1. Transportation Nudges: Experiments in Improving Urban Mobility Boston University Marcel Meeuwissen – City of Enschede

2. Outline 1.Starting point for the projects: 2.Some results 3.Role of the City 4.Questions Transportation Nudges: Experiments in Improving Urban Mobility 2Marcel Meeuwissen

3. Enschede = innovation, technology and cooperation also within Mobility 3 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

4. Our target Increase bicycle-use/modal split From 34% in 2012 to 40% in 2020 Trips < 7,5 km. bij verplaatsingen tot 7,5 km. Effecten: >Voordelen op gebied van verkeer en vervoer; verbetering bereikbaarheid; afname interne autoverplaatsingen ten gunste van externe verplaatsingen. >Gezondheid/Welzijn >Milieu >Versterken sociale contacten 4 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

5. SUNSET – SMART - EMPOWER = 5 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

6. Target groups 6 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

7. Target groups Marcel Meeuwissen 7 The cyclist doesn’t exist! The pedestrian or PT-user doesn’t exist! Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

8. Seducing people! 8 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

9. Positive incentives 9 = Reflector Recognition Rewards Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

10. The use of ICT 10 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

11. Challenge people 11 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

12. 12 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

13. Choose the reward you like 13 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

14. Real time traffic data Multimodal Route Planner App and Web Personal Mobility Sensing & Incentive Market Place Automatic, 24/7; giving back information on own behaviour Challenges & rewards Help in planning alternative mode Information & open data Connection with the user Components 14 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

15. Technical building blocks 15 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

16. Adjusting, combining and connecting 16 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

17. First results 17 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

18. 18 SUNSET Yearly Review #3, Brussels, BE, March 26, 2014 CHALLENGE EFFECTS 18 5%-20% reduction in trips during peak 22% reduction in trips during peak 7% reduction in trips during peak (PT) Congestion 22% reduction in car trips 0% reduction in car trips Environment 3.5 times higher bicycle share 5% increase in bike trips Personal well- being4,7

19. 19 SUNSET Yearly Review #3, Brussels, BE, March 26, 2014 CONCLUSIONS PEOPLE CHANGE BEHAVIOUR −But information and incentives need to be highly personalised −Reward level may be less important than reward per se −People need time to adjust OPERATIONAL ISSUES −Link with real-time traffic information and existing public transit app SOCIAL MEDIA −Why people should share (reward sharing) −Enrollment through social networks −Potential of social media as a source for personalisation 19

20. The use of SMART 20 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

21. 21 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

22. People did change behaviour because of SMART 22 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

23. Effect on modality choice 23 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

24. Effect on time of travel 24 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

25. We want impact TheoryTechnologyTestingExpandingFeedback 25 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

26. Partners User interface Hobby? Multimodal? System supplier B2B One or more? Revenue responsible? Multimodal? Sharing data? City policy Size? Own PT? Government/PT authority PT-company Developer System integrator 26 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

27. 27 Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

28. Amsterdam Enschede Datasource Transportation Nudges: Experiments in Improving Urban Mobility Marcel Meeuwissen

29. Thank you for your attention Email: info@empowerproject.euinfo@empowerproject.eu Project website: http://empowerproject.eu/http://empowerproject.eu/ Telephone: +44 113 343 9502 (Leeds, project-coordinator) Telephone: +31 6 128 99 583 (Enschede, dissemination)