Accelerating Mode Shift
For: ThoughtFull Design
Role: Auckland Transport
2019
For: ThoughtFull Design
Role: Auckland Transport
2019
Mode shift is the reduction of single-occupant car trips and congestion towards more sustainable transport modes
Our challenge was to identify and size opportunities to accelerate mode shift, we focussed on commuters because they offer the largest opportunity for achieving this
Our challenge was to identify and size opportunities to accelerate mode shift, we focussed on commuters because they offer the largest opportunity for achieving this
Context
Auckland is growing rapidly and AT has agreed on accelerating mode shift as a strategic priority. Mode shift in this context is the reduction of single-occupant car trips and congestion towards more sustainable modes like public transport (PT) and active travel.
Our challenge was to identify and size opportunities to accelerate mode shift, we focussed on commuters because they offer the largest opportunity for achieving this.
Approach
We conducted a number of accompanied journey interviews with commuters, across modes. Then relayed our learnings as rich visual stories forming a large comic strip-style map, before applying a lens of behavioural economics, synthesising our learnings and sizing each opportunity space with partners PWC.
Activites
Outcomes
Having idenfitied the key opportunities to accelerate mode shift, we then sized the effort each would require and the impact each would have. These opportunities were then directly integrated into AT’s strategic planning and budgetting process.
Auckland is growing rapidly and AT has agreed on accelerating mode shift as a strategic priority. Mode shift in this context is the reduction of single-occupant car trips and congestion towards more sustainable modes like public transport (PT) and active travel.
Our challenge was to identify and size opportunities to accelerate mode shift, we focussed on commuters because they offer the largest opportunity for achieving this.
Approach
We conducted a number of accompanied journey interviews with commuters, across modes. Then relayed our learnings as rich visual stories forming a large comic strip-style map, before applying a lens of behavioural economics, synthesising our learnings and sizing each opportunity space with partners PWC.
Activites
-
User research - Accompanied journies
- Video diaries
- Behavioural economics
- Journey Mapping
- Quantified opportunity spaces
Outcomes
Having idenfitied the key opportunities to accelerate mode shift, we then sized the effort each would require and the impact each would have. These opportunities were then directly integrated into AT’s strategic planning and budgetting process.
