Keep pedaling!

Design research
The first step in Ideate's design process was to try to understand the problem better. For this, thorough generative-qualitative research was conducted. By means of inviting diary assignments and duo interviews, the design agency learned about the risk awareness of the elderly, the experience of growing old, the value of cycling and the influence of the local network. 

Renske Bouwknegt, partner at Ideate, talks about the process: “Initially, we investigated how cycling changes with the elderly as they get older. Based on the insight that the elderly are only able to reflect on their own traffic behaviour to a limited extent, we interviewed in pairs, such as cycling buddies and couples”. (Participation & Co-creation)

Think about questions like: “The gentleman says that he can still get on the bike smoothly, do you agree?” 

Bouwknegt continues: “Another insight was that seniors are convinced that they cycle safely and that unsafety is caused by 'traffic'. A cycling training therefore does not work, because they have been cycling for years. They really do not need to learn it anymore! We also learned that seniors talk a lot and often with each other about growing older and the consequences of it. For them, not being able or daring to cycle feels like a great loss. This makes cycling safety for seniors not a goal, but a prerequisite!”.

All insights from the research were brought together into five principles what 'Doortrappen' is based on:

1. Recognition and repetition
   Provide a recognizable identity and repetition (automatic behavior).
2. From and by us
   Encourage contact between the elderly. They talk a lot and often about growing old. Provide a sense of 'of and by us'.
3. Connecting cycling safety and exercise
   Join in with what seniors like to do: cycling, exercising, being socially active or 'simply' cycling to get groceries.
4. Work together with local parties
   Seek cooperation with places where elderly people come by bicycle, from the bridge club to the greengrocer and the neighborhood association (social influence).
5. From unconscious to ambassador
   The process from unconscious to safe cycling consists of eight steps. Develop interventions for each of these steps (behavioral orchestration).

Design & development
Based on these principles, Ideate developed an extensive manual and service blueprint. This service blueprint is a visualization of the eight steps to behavioral change and contains a description of the different types of interventions, including roles and resources that are needed to reach and motivate older people to safer cycling behavior. (Behaviour & Empowerment)Subsequently, the 'Doortrappen' program was developed through iterative experiments, prototyping and creative analysis sessions. 

Image: 8 Steps to continue pedaling.

“The first pilot took place in Dronten, in collaboration with the municipality and the Bond van Plattelandsvrouwen,” says Bouwknegt. “The goal: to learn whether and how you can have conversations about cycling with the elderly. An approach was then designed with the aim of connecting with what people like to do - and for example going there by bike - and to connect the message about safe cycling to that. This approach was then tested in four municipalities in the form of a pilot. Both the municipality and local partners were involved in this.” (Experimental environments)

During the experiment, the design of the interventions, the content of the materials and the cooperation and division of roles of the stakeholders involved were tested. A large group of elderly people were also involved in each of these municipalities. Bouwknegt: “With conversation cards, we stimulated the conversation about safe cycling and created awareness. This led, for example, to us supporting the yoga teacher with training in looking over the left shoulder. We also use the power of the group to safely discuss sensitive subjects such as fear or reduced strength and to exchange tips among each other.”

Getting started with the conversation cards.

From intervention to campaign
After evaluating the pilots, it became clear that there was a need for a recognizable visual identity. Bouwknegt explains: “The existing range of interventions to help the elderly was incoherent. There was a need for a recognizable identity that could make the message and interventions of all kinds of different providers recognizable. For example, we developed the campaign 'Doortrappen' in collaboration with an advertising agency.” 

The campaign focuses on the customer journey of 'de Doortrapper' (the senior cyclist). It describes an orchestration of communication and interventions to increase the awareness and competence of the senior cyclist. This ties in with other values for the cyclist, such as conviviality and health.  

Rollout & scaling up
In the final phase, Ideate, together with the organizational consultancy firm Twynstra Gudde, supervised a process in which the organizational form for 'Doortrappen' was devised (Value Creation & Scaling). “The goal was to roll out ‘Doortrappen’ nationwide as a program, making maximum use of local efforts and expertise,” says Bouwknegt. “A layered organizational structure was developed that included national coordination and further development, but also involved working in collaboration with local initiatives and local partners. Think of the local cycling club, physiotherapist and bicycle dealer. We always look for joint value creation.” For example, the cycling club can use the recognizable logo, national communication and ‘Doortrappen’. At the same time, the municipality can work together with the cycling club to roll out interventions. Established organizations such as the Cyclists’ Union and Veilig Verkeer Nederland have also joined the approach and have adapted their interventions to the principles.