Leveraging Autonomous Mobility to Shift Car-Dependent Travelers Towards Public Transport: A Blueprint for a User-Centered Business Model based on Personas and Psychological Needs

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This research project aims to develop essential elements of a human-centered business model for autonomous vehicle-based Mobility as a Service (AV-based MaaS) integrated with public transport, specifically targeting car-dependent travelers in Switzerland. Utilizing a mixed-methods approach, the project will first identify distinct user segments among car-dependent individuals, exploring their mobility needs, expectations, and barriers to adopting AV-based MaaS. Subsequently, tailored personas and customer journeys will be created to guide the design of effective value propositions. The resulting insights will support the shift towards sustainable transportation by making public transit more attractive and accessible, ultimately contributing to reduced car dependency and environmental benefits. IntroductionIn Switzerland, a large proportion of the population does not use public transport or only occasionally, relying instead on private cars (BFS, 2017; 2022). 78% of the households own at least one car (BFS, 2023), and 50% of the commuters used their private vehicles to cover the distance between home and work (BFS, 2025). Many people are car-dependent due to personal convenience, lack of connectivity to public transport, mobility impairments, or the need to transport children (BFS, 2017; 2022). Another key reason for avoiding public transport is the desire towards flexibility, autonomy and comfort associated with private vehicles (Van Eenoo & Boussauw, 2023). Autonomous mobility—if designed to meet users’ needs—could be a game changer in shifting car-dependent travelers towards public transport. Autonomous mobility can support this shift by improving first- and last-mile connectivity, making transit more accessible and convenient. It also enhances mobility for groups with limited transport options, such as elderly individuals, people with disabilities, and those in rural areas. By integrating seamlessly into Mobility-as-a-Service (MaaS) platforms, autonomous mobility enables flexible, multimodal travel while offering comfort and convenience that can make shared mobility more attractive. Additionally, shared autonomous vehicle (AV) fleets can reduce travel costs, further incentivizing a move away from private car ownership. Moreover, if trips are shared, autonomous mobility contributes to a more sustainable transportation system.However, to unlock this potential, it is crucial to better understand the expectations and requirements of the so far car-dependent target group. Mobility behavior is largely shaped by habits, making it resistant to change (Carden & Wood, 2018; Wood et al., 2005). This is particularly evident among car-dependent travelers, who experience a lock-in effect reinforcing their reliance on private vehicles (Ramos et al., 2020). Despite efforts to make public transport more attractive, such as improved service quality and convenience, these measures have had only a limited impact on encouraging a modal shift away from car use (De Gruyter et al., 2019; Redman et al., 2013). Therefore, one of the most promising strategies for changing mobility behavior towards public transport is the introduction of new infrastructure—such as autonomous mobility integrated into public transport (Javaid et al., 2020). In Switzerland, recent legislative changes, combined with global technological advancements in autonomous mobility, now offer a unique window of opportunity to influence the mobility habits of individuals who primarily rely on cars. However, this transition should not only be technology-driven. Instead, it must be user-centered (Matowicki et al., 2023) and guided by the principles of a sustainable transportation system.Although transport research increasingly considers subjective factors, the focus on car dependence is still limited (Cremer-Schulte et al., 2025). Moreover, car-dependent travelers represent a large and diverse segment of the Swiss population, each with different mobility needs and expectations regarding autonomous mobility. Understanding and predicting these travelers’ preferences is crucial for a successful shift towards more sustainable transport solutions. Developing human-centered business models that cater to their needs will be key to ensuring the adoption of autonomous mobility in a way that aligns with broader sustainability goals. This research aims to provide insights into these factors, supporting the development of inclusive and effective mobility solutions.Goals and Research QuestionsThe proposed project aims to develop key elements of a human-centered business model for an AV-based Mobility as a Service (MaaS) that optimally integrates into public transport and thus supports the shift from car-dependent users to more sustainable forms of transport. To maximize the effectiveness of such a MaaS, the focus will be on the customer along the customer journey. First, differentiated target groups within car-dependent travelers will be identified to develop personas (customer segments). Second, the target groups’ mobility needs, expectations, and barriers to use an AV-based MaaS to shift from car-dependent mobility to public transport will be explored. Based on these findings, the value proposition of the AV-based MaaS will be developed. Specifically, the following research questions will be investigated:What are the different target groups within car-dependent travelers in Switzerland (customer segments)?What is the customer journey for these target groups?What are these target groups’ relevant needs, expectations, and barriers to adopting an AV-based MaaS to shift from car-dependent mobility to public transport?What is the value proposition of an AV-based MaaS to shift car-dependent users to public transport?Methodological ApproachWe plan to use a mixed-methods approach (see Figure "Project Outline" in Appendix). In the first phase, we will conduct qualitative interviews (N=8-12) to differentiate the target groups for developing the personas. A specific focus will examine the relevant needs, expectations, and barriers along the customer journey. In the second phase, a workshop with the relevant stakeholders (i.e., experts, providers) will be conducted to develop the value proposition of the AV-based MaaS based on the results of phase 1. In the third phase, the insights of the workshop will be validated using a short quantitative survey (N=600). DeliverablesThe project outcomes will be the following three deliverables which contribute as building blocks to the development of an AV-based MaaS:1. Evidence-based Personas for Different Target Groups within Car-Dependent TravelersTo address the diversity of car users, the study will develop personas representing different traveler types, for example, families with children, commuters with limited public transport access, or elderly or mobility-impaired individuals.2. Customer Journeys for the Target GroupsIdentification of the relevant touchpoints along the travel-based customer journey and development of an AV-based MaaS customer journey. This will include: Trip planning, booking and boarding, travel experience on board, navigation between AVs and other public transport modes, arrival at the destination.3. Validated Value Propositions for Target GroupsFor each persona, the research project will define tailored value propositions, outlining the benefits of an AV-based MaaS. These will include factors such as convenience, cost savings, accessibility, and environmental impact. ImpactBlueprint for a User-Centered Business Model or an AV-based MaaSThe project is set to make a multifaceted impact by addressing both business and societal challenges in Swiss mobility. On the business side, it will develop key building blocks for a human-centered business model, laying the foundation for an AV-based MaaS solution that encourages car-dependent travelers to shift towards public transport. The knowledge can also be used for pilot projects such as Furttal. In the mid- and long-term, the business model could facilitate the adoption of AV-based MaaS as a first/last-mile solution, unlocking a potential market value of several Million CHF.Basis for an Innosuisse ProjectThis innovative approach not only supports the creation of a viable commercial framework but also provides a robust evidence base for further implementation projects, such as an Innosuisse project (e.g., «Innovationsprojekt mit Umsetzungspartner»). At the same time, the project brings together key stakeholders for its development.Advancing Solutions for a Sustainable Swiss Transportation SystemSocially, the project holds significant promise by targeting one of Switzerland’s pressing challenges—high reliance on private cars. Shifting this behavior can substantially reduce greenhouse gas emissions, easing the environmental burden from CO2 produced by individual car traffic—currently among the main drivers of CO2 emissions in Switzerland (BAFU, 2024)—, and ultimately improve the quality of life through reduced congestion and enhanced mobility. Moreover, by bringing together research and implementation partners, the project creates a collaborative network that can accelerate the adoption of sustainable transport solutions across the country.OrganisationResearch PartnerFHNW School of Applied PsychologyInstitute for Market Supply and Consumer Decision-MakingDr. Matthias Hudecek https://www.fhnw.ch/de/personen/matthias-hudecekProf. Dorothea Schaffner https://www.fhnw.ch/en/people/dorothea-schaffnerBudgetPhase 1: Explore: 10’000 CHFPhase 2: Develop: 5’000 CHFPhase 3: Validate: 10’000 CHFTotal: 25’000 CHF

Project Idea Metadata

Project Idea Name: Leveraging Autonomous Mobility to Shift Car-Dependent Travelers Towards Public Transport: A Blueprint for a User-Centered Business Model based on Personas and Psychological Needs
Date: 3/17/2025 12:24:32 PM
Administrators:
- Matthias Hudecek

Project Idea Description

Introduction

In Switzerland, a large proportion of the population does not use public transport or only occasionally, relying instead on private cars (BFS, 2017; 2022). 78% of the households own at least one car (BFS, 2023), and 50% of the commuters used their private vehicles to cover the distance between home and work (BFS, 2025). Many people are car-dependent due to personal convenience, lack of connectivity to public transport, mobility impairments, or the need to transport children (BFS, 2017; 2022). Another key reason for avoiding public transport is the desire towards flexibility, autonomy and comfort associated with private vehicles (Van Eenoo & Boussauw, 2023).

Autonomous mobility—if designed to meet users’ needs—could be a game changer in shifting car-dependent travelers towards public transport. Autonomous mobility can support this shift by improving first- and last-mile connectivity, making transit more accessible and convenient. It also enhances mobility for groups with limited transport options, such as elderly individuals, people with disabilities, and those in rural areas. By integrating seamlessly into Mobility-as-a-Service (MaaS) platforms, autonomous mobility enables flexible, multimodal travel while offering comfort and convenience that can make shared mobility more attractive. Additionally, shared autonomous vehicle (AV) fleets can reduce travel costs, further incentivizing a move away from private car ownership. Moreover, if trips are shared, autonomous mobility contributes to a more sustainable transportation system.

However, to unlock this potential, it is crucial to better understand the expectations and requirements of the so far car-dependent target group.

Mobility behavior is largely shaped by habits, making it resistant to change (Carden & Wood, 2018; Wood et al., 2005). This is particularly evident among car-dependent travelers, who experience a lock-in effect reinforcing their reliance on private vehicles (Ramos et al., 2020). Despite efforts to make public transport more attractive, such as improved service quality and convenience, these measures have had only a limited impact on encouraging a modal shift away from car use (De Gruyter et al., 2019; Redman et al., 2013). Therefore, one of the most promising strategies for changing mobility behavior towards public transport is the introduction of new infrastructure—such as autonomous mobility integrated into public transport (Javaid et al., 2020).

In Switzerland, recent legislative changes, combined with global technological advancements in autonomous mobility, now offer a unique window of opportunity to influence the mobility habits of individuals who primarily rely on cars. However, this transition should not only be technology-driven. Instead, it must be user-centered (Matowicki et al., 2023) and guided by the principles of a sustainable transportation system.

Although transport research increasingly considers subjective factors, the focus on car dependence is still limited (Cremer-Schulte et al., 2025). Moreover, car-dependent travelers represent a large and diverse segment of the Swiss population, each with different mobility needs and expectations regarding autonomous mobility. Understanding and predicting these travelers’ preferences is crucial for a successful shift towards more sustainable transport solutions. Developing human-centered business models that cater to their needs will be key to ensuring the adoption of autonomous mobility in a way that aligns with broader sustainability goals.

This research aims to provide insights into these factors, supporting the development of inclusive and effective mobility solutions.

Goals and Research Questions

The proposed project aims to develop key elements of a human-centered business model for an AV-based Mobility as a Service (MaaS) that optimally integrates into public transport and thus supports the shift from car-dependent users to more sustainable forms of transport.

To maximize the effectiveness of such a MaaS, the focus will be on the customer along the customer journey. First, differentiated target groups within car-dependent travelers will be identified to develop personas (customer segments). Second, the target groups’ mobility needs, expectations, and barriers to use an AV-based MaaS to shift from car-dependent mobility to public transport will be explored. Based on these findings, the value proposition of the AV-based MaaS will be developed.

Specifically, the following research questions will be investigated:

What are the different target groups within car-dependent travelers in Switzerland (customer segments)?
What is the customer journey for these target groups?
What are these target groups’ relevant needs, expectations, and barriers to adopting an AV-based MaaS to shift from car-dependent mobility to public transport?
What is the value proposition of an AV-based MaaS to shift car-dependent users to public transport?

Methodological Approach

We plan to use a mixed-methods approach (see Figure "Project Outline" in Appendix). In the first phase, we will conduct qualitative interviews (N=8-12) to differentiate the target groups for developing the personas. A specific focus will examine the relevant needs, expectations, and barriers along the customer journey. In the second phase, a workshop with the relevant stakeholders (i.e., experts, providers) will be conducted to develop the value proposition of the AV-based MaaS based on the results of phase 1. In the third phase, the insights of the workshop will be validated using a short quantitative survey (N=600).

Deliverables

The project outcomes will be the following three deliverables which contribute as building blocks to the development of an AV-based MaaS:

1. Evidence-based Personas for Different Target Groups within Car-Dependent Travelers

To address the diversity of car users, the study will develop personas representing different traveler types, for example, families with children, commuters with limited public transport access, or elderly or mobility-impaired individuals.

2. Customer Journeys for the Target Groups

Identification of the relevant touchpoints along the travel-based customer journey and development of an AV-based MaaS customer journey. This will include: Trip planning, booking and boarding, travel experience on board, navigation between AVs and other public transport modes, arrival at the destination.

3. Validated Value Propositions for Target Groups

For each persona, the research project will define tailored value propositions, outlining the benefits of an AV-based MaaS. These will include factors such as convenience, cost savings, accessibility, and environmental impact.

Impact

Blueprint for a User-Centered Business Model or an AV-based MaaS

The project is set to make a multifaceted impact by addressing both business and societal challenges in Swiss mobility. On the business side, it will develop key building blocks for a human-centered business model, laying the foundation for an AV-based MaaS solution that encourages car-dependent travelers to shift towards public transport. The knowledge can also be used for pilot projects such as Furttal. In the mid- and long-term, the business model could facilitate the adoption of AV-based MaaS as a first/last-mile solution, unlocking a potential market value of several Million CHF.

Basis for an Innosuisse Project

This innovative approach not only supports the creation of a viable commercial framework but also provides a robust evidence base for further implementation projects, such as an Innosuisse project (e.g., «Innovationsprojekt mit Umsetzungspartner»). At the same time, the project brings together key stakeholders for its development.

Advancing Solutions for a Sustainable Swiss Transportation System

Socially, the project holds significant promise by targeting one of Switzerland’s pressing challenges—high reliance on private cars. Shifting this behavior can substantially reduce greenhouse gas emissions, easing the environmental burden from CO₂ produced by individual car traffic—currently among the main drivers of CO₂ emissions in Switzerland (BAFU, 2024)—, and ultimately improve the quality of life through reduced congestion and enhanced mobility. Moreover, by bringing together research and implementation partners, the project creates a collaborative network that can accelerate the adoption of sustainable transport solutions across the country.

Organisation

Research Partner

FHNW School of Applied Psychology

Institute for Market Supply and Consumer Decision-Making

Dr. Matthias Hudecek

https://www.fhnw.ch/de/personen/matthias-hudecek

Prof. Dorothea Schaffner

https://www.fhnw.ch/en/people/dorothea-schaffner

Budget

Phase 1: Explore: 10’000 CHF

Phase 2: Develop: 5’000 CHF

Phase 3: Validate: 10’000 CHF

Total: 25’000 CHF

This research project aims to develop essential elements of a human-centered business model for autonomous vehicle-based Mobility as a Service (AV-based MaaS) integrated with public transport, specifically targeting car-dependent travelers in Switzerland. Utilizing a mixed-methods approach, the project will first identify distinct user segments among car-dependent individuals, exploring their mobility needs, expectations, and barriers to adopting AV-based MaaS. Subsequently, tailored personas and customer journeys will be created to guide the design of effective value propositions. The resulting insights will support the shift towards sustainable transportation by making public transit more attractive and accessible, ultimately contributing to reduced car dependency and environmental benefits.