presentazione del progetto Ninja Riders allo Human Factory Day - Fondazione Triulza - 29 maggio 2017

1. Ninja Riders
Building a Road Safety Culture
for Young People
Irene Celino – Cefriel - Politecnico di Milano
Human Factory Day @ Cascina Triulza - Milano, 29 maggio 2017
www.ninjariders.eu – info@ninjariders.eu

2. Ninja Riders
Ninja Riders creates young, participative communities, engaging them through its suite
of gamified digital tools. The project detects the youngsters’ attitudes towards 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 (Italy, coordinator), BSD (Italy), Alfstore (France), Technical
University of Delft (Netherlands) and Innovalor (Netherlands)
WWW.NINJARIDERS.EU

3. Ninja Riders – Business pain
Target users are young people
Different habits, behaviour, perception wrt road safety
Difficult to engage as customers
Target market for road safety is diversified  need to develop the “right” products
Insurances  hard to secure and retain young customers
New mobility services (e.g., car/ride sharing)  new usage patterns
Vehicle manufacturers  strong decrease in vehicle ownership (esp. scooters)
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4. Ninja Riders – Objectives
Social goal:
Improve road safety and decrease social cost
Business goal:
Support the development of the “right” products for young customers in the target
markets related to road safety
Create a start-up company to pursue the business goal
Technical goal:
Develop a gameful toolbox to engage, understand and improve safe driving
behaviour
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5. Ninja Riders – Project activities
1. Market Analysis:
Mobility stakeholders identification
Information needs about young
customers
Competitive market analysis
2. User Engagement and Analysis:
Creation of user panels
Attitudes and behaviour profiling
Collection of road safety stories and ideas
Involvement in product design and testing
3. Design & Development of the
gameful toolbox:
To create young drivers’ communities
To collect relevant information from them
4. Experimentation with young
communities:
Pilot in Milano
Pilot in Delft
5. Business Modelling and
Start-up Creation
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6. Ninja Riders – Business value
Market analysis reveals rich proposition in mobile apps to monitor driving style
Goal is sensing data like speed, acceleration, steering, etc. (IoT-like monitoring)
Apps offered by insurance companies, municipalities, infomobility providers
Existing apps provide insights on what happens, but not on why it happens
Need to understand situations and conditions affecting drivers
Attitudes, beliefs, norms related to risk-taking and decision-making
Context, scenarios, emotions influencing young people behaviour
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7. Ninja Riders – User panels
Assessment questionnaire (https://goo.gl/WRxM7P)
Collection of young user data about attitudes and beliefs related to risks and
decision-making
Questionnaire based on naturalistic decision making theories
Outcomes of the assessment
Creation of personas for common attitude profiles
Collection of stories and experiences
Engagement and set-up of user panel for face-to-face focus groups and interviews
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8. Ninja Riders – Collected stories
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Mi rendo conto che spesso il mio peggior nemico
è la fretta e l'ansia di riuscire a fare tutto quello
che devo fare, questo mi porta a sottovalutare
alcune situazioni di pericolo alla guida.
È arrivato un messaggio al telefono e volevo
leggerlo perché era importante la persona che
mi aveva scritto. Avevo sempre il telefono a
portata di mano mentre guidavo.
Ero in ritardo, quindi andavo veloce in
una rotonda. Poi mi è venuto addosso
un ragazzo ma è stata colpa sua.
É normale bere se si esce… ma io so
quanto bere perché mi so regolare.
Per brevi tratti di strada non indosso la cintura
di sicurezza essendo per poco tempo.
Era una giornata molto calda e avevo scottature
sul corpo dovute al sole. Ero indecisa se
indossare la cintura di sicurezza per il fastidio che
mi provocava sul corpo bruciato da sole
Capita di andare oltre i limiti, ma dove il limite è senza senso.
Non ci sono pericoli in quella strada se vai a 60 invece di 50. Alla guida rispondo ai messaggi ma faccio
veloce quando guido. Se perdi pezzi di
conversazione poi è difficile riprendereDei miei amici insistevano che dovessi guidare avendo bevuto
perché il guidatore designato era completamente ubriaco

9. Ninja Riders – Online Engagement
Campaigns and competitions to
stimulate idea generation
www.ninjaideas.eu
Running campaign on “ideal mobility” to
collect visions and suggestions
Fun engagement on the go in
Milano
ninjariders.eu/talkinpiazza
“Small talk conversation” with urban
objects (benches, lampposts, bus stops)
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10. Ninja Riders – Team and main roles
Cefriel – Politecnico di Milano (Italy)
Project coordination
Concept and interaction design of the
digital solution
Software design and implementation
BSDesign (Italy)
User engagement and analysis
Pilot in Milano
Alfstore (France)
Software design and implementation
Technical University of Delft
(Netherlands)
Market analysis
Pilot in Delft
Innovalor (Netherlands)
Business modelling
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