IIT ID Fall Demo

Bike Modeshift and New Cyclist Support Network | Chicago Bicycle Federation

Encouraging Bike Modeshift in Chicago with a New Cyclist Support NetworkChicago Bicycle Federation | Jessica Gatto | Demonstration Project, Fall 2007

2Bike Modeshift and New Cyclist Support Network | Chicago Bicycle Federation

Goals and Objectives, 3

Identifying Needs of New and Potential Cyclists, 4

Solving for the Needs of New and Potential Cyclists, 8

Value of Cyclist Support, 11

Sustaining Network of Peer Support, 20

Appendix, 31

Works Cited, 47

Contents


get Chicago travelers to commute by bike

get bike commuters to ride more frequently

1 2

The Chicago Bicycle Federation’s goal is to increase bike modesplit in Chicago.

clean airC40 Initiative, CMAQ

CDOT Bikes, CBF

City of Chicago, CATS reduce emission of VOCs

increase bike modesplit

Organization Goal/Objective

?


a potential bike comm

uter

has considered bike comm

uting

Bike commuters face deterrents from riding each day. Chicago travelers must overcome barriers to begin bike commuting.

Regular/semi-regular bike commutersDefined as people who have commuted regularly or semi-regularly (at least once a month) in the past, this target group faces a series of deterrents that make cycling less appealing (i.e. rough roads, fear of getting doored). These issues are often the focus of current initiatives such as infrastructure improvements and safety enhancements.

Potential bike commutersAnyone capable of riding a bike is a potential bike commuter. This group faces the largest barrier to modeshift, which is acknowledging bicycling as a form of transportation and recognizing its utilitarian benefits and viability.

has tried bike commutingNew bike commuters

Defined as Chicagoans who have just started bike commuting or have tried it once. This group still faces a number of deterrents, mainly from not feeling comfortable or safe on the road and/or not knowing tips and tricks to riding that would make their ride easier (i.e. panniers, fenders).

Aspiring bike commutersNot having tried bike commuting, but having considered it, possibly through the recommendation or suggestion of a friend, this group faces a number of barriers to taking their first ride, the most common being to overcome perceived danger of riding on the roads. In addition, aspiring cyclists may not own a bike or know the appropriate gear/security equipment necessary to ride in Chicago.

�Bike Modeshift and New Cyclist Support Network | Chicago Bicycle Federation

community

individual

connect to personal values

feel socially comfortablerecognize utility

physical mental

feel physically comfortable

feel safe on the road

identifies with bike community

hassle of changing/cleaning up

employer does not support/encourage

dress code does not permit

no shower/place to clean up

bike needs repair/maintenance

no convenient, safe storage

companion does not have bike

not confident riding in traffic

need vehicle for work/school

too much to carry

distance

weather

access to bike, alternative

no place to park at destination

cost

convenience

fastest way

don’t like driving/traffic

driver aggression

intimidated by other cyclists

embaressed to not know rules, routes

feels “in the way” of traffic

sustainability, global warming

reduces smog

personal fitness

personal safety

health well-beingenjoy riding

experience outdoors, community

game of maneuvering through traffic

pride in beating cars at traffic lights

companion preferred

privacy

competition with other cyclists

Let’s focus on new, aspiring or potential bike commuters. What do they need to start riding?

The needs of new, aspiring and potential bike commuters span emotional, social, cognitive and physical factors. Through primary research and first-hand experience, a well-defined, comprehensive list was developed citing motivators/enablers to leverage in encouraging modeshift as well as deterrents/barriers that must be addressed. At left, barriers, deterrents, enablers and motivators are mapped based on whether it is a physical or psychological factors and whether it affects the individual or the entire community. Based on these clusters, five overarching user needs are defined.

1. Need to recognize utility of biking.2. Need to feel physically comfortable on the road.3. Need to feel safe on the road.4. Need to feel social comfortable as a cyclist.�. Need to connect bike commuting to personal

values

?

fear of bike theft

barriers

enablers

overarching user needs

deterrents

motivators

fear of getting doored


community

individual



physical mental



bike paths

bike routes

colored lanes

bike traffic flow

free bike rental

safety awareness

congestion charges

ban motor traffic in CBD

tax on gas, cars

separated bike lanes

slow speed limits

bike boulevards

bike-friendly traffic signals

truck fixes

bike boxes

drivers edbike parking

Home Zones

bike education in needy communities

maps & publications

Low Income/MyBike

Go Healthy! Program

Activity prescriptions

Bike shops (publicity)

Bike Ambassadors

Shop by Bike

Commuter Challenge

Drive with Care

Safe Routes to School

Safe Routes for Seniors

Safe Routes to Parks

helmet use encouragement

Bike to Work Week

bikes lanes

?

Current solutions tend to focus on the community (i.e. infrastructure improvements, safety enhancements) and hope that the individual will join in. Looking at current initiatives in Chicago as well as those used all over the world, we gain a general understanding of which cyclist/potential cyclist needs are being met.

Current initiatives tend to focus on promoting the benefits of cycling and enhancing the city’s infrastructure to allow for a safer, more bike-friendly community. Such initiatives work well in encouraging current cyclists to ride more, but seldom address the lack of knowledge/know-how and perceived value gaps that new and aspiring cyclists face.

Recent and future Chicago Bicycle Federation initiatives such as Bike to Work Week’s Commuter Challenge and the Go Healthy! Program in Logan Square represent excellent attempts at addressing the social and emotional barriers to cycling while leveraging opportunities for cyclists to identify with other cyclists and the ideals of riding.

How are current initiatives solving for these needs?

CBF initiatives

City initiatives

overarching user needs


How can we design solutions to address the unmet needs of new, aspiring and potential cyclists?

Solutions must focus on spread of “know-how”, making new cyclists feel welcome, connecting cycling to personal values and helping unexperienced riders overcome false perceptions of danger, inconvenience, and discomfort. Looking specifically at potential, aspiring and new cyclists, the following principles were created to address the underserved needs related to encouraging modeshift.

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community

individual

physical mental

• Proactively find and inform potential cyclists of the benefits of cycling.

• Convince potential cyclists through first-hand experience that cycling is fast and safe.

• Ease monetary barrier to cycling for those in need.

• Provide new riders with access to inforegarding gear, equipment to make commute more comfortable in all conditions.

• Provide new riders with access to information regarding gear, equipment to allow them to carry additional goods.

• Encourage spread of informal rules and riding tips.

• Make new cyclists feel welcome on the road.

• Engage workplaces, existing communities in efforts to increase utilitarian ridership.

• Provide new and potential cyclists with opportunity to interact and overcome differences in image/identity.


• Ease new cyclists into the habit of riding on the street.

• Promote the spread of city bike map, other navigational materials, informal suggestions

• Connect individual’s personal values, i.e. political, sustainability, health/well-being, to the ideals of cycling.

• Provide opportunities for new and potential cyclists with similar personal values to meet.

• Addressed to some degree by existing initiatives

• Existing intiatives do not address


How did current bike commuters overcome barriers and take their first ride?


Rebekah started bike commuting through the support of a coworker.

Potential bike commuter: Rebekah GordonMentor: Pat GordonRelationship: coworkers at Tokki SchoolCommuter: 6.1 miles on roads and paths

far left: Rebekah began her student teaching position commuting by car. She now only uses her car to drive to the grocery store. left: Pat Godar, Rebekah’s coworker and cycling mentor.

Recognize utility. Pat has the tendency to brag about his bike habit. He loves the experience - he feels energetic and low-stress in the mornings and often shares these feelings with others. One coworker, Rebekah, was interested in knowing more.

Connect to personal values. Rebekah is a triathlete who enjoys staying in shape, but prefers rollerblading. She loves experiencing her environment, similar to Pat.

Feel socially comfortable. Pat invited Rebekah to try bike commuting with him. He set up a time and place near both their residences where he would wait for her each day. He didn’t pressure her, but rather made her a welcoming offer.

Feel physically comfortable. Through companion rides, Rebekah learned the most enjoyable, safest and fastest route to work. Pat explained to her the appropriate bike and gear that would make her feel most comfortable. He also suggested she buy panniers to store her work clothes.

Feel safe on the road. As they rode together, Rebekah learned through observation how to communicate on the road. She soon began to feel more comfortable and safe riding in the street.


Rebekah now bike commutes with Pat on a regular basis.

Arrives five minutes late, Pat is not there.

Rebekah feels uncomfortable calling Pat’s wife so early in the morning.

Feels comfortable using Pat’s route to school.

Shares Pat’s enthusiasm for scenery in the Arboretum.

Running a bit late because of the time spent looking for Pat at the meet-up point.

Greeted by Pat as she arrives at school.

Rebekah is proud when her coworkers see she rode.

6:45amUnlock bike, depart

6:48amArrive at meet-up spot

6:50amContinue commute

7:20amLock bike at Tokki school

7:25amChanges in locker room

We’re running late, and Rebekah doesn’t want to keep Pat waiting or to miss him.

Calls Pat “the trusting type.” He doesn’t lock his bike at the school.

Only a two-minute ride to the meet-up spot, typically has a companion for ��% of trip.

Pat has taught her a few tricks - including cutting through a parking lot and riding on the sidewalk.

Pat waits for Rebekah every day at �:4�am, compelling her to ride more often.

what works

what doesn’t work


The encouragement, advice and companionship of avid bike commuters can provide potential cyclists with the support they need to shift.


A new bike commuter needs . . .to recognize benefits of cycling as a form of transportation.

Existing Problems• Travelers are constantly overestimating the time a

trip takes by bike and underestimating the time it takes by car1.

• Drivers seldom acknowledge the cost of insurance,maintenance, gasoline, and buying a car in its totality.

• Potential bike commuters are complacent in currentmode of transportation and do not consider biking.

• Available information on cycling comes from Advocacy Groups and may appear biased.

1 Nick Jackson, CBF Deputy Director. October 200�.

Mark now delivers coffee by bike for a living in Madison, WI.

Solution Next to first-hand experience, the most effective transmission of information on the benefits of cycling comes from a trusted friend or coworker. Luckily, regular cyclists are eager to share their experience of cycling with others. For example, Rikke told us about her pride as a cyclist when she cruises by cars in Copenhagen traffic. Pat often tells coworkers and family about how relaxed he feels after riding and all the interesting things he saw during the trip.

“This guy’s t-shirt said ‘Save $10,000 by sitting on your

ass.’ I asked him about it and he told me to switch to bike

commuting. I thought, ‘Hey, I should really do that.’”

Mark, 10.23.07 interview madison_a02, 01.59.00


Solution Seasoned bike veterans are overflowing with street knowledge and preference regarding bike, gear and clothing. This wealth of information can be passed down to mentees through example, co-experience or suggestion. The first thing that Roger (from above) tells people considering a commute by bike is to find comfortable clothes. Chris heard from a coworker about bikethroughthewinter.org and plans to visit the site to prepare for his first winter bike commute. Not only do these cyclists help mentees with information, but they also make them feel welcome and comfortable asking questions while building mentee’s confidence as a cyclist.

“Luckily, I had Roger around. He’s been riding for years, so he showed

me what gear I needed to ride through the winter. He also taught me

not to worry about high-performance gear or clip-on pedals.”

A new bike commuter needs . . .to feel physically comfortable on the road.

Pat, 10.24.07 interview madison_v02, 02.03.14

Existing Problems• New cyclists are unaware of tips and tricks to make

biking easier (i.e. comfortable pants, fenders/panniers, appropriate bike, dollar bill in the tire, pushing your tube underwater to find a leak

• Tips and tricks are spread through word of mouth and rarely available in print.

• Due to the nature of distribution, this information is difficult to find for those not in the cycling community.

At first mention of bike commuting, Roger explains the importance of comfortable pants.


After moving to the U.S. for school, Suejin spent a year taking the CTA before switching to bike.

Existing Problems• A bike commute in Chicago requires a lot of

preparation (i.e. buy bike, lock, grab lock key, appropriate clothing, spare tube, bike pump)

• New riders seldom know what gear to buy, hesitant to trust salespeople.

• New riders often don’t know what is required to bring until it’s too late (i.e. they have a flat on the side of the road).

• Cost to buy all necessary gear and equipment is a barrier to taking first ride.

“I had my new bike for some time before Alex helped

me put it together. After it was assembled, I was riding

to school by the next day!”

A new bike commuter needs . . .access to bike, equipment necessary to ride.

SolutionMany cyclists get gear and their first bike through the help of a friend, family member or coworker - often as a hand-me-down or accompaniment to the bike store. Dayo, an avid Madison cyclist, insists on accompanying friends to the bike shop to help them with their first big purchase. Chris got his first bike from an “expert” cycling friend - complete with the best gear and components. Rebekah got her commuting bike from her father. Jenny got a cable to lock her back tire from a coworker. Alex helped Suejin assemble her new bike. This assistance helps new cyclists through small issues that may deter their decision to bike.

Suejin, 11.24.07 interview notes

1�Bike Modeshift and New Cyclist Support Network | Chicago Bicycle Federation

Solution Riding in a group or with a trusted friend or co-worker eases a new cyclist into street riding. Veteran cyclists have experience and thereby knowledge regarding how to navigate the city, how to find safe streets and how to ride cautiously on those streets. The fears of riders can be eased by knowing how to navigate the city, how to communicate with drivers and other cyclists, and how to prepare yourself for road and weather conditions.

“I was taking the Lakeshore Path because I was afraid of traffic and unfamiliar with lanes.

It was dangerous with the runners and walkers, especially after work.

A friend suggested the Lincoln/Wells bikepath - it was safer and faster.

I started taking that pretty consistently.”

A new bike commuter needs . . . to feel safe on the road.

Kristy, 11.19.07 interview notes

Existing Problems • Perceived danger on the road is the most common

reason people say they don’t commute by bike.

• False perception of danger is corrected through experiencing the roads first-hand.

• Tips and tricks are difficult to find, difficult to ask for, not consolidated and often biased or misleading.


SolutionChicago has strong, but disparate bike communities. For some, becoming a cyclist in Chicago can be daunting if it means identifying with “kamikaze” bike messengers, disruptive Critical Mass participants, or “hipsters” in Wicker Park. One interviewee explained her passion for cycling when living in Atlanta, and how the culture in Chicago does not match her days of riding a bike cruiser on the Georgia shore.

Creating a welcoming environment for new cyclists is crucial to increasing ridership. By leveraging existing communities or encouraging mentorship, the need to identify with the larger Chicago bike community becomes less important.

As head of the company, Chris makes it known that cycling is welcome and encouraged at his office.

A new bike commuter needs . . . to feel emotionally and socially comfortable as a cyclist.

Existing Problems• Cyclists who choose not to ride to work often cite

“employer does not support/encourage” as a main reason for that decision1.

• When on the road, lack of know-how prevents many new cyclists from feeling welcome. One Copenhagen cyclist remembers feeling embarrassed for not knowing the rules of the road and being “in the way” of others.

• Bike culture in Chicago does not match the individual’s identify, feel as if they don’t “fit in.”

1 Chicago Bicycle Survey, 200�.

“The other day it got cold out. I carried my seat in the office, and

someone said, ‘You biked today?’ and I said, ‘Yeah, it’s not that cold.’ He

was a biker, so I bet he was thinking, ‘Hmmm . . . maybe I should bike.’”

Chris, 11.09.07 interview notes


Dayo counts all the friends he’s gotten to start cycling. He especially enjoys the competitive and athletic aspects of biking.

SolutionIn order to explain to a potential cyclists what bike commuting may mean to them, or where it adds value in their life, we need to understand their individual situation. No one can do this better than those who are close to the individual or who understand their circumstances in terms of health, image, and/or politics.

“I try to get people into it. . . and not from a commuting standpoint

[since everyone lives close to campus]. They always say, ‘Oh, Dayo,

you seem so fit.’ I just say, ‘I bike. Do you bike?’”

A new bike commuter needs . . . to connect cycling to personal values.

Dayo, 10.23.07 interview madison_v01, 09.29.00

Existing Opportunity• Individuals have more interest in bike commuting when it connects to their own personal values. Regular cyclists such as Mark demonstrate great awareness for political choices/actions and seem more involved in biking and bike advocacy as a result.


Current bike commuters also benefit from supporting or mentoring a new cyclist.


How do current bike commuters benefit?

Bike commuters self-identify. The majority are proud of their decision and eager to help new bike commuters get started. And for a good reason. Mentors benefit from:

• Companionship on rides.

• Opportunity to meet new people.

• Reward of helping friends, coworkers.

• Further the cause, spread the word.

• More cyclists on the road.

The most exciting part is seeing Oscar go for a ride with all his gear. I think he’s forever transformed.”

Dayo, 10.23.07 interview madison_v01, 12.10.00

“


So how can the Chicago Bicycle Federation initiate and facilitate a cyclist support network in Chicago?


What cyclist support intiatives currently exist in Chicago?

Bike to Work WeekBike to Work Week is a well-publicized, city-sponsored event in Chicago that targets potential bike commuters working in the loop. The event consists of 1) the Commuter Challenge, which invites coworkers and bosses to join one another on a ride to work, 2) how-to classes and free brochures provide safety tips and tricks, and 3) refuelling stations at various locations throughout the city’s northside (different each day).

Problems• Program biased towards high cyclist traffic areas, like

Milwaukee Avenue

• Initiative lacks follow-through. Marketed as a one- time experience, misses opportunities of leveraging new relationships formed, especially at office.

The Milwaukee Express (CCM)The Milwaukee Express is a weekly group bike commute to the loop, hosted by a member of Critical Mass Chicago. Cyclists leave Logan Square at 7:30am on Thursday mornings and head down Milwaukee, stopping at different intersections to pick up more riders.

Problems• Awareness is based primarily on word-of-mouth.

Finding information on the ride is difficult.

• Ride only affects potential bike commuters in northwest of the city.

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Far left: Bike to Work week 2007 inspires a little bike traffic at the Grand/Milwaukee/Halsted intersection.


Harley-Davidson uses the idea of “family” to connect veteran motorcyclists to new/potential owners.

Garage Party EventsHarley dealerships host social parties for women interested in motorcycling. Parties are intended to make women feel comfortable and welcome on the road by:

• learning the benefits of owning a Harley and how it’s different than other “bikes”

• learning what gear is needed when riding

• learning how to customize a motorcycle to reflect a rider’s personal style and ergonomic needs

• learning simple maintenance of a bike, tips and tricks like how to push up a bike that’s fallen over

Harley Owners Group (H.O.G.)Harley has formed the highly successful Harley Owners Group to create community and initiate mentorship opportunities. The goal is to bring people into a club chapter at their local dealership, to help them meet fellow riders, to plan trips with other riders, to do charity work, and to mentor new riders1.

• Local HOG chapters - each with its own site, events

• HOG hosts National and International Rallies such as the Anniversary Rally in Milwaukee, which includes bar-hopping for charity and approx 10,000 bikers

1 Interview with Jon Campbell, Marketing Associate at Harley Davidson.

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At left: 10,000 HOG members gather in Milwaukee for Harley Davidson’s 100th anniversary.Far left: At a garage party, Harley rep shows potential rider how to operate the lights, gears on the bike.


What elements are need to implement and sustain a cyclist support network in Chicago?

Recruitment and marketing strategies. Attract regular cyclists who can fulfill the needs of target group. Proactively target potential bike commuters.

National Mentoring Center (2003). Foundations of Successful Youth Mentoring: A Guidebook for Program Development. Northwest Regional Educational Lab: Portland, OR

facilitate

reward

evaluate

sustainmatch

training

filter

awareness

Eligibility criteria and screening.

Cyclist/Mentor training. Overview program goals and objectives. Clarify roles, responsibilities.

Participant matching system. Develop match criteria to connect new/aspiring cyclists with experienced riders who share similar motivations for riding.

Activities, monitoring, supervision. Facilitate logistical issues such as meeting place. Ensure mentor has resources, materials needed.

Participant initiatives, recognition. Recognition events. Increase community awareness.

Sustainability program. Help participants end relationship/transition to new (i.e. interviews, feedback).

Methods for evaluation.

24

is a citywide cyclist mentorship/support program that leverages the existing bike community in Chicago along with social networking technology and infrastructure enhancements to create a welcoming envrionment for new cyclists to learn about and experience bike commuting.

What would a new cyclist support network look like?


followme


followme

Awareness campaign answers questions before they’re asked.

sustainfacilitate reward evaluatematchtrainingfilterawareness

Ad campaign.Billboards spark interest in the benefits of commuting by bike and direct viewers to website to learn more.

Mentor publicity.Registered mentors can be used for publicity during their daily commute to work. The followme program may hand out t-shirts or vests that encourage companion rides.


Create an online network to connect mentors and mentees.


followme

Jenny F

Logan Square to Chicago loop

departs 7:45amarrives 8:10am

Send Message

Ride with Jenny

View Friends/Mentees

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Displaying all results for Logan Square to Chicago loop

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Elliot



Send Message

Ride with Elliot


messengerman



Send Message

Ride with messen


Cynthia



Send Message

Ride with Cynthia


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superior st

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NahaJenny FLogan Square to 330 N Wabash D7:45a

Map your route and compare to registered mentors.

Mentor availability:

commute companion

meet and ride

coffee, drinks, events

Create a profile with the type of mentor relationship you are looking for.

Social bike networking site.An online database of available mentors and mentor/mentee data is essential to forging new, meaningful relationships. http://www.followme.org/


Virtual archive of information, advice for mentors and mentees.


followme

Got a hole in my tube the other day (3rd time in a week!) and I couldn’t figure out where it was. Any suggestions? I run a pretty tight schedule and lost time means I’m late for work.

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Maintenance forumhelp with flats!? please!

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LoginJenny F, 4:53pm 12/03/07

Try pumping air into the tube until it’s stretched tight. You can usually hear air leak-ing, but if not, try running your hand around the tube to feel it.

If you get a remote location, you can rub saliva over the hole or push it under water (like in an office fountain). You’ll see bubbles.

I usually mark it with a pencil immediately so I don’t ahve to go through the trouble again later. Hope that helps!

messengerman, 8:49pm 12/04/07

Good advice messengerman! I agree. Jenny, if you’re getting flats that often, you may want to do some preventative stuff like:

1 - keep tire inflated to max (it’ll repel sharp objects)2 - get wider tires3 - they sell puncture-proof tire liners that go between the tire and tube4 - switch your front and back tires. it’s a pain . . . but the back tire wears faster, so if you alternate them, they’ll last longer. Good luck!

Cynthia, 4:53pm 12/03/07

reply to this post

help forums

ask mr. bike

bike legislation

CBF website

Help forums.Allow aspiring and new cyclists to converse with experienced cyclists who have already experience many of the common situations that cyclists face.

Ask Mr. Bike.For a Chicago bike community icon, it sure is difficult to get the short from Mr. Bike unless you’re at a huge event or in possession of his Urban Cyclists Tips and Tricks. Mr. Bike has info that bike commuters need to know - give it to them.

Bike data/statistics/reports.Followme will be the first comprehensive source of information related to cycling and bike commute that is readily available to potential cyclists.

http://www.followme.org/


QUENCHERS

Provide opportunities for mentors/mentees to meet and socialize.

facilitatematch sustainevaluaterewardtrainingfilterawareness

Welcome bike commuters!followmeFriday dec 4th handle Bar hop

All proceeds go to chicAgo Bicy-

FollowMe Charity Events.FollowMe charity events are intended to bring cyclists with like values together. They also provide space and opportunity for cyclists to discuss biking in a social setting. Harley has a bar hop throughout Milwaukee where riders bike between locations.

Leverage existing communities.Targeting schools, offices, or using social events to bring people together will help potential mentees find the best match for their individual needs.


Recreate Milwaukee Express at “bike stops” throughout the city.


Bike stops.According to the National Mentorship Association, one of the most difficult parts of a mentorship program is closing a mentor/mentee relationship. CBF must create innovative ways to sustain companionship for new riders even after their mentor has moved on.

Bike stops will be placed along bike-friendly arterials to allow cyclists to meet up on a regular basis while riding to the city. There is no sign-up and no guarantee of other riders.

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How would a new cyclist support network work?

followme

Mary just moved to Chicago from Miami. She used to ride her cruiser along the ocean to get to work. now in a different setting, she is slightly intimidated by the city streets and is unsure of how to get around in the city.

As Mary gets off the bus in the loop near her work, she stops at a light and sees a cyclist wearing a “followme” vest. He has written in “Logan Square to loop 7:4�am.” he sees her reading his vest and asks if she lives in Logan Square. She doesn’t, but seems interested. The cyclists directs her to the followme website to learn more about bike commuting in Chicago and to find someone to ride with.

Mary goes to the website when she gets home and reads abou the benefits of biking. She browses current cyclist profiles and decides to create on of her own. She enters her route to work, preferred pace and departure time. The system matches her with a cyclist sharing her love for the environment and desire to stay in shape. She messages the cyclist about a companion ride and they set it up for the following morning.

They meet at a bike stop. Jenny shows Mary the fastest, most bike-friendly route to work. She also explains bike rules and how they are different in Chicago. She exhibits how to communicate with others on the road as Mary watches. Most importantly, Jenny makes mary feel safe and comfortable riding on the street. She explains that she has been riding for ten years and has had no dangerous incidents so long as she riders safe and alert.

After a few companion rides, Jenny finds a new mentee and Mary feels confident enough to ride on her own. She uses the bike stop on days when she’s feeling talkative/social and rides by herself on others (like when she’s running late).

followme

1 2 3 4 �


followmenew cyclists support network


Appendix


Primary research: Objectives

• To understand the social and emotional factors that influence the decision to ride a bicycle

• To fill in the gaps in our knowledge of the barriers and enablers to cycling gathered from secondary research

• To understand how cycling fits into the daily lives of people

• To learn from the bicycle cultures of other cities known for cycling

• To gain a first-hand experience of commuting and other short-trip travel by bicycle and car

far left: Copenhagen women play a participatory game explaining the social and emotional aspects of their experience with biking. middle: bike stolen from 3�0 N LaSalle in the fall. left: Critical Mass offender awaits cops.


Primary research: Methodology

Using various research tools, our team engaged 24 different people, ranging from drivers who would never imagine biking to those who view biking as an outward expression of their identity.

Objective Chicago, IL Madison, WI Copenhagen, Denmark

Observation“fly on the wall”

Observe biking from a macro view: interactions between bikers, biker behaviors, infrastructure, etc.

Critical MassBikers and infrastructureRide-abouts

Bikers and infrastructureRide-abouts

Bikers and infrastructureRide-abouts

Ride-alongs Capture behaviors of bikers and drivers in context.

Bikers: Chris C Bikers: Dayo A, Rebekah G. Drivers: John V, Rebekah G.

Bikers: Rikke F, David DDrivers: Helle J Ped: Lise J

Interviews Understand the motivations and reasons of behaviors.

Drivers: John K. Bikers: Kristy S. Stakeholders: Nick J.

Bikers: Mark B, Roger A, Pat G

Bikers: Sarah P, Rikke F

Participatory Design Games

Facilitate group interactions and thinking among bikers to understand their motivations and reasons

Bulls-eye game with four Gravity Tank employees: Craig, Emily, Lisa, Lucas

Bulls-eye game with four Copenhagen bikers: Lise K, Stine, Pia, Rikke


Primary research: City snapshots

Chicago, ILPopulation: 3.1 million

Modesplit: 0.7% of work trips by bike

Infrastructure:

• 10� miles of bike lanes installed • 1�� miles of signed bike routes• �0 miles of bike paths• 10,000 bicycle racks• Millennium Park Bicycle Station

Bike Culture: Nascent. Strong, but disparate biking communities.

Madison, WIPopulation: 208,0�4

Modesplit: 2.1% of work trips by bike

Infrastructure:

• Over 20 miles of paths in the University of Wisconsin - Madison Arboretum

• � lakes and 200+ public parks create a scenic environment for cycling

• History of competitive cycling

Bike Culture: College town utility. Highly athletic; heritage in competitive cycling.

Copenhagen, DenmarkPopulation: �00,000

Modesplit: 32% of work trips by bike

Infrastructure:

• Free public bicycles• Streets with dedicated lanes separated from

vehicular traffic by curbs • Bike-friendliness is a part of the planning of

every new or rebuilt road.

Bike Culture: Utilitarian. Deeply rooted in everyday life. More culture/history, less community.

Chicago Critical Mass participants patiently waits for police to arrive after smashing car’s sideview mirror.

Rebekah G rides through the University Arboretum in Madison, WI on her daily return commute.

Copenhagen cyclists adds her bike to the parked mass on a pedestrian street in the city center.


user needs make Chicago bike-friendly convince individual to begin bike commuting convince individual to ride today

Recognize benefits/convenience of bike commuting

• Time efficiency of bike commuting is widely misunderstood/unknown• Proactively find and inform potential cyclists of the benefits/convenience of cycling

• Decision to ride varies with number of variables in day’s schedule (unexpected destinations/trips, weather)• A busy day’s schedule often deters potential riders• Cyclists are motivated to ride through routine, momentum

Access to bike, gear necessary to ride

• New cyclists are overwhelmed with choice and lack knowledge to decide which gear is necessary, appropriate• Provide new riders with information regarding gear and equipment that will make their commute more comfortable in all conditions• Ease monetary barrier to cycling for those in need

Feel physically comfortable on the road

• New cyclists are unaware riding tips that make ride more comfortable, enjoyable• Encourage spread of informal rules and riding tips

Feel safe on the road • “Social contract” between cyclists and drivers must be upheld, respected, to establish cycling as a reputable mode of transportation in the city• Build empathy across all travel modes• Encourage cyclists and drivers to know and follow rules of the road at all times• Consistency of infrastructure (racks, lane treatments) leads to predictability, road safety• Provide consistent infrastructure

• Perceived danger on the road eased through experience• Ease new cyclists into the habit of riding on the street• New cyclists are unfamiliar with bikeways, suggested routes and city streets• Promote the spread of city bike map, other navigational materials, informal suggestions

Feel emotionally/socially comfortable on the road

• Driver aggression is a deterrent to cycling, often resulting in fear, anxiety in cyclists• Employers/workplace may not encourage cycling• Promote acceptance of cyclists on and off the road

• Not identifying with current cycling community often deterrent to bike commuting• Provide new and potential cyclists with opportunity to interact and overcome differences in image/identity• Engage workplaces, existing communities in efforts increase utilitarian ridership• New cyclists can feel intimidated, embarrassed, or “in the way”• Provide welcoming/accepting environment for new riders on the road

• Challenge/game aspects of daily commute keep riders engaged• Feeling a sense of personal identification with other cyclists increases frequency of ridership for the individual

Connect cycling to personal values

• Individuals have more interest in bike commuting when it connects to personal values (image, health, political)• Connect individual’s personal values (image, health, political) to the ideals of bike commuting• Provide opportunities for new and potential cyclists with similar personal values to meet

Primary research: User needs + principles for design


Rules.Since cycling rules are rarely enforced by official channels, the rules of are seen as flexible. Social pressure and convenience are primary driving factors in obeying formal and informal laws.

Barriers:• Convenience overrides respect for rules• Breaking the rules mean breaking the

social contract• Aggressive cyclists force their right to be

on the road

Barriers or enablers:• Bike rules are not enforced for all practical

purposes and are, therefore, open to interpretation

Insights

Change Agents:• Interpretations of rules are passed down• Rules enforced by social pressure• Experience in one mode of travel builds

empathy

Primary Research: Refining List of Barriers and Enablers

Perceptions of Efficiency.While perceived as slower, biking is less vulnerable to traffic delays, more flexible in parking and thus often more time efficient than driving. People frequently fail to consider the entire trip and only compare the speed of the two modes of transportation.

Barriers:• People have warped perception of time on

bike

Enablers:• Feeling of having made a smart decision

(in terms of time, traffic) decisions breeds pride, confidence


Insights

Perceptions of Safety.Sharing the road with automobiles is a scary proposition for many cyclists. This is often cited as a primary barrier to modeshift. This perception is out of line with statistics of bicycle accidents and injuries.

Barriers:• Sharing of space by cars and bikes on the

road

Enablers:• Predictability of traveler behavior eases

percieved and real danger

Change Agents:• Degree of safety precautions linked to

personal experience of danger

Trip Complexity.The appeal of any travel mode decreases as number of variables and steps involved in the process increase. Cycling often feels like a complication for trips.

Barriers:• Unpredictability of day means less likely

to ride a bike because of unpredictabilities like need to carry things, weather and mechanical failures.

• Increasing number of steps in a trip make it less appealing even if it is faster or cheaper in absolute terms.



Preparing to ride.Bicycles, maintenance and riding are intimidating and preparation intense. Mentors and/or experience help build routine and knowledge that get riders over confusion of the many small decisions that must be made in each day’s preparation.

Barriers:• Small issues (i.e. flat tire, missing glove)

have large impact on decision to bike• Steps in preparation process affect

transportation mode decision

Change agents• Strong routine builds momentum• Experience lowers gear and cost barrier

Insights

Getting Started.Bicycles, maintenance and riding are intimidating and preparation intense. Mentors and/or experience help build routine and knowledge that get riders over confusion of the many small decisions that must be made in each day’s preparation.

Barriers:• Initial requires monetary investment

percived as high for cycling• Large variety and quality of gear options is

overwhelming for inexperienced

Enablers:• Strong personal interest (image, health,

political) in cycling motivates despite practical barriers

Change agents• Mentor lowers gear and cost barrier by

providing expertise, insider knowledge and social support



Predictability.Predictability of traveler behavior and consistency of infrastructure increases perception of safety because it eases mental load on all people involved, decreased cognitive stress decreases conflict and enhances enjoyment.

Barriers:• Cyclists don’t always follow the traffic

rules

Enablers:• Consistency of infrastructure (i.e. racks,

lane treatments) leads to predictability

Insights

Competitiveness.The act of cycling often leads to competition among riders. For some, this is a welcome excitement that enhances the appeal of practical cycling. Other, less competitive riders often feel intimidated by this type of “win/lose” interaction.

Barriers:• Sense that one is “losing” or feeling

weak in comparison to other rides is intimidating

Enablers:• Enjoyment in athletic competition, “game,”

“sport”• Game/challenge increases engagement for

routine rides



Cyclist appearance.Hygiene and fashion are powerfully social behaviors. When cycling conflicts with people’s needs to maintain these, it loses. However, norms are flexible based on the other members of one’s community.

Barriers:• Clothing function for cycling often is

in conflict with a person’s choice of appearance (dorky helmet, dresses, etc)

Enablers:• Bike gear worn with pride by riders• Fashionable biking wear and gear can

match an individual’s style

Insights

Change agents:• Desire for bike friendly destinations where

the cyclist appearance is accepted and evokes pride.

Identification with community.The diversity and openness of cycling community affects likelihood of mode shifting. If you can find people like you who ride, you are more likley to shift than if you can’t.

Barriers:• Chicago bike community is homogenous

or percieved as homogenous• Seeing cycling as an exclusive or extreme

activity

Enablers:• Feeling sense of personal identification

with those seen cycling• Being welcomed by a community of

cyclists

Change agents:• Identifying with a community gives biking

more meaning



CMAQ CommitteeFederal funds given to state to reduce transportation related emissions

Ped + Bike Projectsbikeways, bike parking and safety/encouragement programs

Ride Sharing Initiativesprograms encourage carpooling or vanpooling

Traffic Flow Improvementsintersection improvements, bottleneck eliminations and signal interconnects

Transit Projectsimprovements in the CTA, Pace and Metra systems

CATS Funding Reviewsupplies members of CMAQC with statistical information related to current project decisions

Chicago Area Transportation Study

Chicago Department of Transportation

Cook County Highway Commissioner

Illinois Department of Transportation

Illinois Environmental Protection Agency

Regional Transit Authority

Bike Encouragement Programs

Bike Facilities, Parking Programs

One member from each of the following:

CBF consults city

city contracts CBF

TEA-3amendment to the Clean Air Act intended to put more stringent controls on areas of poor air quality

Donations + EventsFundraisers, memberships and donations make up for �8% of the CBF’s income.

$$

$$$$

$

$

Proposals evaluated in terms of “tons VOCs eliminated per dollar”

Difficult to win funding for encouragement programs due to uncertainty in the number of people reached, expected response and the effect on ridership in the city

Proposals submitted to the CMAQ Committee (by CDOT) must include:

• estimated cost• precise description of • locations• purpose of programs• who they expect to reach

CDOT submits

bike/ped proposals

Secondary research: Appropriation of Bike Project Funding


members/”mass”

awareness for bike transit

safety and encouragement programs

donations, members

empl

oyee

s

mem

bers

traffic calming measures

Secondary research: CBF ecosystem, support network

zero

em

issi

ons,

le

ss p

ollu

tion

zero emissions, less pollution

visibility in numbers

visibility in numbers

$ $ $

CDOT

Chicago pedestrians

Chicago residents

traffic calming measures

traffi

c ca

lmin

g m

easu

res

decrease congestion

decr

ease

co

nges

tion

less traffic

Chicago Bicycle

Federation

Chicago Critical Mass

Chicago Department of Transportation Bike Program. The city’s Bike Program uses federal funding to make Chicago a more bike-friendly environment with bicycle facilitites and bicycle racks. The city has 14 staff members, more than any other city-funded bike program in the nation. Twelve of 14 city employees are paid as consultants from CBF and a number of projects, including all bike encouragement projects, are contracted out to CBF’s office.

Chicago Critical Mass. CCM is an organized group of cyclists that rides on the last Friday of every month. While they claim to have no political agenda, the mass meets in the central business district at 5pm and overtakes streets on the way out of the city. The riders yell, “Happy Friday” as they celebrate cycling while cars wait in traffic jams. The ride has recently come into question due to the aggressive behavior of some riders, often smashing car windows and yelling at drivers. While CBF has no direct affiliation with CCM, it is perceived as a closely related organization and a majority of CBF employees participate regularly in CCM.

Chicago Transit Authority. The CTA has forged a strong relationship with CDOT and CBF to create the “Bike and Ride” program. Bikes are now allowed on both CTA trains and every Chicago bus is equipped with a front storage rack. Similarly, the RTA has allowed for bikes on Metra trains (excepting rush hour and holidays).

local bike shops

$ $

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affic

Chicago drivers

Chicago cyclists

Chicago local

business

consulting services

$ $ $

supp

ort


Secondary research: Cycling initiatives toolboxInitiative Description Application Implication Example Success

Bike paths Separate off-street paths designed for cyclists and pedestrians.

Paths through city parks and recreational areas.

Superhighway for cyclists, safety from cars, yet isolated from other modes of transport.

Madison, WI has a large network of bike paths that connects the University to downtown.

Separate off-street paths designed for cyclists and pedestrians.

Bike routes Unstriped on-street bikeways. Bike-friendly streets are identified and signed to direct cyclists.

Inexpensive method of informing cyclists of routes and connecting other bikeways.

Chicago. Unstriped on-street bikeways with signage to direct cyclists.

Bikeway design safety measures

Bike-specific stop lights, colored directional lanes, raised crossings.

Additional infrastructure used to make bike lanes safer for cyclists.

Promote safety and the rights of cyclists to the road.

Copenhagen, Denmark. Bike-specific stop lights, colored directional lanes, raised crossings.

Bike traffic flow measures Traffic light alignment. Coordination of lights on bike-friendly streets let cyclists at 20km/hr ride stop-free.

Simplifies the ride and makes more comfortable/enjoyable for cyclists.

Copenhagen, Denmark. Traffic lights aligned to allow for stop-free riding at a given pace.

Active prescriptions Health-based initiative to encourage doctors to prescribe activity to patients.

Provide doctors with the materials and facilities needed to prescribe activity to the obese.

Create a support system for those in need and provide “official” recommendation.

Australia. Health-based initiative to encourage doctors to prescribe activity to patients.

Bike to work initiatives Programs that encourage bike owners in the community to commute together.

Promotional program is launched with incentives for the workplace, employees.

Workers will experience the ride to work in a critical mass and gain understanding of ease.

Chicago. Programs that encourage bike owners in the community to ride to commute together.

Banning motor traffic in CBDs Auto traffic is banned in specified areas at specified times.

Pedestrian streets are created by banning all auto traffic, often at specified times.

Provide reliable bike and ped-friendly streets on main arteries within the city.

Freiburg, Germany. Auto traffic is banned in specified areas at specified times.

Bike lanes On-street striped lanes. Streets are identified and white stripes applied to signify space for bikes.

Promotes awareness of cyclists to drivers on the road and increases perceived safety.

Chicago. Striped lanes on streets designed for auto traffic.

Bike boulevards Low traffic streets redesigned to favor bikes, not cars.

Signage and pavement markings, speed bumps, traffic circles and raised diverters.

Allow cyclists to zip through, force cars to consider alternative routes

Chicago. Intends to reach 500 Home Zones (20mph) by 2027.

Bike-friendly traffic signals Bike-specific signals and HAWK signals.

Traffic light stays dark until cyclists presses a button. Lights flash red once pushed.

80% of crashes take place at intersections. Makes intersections more safe by alerting drivers and cyclists.

Tucson, AZ. Moderate usage of $140,000 HAWK signals through city decreases intersection collisions.

Bike boxes Painted box at lights, recessed auto stop line.

Creates space next to crosswalk where cyclists can queue up at traffic light, increased visibility for drivers.

Puts cyclists ahead of drivers, away from fumes and in plain sight.

Canada and Europe. Used frequently in bike-friendly cities.

Bike maps Local map of bike friendly streets, routes, lanes.

Maps distributed throughout city, updated regularly.

Show cyclists and potential cyclists the most friendly routes, make cycling more comfortable.

Chicago. Free distribution of map with suggested routes based on BLOS, updated every 3 years.


Secondary research: Cycling initiatives toolboxInitiative Description Application Implication Example Success

Slow speed limits Speed limited to 12 - 20mph in residential neighborhoods.

Reduced speed limit requires approval by state.

Makes road safer for pedestrian and cyclists, more reaction time for drivers

Graz, Austria. Lowered speed limit to 18mph and cut serious road casualties by one quarter.

Truck fixes Blind spot mirrors on trucks. Require by law that trucks retrofit with convex rear-view mirrors.

Avoid blind spot collision with cyclists.

European Union. Required that all trucks retrofit with blind spot mirrors at expected cost of $150/vehicle by 2009.

Individualized marketing. Promotional marketing targeting the specific values/needs of potential cyclists.

User value-specific programs. Show potential riders the value of biking in terms of health/wellness, sustainability, politics.

Chicago. Go Healthy! Program focuses on a specific market and how to fit active travel into their day.

In-office intiiatives. Programs encourage cycling by leveraging office communities.

Events and initiatives encourage commuting and competition/reward within the office.

Inter-office competition compels travelers to try cycling, experience benefits/value.

Chicago. Commuter Challenge, part of Bike to Work Week, had 166 companies and 39 institutions participate in 2007.

Job access and biking initiatives. initiatives link job access with alternative transportation.

Program in low-income areas that provides employees with bikes.

Encourage active transportation in low-income areas.

Chicago. MyBike initiative intended to get 10,000 low income riders on bikes for active transport.

Free bike rental City-wide programs allow users to ride free bikes around provided area.

Bikes are dispensed for a fee and returned for reimbursement.

Avoid needing to own a bike,/store a bike, allow tourists to experience benefits of cycling.

London, England. City-wide programs allow users to ride free bikes around provided area.

Safety programs Preventative programs to encourage helmet use, bike lights, hand-signalling, etc.

Awareness programs promote bike safety in marketing, touring guides, etc.

Inform cyclists and potential cyclists of the proper usage of lights, helmet.

Chicago Bike Ambassadors. Preventative programs to encourage helmet use, bike lights, hand-signalling, etc.

Spread-the-word/Benefits Promotion

Programs that provide information on the benefits of cycling to new potential riders.

Flyers, brochures, campaigns, marketing/publicity.

Spread the word about cycling to keep the idea fresh in people’s minds.

Portland, OR. Programs that provide information on the benefits of cycling to new potential riders.

Tax on gas, new cars A tax is put on gas and the purchase of new automobiles.

Tax placed on the purchase of new automobiles, gas.

Discourage auto use, raise funds for bike initiatives.

Seoul, South Korea. A tax is put on gas and the purchase of new automobiles.

Separated bike lanes On-street paths separated by barrier or raised.

Additional space on road is used to pave a lane between sidewalk and street.

Additional safety and elbow room for cyclists

Copenhagen, Denmark. Copenhagen’s “bike tracks” are elevated from street yet lower than sidewalk. Separate lane of traffic raises awareness in motor-ists, ped.

Congestion charges Preventative measure charges cars a tax for entering central business districts.

Cars are charged a tax for entering designated areas at designated times.

Discourage auto use in central business districts.

Stockholm, Sweden. Preventative measure charges cars a tax for entering central business districts.

Driver’s education Bike awareness in drivers ed classes.

Teach drivers how to react around cyclists.

Promotes driver awareness, safety on road through spread of information.


need vehicle for work/school/personal reasons, 2%

alternatives too costly, 2%

lack of alternatives, �%

privacy, 2%

convenience, 4�%

fastest way, 1�%

companion preferred, 4%

don’t like driving/traffic, 1%

no place to park at destination, 1%

don’t have a vehicle, 2%

no access to public transit, 1%

other, 12%

Secondary research: Chicago Bicycle Survey

Reason a non-bicycle mode was used.

Survey data from the Chicago Bicycle Survey completed by Wilbur Smith Associates. Only survey respondents reporting that they have ridden or own a bicycle were included in the final report.


no convenient, safe storage, 3%

companion did not have bike, 2%

not confident riding in traffic, 2%

too much to carry, 23%

bike needs repair, 1%

no shower/changing facilities/place to clean up, 2%

dress code would not permit, 2%

employer does not support/encourage, 1%

hassle of changing/cleaning up, 1%

distance (too far), 28%

weather, 12%

personal safety, 4%

too much traffic, 2%

hadn’t thought of it as option, 2%

not physically fit enough, 1%

need vehicle for work/school/personal reasons, 4%

Why bicycle mode was not chosen.

Secondary research: Chicago Bicycle Survey

Survey data from the Chicago Bicycle Survey completed by Wilbur Smith Associates. Only survey respondents reporting that they have ridden or own a bicycle were included in the final report.


Reference cited

Campbell, Jon. Personal communication/interview with Harley Davidson marketing associate. 1� November 2007.

City of Chicago Department of Transportation. Chicago Bicycle Users Survey Report. Chicago: Wilbur Smith Associates, 200�.

The Hardest Part is Showing Up. 2007. Harley Davidson USA. 1� November 2007. <http://www.harley-davidson.com>.

National Mentoring Center (2003). Foundations of Successful Youth Mentoring: A Guidebook for Program Development. Northwest Regional Educational Lab: Portland, OR

Pein, Corey. “Vicious Cycle.” Willamette Week [Portland, OR] 31 Oct. 2007: 20 - 2�.

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