the case of the biklio app habit creation innovation only ... · innovation only happens with habit...
TRANSCRIPT
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 • [email protected] • [email protected]
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