the case of the biklio app habit creation innovation only ... · innovation only happens with habit...

CIVITAS Forum 201820-09-2018

João Bernardino

Innovation only happens with habit creation

The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

TAToo - Tracking data analysis tool

Innovation only happens with habit creation - The case of the Biklio app

TAToo - Tracking data analysis tool

Bicycle waiting timesBologna, IT

Innovation only happens with habit creation - The case of the Biklio app

Case analysis and policy makingThe main axis of entrance in the center of Lisbon was renewed with a cycle path which immediately attracted a major increase in bicycle usage. However, this usage subjectively appeared to be much higher in one of the segments of the path (Av. República) than the other (Av. Fontes Pereira de Melo). The Biklio data confirmed this large differential.

Incentives et donnés d’utilisation du vélo © 2018 Biklio. All rights reserved.

Biklio rewards people who cycle through offers by local businesses

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Innovation

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Phaistos disk

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

So, what were Biklio’s results?

Downloads, shop engagement, media attention

Engagement (claiming benefits)

Innovation only happens with habit creation - The case of the Biklio app

Habit

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Triggers

ExternalPlaced in the user environment.● paid● earned● relationship● owned

InternalAssociations stored in user’s memory.● routines● people● situations● places● emotions (negative)

Innovation only happens with habit creation - The case of the Biklio app

Triggers

1. Identify the internal triggers

2. Couple internal and external triggers

Innovation only happens with habit creation - The case of the Biklio app

Triggers

1. What are Biklio’s internal triggers?

routines/situationshaving lunch?going shopping?going for a drink?going for dinner?going to the movies?

difficult to generate habit with so many possible triggers.

start with a single type of business/trigger?

Innovation only happens with habit creation - The case of the Biklio app

Triggers

Bologna pilot:

Cinemas only

Best benefit claim rate of all pilots

Innovation only happens with habit creation - The case of the Biklio app

Triggers

2. How to couple internal and external triggers?

1. Social media, media, ...Low adherence to internal triggers

Low adherence to internal triggers

2. Notification at end-of-trip“Thank you for cycling! Enjoy yout benefits in spots around”

Innovation only happens with habit creation - The case of the Biklio app

Approach users at the right place and time

Innovation only happens with habit creation - The case of the Biklio app

Approach users at right place and time

App notification

Time 12am (just before lunch time)

Text “You cycled today! Why don’t you enjoy your 10% discount at Origens just near you?”

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Action

The user will make the intended action if...

Fogg’s model of behaviour change

Motivation

Ability

Trigger

Innovation only happens with habit creation - The case of the Biklio app

Ability

timebrain cycles

moneysocial deviancephysical effort

Innovation only happens with habit creation - The case of the Biklio app

• Cycling detection in the background• No active trip tracking• No internet connection

SimplicityBiklio was designed for

Innovation only happens with habit creation - The case of the Biklio app

Ability

timebrain cycles

searching a relevant Spot:

find ways to facilitate ability to find relevant spots for the user

Innovation only happens with habit creation - The case of the Biklio app

Ability

timephysical effort

going to a Spot:

spots should be near where users are. Focus on areas with potential

Innovation only happens with habit creation - The case of the Biklio app

Ability

social deviance

claiming a benefit:

show (model) users doing it

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Innovation only happens with habit creation - The case of the Biklio app

Take aways

Innovation is hard and unpredictable.Habit change is key to innovation and new behaviour.Habit is generated after repeated behaviour (frequency).Habit change is about a loop with the right triggers, actions, rewards and user investment.Biklio is a great tool and improving - we want to share with you this innovation experience. Lets talk!

Talk with us:+351 936 976 884 • biklio@biklio.com • joao.bernardino@tis.pt

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