Triggers for cycling: learning from users

Klaartje ArntzenJoost BeenkerLynn Voogt

ECOMM 2015, 21-05-2015

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Beter BenuttenAim: better accessibility and circulation

Stimulate cycling , mainly among commuterse.g. financial incentives on buying pedelecs and/or cycling, information about cycling, and feedback on behavior

Co-production: 5 regions + their cycling projects, Ministry of Infrastructure and the Environment, Dijksterhuis & van Baaren

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About the research project

• What moves them?

• How can they be ambassadors to encourage new people to cycle more?

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About the research project

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About the participants

• 1783 participants

– Average age = 49,6– Almere – Brabant – Maastricht– Utrecht– Rotterdam

CASE - Maastricht• Burn Fat Not Fuel

• Modal shift from car to e-bike / bike:Reward = €0,10 / km

• Feedback

• 500 participating employees

• Tracking with GPS box mounted on bike

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Open ended questions

“Awesome!”“Excellent”

“Fantastic”

“Relaxing”

“Very healthy”

“Nice!”

“Motivating”

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Open ended questions:reasons to quit

In reality: Maastricht

How to create ambassadors

1. Clear information

2. User friendly website

3. Easy application

4. Receiving reward fast (subjectively)

5. Getting good help when needed

6. User friendly app

How to help ambassadorsThey rather recommend to coworkers, not to family

Taking the time to personally talk to

coworkers is too much. Sending an

invitation is no problem.

How to help ambassadors

SIGN UP MORE INFO

Dear <insert name colleage>,

I’ve been biking to work for <x> months no since I entered the program <insert name>. I love it because:

- <name 3 reasons why you love it>--

I think you would love it too. You can sign up below, or get more info if your want. If you have any questions, contact me., since I am the experienced expert ;-)

Will we be cycling together soon?

Greetings, <insert your own name>

TEAM UP

INVITE COLLEAGUE

S

PERSONAL EMAIL INVITATION

In reality: Maastricht

Concluding: important ‘ingredients’ for successful cycling programs

Other

Rewards & feedback

Working technical stuff

Clear information

Valuable policy data: Maastricht

Bicycle movements and routes

Delays

Travel time isochrone