3. Fiona Blackley
MMM Group, Edinburgh
Shared Mobility and Transit
2013 CSA Conference, Toronto
Tuesday 17th September 2013
Developments in CarSharing Markets:
What is Possible?
5. 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….
6. IMAGINE IF….
6
Transport
providers knew
why each
customer was
travelling
Transport
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
13. 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
16. Use technological advances to:
• gain insight and understand users
• provide tailored services and solutions to customers
16
TECHNOLOGY IS AN ENABLER
17. 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)
18. WHAT DOES IT MEAN FOR AN INDIVIDUAL?
18
Incentivises individuals to make
economically rational & personally optimal
mobility decisions on a day-to-day basis
and at key life-change points such as
moving home
Helps people to select the right mode for
the right trip at the right time
Makes life easier!
19. WHAT DOES IT MEAN FOR COMMUNITIES?
19
Promotes Liveable Communities
where people want to live, work,
study, visit and play
Stimulates Transit Oriented
Development where the most
desirable properties are located
closest to sustainable
transportation links
Prioritises the development of active transportation networks
through the design of Complete Streets
20. WHAT DOES IT MEAN FOR TRANSPORTATION PROVIDERS?
Requires providers to work together in partnership ensuring
seamless integration, value and personalization to the end users.
Requires a shift in culture and modus operandi from single mode
providers to role of enabler or facilitator of integrated mobility:
20
Mobility
Enabler
Single
Mode
Provider
22. 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
24. …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….
25. MY PERSONAL CAR SHARE EXPERIENCE
Edinburgh
Nearest vehicles 8/9 mins walk away
Not attractive option compared to
bus, bike, taxi
Cost calculator estimates minimal savings
compared to private car
Ottawa
Nearest vehicle right outside
UK driving licence not valid for hire
27. 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
28. 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
29. 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
30. 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
31. 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 Metropass
Discount Plan (MDP)
■ Trial showed 57% increase in sales of
annual transit passes
33. 33
Mobility Management methodology
Consider 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
34. 34
Mobility Management applies Service Design techniques
to Transportation
USING DESIGN TECHNIQUES
Product Design Service Design
35. 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
38. CAR FREEDOM
KEEPING 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
39. 39
MAP YOUR MOVE, METRO VANCOUVER
MANAGING TRAVEL DEMAND
The Challenge:
■ Prompt house-movers to consider
transportation options early in their
relocation 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
40. http://youtu.be/7mkRqdb2Iuo
40
Mobil.punkt BREMEN, GERMANY
IMPROVING 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 transportation
system
■ 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
41. MMM Group
3 Hill Street
Edinburgh, EH2 3JP, UK
t: +44 (0)131 226 1045
Thank you
