Project brief
The project was done through the means of primary and secondary research. The research was tickled down to one behavioral context and its triggers, core and mental model were mapped. Design directions were provided in the area to conceptualize strategies for a new product/service leading to behavior change.
We also look at understanding traffic as a behavior problem rather than a pure infrastructure issue and how tapping into the root cause of the same and with the help of research tools, we could design a process towards finding the right and the key insights.
Research objective
1. Identifying & Addressing the real needs that are yet to be catered for the stakeholders (commuters, traffic managers) at the traffic junction. by providing 'green' solutions
2. Approaching problem solving by interventions focussed on environment consciousness, sustainability, Green concepts, & Nature - Human Interactions.
3. To analyse the existing behaviours of people on junction and understand what drives these behaviors.
4. Address these drivers of the existing behaviour, and alter it with new positive drivers by designing a suitable stimulus using nature.
Research Navigation
Context
Our area of work was Pakwan Char Rasta (junction) lies on NH 8C that connects Sarkhej with Chiloda near Gandhinagar. It is a 45.5 km stretch, primarily built as a means to bypass the traffic from the City of Ahmedabad. Pakwan Junction acts as one of the gateways to the city of Ahmedabad
Stakeholders
Research Methods & Tools
Fly on the wall
Observe and record behavior within its context, without interfering with people's activities.
Activity Mapping
Track the positions and movements of people within a space over time - Route taken, Entire junction journey, Set of Activities performed in sequence
Interview
Unstructured / Qualitative. Visual cue cards.
Footage Analysis
Set up a fixed camera to record movements in a space over an extended period of time.
Behavioural Mapping
Identify key behaviors and drivers for in depth research insights
Drivers of behaviors
Fight or Flight mode
Commuters on the road are in a constant state of anxiety and want to escape the situation
Prey and Predator behavior
The size of the vehicle decides the dominance and authority on the road
Loss aversion
Perceived sense of loss of time and saving time is perceived as bigger incentive
Illusion of control
Ability to look only for short-term benefits, not on long term safety
Lack of feedback and uncertainty
Excessive and unreasonable honking
Concepts for solutions
1. Sustainable , human centered solution for maintenance - community participation - ownership
2. Green Color Zone - propagate the no noise message - green bands, patterns on road, perceptual barrier, etc,
3. Mirror message Concept - Heat mapping to trigger emission reduction, compliance, eliminate uncertainty , honking driver etc.
[ The Team ]
Ishita Yadav, Priyank Jaiswal, Vinothraja
