A multifaceted design strategy to encourage sustainable travel behaviour
Initiating a transport shift toward seamless and sustainable travel
J.C. Gosens (TU Delft - Industrial Design Engineering)
S. Hiemstra-van Mastrigt – Mentor (TU Delft - Responsible Marketing and Consumer Behavior)
Ruth Mugge – Graduation committee member (TU Delft - Responsible Marketing and Consumer Behavior)
Catalina Estrada Mejía – Coach (TU Delft - Responsible Marketing and Consumer Behavior)
Dag Kjenstad – Coach (SINTEF)
Aleksandra Glesaaen – Coach (SINTEF)
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Abstract
The environmental impact of the transport sector, particularly aviation and road transport, is a growing concern. The European Green Deal aims to reduce GHG emissions from transport by 90% by 2050, but decarbonizing the sector remains a challenge. Despite the need for more sustainable travel behaviour, encouraging this shift remains difficult, and GHG emissions from unsustainable travel behaviour continue to rise. Multimodal digital mobility services have the potential to improve the environmental performance of transport, but their success depends on a systemic shift towards a stable, innovative and collaborative European transport network.
This project, conducted within the Seamless Personal Mobility Lab and part of Task Team 1.6 of the TULIPS consortium, focuses on the development of a multimodal TRIP platform for passengers. In collaboration with SINTEF, the project aims to create a multifaceted design strategy that encourages sustainable travel behaviour and systemic change in the European passenger transport network.
Through extensive research, including literature reviews, market analysis, and expert interviews, key insights into designing for behavioural change were gained. Multiple design sprints and co-creation sessions resulted in four platform strategies that were quantitatively tested. The quantitative study provided a foundation for some final iterations and was synthesized into a final platform strategy.
The platform addresses motivational and capability barriers to sustainable travel by using choice architecture to nudge travelers toward sustainable options, inform them about their climate impact, and make sustainable choices salient, appealing, and feasible, allowing travelers to stop and rethink their habitual choices.
Additionally, a design roadmap has been created which envisions a transport shift towards a 2050 mobility scenario of seamless and sustainabale international travel, supported by stakeholder collaboration and digital- and physical infrastructure improvements.
In addition, a design roadmap was created that envisions a transportation transformation to a 2050 mobility scenario of seamless and sustainable international travel, supported by stakeholder collaboration and digital and physical infrastructure improvements.