JOYN COMMUTER Feasibility study to support cycling to work programs by involving employers in changing behaviour Irina Damascan irina@cincilasutarosu.ro +31613926407

JOYN COMMUTER Innovation As cities have become more congested, commuting behaviors need to change in cities to more sustainable solutions. As companies in Europe offer 4.1 billion/year in employer benefits for commuting, but pay ~54 billion/ year in taxes, there’s a huge potential of both citizens and companies to benefit from switching to bikes. Corporate programmes in employer benefits can provide a much better set of data on behavior for switching transport modes and can contribute to implementing interoperability schemes with public transport and bike sharing for first/last mile should we have the right design approach to the solution. Mobility services become a serious business for companies to externalize and use for cutting down taxes for green commuting. As such, JoYn Commuter aims to work with companies that are willing to test how their employer benefit scheme can influence commuting behavior and help choose the bike more.

JOYN COMMUTER Design approach With this feasibility study, we aim to test our hypothesis that corporate programmes can add in their employer benefits apps /platforms in order to help incentivize a change in behavior. For this purpose we use a co-creation design approach with Dutch companies based in Amsterdam and Utrecht to work on a dashboard we provide to corporates in order to visualize the data on the mobility patterns of their employees and their cycling potential. We aim to conduct a qualitative research and come up with a prototype of dashboard that works both for behavioral change programs implemented by corporates as well as a reporting tool for tax deduction on green mobility of employees. A service designer will conduct the interviews with HR managers and health insurance companies in the Netherlands to see what are the minimum requirements for the data provided in this dashboard in order to make a compelling case for all stakeholders involved.

Relation to the urbanscape Scaling up prospects JOYN COMMUTER Relation to the urbanscape JoYn Commuter is a project aimed at reconciling city efforts with private companies to support cycling to work programs. The project focuses on social innovation through creating insights not only in technology related to bike sharing systems but also with regards to the user experience and user journey that needs to satisfy the needs of the user during a commute which is essential to any adoption of new behaviors. European Cycling Federation has implemented already “cycling friendly employer” certificates in 12 countries, but hasn’t been able to evaluate the impact of this programme. We aim to help understand how to implement this with a dashboard that provides insights on the activity of employees. Scaling up prospects One of the main factors to consider in scalability is the score of existing infrastructure in the city. Then the distances to work the employees need to make and the options for creating interoperability schemes with public transport allowing easy switching between transport modes. However, since we discovered that city density is the key factor in cycling cities, we need to learn how to employ more micro mobility solutions in order to overcome long distance commuting barriers that would not be right conditions to start cycling. The potential to replicate the model once the behavior is understood, is depending on cultural and logistic infrastructure, but is more than 50% transferable for a majority of people who will be confronted with congested cities in the coming 5 to 10 years. As such, preparing for this becomes essential for reliability of MaaS.