Taking a Human-centric Approach to the Future (of Mobility)
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Giles Perkins. Head of Future Mobility, WSP is Guest Speaker for a CILT Green Series webinar on Smart and Sustainable Mobility: Delivering Low Carbon Places
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Taking a Human-centric Approach to the Future (of Mobility)
- 1. Taking a human-centric approach to the future (of mobility) Giles Perkins Head of Future Mobility March 2021 https://www.wsp.com/en-GB/campaigns/future-mobility
- 2. “The only thing that is constant is change” https://www.wsp.com/en-GB/campaigns/future-mobility - Heraclitus
- 3. The future Energy mix / needs Climate change Societal change Global trends Retail change Skills & education Travelling (or not) Digital access Technology & services
- 4. What’s changing? Definition source: DfT Future of Mobility: Urban Strategy 2019 Aggregation +
- 5. ‘Mobility’ vs. ‘Transport’ How we move (or not)
- 6. Thinking about needs and access People to places (for goods and services) Goods and services to people
- 7. - 7 - Time Number of motor vehicles Flexibility within Infrastructure to support this forecast Customer centric approach to planning Providing new mobility options Behaviour change away from traditional Towards ‘net zero’ carbon Real-time service optimisation Proposed approach in a given place Best-case ‘Traditional’ trajectory Worst case scenario Navigating uncertainty Potential scenario
- 9. The young The aging Life stages and events Gender / orientation / ethnicity The socially / financially excluded The disabled Thinking about people
- 10. Retail and leisure Healthcare Workplace & employment Education & learning Social activities Deliveries & logistics Thinking about activity
- 13. Energy Digital Mobility Place Within a human centric, place based, eco-system Activity
- 14. Putting the human at the heart of things https://www.wsp.com/en-GB/campaigns/future-mobility
- 15. Warwickshire LTP Review: 2020 ongoing Considering types of places
- 16. Demographic Group Population (no) Population (%) Aspiring Homemakers 680,000 13% Domestic Success 675,000 13% Prestige Positions 635,000 12% Family Basics 475,000 9% Rental Hubs 415,000 8% Rural Reality 395,000 8% Senior Security 365,000 7% Country Living 350,000 7% Transient Renters 260,000 5% Suburban Stability 240,000 5% Urban Cohesion 200,000 4% Vintage Value 185,000 4% Modest Traditions 110,000 2% City Prosperity 85,000 2% Municipal Challenge 80,000 2% Considering populations in those places
- 17. • Cleanliness • Reliability • Safety & Security • High quality customer experience • Environmentally friendly • Value for money • Travel information • Integration between services • Multimodal travel • Digital connectivity at home or business • Digital connectivity away from home or business • Digital connectivity while travelling • Accessibility without a smartphone • Accessibility without a bank account • Travel to work • Social interaction and leisure • Shopping and retail • Education • Healthcare Considering the needs of people in those places
- 18. Considering how solutions meet ‘pain points’ and life-stage needs
- 19. On foot / wheeled Cycling / cargo bikes E-bikes / E-cargo bikes E-scooter Pavement / road delivery devices Traditional bus Ride-hailing (shared use) Powered two-wheelers Traditional & emerging taxi Ride-hailing (sole use) Shared car / well utilised vehicle Sole occupancy car / under utilised vehicle Avoid – Shift – Improve To enable an emerging, new hierarchy
- 20. Design Thinking Let’s change the way we think. Let’s create change. EMPATHISE DEFINE IDEATE TEST AND ITERATE PROBLEM SPACE SOLUTION SPACE Understand and empathise with communities, customers to understand the most important pain points to be solved. Specifically define and validate the problem experienced, for who and under what conditions. Deploy a multitude of lateral thinking and creativity techniques to generate a diverse set of potential solutions. Test solutions and map benefits with communities, customers and users to ensure our designs meet needs and expectations. Qualitative Interviews Observations Focus Groups Surveys Co-design with 3rd sector, minority groups Quantative Data analysis Online Surveys Mobile Data Google Search & Analytics WSP Design Thinking Playbook ‒ WSP Design Management Learning Program (Innovation and Design Thinking) ‒ Future Ready ‒ WSP Customer Strategy (GN571) ‒ Lattice: Digital Innovation Platform ‒ Diversity and Inclusion Research RICE Methodology ‘How Might We’ Problem Interview 5 Why’s The Mother test Understanding the problem to be solved Reaching a Problem Statement Brainwriting De Bono Six Thinking Hats Future Ready Innovation Labs Behavioural and experience testing, pilots and prototyping of design with users, citizens and community Map outcomes and benefits to UN Sustainable Development Goals Assessing Climate Risk and Resilience Ideation Future Ready scanning and trend analysis Painstorming Stakeholder Mapping Personas Customer Journey Mapping BUILD MEASURE LEARN
- 21. Let’s change the way we think. Let’s create change.
- 22. Thank you Giles Perkins Head of Future Mobility 07966 210 401 giles.perkins@wsp.com @gilesbgperkins wsp.com https://www.wsp.com/en-GB/campaigns/future-mobility