Brake Habits

The number of fatal accidents on Indian roads kills three people every 10 minutes, accounting for 15% of the world's road fatalities. The challenge was very real, and something had to be done about it.

While most people exercise adequate caution while driving, those selected 'blackspots' result in accidents. A good, superior road design that enables smooth and safe traffic flow is the primary measure to tackle roads' safe behaviors. But a slew of practical contingencies like paucity of land, funds and local demands lead to deviations and precipitate a critical accident spot (blackspot).

Also, data attributes over 84%?of these accidents to human error. In contrast, only 0.3% is attributed to faulty road design: illustrating that drivers deviate and adhere to unsafe practices despite being aware of safe driving practices. This indicates that the problem does not lie in awareness but rather on that awareness not translating into action. This awareness-action gap is the biggest challenge on the Indian roads.

Insight was the key

By blending advanced AI with an intimate understanding of human behavior, we designed a solution that guided people subconsciously. We aimed to interrupt bad driving rituals and instigate positive decision making. We did this with our step by step process:

Risk assessment:?Combining AI and behavioral science capabilities, we first understood the?accident/black spot context and built?the?behavioral hypothesis and potential intervention points?for the desired results.

Monitor:?Post-implementation, observe the impact after for 90 days and assess the situation.

Accelerating reverse

We discovered that driving was non-conscious and driven by the drivers' own bias. The impact was achieved with two key non-conscious design objectives:

1. Make the driver 'alert' at critical spots on the road;
2. Enhance the 'feeling of risk' on the road.

Combining our learnings from data and AI, we designed innovative interventions like self-explaining roads,?empathy signage, and sensory cues before the blackspot that altered the driver and enhanced his ability to negotiating the blackspot better. This resulted in?a?reduction of major incidents by over 60%.?

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