Digital nudging propels multimodal transport in Konya, Türkiye
The Challenge
Konya, a key city in Türkiye with a population of 2.3 million, faces significant urban mobility challenges due to high private vehicle usage. With 24% of trips made by car, the city experiences congestion and underutilisation of public transport, which accounts for only 23% of trips. Multimodal transport is rare, with just 1.86% of trips involving transfers between modes, reflecting poor integration across transport systems.
Urban sprawl further exacerbates these issues, increasing car dependency and limiting sustainable mobility options. Pedestrian and cycling modes remain particularly underutilised for longer journeys. To tackle these challenges, Konya has leveraged Smart Nudges to promote sustainable and multimodal commuting, integrating digital tools like public displays and apps to encourage behaviour change
The Solution
Konya addressed its urban mobility challenges by leveraging behavioural science-based Smart Nudges to promote sustainable and multimodal transportation. These nudges were seamlessly integrated into key citizen interaction points, including city apps, public displays, and transportation systems, to encourage commuters to shift away from private vehicles and adopt more sustainable modes of transport.
The solution was designed to maximise visibility and engagement, targeting behaviours directly at moments of decision-making. Launched during the European Mobility Week 2024, the interventions demonstrated significant success in reducing car reliance and fostering multimodal commuting. By embedding these practices within its urban infrastructure, Konya set a benchmark for innovative and sustainable mobility strategies in the region.
Making an impact
The results highlight the powerful role that digital nudges can play in shaping urban mobility behaviour. By leveraging behavioural science and strategic digital interventions, the project achieved the following significant outcomes:
93% of users expressed a willingness to adopt new behaviours:
This high level of receptiveness indicates the effectiveness of the Smart Nudges platform in raising awareness and encouraging users to reconsider their travel choices. It underscores the potential for well-designed nudges to initiate the first step toward behavioural change.
25% of users actively changed their travel habits:
A quarter of platform users moved beyond intention to action, making tangible changes in their commuting patterns. This metric demonstrates the practical impact of digital nudges in motivating individuals to adopt more sustainable modes of transport.
30% of users adopted multimodal travel patterns, reducing reliance on cars:
Encouraging a shift from single-mode, car-centric travel to multimodal options (e.g., combining public transport with cycling or walking) not only supports environmental sustainability but also promotes healthier and more efficient urban travel habits.
9,698 users engaged with the platform:
The strong community participation showcases the widespread appeal and accessibility of the Smart Nudges platform. This level of engagement indicates that the solution successfully reached and influenced a diverse user base across Konya.
Lessons learnt
The project achieved success due to the following key factors:
- Cultural adaptation: tailoring interventions to local contexts was crucial for ensuring user acceptance and effectiveness.
- Multiple digital entry points: the platform was promoted through various channels, including digital displays, city and public transport webpages, apps, social media, intranet for city employees, and direct messages, ensuring broad accessibility and visibility.
- User-friendly platform: highly personalised and intuitive experience made it easy for users to engage with the interventions.
- Gamification techniques: quizzes and other gamified elements motivated users to interact and participate actively.
- Media coverage and high-profile support: Endorsement by the deputy mayor and alignment with the European Mobility Week - where Nudgd received an action award for a prior project - bolstered the project’s credibility and reach.