1. Triggers for cycling: learning from users Klaartje Arntzen Joost Beenker Lynn Voogt ECOMM 2015, 21-05-2015

2. Beter Benutten Slim en vlot van deur tot deur2 Aim: better accessibility and circulation Stimulate cycling, mainly among commuters e.g. financial incentives on buying pedelecs and/or cycling, information about cycling, and feedback on behavior Co-production: 5 regions + their cycling projects, Ministry of Infrastructure and the Environment, Dijksterhuis & van Baaren

3. About the research project What moves them? How can they be ambassadors to encourage new people to cycle more? Slim en vlot van deur tot deur3

4. About the research project Slim en vlot van deur tot deur4

5. About the participants Slim en vlot van deur tot deur5 1783 participants –Average age = 49,6 –Almere –Brabant –Maastricht –Utrecht –Rotterdam

6. CASE - Maastricht Burn Fat Not Fuel Modal shift from car to e-bike / bike: Reward = €0,10 / km Feedback 500 participating employees Tracking with GPS box mounted on bike

7. Open ended questions Slim en vlot van deur tot deur7 “Awesome!” “Excellent” “Fantastic” “Relaxing” “Very healthy” “Nice!” “Motivating”

8. Open ended questions: reasons to quit Slim en vlot van deur tot deur8

9. In reality: Maastricht

10. How to create ambassadors 1.Clear information 2.User friendly website 3.Easy application 4.Receiving reward fast (subjectively) 5.Getting good help when needed 6.User friendly app

11. How to help ambassadors They rather recommend to coworkers, not to family Taking the time to personally talk to coworkers is too much. Sending an invitation is no problem.

12. How to help ambassadors SIGN UP MORE INFO Dear, I’ve been biking to work for months no since I entered the program. I love it because: - I think you would love it too. You can sign up below, or get more info if your want. If you have any questions, contact me., since I am the experienced expert ;-) Will we be cycling together soon? Greetings,

13. TEAM UP INVITE COLLEAGUES PERSONAL EMAIL INVITATION In reality: Maastricht

14. Concluding: important ‘ingredients’ for successful cycling programs Other Rewards & feedback Working technical stuff Clear information

15. Valuable policy data: Maastricht Bicycle movements and routes Delays Travel time isochrone