Giles Perkins. Head of Future Mobility, WSP is Guest Speaker for a CILT Green Series webinar on Smart and Sustainable Mobility: Delivering Low Carbon Places

1. Taking a human-centric
approach to the future (of
mobility)
Giles Perkins
Head of Future Mobility
March 2021
https://www.wsp.com/en-GB/campaigns/future-mobility

2. “The only thing that is
constant
is change”
https://www.wsp.com/en-GB/campaigns/future-mobility
- Heraclitus

3. The future
Energy mix /
needs
Climate
change
Societal
change
Global
trends
Retail
change
Skills &
education
Travelling
(or not)
Digital
access
Technology &
services

4. What’s changing?
Definition source: DfT Future of Mobility: Urban Strategy 2019
Aggregation
+

5. ‘Mobility’ vs. ‘Transport’
How we
move
(or not)

6. Thinking about
needs
and access
People to
places (for
goods and
services)
Goods and
services to
people

7. - 7 -
Time
Number
of
motor
vehicles
Flexibility within
Infrastructure to support
this forecast
Customer centric
approach to planning
Providing new mobility
options
Behaviour change away
from traditional
Towards ‘net zero’
carbon
Real-time service
optimisation
Proposed approach
in a given place
Best-case
‘Traditional’
trajectory
Worst case
scenario
Navigating
uncertainty
Potential
scenario

8. People,
activity
& place led
outcomes
https://www.wsp.com/en-GB/campaigns/future-mobility

9. The young
The aging
Life stages and events
Gender / orientation / ethnicity
The socially / financially excluded
The disabled
Thinking about
people

10. Retail and leisure
Healthcare
Workplace & employment
Education & learning
Social activities
Deliveries & logistics
Thinking about
activity

11. Urban
Peri-urban
Rural
Remote rural
Coastal
Thinking about
places

12. Friendlier
Greener
Happier
Healthier
More productive
Prosperous
Quieter
Safer
Thinking about
community
outcomes

13. Energy
Digital Mobility
Place
Within a human
centric,
place based,
eco-system
Activity

14. Putting the human at
the heart of things
https://www.wsp.com/en-GB/campaigns/future-mobility

15. Warwickshire LTP Review: 2020 ongoing
Considering types
of
places

16. Demographic Group Population (no) Population (%)
Aspiring Homemakers 680,000 13%
Domestic Success 675,000 13%
Prestige Positions 635,000 12%
Family Basics 475,000 9%
Rental Hubs 415,000 8%
Rural Reality 395,000 8%
Senior Security 365,000 7%
Country Living 350,000 7%
Transient Renters 260,000 5%
Suburban Stability 240,000 5%
Urban Cohesion 200,000 4%
Vintage Value 185,000 4%
Modest Traditions 110,000 2%
City Prosperity 85,000 2%
Municipal Challenge 80,000 2%
Considering
populations
in those
places

17. • Cleanliness
• Reliability
• Safety & Security
• High quality customer experience
• Environmentally friendly
• Value for money
• Travel information
• Integration between services
• Multimodal travel
• Digital connectivity at home or business
• Digital connectivity away from home or business
• Digital connectivity while travelling
• Accessibility without a smartphone
• Accessibility without a bank account
• Travel to work
• Social interaction and leisure
• Shopping and retail
• Education
• Healthcare
Considering the
needs of people
in those places

18. Considering how
solutions meet
‘pain points’ and
life-stage needs

19. On foot / wheeled
Cycling / cargo bikes
E-bikes / E-cargo bikes
E-scooter
Pavement / road delivery devices
Traditional bus
Ride-hailing (shared use)
Powered two-wheelers
Traditional & emerging taxi
Ride-hailing (sole use)
Shared car / well utilised vehicle
Sole occupancy car / under utilised vehicle
Avoid – Shift – Improve
To enable an
emerging, new
hierarchy

20. Design Thinking
Let’s change the way we think. Let’s create change.
EMPATHISE DEFINE IDEATE TEST AND ITERATE
PROBLEM SPACE SOLUTION SPACE
Understand and empathise with
communities, customers to understand the
most important pain points to be solved.
Specifically define and validate the problem
experienced, for who and under what
conditions.
Deploy a multitude of lateral thinking and
creativity techniques to generate a diverse
set of potential solutions.
Test solutions and map benefits with
communities, customers and users to ensure our
designs meet needs and expectations.
Qualitative
Interviews
Observations
Focus Groups
Surveys
Co-design with
3rd sector,
minority groups
Quantative
Data analysis
Online Surveys
Mobile Data
Google Search &
Analytics
WSP Design Thinking Playbook
‒ WSP Design Management Learning
Program (Innovation and Design Thinking)
‒ Future Ready
‒ WSP Customer Strategy (GN571)
‒ Lattice: Digital Innovation Platform
‒ Diversity and Inclusion Research
RICE
Methodology
‘How Might We’
Problem
Interview
5 Why’s
The Mother test
Understanding the
problem to be
solved
Reaching a
Problem
Statement
Brainwriting
De Bono Six
Thinking Hats
Future Ready
Innovation Labs
Behavioural and experience testing, pilots
and prototyping of design with
users, citizens and community
Map outcomes and benefits to
UN Sustainable Development Goals
Assessing Climate Risk and Resilience
Ideation
Future Ready
scanning and
trend analysis
Painstorming
Stakeholder
Mapping
Personas
Customer
Journey Mapping
BUILD
MEASURE
LEARN

21. Let’s change the
way we think. Let’s create
change.

22. Thank you
Giles Perkins
Head of Future Mobility
07966 210 401
giles.perkins@wsp.com
@gilesbgperkins
wsp.com
https://www.wsp.com/en-GB/campaigns/future-mobility