1. Customer Based Mobility Planning
Two Case Studies
and the Lessons Learned

2. 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

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

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

5. 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

6. What are new riders comparing transit to?
Driving is Mindless

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

8. 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?

9. Technology Utilization by Customers

10. 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%)

11. 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

12. 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

13. Trip Planning Apps

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

15. 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

16. 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

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

18. Rideshare Platforms

19. RideAmigos

20. 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

22. Scoop

23. 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