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Distraction in micromobility: challenges and solutions

24.01.2023Comments are closed.

In the winter semester 2022/2023, in the course “New Product Development” in the Marketing program, under the leadership of Prof. Tanja Dmitrović and Assoc. Prof. Živa Kolbl, we established a cooperation with Zavod Vozim, a leading organization in the field of innovative education on safe driving. We put our master students in the role of a research and advertising agency, where, starting from the given problem of distraction in micromobility, they searched for the best solutions that would lead to a change in the behavior of young people in traffic.

The use of micromobility (bicycle, electric scooter, motorcycle, walking) is increasing and is an important part of the transition to sustainable mobility. Micromobility is also popular among young people, but distraction (especially from phone and headphone use) is becoming an increasing problem and making us dangerous users of micromobility. How can we get young people excited about micromobility while making them aware of the importance of safety and responsibility? What channels, influencers, and tactics can we use to reach them and educate them to become responsible micromobility users?

Working closely with Zavod Vozim, students developed innovative solutions: Workshops to raise awareness among young people about the importance of safe micromobility, entertaining and educational apps, software upgrades for electric scooters – all combined with creative marketing communications. Students also evaluated the social impact of the proposed social innovation by assessing the social return on investment.

The final presentations were attended not only by representatives of Zavod Vozim, but also by many other stakeholders in the field of micromobility: representatives of the Slovenian Traffic Safety Agency, Zavarovalnica Triglav and the multidisciplinary creative studio Trampolin. Our students presented their solutions in the form of a “pitch” and impressed the guests: with detailed research of the youth market, a holistic approach to problem solving and modern creative solutions.

The project is an example of multidisciplinary integration in the field of sustainability and represents an important link between business and academia. With its rich experience, Zavod Vozim has empowered students who, with their acquired knowledge and enthusiasm, have made an important contribution to shaping future guidelines for education and communication in the field of micromobility


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