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Ninja Riders - Youth and Road Safety: Discovering Urban Mobility Behaviours

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presentations of the Ninja Riders project (www.ninjariders.eu) with its digital tools, during the workshop held in Milano on November 22nd 2017

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Ninja Riders - Youth and Road Safety: Discovering Urban Mobility Behaviours

  1. 1. Ninja Riders Building a Road Safety Culture for Young People Irene Celino – Cefriel www.ninjariders.eu – info@ninjariders.eu
  2. 2. Ninja Riders in one slide Mobility behaviour is difficult to catch among young people, because they are more reluctant than adults to be monitored through connected devices. Even when sensing technologies are in place, collected data tells us what happened (e.g. driving style), but not why it happened (e.g. psychological conditions affecting drivers’ decisions). Ninja Riders engages young people with its cross-media suite of gameful digital tools: the youngsters are involved in innovative ideas generation via the Ninja Ideas online co-creation platform; mobility attitudes, preferences and choices are collected and analysed through the Ninja Stories psychographic app, which solicits young people to evaluate their “ninja” abilities within concrete scenarios where decision-making is influenced by personal and social contexts. Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU By stimulating awareness creation and encouraging personal reflection, Ninja Riders promotes a road safety culture and makes sense of attitudes and choices, thus allowing both young people and mobility stakeholders to get a deeper understanding of the why behind risky decision-making.
  3. 3. ENGAGEMENTPREVENTION Pre-collision assist Anti-sleep alarm Electronic alerts Mobile phone block Driving monitoring Driving coach Points, coupons, discounts WHAT Psychological factors Preferences Attitudes Justifications Consequence awareness Personal reflection WHY Rule compliance Values and principles Emotions Dilemmas Mobility context Social context
  4. 4. Ninja Riders Project Ninja Riders creates young, participative communities, engaging them through its suite of gameful digital tools. The project detects the youngsters’ attitudes and decision- making in urban mobility, and promotes a cultural change to improve road safety. Ninja Riders is a project co-funded by EIT Digital within the Digital Cities Action Line Project partners are Cefriel (IT, coordinator), BSD (IT, founder of the resulting startup), Alfstore (FR), Technical University of Delft (NL) and InnoValor (NL) Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  5. 5. Ninja Riders Requirements Suite of digital tools appealing for young people with gaming elements Leveraging curiosity and interactive/conversational approaches Organizing contests with tangible rewards Collection of valuable information for safe mobility stakeholders Going beyond “driving sensing” apps Collecting real stories and experiences Investigating attitudes, perceptions and decision making (psychographics) Valid approach from a social psychology point of view (psychometrics) Decision-making is context-based and influenced by several elements Gathering data for an effective analytics of the youngsters decision-making Creation of a sustainable business model Target customers/stakeholders: insurances, mobility service providers, cities, associations Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  6. 6. Ninja Riders Digital Suite 1. Gameful psychographic mobile app  Ninja Stories (under development) Goal: gather information about decision-making and attitudes from young people in a structured (data) and partially implicit way 2. Online open and social innovation platform  Ninja Ideas https://ninjaideas.eu Goal: generate ideas and collect stories from young people through campaigns on specific mobility topics in an unstructured (text) and explicit way Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  7. 7. 1. Ninja Stories – Conversational Decision-Making Mobility stories told by Ninja characters in a conversation aimed to get relevant data about context-specific decision-making Gamified survey to engage the user to discover “what kind of ninja” he/she currently is or can become Interactive prototype: http://invis.io/CBDDTGQWP Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  8. 8. 2. Ninja Ideas – Online Open and Social Innovation Campaigns and competitions to stimulate idea generation and story collection First campaign on “ideal mobility” to collect visions and suggestions Campaigns on product co-creation to improve Ninja Stories app www.ninjaideas.eu Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  9. 9. Ninja Riders Approach Psychographics through psychometrics: youngsters’ road safety profile through decision-making assessment in the mobility context Psychographics = Analysis of consumer lifestyles to create a detailed customer profile. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, and opinions statements. Results of this exercise are combined with geographic and demographic characteristics to develop a more 'lifelike' portrait of the targeted consumer segment Psychometrics = Measurement or assessment of individual differences in abilities, aptitudes, attitudes, behaviour, intelligence, and other attributes through psychological tests (Definition source: Business Dictionary) Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU Solid psychological framework New technological solution New young customer profiling Possibility to integrate other information + = + psychometrics conversational gamification psychographics (“why” data) analytics (“what” data)
  10. 10. Ninja Stories Mobile App for Conversational Decision Making Gloria Re Calegari – Cefriel www.ninjariders.eu – info@ninjariders.eu
  11. 11. Ninja Stories – Conversational Decision-Making Mobile app to collect and make sense of psychographics data Since decision-making is always context-specific, this is created with mobility stories told by Ninja characters in a conversation/chat The story told by a third person in a peer-to-peer relationship makes it easy for the user to reflect on the specific context without feeling “judged” App conversations are based on real stories, i.e. inspired by actual episodes collected during user research phase The conversation includes several questions so to constitute a gamified survey to get relevant decision-making data The app engages the user to discover his/her “inner ninja”, thus giving a feedback that complements the personal reflection during the story Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  12. 12. Ninja Stories walk-through Introductory story and basic profiling When the user launches the app the first time, it is guided through a chat with the “Ninja Guru” to explain how the app works and set the “common ground” ask some basic profiling questions (name, age, home town) give examples of user interaction throughout the app Ninja Riders - Building a Road safety Culture for Young People
  13. 13. Ninja Stories walk-through Home and personal profile At the end of the “welcome” story, the user lands on the home page where he/she finds the next story unlocked, ready to be started The user can also access his/her personal profile, where personal details can be edited and gained badges shared with friends Ninja Riders - Building a Road safety Culture for Young People
  14. 14. Ninja Stories walk-through Mobility story and context questions The mobility-related context is set by the Ninja “storyteller” in each story The questions are aimed to make the user identify himself/herself in the specific situation A binary choice always stimulates a rule-breaking vs. rule-compliant decision Ninja Riders - Building a Road safety Culture for Young People
  15. 15. Ninja Stories walk-through Weighting factors influencing decisions In each story, each context requires the user to evaluate the factors that influence a decision, so to reflect on the specific situation Possible consequences of rule- breaking decisions are also included in the story to add further “food for thought” Ninja Riders - Building a Road safety Culture for Young People
  16. 16. Ninja Stories walk-through Personalized feedback At the end of each story, the user gets a personalized feedback based on his/her answers during the conversation with the ninja The “story badge” serves both as reward for the gamified survey filling, as well as further element of personal reflection Ninja Riders - Building a Road safety Culture for Young People
  17. 17. Early user testing and actual pilot Early user testing Graphical prototype evaluation through on-line campaign Software prototype testing with one-to-one sessions Very positive and encouraging feedback on the general goal and approach, with interesting suggestions on possible improvements and extensions Actual piloting activities App launched soon on the app stores (both iOS and Android) 4 Italian stories already included and Dutch/English stories to be added soon Enlarged user experimentation of the app in Italy and the Netherlands within the end of the year Ninja Riders - Building a Road safety Culture for Young People
  18. 18. Ninja Ideas Online platform for Open and Social Innovation Irene Celino – Cefriel (on behalf of Alfstore) www.ninjariders.eu – info@ninjariders.eu
  19. 19. Ninja Ideas – Online Open and Social Innovation Online web-based platform for idea generation and story collection from young people through campaigns on specific topics Each campaign is a competition to stimulate open and social innovation Each campaign runs for a defined time-frame and rewards the most active contributors with tangible prizes (gamification) User contributions are analysed to identify common topics and interesting ideas Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU www.ninjaideas.eu
  20. 20. Ninja Ideas campaigns What does “ideal mobility” mean to you? First campaign on ideal mobility to collect visions and suggestions Main questions: How can we optimize our cities’ mobility? Which are the behaviours on the road to imitate or to avoid for a safer and more responsible mobility? It run last Spring (April-June) in Italian and collected several ideas and real-life stories of everyday urban mobility, thus complementing our user research Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  21. 21. Ninja Ideas campaigns Try out our brand new app concept Second campaign on Ninja Stories app concept evaluation (product co-creation) It allows users to play with a Ninja Stories app’s graphical prototype Main questions: Do you like the app? is it clear? What should be improved? What features are missing? Tell us your everyday mobility stories to be included in the app! It is still running, in four parallel versions (Italian, French, Dutch, English) Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU
  22. 22. Leveraging Ninja Ideas in conjunction with Ninja Stories The Ninja Ideas platform and the Ninja Stories app are complementary In terms of goals (collecting ideas vs. gathering structured data) In terms of roles (Ninja Ideas’ users can learn about the app, Ninja Stories’ users can be notified about new campaigns about app’s new feature testing or new application domains or stories) Ninja Riders - Building a Road safety Culture for Young People
  23. 23. Ninja Stories Decision Making Framework Alessandro Pollini - BSD www.ninjariders.eu – info@ninjariders.eu
  24. 24. Ninja Riders Approach Psychographics through psychometrics: youngsters’ road safety profile through decision-making assessment in the mobility context Psychographics = Analysis of consumer lifestyles to create a detailed customer profile. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, and opinions statements. Results of this exercise are combined with geographic and demographic characteristics to develop a more 'lifelike' portrait of the targeted consumer segment Psychometrics = Measurement or assessment of individual differences in abilities, aptitudes, attitudes, behaviour, intelligence, and other attributes through psychological tests (Definition source: Business Dictionary) Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU Solid psychological framework New technological solution New young customer profiling Possibility to integrate other information + = + psychometrics conversational gamification psychographics (“why” data) analytics (“what” data)
  25. 25. Decision-Making Framework Decision-making reference framework 3 dimensions and their interplay: Intentions, Explanations, Awareness Questions asked during the conversation Emotion (feeling in the specific situation) Dilemmas (rule-break vs. rule-compliance) Motivations (investigation on motives to take the above decision) Explanations (possible justifications for the rule-breaking choice) Awareness (understanding the potential outcomes/consequences of actions) Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU Intentions Explanations Awareness
  26. 26. ENGAGEMENTPREVENTION Pre-collision assist Anti-sleep alarm Electronic alerts Mobile phone block Driving monitoring Driving coach Points, coupons, discounts WHAT Psychological factors Preferences Attitudes Justifications Consequence awareness Personal reflection WHY Rule compliance Values and principles Emotions Dilemmas Mobility context Social context
  27. 27. Data Collection and Analysis Outcomes Preferences about transport means in different travel scenarios Descriptive statistics Personal profiles about ethical choices and decision-making Anova and Cluster Analysis Proxy about behaviour towards different travel scenarios Chi square test Insights beyond data based on scientific approach Interpretation of data w.r.t. the decision-making framework Guidelines for interventions aimed to affect decision-making Development of scenario-specific interventions to affect decision-making Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU 0 10 20 30 40 50 60 70 80 90 scenario 1 scenario 2 scenario 3 si no
  28. 28. Scalability From youngsters’ road safety profiles and decision-making assessment in the mobility context To <any kind of target users> and decision-making assessment in <any ethical scenarios implying moral engagement>, like for example: - nurses in the delivery of the healthcare services - customer behaviour in sustainable choices Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU Psychological framework Engine for data collection Target users/ customer profiling Custom stories>
  29. 29. Contact information Ninja Riders project: Web: ninjariders.eu Email: info@ninjariders.eu Project coordinator: Irene Celino – Cefriel Via Fucini 2 – 20133 Milano (Italy) Email: irene.celino@cefriel.com Phone: +39-02-23954-1 Ninja Riders - Building a Road safety Culture for Young People WWW.NINJARIDERS.EU

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