fiona blackley - what is possible?
Post on 12-Sep-2014
335 views
DESCRIPTION
TRANSCRIPT
![Page 1: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/1.jpg)
![Page 2: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/2.jpg)
OUR SPONSORS
![Page 3: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/3.jpg)
Fiona BlackleyMMM Group, Edinburgh
Shared Mobility and Transit2013 CSA Conference, TorontoTuesday 17th September 2013
Developments in CarSharing Markets: What is Possible?
![Page 4: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/4.jpg)
WHAT IS POSSIBLE?
4
![Page 5: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/5.jpg)
5
I always feel like a valued
customer
I receive a single bill for all of my
travel
I have one device that
pays for everything
I don’t need to own a car to get to work or collect
my groceries
I can book premium or on-demand services if I need them
IMAGINE IF….
![Page 6: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/6.jpg)
IMAGINE IF….
6
Transport providers knew
why each customer was
travellingTransport
providers had effective tools for
incentivising behaviour change
Authorities could balance travel
demand across the system
Transport could directly benefit social, health and education
objectives
There were new ways to maximize the
benefits of our infrastructure investment
![Page 7: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/7.jpg)
WHAT IS HAPPENING NOW
7
![Page 8: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/8.jpg)
8
GLOBAL MEGATRENDS
GlobalisationUrbanisationLand Use Ageing Workforce ParticipationSmaller HouseholdsAffluenceConsumer CultureMotorisationCongestionEnvironmental Awareness Infrastructure SpendICT AvailabilityGovernance
Complex Trips
Consumer
Congestion
Enabling Technology
Government Policy
Personalised Options Informed Decisions Simple Mode Neutral Inform & Communicate Personal Connectivity Physical & Virtual
Integration Coordinated Transfer “Zero-Wait State” Trusted Services Perceived Value Transparent Value
Proposition Payment Mechanism Attractive Mobility
Package
User Focused
Seamless
Valued
InfluencersTrends Needs Requirements
![Page 9: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/9.jpg)
9
BROADCAST → INTERACTION
Broadcast Interaction
![Page 10: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/10.jpg)
If you build it, they will come….
10
“FIELD OF DREAMS” APPROACH
![Page 11: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/11.jpg)
11
THE END OF OWNERSHIP?
↓ Decline in traditional ownership model of material goods↑ Rise in renting, subscription & pay-per-use products
![Page 12: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/12.jpg)
DEFINING THE FUTURE
12
![Page 13: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/13.jpg)
Aggregates the complete transport offer within a city• by delivering personalized, customer-oriented services• by integrating transport with user lifestyle needs
13
THE FUTURE = MOBILITY MANAGEMENT
![Page 14: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/14.jpg)
ACHIEVING BALANCE
14
User Needs System Needs
![Page 15: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/15.jpg)
PIECING IT ALL TOGETHER
15
![Page 16: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/16.jpg)
Use technological advances to:
• gain insight and understand users
• provide tailored services and solutions to customers
16
TECHNOLOGY IS AN ENABLER
![Page 17: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/17.jpg)
WHY IS IT IMPORTANT?
17
Inescapable global
megatrends
Transport is a means to an
end, not an end in itself
Make best use of existing
assets
New revenue streams & cost
effective spending
Support non-transport
objectives (e.g. health)
Strategic transport policy
goals (e.g. TDM)
![Page 18: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/18.jpg)
WHAT DOES IT MEAN FOR AN INDIVIDUAL?
18
Incentivises individuals to makeeconomically rational & personally optimalmobility decisions on a day-to-day basisand at key life-change points such asmoving home
Helps people to select the right mode forthe right trip at the right time
Makes life easier!
![Page 19: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/19.jpg)
WHAT DOES IT MEAN FOR COMMUNITIES?
19
Promotes Liveable Communitieswhere people want to live, work,study, visit and play
Stimulates Transit OrientedDevelopment where the mostdesirable properties are locatedclosest to sustainabletransportation links
Prioritises the development of active transportation networksthrough the design of Complete Streets
![Page 20: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/20.jpg)
WHAT DOES IT MEAN FOR TRANSPORTATION PROVIDERS?
Requires providers to work together in partnership ensuringseamless integration, value and personalization to the end users.
Requires a shift in culture and modus operandi from single modeproviders to role of enabler or facilitator of integrated mobility:
20
Mobility Enabler
Single Mode
Provider
![Page 21: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/21.jpg)
21
USER FOCUS
![Page 22: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/22.jpg)
22
UNDERSTANDING THE USERS
IT’S NOT ABOUT THE VEHICLES……IT IS ABOUT THE USERS
• Understand customer needs, fears, motivations & experiences
• Need to know where they go, when and why
• Transport is a facilitator for individual’s lifestyles
![Page 23: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/23.jpg)
23
THE USER ENGAGEMENT PATHWAY
CaptureIdentify
Manage
Influence
![Page 24: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/24.jpg)
…that Anne only drives to work because she hates waiting for the bus in the rain?
…that Greg gets off the bus early so that he walks further to gain some exercise?
…that Pete would travel off-peak if he got a 2 for 1 offer at Timmies?
…that Sarah enjoys meeting her friend Joanne and chatting on the train?
WITHOUT USER FOCUS, WOULD YOU KNOW….
![Page 25: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/25.jpg)
MY PERSONAL CAR SHARE EXPERIENCE
EdinburghNearest vehicles 8/9 mins walk awayNot attractive option compared to bus, bike, taxi Cost calculator estimates minimal savings compared to private car
OttawaNearest vehicle right outside
UK driving licence not valid for hire
![Page 26: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/26.jpg)
DESIGNING FOR CUSTOMERS
26
![Page 27: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/27.jpg)
DESIGN PRINCIPLES
27
Supporting Lifestyle
Feedback
Booking & Payment Facilitation
User Value
Trust & Assurance
Intelligent Demand Management
Incentivized Behaviour Change
Transparent & Dynamic Pricing
Integrating Modes
Open Data
Partnerships
![Page 28: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/28.jpg)
HEATHROW EXPRESS: USER VALUE
■ London’s Heathrow Airport to Downtown
■ 16,000 passengers take the Heathrow Express on a daily basis
■ “Heathrow Express” standard ticket costs £20 ($32) for 15 minute journey
■ 1st class ticket costs £28 ($44)
■ London Underground can cost as little as £3 ($5) BUT takes around 1 hour
- For business people arriving at Heathrow, saving 45 minutes is a valued option
28
![Page 29: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/29.jpg)
SPITSMIJDEN, NETHERLANDS: TRANSPARENT & DYNAMIC PRICING
■ Pilot project
■ Paid participants to travel by public transport or out of peak time
■ Used smart phones to provide information and cameras to enforce
■ Discounts and personalized transport planning advice
■ 20-50% change away from peak car use
![Page 30: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/30.jpg)
OPOWER HOME ENERGY REPORTS: FEEDBACK
■ Opower compares your energy use to that of your neighbours’■ All Neighbours■ Efficient Neighbours
■ Customized feedback and tips for change
![Page 31: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/31.jpg)
TTC & AIR MILES: INCENTIVIZING BEHAVIOR CHANGE
■ 2010 collaboration between Toronto Transit Commission and LoyaltyOne
■ TTC/Air Miles Reward Miles Project
■ Offered 150 Air Miles for opening a new account with TTC MetropassDiscount Plan (MDP)
■ Trial showed 57% increase in sales of annual transit passes
![Page 32: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/32.jpg)
32
MOBILITY DESIGN METHODOLOGY
![Page 33: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/33.jpg)
33
Mobility Management methodologyConsider how services can be designed differently
• We don’t just describe existing problems
• We tackle current and future problems
• We design solutions to address real user lifestyle needs
TURNING THEORY INTO REALITY
![Page 34: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/34.jpg)
34
Mobility Management applies Service Design techniques to Transportation
USING DESIGN TECHNIQUES
Product Design Service Design
![Page 35: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/35.jpg)
4Ds OF DESIGN
35
Based on the British Design Council’s “Double Diamond” Design Process Model
Discover Define Develop Deliver
Discover broad
context
Define precise problem
Develop bespoke solution
Deliver resulting service
![Page 36: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/36.jpg)
DESIGN TECHNIQUES
36
![Page 37: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/37.jpg)
MOBILITY MANAGEMENT EXAMPLES
37
![Page 38: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/38.jpg)
CAR FREEDOMKEEPING SENIORS CONNECTED
38
The Challenge:■ Support seniors thinking about giving up their car
The Product:■ Membership module for car “giver-uppers”■ Discounted mobility options for members including
taxis, paratransit & car share■ Travel planning and reporting on activities undertaken■ Single monthly invoice for travel by all modes
Key Benefit:■ Simple tool to facilitate continued community
interaction for those without a private car
![Page 39: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/39.jpg)
39
MAP YOUR MOVE, METRO VANCOUVERMANAGING TRAVEL DEMAND
The Challenge:■ Prompt house-movers to consider
transportation options early in theirrelocation decisions
The Product:■ Web-based calculator tool for
people moving home■ Integrates mobility options into
lifestyle prior to choice of location
Key Benefit:■ Encourages people to move to neighbourhoods with a good range of
sustainable mobility options e.g. active travel, transit, car share
![Page 40: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/40.jpg)
http://youtu.be/7mkRqdb2Iuo
40
Mobil.punkt BREMEN, GERMANYIMPROVING QUALITY OF URBAN STREETS
The Challenge:■ Reduce amount of space taken up by parked
cars which were rarely moved
The Solution:■ Integrating accessible, reliable, convenient and
affordable car sharing into the transportationsystem
■ Mobil.punkt - Multi-modal nodes for interchange■ AutoCard - Transit ticket add-on to include car share access
Key Benefits:■ Change in state law to reduce car parking requirements at new developments■ Car-replacement rate of 37% - around 11 replaced cars per car-sharing vehicle
![Page 41: Fiona Blackley - What is Possible?](https://reader034.vdocument.in/reader034/viewer/2022051207/541273a98d7f72084e8b45c6/html5/thumbnails/41.jpg)
MMM Group 3 Hill Street
Edinburgh, EH2 3JP, UKt: +44 (0)131 226 1045
Thank you