Utrecht Attractive and Accessible: Focus on the User

Presentatie over: "Utrecht Attractive and Accessible: Focus on the User"— Transcript van de presentatie:

1 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

2 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

3 Presentation title Why a new approach?

4 Presentation title Utrecht

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

6 Presentation title Absorption capacity

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

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

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

10 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

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

12 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

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

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

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

16 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

17 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

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

19 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

20 Presentation title Psychology

21 Presentation title Functional Ambiance

22 Presentation title

23 Presentation title Lessons (to be) learnt 23

24 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

25 Presentation title End