Your daily commute is probably automatic behavior. Subconsciously, you've probably worked out the very latest moment you can leave to arrive on time and you have a routine for how you get there. Unfortunately, for most people, that automatic behavior involves commuting in a single-occupancy vehicle.
At Carma, we know that our transportation products will only inspire behavior change if they're completely hassle-free to use. Our product design process is deeply rooted in BJ Fogg's theory that behavior change requires 3 fundamental elements to converge: motivation, ability and triggers.
Even if someone is highly motivated to share a vehicle (e.g. to save time in a carpool lane) and even if they are triggered every morning (e.g. watching cars fly past in the carpool lane), they still need a very simple way to adopt the new behavior. For this reason, our product teams continuously strive to reduce the number of taps required to use our products.
A great example of this is our newest Carma Share feature, enabling team members at Toyota's North American headquarters to book a commute vehicle for private carshare trips during the day with a single tap. Unlike other carshare products that typically include taps for car selection, time selection, insurance waivers, etc, our users can book a car with a single tap.
Even better - Carma Share users can also access the vehicle with just a single tap of an Unlock button in the app. The car is unlocked (or locked) using Bluetooth Low Energy (BLE) technology. This means that a new user can sign up, get approved to drive, book and access a car all within a few minutes. These same cars can be booked for shared high-occupancy commute trips each morning and evening, removing all ability barriers to adopting real, impactful behavior change.
Emmett Murphy is Chief Product Officer at Carma.