Customer Based Mobility Planning Two Case Studies and the Lessons Learned

Access to Transportation Options Rural Small Urban/Suburban Urban Environment San Bernardino Study Population Transportation Options Fresno Study Population Low Medium High Income/Vehicle/Resources

CASE STUDY #1 Fresno County Gap Analysis and Coordination Plan 2014 CASE STUDY 1

CASE STUDY #2 San Bernardino County Rideshare and Transit Interconnectivity Study In progress CASE STUDY 2

Key Lessons Research methods need to be specific to the target market Different populations have different needs, priorities and options Strategies need to be based on understanding of the customer and their motivations Transit needs to embrace multi-modal options Information is the key link between awareness and use for all market segments

What are new riders comparing transit to? Driving is Mindless

What are new riders comparing transit to? (& Ridesharing) Require Thinking

The “Thinking” Challenge Driving is mindless and immediate…the default Transit & Rideshare require thinking ahead Options must be available, effective, easy to use When driving stops being the best option: Lose ability to drive Traffic congestion Need to use time better Cost goes up Car breaks down Ride not available Going somewhere unfamiliar Parking not available Climate change happens How can we minimize the “thinking” required?

Technology Utilization by Customers

Mobile Phone Usage PEW Research (2016) 95% of US adults have a cell phone 77% have a smartphone Over 65 (42%) Not HS Grad (54%) Under $30K (64%) Rural (67%)

Mobile Phone Usage Among Transit Riders Sacramento Region (2014) 59% have smartphones El Dorado County, CA (2015) 45% have smartphones 41%have traditional cellphones Brownsville, TX (2015) 31% have smartphones 49% have traditional cellphones Eugene, OR (2016) 69% had smartphones Ann Arbor, MI (2016) 82% had smartphones Triangle Transit, NC (2016) 90% had smartphones

Multi-Modal Options and Apps Multi-Modal Trip Planning Apps Google Maps Swiftly GoLA/GoDenver CarfreeAtoZ Open Trip Planner Optygo Citymapper Multi-Modal Rideshare Platforms Ride Amigos Scoop Ridelinks Ride Shark Trapeze/ RidePro/ TripSpark

Trip Planning Apps

Multi-modal trip planning apps serve the needs of potential and occasional transit users.

Google Maps Directions for driving, transit, walking, biking or Uber/Lyft/taxi Includes all transit agencies that provide GTFS Allow user to compare travel times Can accept real-time transit feed and incorporate traffic into drive times Includes click through to Uber and Lyft apps Familiar interface

Swiftly https://goswift.ly/ Multi-modal trip planner with focus on real-time transit information Riders can report and see service problems Customized real-time arrival estimates – Swiftly Transitime Data capture for transit planning – Swiftly Analytics

CarFreeAtoZ.com Multi-modal trip planner based on Open Trip Planner Includes ridesharing Mobility Lab - DC

Rideshare Platforms

RideAmigos

Ride Amigos Features Can use from home page without logging in Multi-modal trip plans – carpool, transit, bike, walk Can compare most efficient, cost effective and healthy Gamification and incentives Approved AVR for employer mandated programs Must login to contact carpool

Scoop

Scoop Features Causal carpooling Establish trip in advance Tomorrow This afternoon Establish trip in advance The night before Share cost with driver or be a driver Expanding pool of users, across your employer and others Ability to set some trip pick-up parameters, e.g. distance