Cycling apps and platforms are valuable tools for policymakers. They provide data such as Floating Bike Data or cyclist feedback on routes and can be used to encourage people to cycle more often. This helps policymakers better understand cycling behavior and make informed decisions about spatial planning, traffic management, and maintenance.
However, attracting and retaining users in a market flooded with millions of apps, including hundreds of cycling apps, is challenging. This article explores recommendations and considerations for policymakers when implementing a cycling app.
Figure 1: the AARRR-model and the key question per step
Cycling apps come in all shapes and sizes. In an earlier article from 2021, we identified nearly 50 examples of apps that assist cyclists before, during, or after their rides, each with different purposes. These range from apps that provide route advice, track sport performances, reward cycling, enable faster green lights, or show available bike parking spaces.
In the EU-funded project MegaBITS, cities and regions with ambitious cycling plans (Copenhagen, Hamburg, Le Havre, Province of Antwerp, Province of Overijssel, Zwolle, and Enschede) collaborate on smart cycling applications. Most partners aim to deploy a cycling app in their city or region to collect Floating Bike Data, offering better insights into cyclist behavior and informing measures to support cycling. However, we face a key question: how do you ensure that (potential) cyclists discover, use, and continue using your app?
The AARRR framework, originating from the marketing world (see the image), provides valuable insights for exploring this question. Based on this framework, we outline recommendations and considerations from a workshop on cycling apps with the MegaBITS team, targeted at policymakers looking to implement cycling apps.
Acquisition
The challenge during the acquisition phase lies in promoting the app: how do you ensure that people find your app in the crowded market of (cycling) apps? A too-broad focus and unclear communication of the app’s benefits can hinder this process. Recommendations and considerations include:
- Clearly define your target audience(s). The better you understand your audience, the more focused your marketing can be, and the better you can monitor whether you’re achieving your user goals. Also, decide who will be responsible for reaching the target audience and achieving the desired number of users (the app developer, communications agency, or policymakers).
- Tailor your communication strategy to the target audiences. While digital targeted campaigns work well for many groups, consider collaborating with local (cycling) organizations, regional employers, or engaging ambassadors to promote the app.
- Communicate the app’s benefits clearly. Highlight overarching policy advantages, such as improved insights into cycling behavior or monitoring of cycling safety, as well as user-specific benefits ("What’s in it for me?"), such as earning rewards for cycling. Personalized communication is key.
Activation
The activation phase focuses on providing users with a good first experience to encourage them to return to the app (e.g., a smooth registration process, simple interface, clear communication of benefits). Recommendations and considerations include:
- Offer a simple and user-friendly onboarding process for an excellent first impression. By pre-setting key configurations and simplifying account creation, you can reduce user dropout.
- Communicate transparently about privacy and give users control over their data, including the option to revoke permissions.
- Allow users to customize the app to their preferences.
Retention
How do you ensure users keep coming back? During app use, users may perceive little added value or lose motivation to continue using the app. Recommendations and considerations include:
- Encourage user interaction to create a sense of community, such as through group challenges or enabling users to share their rides with friends.
- Include features that keep users motivated, such as challenges and rewards.
- Make it easy for users to provide feedback and improve the app based on their input.
- Keeping the interface and features simple lowers barriers for users (KISS: Keep It Simple, Stupid). At the same time, integrating features from other apps (e.g., faster green lights through Schwung) can increase the app’s relevance.
Referral
Active users play a key role in attracting new users. Poor user experiences can hinder this, and with so many apps available, why would someone recommend this specific app? Recommendations and considerations include:
- Encourage users to recommend the app to others by offering rewards for referrals. For example, award points to users who invite others or organize group challenges that incentivize referrals.
- Make the app easy to share (e.g., through QR codes) or allow users to share their achievements and routes on social media to boost the app’s visibility.
The recommendations and considerations above offer useful guidelines for developing and implementing a cycling app. However, there is no one-size-fits-all blueprint, and the right choices depend on specific contexts and goals.
Look at the AARRR framework applied to cycling apps in the document below.
Read the original article (in Dutch) here.