+ All Categories
Home > Automotive > Designing Large-scale Nudge Engines - Influencing Commuter Behavior in Transportation Systems -...

Designing Large-scale Nudge Engines - Influencing Commuter Behavior in Transportation Systems -...

Date post: 13-Jul-2015
Category:
Upload: embarq
View: 512 times
Download: 0 times
Share this document with a friend
Popular Tags:
11
Designing Large-scale Nudge Engines Influencing Commuter Behavior in Transportation Systems Transforming Transportation 2014 Presented at Transforming Transportation 2014 Balaji Prabhakar Departments of Computer Science and Electrical Engineering Stanford University
Transcript

Designing Large-scale Nudge Engines Influencing Commuter Behavior in Transportation Systems!

Transforming Transportation 2014"

!   Presented at Transforming Transportation 2014!

! Balaji Prabhakar!!   Departments of Computer Science and Electrical Engineering!!   Stanford University!

Designing  Large-­‐scale  Nudge  Engines:    Influencing  Commuter  Behavior  in  Transporta>on  Systems  

Balaji  Prabhakar  Departments  of  Computer  Science  and  Electrical  Engineering  

Stanford  University    

•  Real  world  systems  are  constrained    

Urban  overload  

China   India   USA  

Japan  

Korea  

Two  Kinds  of  Problem  in  Urban  Systems  

1.  Broken  hydrants:  visible,  large  faults                  Fukushima,  BP  oil  spill          

 

2.  Leaky  faucets:  a  billion  trickles  of  waste                Road  conges>on  

─ US-­‐wide  $110B  p.a.  in  wasted  >me  and  fuel  ─ Per  trip:  less  than  $1    à  commuter  not  incen>vized  

• Difference  ─ With  leaky  faucets,  need  to  shiW  human  behavior  

Transporta>on  architecture  now  Commuters   Network   Operators  

Incen>ve  engine    

Transporta>on  in  the  Future  

User  behavior  data  

Micro-­‐targeted  real-­‐>me  incen>ves  

Real-­‐>me  usage  data  

Incen>ve  money  for  users  

Real-­‐>me  analy>cs    

Ever-­‐smarter  big  data  analy>cs  Behavior  s>mulus/response  pa[erns  

Commuters   Network   Operators  

Social  s>muli  

•  Random  rewards  and  redemp>on  games  ‒  Small  determinis>c  rewards  don’t  incen>vize  change,  we  use  a  raffle-­‐like  system  ‒  Games  of  chance  are  essen>ally  “self-­‐administered”  raffles:    intui>ve,  fun  and  engaging  

•  Social  nudging  ‒  Is  powerful:  friends  significantly  affect  behavior  shiW  

•  Personalized  recommenda>ons  ‒  Incen>vize  customer  segments  depending  on  impact  on  conges>on  and  propensity  for  shiWing  

•  Detailed  analy>cs  ‒  Commuter  behavior  is  analyzed  along  temporal,  spa>al  and  behavioral  axes  

•  Smartphone  apps  ‒  Act  as  sensor;  give  real-­‐>me  informa>on,  recommenda>ons  to  users  

Main  elements  of  approach  

Insinc  

Commu>ng  History  

Commuter  

Electronic  Ticket  

Credit  History  

kms  to  credits  3x  for  off-­‐peak  

Outram  Park  Jurong  East  

The  Insinc  portal    

Rewards  Date Time Credits 15th June 2010 09:00:19 20 16th June 2010 08:10:45 10 16th June 2010 16:20:17 22 18th June 2010 06:15:20 20

•  Goals:  −  Incen>vize  offpeak  travel  −  Mode  shiWing:    Move  people  from  private  to  public  transporta>on  

 

Insinc:  Incen>ves  Singapore’s  Commuters  

•  Launch  and  current  status  −  Stanford  +  NUS,  Jan  10,  2012  to  July  10,  2012  −  Extended  to  more  par>cipants  from  July  11,  2012  by  LTA/MoT,  Singapore  −  Currently:  

o  160,000+  registered  par>cipants  o  Over  70%  sign-­‐ups  due  to  friend  recommenda>ons  o  >10%  shiW  in  peak  load,  depending  on  commuter  segment  o  Engagement:  ~35%  weekly  users,  ~50%  monthly  users  

0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

0.40

0.45

5 6 7 8 9 10 11 12

FRAC

TION

OF

COM

MUT

ERS

IN 5

-MIN

UTE

SLOT

S

TRIP START TIME

BeforeAfter

-7.49%0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

5 6 7 8 9 10 11 12

FRAC

TION

OF

COM

MUT

ERS

IN 5

-MIN

UTE

SLOT

S

TRIP START TIME

BeforeAfter

-10.1%

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

5 6 7 8 9 10 11 12

FRAC

TION

OF

COM

MUT

ERS

IN 5

-MIN

UTE

SLOT

S

TRIP START TIME

BeforeAfter

-10.65%

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

1.00

5 6 7 8 9 10 11 12

FRAC

TION

OF

COM

MUT

ERS

IN 5

-MIN

UTE

SLOT

S

TRIP START TIME

BeforeAfter

-11.27%

Type  of  par*cipants  

 All  in  the  group  

Mild  peakers  

Medium  peakers  

Heavy  peakers  

 All  par>cipants  

 -­‐  7.49  

 -­‐  10.10  

 -­‐  10.65  

 -­‐  11.27  

Those  with  Insinc  friends  

 -­‐  9.70  

 -­‐  10.61  

 -­‐  11.14  

 -­‐  11.41  

Those  without  Insinc  friends  

 -­‐  3.70  

 -­‐  9.00  

 -­‐  9.69  

 -­‐  10.75  

 Game  players  

 -­‐  8.40  

 -­‐  10.79  

 -­‐  10.92  

 -­‐  11.32  

 Fixed  exchange  

 -­‐  5.07  

 -­‐  10.24  

 -­‐  10.96  

 -­‐  12.19  

Short  distance  commuters  

 -­‐  4.96  

 -­‐  10.49  

 -­‐  10.83  

 -­‐  11.88  

Long  distance  commuters  

 -­‐  9.13  

 -­‐  9.77  

 -­‐  10.51  

 -­‐  10.81  


Recommended