In order to change
travel behaviour, you
must understand
people
Civitas forum2014
Rick Lindeman
Rijkswaterstaat
Netherlands Ministry of
Infrastructure and the Environment
Programme
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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
BJ Fogg’s Model
BJ Fogg. (2007). [Graphic illustration of the Fogg Behavior Model]. BJ Fogg's
Behavior Model.
Retrieved from http://behaviormodel.org/.
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Ministry of Infrastructure and the Environment
Cialdini
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Ministry of Infrastructure and the Environment
6 principles
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Reciprocity,
Scarcity
Authority,
Consistency,
Liking,
Consensus
Ministry of Infrastructure and the Environment
Kahneman
• Two systems
• System 1: fast
decisions based on
reptile brain,
experience, emotion
• System 2: Slow,
Thoughtful
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Ministry of Infrastructure and the Environment
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Ministry of Infrastructure and the Environment
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
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Ministry of Infrastructure and the Environment
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
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Ministry of Infrastructure and the Environment
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
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Ministry of Infrastructure and the Environment
We used a framework from BIT UK for the
analysis
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Ministry of Infrastructure and the Environment
Outcomes
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Ministry of Infrastructure and the Environment
It all starts with a good
understanding of people’s
behaviour
Good understanding of current and desired behaviour is a:
– Prerequisite
– Pre-investment
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Ministry of Infrastructure and the Environment
Tailor intervention, based
on a good understanding
Useful ingredients:
• Timing
• Ease
• Motivation
• Social influences
• Personal
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Make use of ‘discontinuities’
Remove any hurdles
- Make it rewarding (monetary or non-monetary)
- Provide feedback
- Strengthen will-power
- Make experience nice (not unnecessarily harsh)
Make use of social proof, commitment, etc.
Tailor-made, and try to avoid negative group-think
Ministry of Infrastructure and the Environment
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
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Ministry of Infrastructure and the Environment
Key ingredients of the personal avoidance plan
Motivation:
• By making a personal avoidance plan, people strengthened their willpower (‘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
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Ministry of Infrastructure and the Environment
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Ministry of Infrastructure and the Environment
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
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Ministry of Infrastructure and the Environment
Conclusions
• ‘Avoid the Peak in Brabant’ is a best practice
• In many cases, there is room for improvement
• Essential:
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Ministry of Infrastructure and the Environment
Behaviour in Civitas
• Understanding: Zagreb, Funchal, Bologna
• Interventions: Gdansk
• Results: Utrecht, Gent
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Ministry of Infrastructure and the Environment
Interventions
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Choose the
moment
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2.
Remove
obstacles
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Stimultate
desired
behaviours
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Exploit
social
context
Ministry of Infrastructure and the Environment
5.
Fit to
purpose
Funchal
• Claudio Mantero
• Understanding tourist needs
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Ministry of Infrastructure and the Environment
Lidija Pavic-Rogosic
• Listening to the elderly
• Zagreb
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Ministry of Infrastructure and the Environment
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
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Ministry of Infrastructure and the Environment
Customer Journey
• Service DesignThinking
• Understanding your customers
• Tool for discussion
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Ministry of Infrastructure and the Environment
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Ministry of Infrastructure and the Environment
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
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Ministry of Infrastructure and the Environment
Exercise
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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
Thank you
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Rick Lindeman
+31-6-53926589
Rick.lindeman@rws.nl
@romanista
Ministry of Infrastructure and the Environment