Utrecht Attractive and Accessible: Focus on the User Presentation title Utrecht Attractive and Accessible: Focus on the User ECOMM 2014, Mark Degenkamp, City of Utrecht 1

Content Why a new approach Utrecht Attractive and Accessbile Presentation title Content Why a new approach Utrecht Attractive and Accessbile Action plan “Focus on the User” Public space Mobility management Lessons learnt 2

Presentation title Why a new approach?

Presentation title Utrecht

Municial Mobility Plan 2005; Air quality plan Presentation title Municial Mobility Plan 2005; Air quality plan

Presentation title Absorption capacity

Traffic engineering solution vs user excperience Presentation title Traffic engineering solution vs user excperience

Same road type same car traffic numbers Presentation title Same road type same car traffic numbers

Presentation title New approach: Mobility and urban space plan Utrecht Attractive and Accessible

Mobility Space Focus on quality = combining mobility and public space Presentation title Focus on quality = combining mobility and public space Mobility Space Network structure Building programme Design Use and Maintenance

User and public space choices translate into network choices Presentation title User and public space choices translate into network choices

But always with starting point: Focus on the user (main choice #1) Presentation title But always with starting point: Focus on the user (main choice #1) Rebuild the city to stimulate the preferred behavior Customer made approach on Lifestyles (mobility management) and business preferences (logistics) These are textblocks from our policydocument. Translated it says.. (zie rode tekstblokken) 1. We are looking to (re)build the city by investing in spaces that stimulate the preferred behavior 2. Customer made approach of the Target groups and segmenting the target groups on Lifestyles. What fase of life are they in, where do they live, how can we address them. Joint responsibility, participation. Nederlands: gebruiker centraal in het mobiliteitsbeleid een ruimtelijke inrichting die aansluit bij en ontworpen is vanuit is op de beleving en het gedrag van de gebruiker een klant- en keuzegerichte benadering (op basis van doelgroepen) een intensieve samenwerking met bewoners, bedrijven en instellingen vanuit een gedeelde verantwoordelijkheid   Joint responsibility of city council, citizens and companies

Action Plan “Focus on the User” Mobility Management and Public Space Presentation title Action Plan “Focus on the User” Mobility Management and Public Space

Inspiration #1: freight transport Presentation title Focus on the user: Inspiration #1: freight transport

Inspiration #2: SEGMENT Focus on the user: Inspiration #2: SEGMENT ww.reisstijltest.nl 15

Mobility Management: client and choice oriented Presentation title Mobility Management: client and choice oriented User first, not the solution Users decide, but choice has a “price” Link to attitudes and beliefs City supports users in smart choices www.reisstijltest.nl

Mobility management: area based approach Presentation title Mobility management: area based approach Link to local issues, higher acceptance Combined efforts, visible effect Successes: business sites, schools

Mobility Mamangement: User focus = positive Presentation title Mobility Mamangement: User focus = positive Stimulate and reward Positive messages Try-outs / pilots Subsidies for good initiatives

Quality of Urban Spaces: pilots Presentation title Quality of Urban Spaces: pilots Designs that lead to: Smarter mobility choices Changed traffic behaviour More place to “stay” An integrated approach that we work out in a quality plan for the public spaces. We focus on the use of the space and the desired quality. A sustainable plan is being made with Market Parties and should be cost effective and affordable. II. Kwaliteit in de openbare ruimte centraal stellen een samenhangende aanpak van ruimtelijke omgeving en infrastructuur in een kwaliteitsagenda het verbeteren van de kwaliteit van de openbare ruimte in de brede binnenstad, de poorten van de binnenstad en op andere plaatsen in de stad met een hoge intensiteit aan fietsers en voetgangers samen met marktpartijen zoeken naar kwaliteit en een duurzame inrichting zonder daarbij de betaalbaarheid uit het oog te verliezen  

Presentation title Psychology

Presentation title Functional Ambiance

Presentation title

Presentation title Lessons (to be) learnt 23

Lessons learnt from a user-oriented SUMP in Utrecht Presentation title Lessons learnt from a user-oriented SUMP in Utrecht Sustainability and accessibility vs wellbeing and happiness Way of working even more important Learn to work with uncertainty Don’t focus on bricks Start SUMP with public space and mobility management

Presentation title End