Behavioural Science Principles

How can Behavioural Science be used to influence how people use mobility in Greater Hobart?

Friction Points and Incentives

Incentivise public transit by making it as convenient or more convenient than driving.

Reward users for using the new singlepass system, e.g. positive reinforcement through messages and notifications, and rewards programs that offer discounts and free trips.

Dissuade the use of single-occupancy vehicles by making their use less convenient, using toll points, for example.

Social Proof and Similarity

Show users that other people are a part of the new system, and that these other people are just like them (age, occupation, and where they live).

Contrast Effects

Show users the time or money they save by comparing different transport methods - users are likely to choose the median option.

One way of improving the convenience and accessibility of public transit, and removing barriers to mobility in Greater Hobart is by linking mobility services together under a single-pass ticketing system.

Based on current city or country-wide ticketing systems such as those in Europe, or South-East Asia, a system like this has the potential to unite public transit and micromobility services in Greater Hobart under a single, uniform, accessible payment system that caters to the needs of all its users.

Facilitating convenience and ease of use in public transit is an important step, alongside tangible changes to transit services, in getting more people out of their cars and onto public transport, and

Luke Bartley

a single-card ticketing system greatly simplifies users’ transit journeys.

In this booklet, the current barriers to mobility are examined, as are user’s needs for a changing mobility system. The form that a new ticketing system for Hobart and the Greater Hobart area would take, and the opportunities it would provide are also put forward.