinking

• Understanding your customers

• Tool for discussion


Elements

• Context; describing the situation

• Job; was has the customer have to do (show ticket)

• Touchpoint: Interaction with the customer

• Emotion: how does he feel.

• Company actions: What can/did the transport company


Exercise

• Group of 5 (your table)

• trip to Casablanca of the oldest at the table

• Break the trip in small steps

• What did the others learn?

• Ideas for improvement?


Thank you

• Rick Lindeman

• +31-6-53926589

• [email protected]

• @romanista


behavioural design masterclass civitas

Government & Nonprofit