From Reticent to Regular Rider — Using a Behavior Change Model to Design Effective Bike Programs

Thursday, April 29, 9:00 – 9:30 AM PT

We know from experience that no single class, incentive, or approach will motivate someone to shift from their car to a bike. That’s because behavior change is a process with distinct stages.

So how do you know what interventions and programming will work?

Jessica Roberts, Principal at Alta Planning + Design, will show us how Stages of Change theory — an academic model of assessing and categorizing individual desire to change behavior — can help planners and program managers empower more people to ride. Jessica will cover:

  • The five Stages of Change, as applied to the decision to ride a bike
  • How to segment your audience for more effective marketing
  • How to deliver the right interventions at the right times
  • Ways to use this behavior change theory to guide your bike program
  • Measuring program success

Please bring your questions for the Q&A portion.

Jessica Roberts
Alta Planning + Design

Jessica manages the Programs Team at Alta Planning + Design, focusing on designing and implementing non-infrastructure campaigns that support active transportation and decrease drive-alone trips. She oversees Transportation Demand Management programs, including employer, downtown, and residential/individualized marketing. Her team also manages Safe Routes to School education and encouragement programs, and media campaigns about walking and biking.

Anna Walters
Events and Communications Manager
Bikes Make Life Better

Anna has been a Bike Consultant and Events & Communications Manager with Bikes Make Life Better for the past four years. The focus of her work is to develop bike culture and communities within large and fast-growing companies. She has designed and implemented bike-friendly business plans for LinkedIn, Stanford University, Stanford Research Park, Uber, The Walton Family Foundation and Walmart. She has expertise in research, analysis and writing about bike trends and best practices, particularly in the corporate space. Prior to joining Bikes Make Life Better, Anna was the Transportation Specialist at Google, planning and managing their comprehensive alternative transportation program, including one of the best bike programs in the country. Anna lives in San Francisco, carfree, using her bike and public transit to travel throughout the Bay Area. Anna knows first-hand what it takes to get employees out of their cars and onto bikes.


This is a free, online event. Please register below and feel free to invite friends and colleagues. If you have any questions, please send us a note.