Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
In order to change 
travel behaviour, you 
must understand 
people 
Civitas forum2014 
Rick Lindeman 
Rijkswaterstaat 
Net...
Programme 
• Behavioral Change Models 
• Case 1: Optimizing use 
• Behaviour in Civitas+ 
• Case 2: Funchal 
• Case 3: Zag...
BJ Fogg’s Model 
BJ Fogg. (2007). [Graphic illustration of the Fogg Behavior Model]. BJ Fogg's 
Behavior Model. 
Retrieved...
Cialdini 
4 Ministry of Infrastructure and the Environment
6 principles 
• Reciprocity, 
• Scarcity 
• Authority, 
• Consistency, 
• Liking, 
• Consensus 
5 Ministry of Infrastructu...
Kahneman 
• Two systems 
• System 1: fast 
decisions based on 
reptile brain, 
experience, emotion 
• System 2: Slow, 
Tho...
7 Ministry of Infrastructure and the Environment
The Dutch programme ‘Optimising Use’ 
• Smart use of infrastructure 
• Improving accessibility of 12 urban regions 
• Coop...
The Dutch programme ‘Optimising Use’ 
(continued) 
• 300 projects with measurable outcomes 
• Tailored to the 12 regions 
...
To get the best out of the programme, 
we analysed more than 100 cases 
Input: 
• Existing evaluation reports 
• Primarily...
We used a framework from BIT UK for the 
analysis 
Ministry of Infrastructure 11 and the Environment
Outcomes 
Ministry of Infrastructure 12 and the Environment
It all starts with a good 
understanding of people’s 
behaviour 
Good understanding of current and desired behaviour is a:...
Tailor intervention, based 
on a good understanding 
Useful ingredients: 
• Timing Make use of ‘discontinuities’ 
• Ease R...
An example: ‘Avoid the Peak in Brabant’ 
• Participants received financial reward if they avoided 
peak traffic in Den Bos...
Key ingredients of the personal avoidance plan 
Motivation: 
• By making a personal avoidance plan, people strengthened th...
Ministry of Infrastructure 17 and the Environment
Invest in monitoring and 
evaluation 
• Test-Learn-Adapt, just like BIT UK 
• Monitoring and evaluation requires preparati...
Conclusions 
• ‘Avoid the Peak in Brabant’ is a best practice 
• In many cases, there is room for improvement 
• Essential...
Behaviour in Civitas 
• Understanding: Zagreb, Funchal, Bologna 
• Interventions: Gdansk 
• Results: Utrecht, Gent 
20 Min...
Interventions 
21 Ministry of Infrastructure and the Environment
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 e...
Customer Journey 
• Service DesignThinking 
• Understanding your customers 
• Tool for discussion 
25 Ministry of Infrastr...
26 Ministry of Infrastructure and the Environment
Elements 
• Context; describing the situation 
• Job; was has the customer have to do 
(show ticket) 
• Touchpoint: Intera...
Exercise 
• Group of 5 (your table) 
• trip to Casablanca of the oldest at the table 
• Break the trip in small steps 
• W...
Thank you 
• Rick Lindeman 
• +31-6-53926589 
• Rick.lindeman@rws.nl 
• @romanista 
29 Ministry of Infrastructure and the ...
Upcoming SlideShare
Loading in …5
×

Behavioural Design Masterclass Civitas

728 views

Published on

Presentation on the civitas forum on behavioural change and design

Published in: Government & Nonprofit
  • Be the first to comment

Behavioural Design Masterclass Civitas

  1. 1. In order to change travel behaviour, you must understand people Civitas forum2014 Rick Lindeman Rijkswaterstaat Netherlands Ministry of Infrastructure and the Environment
  2. 2. 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
  3. 3. BJ Fogg’s Model BJ Fogg. (2007). [Graphic illustration of the Fogg Behavior Model]. BJ Fogg's Behavior Model. Retrieved from http://behaviormodel.org/. 3 Ministry of Infrastructure and the Environment
  4. 4. Cialdini 4 Ministry of Infrastructure and the Environment
  5. 5. 6 principles • Reciprocity, • Scarcity • Authority, • Consistency, • Liking, • Consensus 5 Ministry of Infrastructure and the Environment
  6. 6. Kahneman • Two systems • System 1: fast decisions based on reptile brain, experience, emotion • System 2: Slow, Thoughtful 6 Ministry of Infrastructure and the Environment
  7. 7. 7 Ministry of Infrastructure and the Environment
  8. 8. 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 8 and the Environment
  9. 9. 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 9 and the Environment
  10. 10. 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 Output: • Qualitative conclusions on behavioural mechanisms • No quantitative conclusions due to poor quality of data Ministry of Infrastructure and the Environment 10
  11. 11. We used a framework from BIT UK for the analysis Ministry of Infrastructure 11 and the Environment
  12. 12. Outcomes Ministry of Infrastructure 12 and the Environment
  13. 13. 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 13 and the Environment
  14. 14. Tailor intervention, based on a good understanding Useful ingredients: • Timing Make 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 influences Make use of social proof, commitment, etc. • Personal Tailor-made, and try to avoid negative group-think Ministry of Infrastructure 14 and the Environment
  15. 15. 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 15 and the Environment
  16. 16. 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 16 and the Environment
  17. 17. Ministry of Infrastructure 17 and the Environment
  18. 18. 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 18 and the Environment
  19. 19. Conclusions • ‘Avoid the Peak in Brabant’ is a best practice • In many cases, there is room for improvement • Essential: Ministry of Infrastructure 19 and the Environment
  20. 20. Behaviour in Civitas • Understanding: Zagreb, Funchal, Bologna • Interventions: Gdansk • Results: Utrecht, Gent 20 Ministry of Infrastructure and the Environment
  21. 21. Interventions 21 Ministry of Infrastructure and the Environment
  22. 22. Funchal • Claudio Mantero • Understanding tourist needs 22 Ministry of Infrastructure and the Environment
  23. 23. Lidija Pavic-Rogosic • Listening to the elderly • Zagreb 23 Ministry of Infrastructure and the Environment
  24. 24. 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
  25. 25. Customer Journey • Service DesignThinking • Understanding your customers • Tool for discussion 25 Ministry of Infrastructure and the Environment
  26. 26. 26 Ministry of Infrastructure and the Environment
  27. 27. 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
  28. 28. 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
  29. 29. Thank you • Rick Lindeman • +31-6-53926589 • Rick.lindeman@rws.nl • @romanista 29 Ministry of Infrastructure and the Environment

×