With a simple nudge, Keolis is encouraging virtuous behaviors

Definition of the nudge

The nudge is a helpful push in the right direction. First theorized by Nobel Prize-winning economist Richard Thaler, the nudge can be defined as a method of gentle incentivization aiming to influence individuals’ behaviors without using coercive or restrictive measures. This theory comes from behavioral economics, a field at the intersection of economics and psychology. Unlike traditional approaches based on punishments or rewards, the nudge leverages cognitive biases to subtly guide choices. To this end, nudges often use signals or indirect suggestions to guide individuals’ decisions in a highly effective way.

In the realm of mobility, where passenger behaviors and the way they interact with transport infrastructure have a major impact on traffic and users’ comfort, the nudge offers promising avenues for progress. By influencing decisions, such as where people wait on the metro platform, which seat they choose on the bus or the route they choose during a transfer, a nudge helps to streamline movements, optimize boarding and exit times, and improve passenger satisfaction. As a mobility operator driven by performance, Keolis is rolling out numerous nudge projects across all regions.

Keolis, a pioneer in nudge methodology

Believing in the potential of visual suggestion, Keolis became a pioneer in implementing nudges to target behaviors on public transport: changing modes of transport, civic behavior, safety and more. Today, this is a proven approach with all the necessary tools in place to be scaled across our networks. This nudge approach was developed with experts in behavioral sciences who helped Keolis define an effective methodology to improve the safety and comfort of all passengers.

What are some specific applications of the nudge in transport?

In Dijon, the nudge initiative aims to enhance the tramway experience for those facing mobility challenges (elderly, people with reduced mobility, pregnant women). Feedback from wheelchair users struggling with designated spaces spurred Dijon Métropole and Keolis Dijon Multimodalité to design highly visible signage highlighting these areas. This innovative approach, backed by research showing 98.5% understand the message, motivates travelers towards courteous behavior. Its success led to the signage being adopted across the DiviaMobilités tram network, noted for its simplicity and increased visibility.

Also, in Caen (France), improving access to transport for people with mobility difficulties – such as the elderly, people with reduced mobility and pregnant women – was identified by Keolis as key to getting more people to use the bus network. A preliminary study considering the stages of typical journeys (getting to the stop, waiting for the bus, boarding, validating, finding a place to sit, getting off the bus, etc.) highlighted areas for improvement. This study led to the implementation of a nudge system, including markings on the ground to indicate where to stand while waiting for the bus, a badge to help people with reduced mobility board the bus, and posters and stickers to encourage passengers to give up their seats for elderly or reduced-mobility passengers. The initiative has received positive feedback from users and continues to be developed for greater impact.

 In Lyon (France), signage in green, orange or red indicates the occupancy rate of approaching train cars to passengers waiting on the platform of the Sans-Souci metro station in order to make their journey more comfortable. This system, tested by Keolis Lyon in 2022, improves the circulation of passengers on the platform, speeds up boarding and exiting, and ensures an even distribution of passengers among the train cars.

Using the nudge to enhance network safety 

In Bordeaux, France, the tramway operates quietly in a calm environment where pedestrians and cyclists may become less aware of it. The audible warning, activated by drivers, is not always enough to alert all pedestrians, especially those wearing headphones or people focused on their smartphone screens. The nudge initiative adopted by Keolis Bordeaux Métropole Mobilités introduced an additional visual signal: two white flashes of light, positioned in the cabin and directed outwards, are triggered simultaneously with a "gong" sound. The solution has proven to be effective. With the nudges, safety has been improved with collisions reduced by 13% between 2021 and 2022. 

Also: Keolis is testing a nudge-based solution to encourage young people to fasten their seatbelts on school buses in several regions of France, including Gironde and Pyrénées-Orientales. The solution, based on the Malassis principle, consists in a belt that inconveniences the passenger when not fastened. It is simple yet effective! 

In Lyon, Keolis and Sytral Mobilités have launched a lighthearted campaign to encourage compliance with safety rules and inform users about disruptions that can arise from preventing the metro doors from closing properly. Based on the behavioral theory of nudges, it features a giant crab and a humorous and impactful slogan: “If you block the doors, I'll pinch you, and then you'll be stuck!”

Using the nudge to raise awareness and support travelers 

In Besançon, France, Keolis Besançon and the city conducted an experiment in 2022 to encourage passengers to validate their transport tickets: :  the "Validomètre". The tested system displayed emojis corresponding to the number of passengers on board who had validated their tickets and those without valid tickets. The use of this onboard nudge was based on an algorithm that cross-referenced the number of passengers boarding and exiting with the number of validated tickets. The aim of this 100% anonymous system was not to punish but to encourage passengers to validate their tickets thanks to positive and congratulatory messages. Data collection also identified areas with high fare evasion rates, prompting ground teams to continue raising passenger awareness through preventive and control measures. 

This project was recognized at the 2024 European Mobility Expo. Keolis Besançon Mobilités received an innovation award for the Validomètre project in the category "ITS: Traveler Information and Services." The project also won the Innovation Award at the Mobility Awards organized by Ville, Rail & Transports in 2024.

These recognitions highlight how nudging (encouraging travelers to validate their tickets) can be combined with technology, and showcases Keolis's efforts and commitment to smoother mobility and an enhanced passenger experience.

Also: to encourage ticket validation, Keolis Arras (France) introduced a clever communication strategy. The campaign uses a quirky and humorous tone to promote ticket validation. Featuring AI-generated animal visuals, the campaign aims to be playful and positive. This distinct style captures the attention of travelers, urging them to validate their tickets on board. The goal is to reduce fare evasion on the Artis network, a crucial issue for the community.

In 2022 in Dijon (France), innovative signage was tested which combined colored arrows and pictograms to encourage the use of different modes of transport (combining for example tramway, bus and walking) at the Place de la République, thereby helping to alleviate congestion of the tramway.  

In Sweden, Keolis partnered with a banking app startup to reward app users for taking more environmentally friendly public transport options.

Review of the nudge theory by Richard Thaler and Cass Sunstein 

The book Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard H. Thaler and Cass R. Sunstein (2008) was instrumental in popularizing the behavioral nudge theory and its development across many sectors, including public health, in order to help people adopt cleaner lifestyles, protect the environment and even improve their financial situation.  

The behavioral nudge theory is based on the observation that human decision-making is imperfect and influenced by cognitive biases (procrastination, risk aversion, social conformity, etc.), which can lead to irrational choices. Rather than combating these biases, a nudge uses them to its advantage. For example, green footprints on the ground instead of red indicate the best route to walk, while the image of a fly at the bottom of a urinal helps users “aim straight” (the Amsterdam-Schiphol airport has reduced splashes by 80% thanks to this technique). The nudge does not constrain or limit choices, but rather helps people to make better decisions.

Encouragement or manipulation: What are the limits of the nudge? 

Although the nudge is often seen as an approach that respects individual freedom, some critics see it as paternalistic, suggesting that subtle manipulation can put in question people's free will.

It is essential to note that not all nudges are ethically equivalent. Some, like those developed by Keolis, aim for socially beneficial objectives, while others might be motivated by private interests.

For Keolis, the nudge is not an end in itself. It is a tool for improving transport services and user comfort, and its use is governed by a perfectly standardized methodology.