Encouraging Car-Lite Behavior Through Nudge Interaction
In relation to Nippon Koei's winning solution to address sustainable challenges in Singapore CBD/Jurong Lake District (JLD), Nippon Koei (NK) continues to develop a personalized mobility app that aims to create a seamless active mobility (walk-cycle-ride) lifestyle in JLD, Singapore.
As the solution will be trialed with the Land Transport Authority (LTA) Singapore, Nippon Koei (NK) and Sixty Two collaborated in developing a demo app called OZONE and a nudging mechanism that works within a journey planner. This collaboration aims to shift users to favor public transportation over private vehicles to illustrate the potential for behavioural shifts towards active mobility and sustainable transit choices. The strategy to achieve this goal ist by providing personalized nudges, real-time cost, and environmental impact comparison.
Encouraging private vehicle users to make use of the app to explore active mobility in order to benefit from saving cost, reducing carbon footprint, and achieving healthier lifestyles.
- User Experience Design
- User Interface Design
Category
- Facilitating Positive Shift
- Consumer Experiences
Our Approach
Given the limited timeframe, it was imperative to address the challenge efficiently and gather as many insights as possible to initiate the design process, especially in the absence of access to user samples. Consequently, we relied extensively on desk research and engaged in continuous dialogue with the client.
Understanding different types of journey planner apps, identify how existing products integrate nudges in their design and identify opportunities for application.
In addition to understanding Nippon Koei's objectives for their products, we leveraged their experience as Singaporeans to gain insights into their perspective on mobility within the Singaporean context.
As a demo app not intended for full public launch, we focused on prioritizing and organizing features that would have the most effective impact, avoiding excessive innovation of new elements.
Getting Insights
In the limited timeframe, our aim was to gain insights into commuter behavior in Singapore through desk research and by validating our assumptions with Nippon Koei.
We also benchmarked various journey planner platforms, particularly those incorporating nudge components to assist users in decision-making. This was intended to gain insights into the current landscape of journey planner platforms and identify essential functions for creating an effective journey planner.
Nudges are little things we add to designs to influence how users behave, without taking away their freedom to choose.- Everything UX (2023)
From the research phase, we gained an understanding of the complexities involved in journey planner apps and the mobility challenges faced by commuters. Our findings and benchmarks revealed layered issues, including commuter preference biases, adaptation to on-ground situations, and technical capabilities.
Recognizing these problems led us to our main objective: determining how, where, and when to apply nudges across the platform. By gaining insights into user behavior and familiarizing ourselves with common patterns, we aim to shift commuting behavior through effective and relevant nudges.
How Might We encourage private vehicle users to go car-lite and promote more active mobility for their trips in Singapore?
Ensuring Straightforward and Spot-On Recommendations
Before diving deep into the nudge component itself, we ensured that a good journey planner must effectively and successfully guide users to their destinations regardless of any nudge features.
Our iterative collaboration with the client resulted in a robust journey planner framework aligned with the client's mission to shift private vehicle usage to public transport, accommodating comprehensive end-to-end functions.
To support the framework, we also ensured that our recommendations were aligned with user needs and the on-ground situation in Singapore. Thus, we presented information in an easy-to-understand manner, striking a balance in its presentation.
Encouraging through nudges without sacrificing convenience
We discovered that nudge can be applied in many forms. Setting a robust framework could either limit the nudge placements or the nudges end up disrupting the main experience. Regarding to our mission to private vehicle users to go car-lite, we went through back and forth iterative process, and achieved ways to apply nudges around the designed framework;
Nudges that helps you think ahead about your commuting decisions
Nudges that you come across when you're about to make a decision – it helps with information transparency.
Nudges that are fueled with data and insight and served again as personalized recommendations for the users
Scalable design
Understanding the importance of scalable products, we designed reusable and recyclable components for future implementation. By incorporating scalability into a demo app like OZONE, we ensure that the product can adapt effectively and expand rapidly over time with minimal issues. This approach not only enhances flexibility but also promotes sustainability by reducing the need for extensive redevelopment.
