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Ninja Riders @ Human Factory Day 2017

presentazione del progetto Ninja Riders allo Human Factory Day - Fondazione Triulza - 29 maggio 2017

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Ninja Riders @ Human Factory Day 2017

  1. 1. Ninja Riders Building a Road Safety Culture for Young People Irene Celino – Cefriel - Politecnico di Milano Human Factory Day @ Cascina Triulza - Milano, 29 maggio 2017 www.ninjariders.eu – info@ninjariders.eu
  2. 2. Ninja Riders Ninja Riders creates young, participative communities, engaging them through its suite of gamified digital tools. The project detects the youngsters’ attitudes towards urban mobility, and promotes a cultural change to improve road safety. Ninja Riders is a project co-funded by EIT Digital within the Digital Cities Action Line Project partners are Cefriel (Italy, coordinator), BSD (Italy), Alfstore (France), Technical University of Delft (Netherlands) and Innovalor (Netherlands) WWW.NINJARIDERS.EU
  3. 3. Ninja Riders – Business pain Target users are young people Different habits, behaviour, perception wrt road safety Difficult to engage as customers Target market for road safety is diversified  need to develop the “right” products Insurances  hard to secure and retain young customers New mobility services (e.g., car/ride sharing)  new usage patterns Vehicle manufacturers  strong decrease in vehicle ownership (esp. scooters) WWW.NINJARIDERS.EU
  4. 4. Ninja Riders – Objectives Social goal: Improve road safety and decrease social cost Business goal: Support the development of the “right” products for young customers in the target markets related to road safety Create a start-up company to pursue the business goal Technical goal: Develop a gameful toolbox to engage, understand and improve safe driving behaviour WWW.NINJARIDERS.EU
  5. 5. Ninja Riders – Project activities 1. Market Analysis: Mobility stakeholders identification Information needs about young customers Competitive market analysis 2. User Engagement and Analysis: Creation of user panels Attitudes and behaviour profiling Collection of road safety stories and ideas Involvement in product design and testing 3. Design & Development of the gameful toolbox: To create young drivers’ communities To collect relevant information from them 4. Experimentation with young communities: Pilot in Milano Pilot in Delft 5. Business Modelling and Start-up Creation WWW.NINJARIDERS.EU
  6. 6. Ninja Riders – Business value Market analysis reveals rich proposition in mobile apps to monitor driving style Goal is sensing data like speed, acceleration, steering, etc. (IoT-like monitoring) Apps offered by insurance companies, municipalities, infomobility providers Existing apps provide insights on what happens, but not on why it happens Need to understand situations and conditions affecting drivers Attitudes, beliefs, norms related to risk-taking and decision-making Context, scenarios, emotions influencing young people behaviour WWW.NINJARIDERS.EU
  7. 7. Ninja Riders – User panels Assessment questionnaire (https://goo.gl/WRxM7P) Collection of young user data about attitudes and beliefs related to risks and decision-making Questionnaire based on naturalistic decision making theories Outcomes of the assessment Creation of personas for common attitude profiles Collection of stories and experiences Engagement and set-up of user panel for face-to-face focus groups and interviews WWW.NINJARIDERS.EU
  8. 8. Ninja Riders – Collected stories WWW.NINJARIDERS.EU Mi rendo conto che spesso il mio peggior nemico è la fretta e l'ansia di riuscire a fare tutto quello che devo fare, questo mi porta a sottovalutare alcune situazioni di pericolo alla guida. È arrivato un messaggio al telefono e volevo leggerlo perché era importante la persona che mi aveva scritto. Avevo sempre il telefono a portata di mano mentre guidavo. Ero in ritardo, quindi andavo veloce in una rotonda. Poi mi è venuto addosso un ragazzo ma è stata colpa sua. É normale bere se si esce… ma io so quanto bere perché mi so regolare. Per brevi tratti di strada non indosso la cintura di sicurezza essendo per poco tempo. Era una giornata molto calda e avevo scottature sul corpo dovute al sole. Ero indecisa se indossare la cintura di sicurezza per il fastidio che mi provocava sul corpo bruciato da sole Capita di andare oltre i limiti, ma dove il limite è senza senso. Non ci sono pericoli in quella strada se vai a 60 invece di 50. Alla guida rispondo ai messaggi ma faccio veloce quando guido. Se perdi pezzi di conversazione poi è difficile riprendereDei miei amici insistevano che dovessi guidare avendo bevuto perché il guidatore designato era completamente ubriaco
  9. 9. Ninja Riders – Online Engagement Campaigns and competitions to stimulate idea generation www.ninjaideas.eu Running campaign on “ideal mobility” to collect visions and suggestions Fun engagement on the go in Milano ninjariders.eu/talkinpiazza “Small talk conversation” with urban objects (benches, lampposts, bus stops) WWW.NINJARIDERS.EU
  10. 10. Ninja Riders – Team and main roles Cefriel – Politecnico di Milano (Italy) Project coordination Concept and interaction design of the digital solution Software design and implementation BSDesign (Italy) User engagement and analysis Pilot in Milano Alfstore (France) Software design and implementation Technical University of Delft (Netherlands) Market analysis Pilot in Delft Innovalor (Netherlands) Business modelling WWW.NINJARIDERS.EU

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