Vision Zero
Vision Zero, a campaign by the City of Philadelphia, aims to reduce traffic deaths by 2030. They had already run the campaign and were eager to test branding and messaging prior to a planned second run. In order to meet the overall goal of the campaign, I identified two key objectives that the campaign sought to achieve: 1) Change individual driver behavior; and 2) Encourage drivers to share the campaign with their networks in order to broaden its impact. My research sought to understand how to move the needle on both of these objectives.
My Role
UX Research
For this project, my role was specifically focused on research to understand the campaign’s effectiveness on a variety of demographic groups in Philadelphia.
The Approach
Role at this phase: Researcher
Skills: Focus groups
Campaign Zero had two mini campaigns that they needed to test, one focused on a specific, high-traffic area of Philadelphia, and a larger campaign focused on pedestrian safety. To test the effectiveness of campaign visuals and messaging, I held six focus groups with motorists in Philadelphia ages 16 - 64, including males and females and English and Spanish speakers.
Questions focused on messaging, visuals, and overall effectiveness. The central question was: would this campaign change motorist's behavior?
I led six focus groups to hear from Philadelphia motorists their impressions of each campaign.
Questions also focused on the effectiveness of placement of ads. Focus group attendees considered who would see the ads, where would they see them, and how it would impact them?
The Process
Role at this phase: Researcher
Skills: Research synthesis, brief & presentation preparation
During the focus groups, I asked attendees questions to help gauge attendees’ understanding of each campaign’s message and focus; their opinions on the execution of the campaigns; whether or not the campaigns would prompt them to change their behavior; whether or not the campaigns would prompt them to share the message of the campaign; and what improvements they would like to see to campaigns. I synthesized all of this information into a research brief and presentation that included 15 key findings and recommendations that the City of Philadelphia could implement in their next round of campaign messaging.
I aggregated and synthesized all focus group attendees' responses into a robust brief and presentation.
The final report and presentation include findings and quotes from the research, as well as recommendations for a second run of the campaign.
The final report looked at each campaign individually and focused on ways to improve its efficacy and shareability.
The Outcome
Role at this phase: Researcher
Skills: Presented work to key stakeholders
The findings and recommendations were presented to key stakeholders within the City of Philadelphia’s Streets Department. Internal stakeholders planned for executing on recommendations for the second phase of the campaign.
This project was supported by:
Project Manager, who organized focus groups