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

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

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

Cialdini 4 Ministry of Infrastructure and the Environment

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

Kahneman 6 Ministry of Infrastructure and the Environment Two systems System 1: fast decisions based on reptile brain, experience, emotion System 2: Slow, Thoughtful

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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 8

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 9

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

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

Outcomes Ministry of Infrastructure and the Environment 12

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 13

Tailor intervention, based on a good understanding Useful ingredients : TimingMake 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 influencesMake use of social proof, commitment, etc. Personal Tailor-made, and try to avoid negative group-think Ministry of Infrastructure and the Environment 14

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 15

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 16

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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 18

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 19

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

Interventions 21 Ministry of Infrastructure and the Environment 5. Fit to purpose 4. Exploit social context 3. Stimultate desired behaviours 2. Remove obstacles 1. Choose the moment

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

Lidija Pavic-Rogosic Listening to the elderly Zagreb 23 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 24 Ministry of Infrastructure and the Environment

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

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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 27 Ministry of Infrastructure and the Environment

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? 28 Ministry of Infrastructure and the Environment

Thank you Rick Lindeman 29 Ministry of Infrastructure and the Environment