Post on 29-Dec-2015
Triggers for cycling: learning from users
Klaartje ArntzenJoost BeenkerLynn Voogt
ECOMM 2015, 21-05-2015
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Beter BenuttenAim: better accessibility and circulation
Stimulate cycling , mainly among commuterse.g. financial incentives on buying pedelecs and/or cycling, information about cycling, and feedback on behavior
Co-production: 5 regions + their cycling projects, Ministry of Infrastructure and the Environment, Dijksterhuis & van Baaren
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About the research project
• What moves them?
• How can they be ambassadors to encourage new people to cycle more?
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About the research project
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About the participants
• 1783 participants
– Average age = 49,6– Almere – Brabant – Maastricht– Utrecht– Rotterdam
CASE - Maastricht• Burn Fat Not Fuel
• Modal shift from car to e-bike / bike:Reward = €0,10 / km
• Feedback
• 500 participating employees
• Tracking with GPS box mounted on bike
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Open ended questions
“Awesome!”“Excellent”
“Fantastic”
“Relaxing”
“Very healthy”
“Nice!”
“Motivating”
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Open ended questions:reasons to quit
In reality: Maastricht
How to create ambassadors
1. Clear information
2. User friendly website
3. Easy application
4. Receiving reward fast (subjectively)
5. Getting good help when needed
6. User friendly app
How to help ambassadorsThey rather recommend to coworkers, not to family
Taking the time to personally talk to
coworkers is too much. Sending an
invitation is no problem.
How to help ambassadors
SIGN UP MORE INFO
Dear <insert name colleage>,
I’ve been biking to work for <x> months no since I entered the program <insert name>. I love it because:
- <name 3 reasons why you love it>--
I think you would love it too. You can sign up below, or get more info if your want. If you have any questions, contact me., since I am the experienced expert ;-)
Will we be cycling together soon?
Greetings, <insert your own name>
TEAM UP
INVITE COLLEAGUE
S
PERSONAL EMAIL INVITATION
In reality: Maastricht
Concluding: important ‘ingredients’ for successful cycling programs
Other
Rewards & feedback
Working technical stuff
Clear information
Valuable policy data: Maastricht
Bicycle movements and routes
Delays
Travel time isochrone