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Mobility as a service

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How do we encourage people out of their cars and into more sustainable forms of mobility? Do we nudge people to reduce car use journey by journey, or do we enable people to give up their private cars altogether?

Ben will use Livework's 'designing at the right altitude model and behavioural change theories to explore how Mobility as a Service could enable significant change in the habits of citizens.

Publicada em: Negócios
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Mobility as a service

  1. 1. 1 Liveworkstudio.com London Oslo Rotterdam Sao Paulo Livework Studio © 2017Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019 Fluidtime Symposium 2019 Ben Reason, Livework Founder May 2019 Incremental gains or Big bang
  2. 2. 2 How do new MaaS services address the public agenda?
  3. 3. 3 80% of journeys by public transport or sustainable means by 2041 Mayor of London Transport Strategy 2018
  4. 4. 4 Translation = 80% “not cars” Mayor of London Transport Strategy 2018
  5. 5. 5 How to incentivise residents to leave their cars behind? How to incentivise residents to leave their cars behind? Incremental gains choices for specific journeys “I can take a bike this time” Big bang Car ownership choices “I will stop owning a car”
  6. 6. 6 Human behaviour Motivation “Why would I?” How to incentivise residents to leave their cars behind? Ability “Am I able to?” Opportunity “Do I have access?”
  7. 7. 7 Outside-in How to incentivise residents to leave their cars behind? Human Life stage and situation Consumer/citizen Making decisions in the market Customer Being a customer of a service User Using the service
  8. 8. 8 Life stages How to incentivise residents to leave their cars behind?
  9. 9. 9 Citizen / Consumer level How to incentivise residents to leave their cars behind?
  10. 10. 10 Customer level How to incentivise residents to leave their cars behind?
  11. 11. 11 User level How to incentivise residents to leave their cars behind?
  12. 12. 12 How to incentivise residents to leave their cars behind?
  13. 13. 13 How to incentivise residents to leave their cars behind? Uber reduces bus use by 1.7% in US
  14. 14. 14 Human behaviour Motivation “Why would I?” How to incentivise residents to leave their cars behind? Ability “Am I able to?” Opportunity “Do I have access?”
  15. 15. 15 Outside-in + behaviour How to incentivise residents to leave their cars behind? Human Ability is key: Are people able to change? Consumer Motivation is key: Do people have a good reason to change? Customer Opportunity is key: Are the options available to people? User Experience is key: Can people use it and will they stick?
  16. 16. 16 Outside-in + behaviour How to incentivise residents to leave their cars behind? “Am I able to change my mobility habits, considering my live needs?” Human Ability is key:
  17. 17. 17 Outside-in + behaviour How to incentivise residents to leave their cars behind? “Do I see a good reason to change my habits?” Consumer Motivation is key:
  18. 18. 18 Outside-in + behaviour “My A to B” Customer Opportunity is key:
  19. 19. 19 Outside-in + behaviour “ease” User Experience is key: “Do I see a good reason to change my habits?”
  20. 20. 20 Will the existing MaaS offering be sufficient to change resident car owners’ mobility behaviour?
  21. 21. 21 How to incentivise residents to leave their cars behind? How to incentivise residents to leave their cars behind? Incremental gains choices for specific journeys Integrate with the city to enable a million new decisions Big bang Car ownership choices Integrate with services to enables people to no need a car
  22. 22. 22 Thank you Contact Ben Reason Founding partner, Livework London +44 7989524789 ben@liveworkstudio.com

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