Client Auckland Transport (AT)
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.
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.
- User research - Accompanied journies
- Video diaries
- Behavioural economics
- Journey Mapping
- Quantified opportunity spaces
Details from the commuter journey map