Commute survey removed from registration; groups testing other baseline data gathering methods

[Stan Suchan]

This past weekend, iCarpool removed the baseline survey from the sign up page for new registrants. This change should further streamline the registration process.

We have been making steady progress to make registration faster and easier. In 2010 usability tests, the process took 17 minutes on average. After user-driven upgrades were completed in 2011, the process took 7.5 minutes, a reduction of 9.5 minutes. Usability testing, iCarpool and system administrators identified the baseline survey as the next, best opportunity to streamline registration. After discussions in the administrator conference calls and elsewhere, this change was approved.

The baseline survey asked questions about recent commute behavior. It wasn't working as we'd hoped on a few levels:

> A number of programs and projects are working with people who aren't commuters, from SchoolPool to assisted rides to events. Many of their customers found the commute-focused survey confusing and/or off-putting.

> Despite our best intentions, the survey never produced usable baseline data to measure TDM programs. Registrants filled out the survey once when they registered for the site. Because people have up to 28 days to log their trips on the calendar, we weren't able to determine whether the behavior the registrant indicated in the baseline survey covered the period before they participated in the program or during their first weeks of participation, a time when they may be most enthused about making a change.

> In addition, the data was increasingly outdated. Users only filled out the survey the first time they registered for the site. Users who have been active members for a while could not update their survey information. As a result, the data became increasingly inaccurate as time passed.

Getting baseline data

So, how do you get baseline data so you can measure the success of your program? A number of groups are testing methods to get baseline data. If successful, they can pull data from the iCarpool system to measure and report behavior change. More about these efforts - including sample surveys and case studies - coming soon. If you have an immediate need to gather baseline data, please comment or send me a message. I can connect you with others who are going through the process.