Cactus

Proposing a strategy to increase transit ridership in Metro Phoenix

AWARDS

Valley Metro Friends of Transit Student Competition 2019- Winner

TIMELINE

Jan- Feb 2019 

SCOPE

A 3 week exploration into how the number of public transit riders within the Metro Phoenix transit system could be increased, by strategically redesigning key touch- points. 

THE PROBLEM

Nearly 92% of the Phoenix population own at least one vehicle and many choose it for their daily commute. This causes rush hour congestion, pollution and personal mental stress.

 

Therefore, there is an untapped opportunity to implement sustainable behavior changes in daily commuters to shift them away from their personal vehicles and towards public transit.

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How might we facilitate behavior change in 

daily commuters to shift from their personal vehicles to public transit? 

Why daily commuters? 

Consistent user base

An already existing habit

Reduce rush hour traffic 

OUR PROPOSED SOLUTION

We used BJ Fogg's Behavior Model as a foundation for our proposal. With new infrastructure improvement projects realizing in the valley, the ability to we assumed that the ability to commute is increasing. 

Yet,

How can we motivate and prompt daily commuters to use public transit? 

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2 Motivations

2 Prompts

Motivation 1

Reduced effort and cost

Introduce convenient monthly

payment methods online/ at stores

A. 

B. 

B. 

Introduce one card for all transportation methods to avoid present confusion

Autopay enrollment discounts to nudge riders towards long lasting habits & commitments 

C. 

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Prompt 1

"Yey! Free rides!" 

On-boarding to the Valley Metro transit system through free trial rides

Limited- time ride passes will be distributed though carefully selected channels

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Through valley property agents

and developers

Through valley companies

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During college orientation sessions

B. 

Motivation 2

Get more work done during the commute

A. 

Buses and Light- rails with commuter friendly amenities during rush hours

Re- brand rush hour rides

Prompt 2

"Transit is commuter

friendly" 

Implement a communication campaign together with signage and way finding to highlight commuter- friendliness through key rider touchpoints.