Understanding and Optimizing Travel Behavior for Behavioral Change

1. In order to change travel behaviour, you must understand peopleCivitas forum2014 Rick Lindeman Rijkswaterstaat Netherlands Ministry of Infrastructure and the Environment

2. Programme • Behavioral Change Models • Case 1: Optimizing use • Behaviour in Civitas+ • Case 2: Funchal • Case 3: Zagreb • Exercise: Customer Journey Ministry of Infrastructure and the Environment

3. BJ Fogg’s Model BJ Fogg. (2007). [Graphic illustration of the Fogg Behavior Model]. BJ Fogg's Behavior Model. Retrieved from http://behaviormodel.org/. Ministry of Infrastructure and the Environment

4. Cialdini Ministry of Infrastructure and the Environment

5. 6 principles • Reciprocity, • Scarcity • Authority, • Consistency, • Liking, • Consensus Ministry of Infrastructure and the Environment

6. Kahneman • Two systems • System 1: fastdecisionsbased on reptilebrain, experience, emotion • System 2: Slow, Thoughtful Ministry of Infrastructure and the Environment

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8. 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 Environment

9. 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 Ministry of Infrastructure and the Environment

10. 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 Output: • Qualitative conclusions on behavioural mechanisms • No quantitative conclusions due to poor quality of data Ministry of Infrastructure and the Environment

11. We used a framework from BIT UK for the analysis Ministry of Infrastructure and the Environment

12. Outcomes Ministry of Infrastructure and the Environment

13. It all starts with a good understanding of people’s behaviour Good understanding of current and desired behaviour is a: • Prerequisite • Pre-investment Ministry of Infrastructure and the Environment

14. 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-think Ministry of Infrastructure and the Environment

15. 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 Ministry of Infrastructure and the Environment

16. Key ingredients of the personal avoidance plan Motivation: • 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 Ministry of Infrastructure and the Environment

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18. 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 Ministry of Infrastructure and the Environment

19. Conclusions • ‘Avoid the Peak in Brabant’ is a best practice • In many cases, there is room for improvement • Essential: Ministry of Infrastructure and the Environment

20. Behaviour in Civitas • Understanding: Zagreb, Funchal, Bologna • Interventions: Gdansk • Results: Utrecht, Gent Ministry of Infrastructure and the Environment

21. Interventions Ministry of Infrastructure and the Environment

22. Funchal • Claudio Mantero • Understanding tourist needs Ministry of Infrastructure and the Environment

23. Lidija Pavic-Rogosic • Listening to the elderly • Zagreb Ministry of Infrastructure and the Environment

24. 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 Ministry of Infrastructure and the Environment

25. Customer Journey • Service DesignThinking • Understanding your customers • Tool for discussion Ministry of Infrastructure and the Environment

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27. 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 Ministry of Infrastructure and the Environment

28. 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? Ministry of Infrastructure and the Environment

29. Thank you • Rick Lindeman • +31-6-53926589 • Rick.lindeman@rws.nl • @romanista Ministry of Infrastructure and the Environment