For a behavioral project like this, we always follow a step-by-step process. We use the PATH model from social psychology, which involves the following steps:

We determine what the challenge is. This is discovered by asking many questions during a good kick-off meeting: what is the challenge, why is it a problem, who is involved, when does the challenge occur, and most importantly, what type of behavior are we dealing with? Is this conscious and planned behavior, or unconscious and habit-driven behavior?

A thorough problem analysis is the most important card in the house of a successful intervention. The Municipality of Nijmegen and BUKO told us exactly which part of the St. Annastraat would be closed, which types of cyclists frequently use this route and now needed to change their behavior, what possible alternatives were available, and what the biggest challenge would be within those alternatives. The latter was mainly about the possibility that cyclists might cross over instead of taking the detour, secretly cycling against the flow, with dangerous consequences. So, there was work to be done.

After the problem analysis, it's important to research the underlying factors of the (un)desired behavior. We conducted interviews with cyclists on-site in the St. Annastraat, cycled all possible routes ourselves, and observed the current behavior of cyclists and the location in great detail.

We also conducted thorough literature research into previously proven effective interventions in the field of traffic psychology. Additionally, we researched behavior in a broader context. For example, we looked into ways to reduce resistance to change in habitual behavior.

In the testing phase of the PATH model, we combine all factors into a process model that clarifies which psychological motivations are interconnected and have influence on each other, either reinforcing or inhibiting each other. Then, we always conduct a Driver Analysis (see below) to clarify which drivers stimulate or inhibit the desired or undesired behavior. This makes it possible to select the right factors for the best result in behavior change.

After this extensive preliminary phase, we were able to proceed with the actual interventions. Here, we could be creative while remaining evidence-based. We provided 19 recommendations that the Municipality of Nijmegen and BUKO could immediately put into action. These recommendations were aimed at both communication prior to the changes and communication on-site during the detour.

One of the recommendations was to positively reinforce people when they exhibit the correct behavior. Through gamification, we advised transforming the detour into an actual race with a starting and finishing line. Research shows that this positive emotion after performing new behavior strengthens the likelihood of habit formation and increases the chance of repeating the desired behavior.

Additionally, we advised showing social disapproval when people ignored the detour, as our research revealed that this could inhibit undesirable behavior. While the goal is always to minimize unwanted behavior as much as possible, complete prevention is rarely achievable. Therefore, we recommended displaying a disappointed child when cyclists couldn't resist the temptation to cycle against the flow. This social disapproval did not go unnoticed, with reactions on LinkedIn like: "And quite amusing if you're cycling in the wrong direction, on the Esso side. Then there's a sign with an angry child. I did feel a bit caught yesterday when I didn't follow the course. Great initiative!"

Another recommendation was to emphasize the speed of the detour by using icons of a moving bicycle along the route. We also displayed the progress of the detour, culminating in a finish arch at the end of the detour. Due to the commitment principle in psychology, we find it satisfying to see how much progress we're making, contributing to the continuation of positive behavior.

After providing our advice, it was up to BUKO Bereikbaar.

They ensured that the advice we provided was seamlessly translated into actual tools. The designs were turned into real signs, which they quickly and skillfully placed in the right locations. They also placed the finish arch at the end of the detour for an extra positive "celebration moment."

The Municipality of Nijmegen was ready. Van Gelder could proceed with the construction work, and cyclists could be detoured in a positive manner.

The success did not go unnoticed. Our nudges went viral on LinkedIn, Dumpert, and TikTok. Really cool, of course!