Cycle Safety Stop cyclist deaths by Transport for London and Walkgrove Ltd

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DESIGN DETAILS
DESIGN NAME:
Cycle Safety

PRIMARY FUNCTION:
Stop cyclist deaths

INSPIRATION:
Inspiration came from the film Sliding Doors. Learners can change the outcome. They start by sitting in a 3D cafe and read about a cycling fatality. The TV is on and the Mayor of London is talking about safe cycling. The 3D virtual world is recognisable with an emphasis on fun and variety whilst not trivialising the topic. Like Alice in Wonderland learners step into a multi dimensional parallel world where they hold the key to changing the outcome.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
It was important to engage and interact with construction lorry drivers because the most common cause of fatalities involving lorries and cyclists in London is cycling up the inside of a left turning construction vehicle. The on screen experience has an emphasis on brevity variety and arresting 3D visuals supported by an audio soundtrack and the engaging feel of a modern computer game to attract and immerse learners.

OPERATION / FLOW / INTERACTION:
Learners are transported to a 3D urban environment based at a busy junction. Experiencing the incident from three points of view the driver the cyclist and the objective CCTV, the training allows learners to assess what went wrong by interviewing the two protagonists. They report to a policeman and take advice over a mobile from a traffic officer. By starting and ending the narrative in the cafe we conclude the story. The learner takes the quiz winning items of a full English breakfast. The newspaper article has changed. No incident occurred. The story has changed as in the film Sliding Doors.

PROJECT DURATION AND LOCATION:
The screen based learning took six months to produce and involved subject matter experts from TfL, instructional designers, graphic artists, voiceover artists and a contract and a project manager.

PRODUCTION / REALIZATION TECHNOLOGY:
HTML was used to create the interface and 3D graphics to create the virtual world. To deliver the objectives a variety of interactions were used, including presentation screens displaying text and graphics to provide information or resonant thoughts. The incident is viewed from the perspectives of the driver the cyclist and the ubiquitous CCTV. Each of the three perspectives is presented by a sophisticated animated variation on this basic screen.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The 20 minute experience can be accessed by a range of browsers from desktops. This is not a physical product. It is a software product. Specifically, it is screen based learning aimed at HGV drivers.

TAGS:
innovative, immersive, engaging, empathising, visual, realistic

RESEARCH ABSTRACT:
We worked with subject matter experts from Transport for London.

CHALLENGE:
Getting the incident absolutely right was the biggest challenge. Once the concept was agreed, the story itself flowed. It was important to be aware of the ill feeling between lorry drivers and cyclists and maintain unbiased language and tone.

ADDED DATE:
2016-02-18 17:09:16

TEAM MEMBERS (2) :
Transport for London is the commissioner and Walkgrove Ltd is the designer and developer

IMAGE CREDITS:
Transport for London and Walkgrove Ltd, 2015.

PATENTS/COPYRIGHTS:
IP belongs to Transport for London

Visit the following page to learn more: http://www.walkgrove.co.uk
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Transport for London

PROFILE:
Transport for London (TfL) is the local government organisation responsible for most aspects of London's transport system. Their role is to implement the Mayor’s Transport Strategy. They also manage those services across the Capital for which the Mayor is responsible. TfL is organised into three units, each with responsibility for different aspects of the organisation – Surface Transport, Rail and Underground and Crossrail. The Freight and Fleet team operate an audited accreditation scheme for freight and fleet operators called the Fleet Operator Recognition Scheme (FORS) and it is this team that commissioned Walkgrove to design and develop the Cycle Safety 3D virtual reality training module.

NOMINATION DETAILS

Cycle Safety Stop Cyclist Deaths by Transport For London and Walkgrove Ltd is a Nominee in Education and Training Content Design Category.

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AWARD DETAILS

Cycle Safety Stop Cyclist Deaths by Transport For London and Walkgrove Ltd is Winner in Education and Training Content Design Category, 2015 - 2016.



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