Pedestrian Safety

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Pedestrian Safety

“To what extent are young pedestrians responsible for the level of road accidents in their age group?�

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Lauren Nicholson DP361 Product Research University of Brighton Product Design BSc Dr. Eddy Elton Pedestrian Safety

Contents YOU ARE HERE

Introduction

1

Methodology

2

Market Assessment

3

Competitor Analysis

4

Observational Findings

5

Key Insights

6

Interview and Survey Findings

7

Mind Map

8

Persona

9

Image Board

10

User Requirement Specification

11

Pedestrian Safety

Introduction “To learn what makes pedestrians aged 18-22 vulnerable when crossing roads in an urban setting; with the intention of finding a product opportunity which will enhance their personal safety, thereby reducing the number of annual casualties and fatalities caused by road accidents” HUNT STATEMENT

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ROAD ACCIDENTS HIV/ AIDS

young people die on the world’s roads

TB

everyday [1]

Leading causes of death for young people (aged 15-29) globally [1]

The International Issue

But what does this mean for the UK?

On a global scale road traffic injuries are the eighth leading cause of death across all age groups, and the number one cause of death for 15-29 year olds, with those under the age of 25 accounting for over 30% of all crash victims and fatalities. [1] Road safety is an issue of international importance, and currently a very relevant topic of discussion.

More than 100 countries from around the world, including the UK, have signed a UN resolution that dedicates 10 years, 2011-20, to the improvement of international road safety. Every country has an individual target, and there are great expectations on the country for this to be met.

The Decade of Action for Road Safety (2011-2020) has the goal to

“to stabilise and reduce increasing trends in road traffic fatalities.” [1]

There were 380 road deaths reported between January and March of this year, 13% higher than the same single quarter in 2013. This figure is not the only one to be increasing (see below), and this year has marked a reversal of a long downward trend. [2]

4% since March 2013 increase in fatalities

[2]

Despite an international focus on road safety, the UK does not appear to be making progressive steps towards meeting its targets, and more needs to be done to improve the safety of pedestrians.

This report aims to identify the causes and effects of road traffic accidents, with the intention of identifying a product opportunity which will improve road safety and reduce the number of pedestrian casualties and fatalities, with specific focus on 18-22 year olds.

Pedestrian Safety

1

Methodology Observations Observations, made over a 20 minute period, were used as a way of understanding how the target market currently act and behave in the role of ‘pedestrian’. The previously collated secondary research was used to design the structure of the observations, making them more concise and informative.

Method: Covert The observations were made covertly because it would be less likely that pedestrians would act in a negligent or dangerous manner, such as not using appropriate crossing facilities, if they were aware that they were being watched. This observation method allowed for a high level of validity within the data, because the subjects actions were completely natural.

Type: Natural Using the natural method of observation meant that the data collected had a high level of validity.

Being able to monitor the behaviour in the context of the situation (a road side) meant that it was natural and spontaneous, and not forced as it would have been otherwise.

Recording: Semi-structured Using a natural method of observing meant that the findings had the potential to be fairly unpredictable. Imposing a rigid structure onto the data collection method may have caused some information to be taken down incorrectly, however, the semi-structured method allowed all the data to be considered fairly and for the observer to be open-minded. The data was collected in the form of tallies, notes and raw video footage.

Framework: AEIOU (Activities, Environmental, Interactions, Objects and Users) This framework is clear with limited overlap between the categories. The different category headings allow for a variety of data to be considered and processed by a single observer.

Location: Moulsecoomb Campus, Lewes Rd. Moulsecoomb has over 8000 students and is the largest of the five campus’ which make up the University of Brighton. The location of several bus stops along Lewes Road outside the University

and the train station behind means there are many pedestrians (in the relevant age range ) around at all times of day.

Location 2: Town Centre (West Street/ Churchill Square) A popular area for night life, specifically students, providing an opportunity to see how perception of road safety changes in a different context.

Online Survey The observational findings exposed a large number of potential research paths; therefore the online survey was placed after it in order to refine these paths and give the report direction. Using social media to distribute the survey meant that a large group people of different ages, genders, and varying circumstances could be reached. The data obtained was not as in depth as the later interviews, but it established key areas to be investigated and it was used to inform some of the questions used.

Interviews Five interviews were conducted in total, with all 5 participants studying at Brighton University and within the 18-22-age category. The interviews were used to obtain a deeper insight into the problem of road safety which the statistical values and surveys could not provide.

The semi-structured method of interviewing was employed to ensure that the questioning was clear and focused, whilst still providing the flexibility for adaptations to be made depending on the participant’s responses. This meant the interview time of 20 minutes could be used effectively. This length of interview provided enough time for all of the questions to be covered in the necessary level of detail without the process becoming repetitive and the interviewee’s attention being lost.

The interview was composed of open, closed, and scaled question with the intention of extracting a variety of data types and being able to hold the interviewee’s attention for the full time.

Pedestrian Safety

2

1.2%

Market Assessment FINANCIAL

£billion 14.7

471

500

375

213

250

139

0

Police

Insurance

Breakdown of annual costs to each sector because of road traffic accidents (in millions) [3]

- 6PM

4

in UK due to road traffic crashes [6]

value of accident prevention, 2013 [5]

125

Medical

GPD LOSS

According to the Department of Transport, the annual economic cost of road casualties is between £15 and £32 billion a year (2008-09) This value can be properly comprehended when its considered that Britain's total budget deficit for that same time period fell just within this range at £17 billion. [4]

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378

C I R C U M S TA N C E S

1000 16 495

The time of day when the most fatal accidents occur.

Slight injuries are usually sustained between 3-4pm, and serious injuries occur between 3 and 5pm. [7]

Failed to Look Properly

71%

28

Failed to Judge Vehicle Speed

19 10

Sample of Top Ten most frequently reported contributory factors (as %) for injured and killed pedestrians. [9]

Number of young people killed/ injured within 50m of a crossing.

In 16-24s largest number of casualties occur when there is nothing obstructing their view. [9]

CONSUMER

59

Acting Carelessly/ Hurried

Impaired

by Alcohol

The number of casualties caused by cars last year.

Accidents where a pedestrian is killed is most likely to have involved two or more cars. [8]

29%

Percentage of road accident victims in the 15-29 age category. They are the largest effected age group. [6]

ONE IN THREE victims has a motoring offence

Factors have remained unchanged since 2010

Pedestrian Safety

[4]

3

out of every 4 crash victims are male [6]

3

Market Assessment

BRIGHTON SUSSEX POLICE RANK

6

As a region the south east (excluding London) has the highest average of KSIs, and out of the 19 counties that make up the South East, East Sussex ranks 5th. Unlike the majority of other counties which have shown decline in casualty numbers, East Sussex has shown a 5% increase on the 2005-2009 average and a 4% increase on the 2012 average, translating to 339 KSIs in 2013 [12] In Brighton this year alone there have been 762 KSIs, the second highest since records began in 2005. [10]

th /39

for killed casualties

and 4th for KSIs [11]

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Brighton and Hove is 39th out of 152 local authorities for the number of people seriously injured on roads in 2013 [12]

2012 PEDESTRIAN CASUALTIES: BRIGHTON [10]

In addition, the 2011 census data also showed that Brighton ranked 44 out of 375 local authorities for their use of public transport- which would include the increase of pedestrians walking to and from train and bus stations. It was reported than 17.5% of people travelled to work by foot, this was especially high when compared to the average for the rest of the South East Region (9.91%) and nationally (10.01%)

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FORECAST

How is road safety predicted to change in the future?

According to the World Health Organisation’s annual report, traffic deaths are expected to increase by 67% by 2020 and become the fifth leading cause of death by 2030, an increase from the current position of 8th.

Brighton and Hove City Council have created a casualty forecast graph from 2010 to 2020. It predicts that there will be 6-7 fatal accidents this year. This is an increase of 5 deaths from 2012. In addition, it was predicted that there would be 146 and 140 KSIs in 2011 and 2012 respectively,

E D U C AT I O N

one fatal 53 serious 126 slight 180 in total.

however the true values were in fact considerably higher that this, at 172 and 160.

This data suggests that the council are underestimating the problem of road safety, and not employing adequate techniques to combat it. The forecast graph estimates 128 KSIs will occur in Brighton and Hove in 2014, but this value could in fact be much higher.

Competitor Analysis Reflective Socks by designer ICE COLD.

Tune into Traffic, a 40 second long viral video which focuses on the problem of young people being distracted on the road by music. +

Free to share across social media and reach the masses. Short, effective, and uses the shock factor

+

BUT, easily forgotten and cannot physically enhance individuals safety on a daily basis.

PRODUCT

Pedestrian Safety

+

Making reflective safety garments more modern, fashionable and accessible to the younger market.

+

BUT, a designer brand so hard to get hold of and price would deter many (would have to own several pairs so you are kept safe every day) Socks must be worn in this fashion for them to be beneficial.

4

Observational Findings •

MOST LIKELY TO

GENDER

• • •

• • • •

Example Behaviour: Moulsecoomb Campus, Lewes Road [21:30] on foot

Listen to music as a pedestrian Overtake the greatest number of people when walking Cross without the use of a lights/ crossing facility Cross on the wrong coloured light

MALES were more likely

to act in a dangerous

or reckless manner

2 MAIN EFFECTS OF ALCOHOL ON A PEDESTRIAN Overly panicked and hurried: running across road in large groups in front of oncoming traffic

Without looking at the traffic for himself a man followed her . When he saw the approaching car he stopped in the middle of the road to let car go past.

The man then reached the opposite of the road hastily. Despite being present for the incident, a woman then followed him across the road, despite the oncoming traffic and the fact the light had still not changed.

Nonchalant and unaware: unfazed by traffic, willing to stop in the middle of the road and wait for others

ALCOHOL

Woman in centre of image began to cross the road on the wrong light. A car then approached, and she decided to run in front of it to reach the opposite pavement

‘Pedestrians reaching the crossing when someone else was already there would frequently press the button on the lights. This would not happen if there was more than one person was already at the crossing, or if they had witnessed the person pushing it as they walked approached.’

This shows the pedestrian’s want to be waiting no longer than necessary; they feel the need to push the button in case the previous person has not. It also emphasises their dislike for engaging with other road users, because they are unable to ask them if the button has been pushed.

Just one example of how less cautious pedestrians are at night time Likelihood of different group sizes crossing on the wrong coloured light

Use their phones as a pedestrian Follow the lead of a stranger when crossing Get in someone’s way/cross another pedestrians path by accident Carry their phone in their hand at all times, even when not in use

8% 25% 67%

[0

The number of people observed wearing a form of safety garment e.g. bright clothing or reflective strips.

]

see Appendix page 4 for more detailed observational findings Pedestrian Safety

5

Key Insights 1 2 3

Pedestrians are less cautious at night time

Pedestrians will not walk to, and wait at, a crossing facility if they deem there to be no imminent oncoming traffic.

Pedestrians (specifically males) travelling alone and waiting at a crossing tend to cross in gaps in the traffic rather than waiting for the light to change.

4

Pedestrians (specifically females) on their own or part of a large group are inclined to follow strangers, and rely on their judgement, when crossing on the wrong coloured light.

5

Pedestrians in small groups pay the least attention to their surroundings and other road users

6

A pedestrians ability to cross a road in a safe manner is significantly reduced by the consumption of alcohol.

7

Pedestrians in this age range would not go out of their way to use a product which would enhance their personal safety. They require a product which will work with little input or interaction from them.

Pedestrian Safety

6

MUSIC

Survey Findings 81% of people listen to music while walking

Earbud (Single) Earbud (Both) Overhead

1 2

88%

3 4

listen at a moderate to high volume level

5 3 in 4 admit listening to music has impaired their judgment

Do you agree that listening to music makes you less aware of your surroundings? Strong Disagree (1) to Strongly Agree (5)

81%

of others agreed

94% 69% 25%

56%

19%

will continue to use their phone whilst crossing the road

said that they always do this

Witnessed a pedestrian under the influence of alcohol put themselves in danger Have had their own judgement impaired by alcohol as a pedestrian

PHONE 12

9

12

6

3

2 0

Frequently

0 Occassionally

2

1000

Never

How often do you use a crossing facility?

How often do you cross on the wrong coloured light?

56% of those asked would be inclined to follow a stranger who is crossing on the wrong coloured light. 69% would be more likely to follow if that person was a friend.

Put themselves in this position frequently

1 in 3 strongly agreed

Interview Findings

10

6

100% agreed that a drunk person is less likely to use a crossing

ALCOHOL

“I frequently check my phone at the lights, its just an automatic response while I’m waiting”

56 %

“I began to cross, but misjudged how fast the car was travelling. It sounded the horn and I ran to the other side of the road as quickly as I could’ Extract from an Interview, but a common occurrence, particularly with male participants.

Half of those asked said that they pay less attention at night time, compared to 38% who said they show the same awareness and 13% who show more.

Pedestrian Safety

13% 50% 38%

7

Mind Map

Users dislike the feeling of being idol Many will cross even when not 100% safe to do so Distract oneself and appear busy to other pedestrians by checking phone

IMPATIENCE Males inclined to take greater risks and to act in a more dangerous manner

SELF-CONSCIOUS

USER ATTITUDE

GENDER

Individuals keep head down and don’t assess their surroundings

Females inclined towards ‘pack’ mentality, and rely on the judgement of others when crossing

Users would not wear safety garments e,g. reflective strips or bright clothingit would draw attention to them and was not fashionable Crossing on the wrong colour of light Pedestrians feel they do not need to be as aware at night because their is less traffic on the roads.

How are young pedestrians responsible for the level of road accidents in their age group?

USER JUDGEMENTS

Males don’t always press the button at the crossing, they feel confident that they can cross using their own judgement before the light would have changed.

OVER ESTIMATION OF ABILITY

Talking to friend/s Failure to correctly gage the speed of oncoming traffic

PHYSICAL Failure to recognise actual distance vehicle is from them.

COGNITIVE

DISTRACTIONS TO USER

Excessive alcohol consumption

AUDITORY

VISUAL

MOBILE PHONE

Using both earbuds Playing music at high volume

Holds in hand constantly, so that it is easily accessible in order to distract

Pedestrian Safety

Using whilst waiting at lights, and whilst crossing the road.

8

Persona

Dan is nineteen years old, and a first year student at Brighton University. Dan lives close to Lewes Road, and walks to his lectures situated at Mouslecoomb Campus. Consequently he should be using the crossing facilities outside the university on a daily basis in order to get to and from home onto campus, and to get to

his nearest bus stop to travel into the city centre for shopping and nights out with his friends. Dan frequently crosses at a random section of the road, even when a crossing is close by. When he has reached a crossing facility he does not always press the button and prefers to use his own judgment than wait for a break in the traffic.

“Why wait for the light to change, when the nearest car is at the other end of the road?”

Dan enjoys listening to his music at a relatively high volume through both earbuds. He will remove one earbud if he is crossing a particularly busy road without the use of a traffic light facility, but will otherwise keep them in for his whole journey.

Dan frequently walks with his phone in his hand, as he doesn’t want to miss a text message or phone call. Dan uses his phone when waiting and crossing at a facility, but will be more vigilant when crossing without the assistance of traffic lights.

Dan will often walk with his friends and housemates. He is more likely to walk to, and wait at, a crossing when he is with other people. However, if one of his friends walks out he will follow and often not look himself- especially after a night out.

Dan, 19 “Normally I’m running late for uni and in a rush, or I’m impatient and just desperate to get home.”

Dan is most likely to be careless at night, when he believes the roads to be clearer. He admits he does not show the same level of awareness as he would during the day.

Dan does not always realise how dangerous his behaviour is, and would never actively go out of his way to buy a product designed for his safety (such as

Pedestrian Safety

reflective strips etc.) Therefore Dan requires a product which requires little interaction, and something that works well in the background of his daily life.

9

Image Board Emotional Intent

Pedestrian Safety

10

User Requirement Specification A1: The product must have the ability to light up to allow the user to operate it in the dark.

Evidence and Rational: The market assessment showed that that majority of fatal accidents occur between 4-6pm in the evening, which are hours when it is dark for a large proportion of the year. In addition the survey and interview questions revealed that half of pedestrians in this age group pay less attention at night because they feel there is less traffic on the roads and therefore less risk- and is therefore when the user would need the product the most.

A2: The must be operable with only one hand Evidence and Rational: The survey observation showed that a majority of people use their phone when walking, in addition to holding it as they walk so that they can respond quickly to text messages and calls. Making the product operable with one hand would mean it was hand sized (and therefore portable) , it would suggest it is was easy to use and it would allow the product to fit seamlessly into the users routine without interrupting their habits- this would encourage them to use the product on a more frequent basis.

A3: The product must be no more than 7x7cm in size Evidence and Rational: The product must be smaller than this size to allow it to roughly fit in the palm of a hand, allowing it to be portable. During observations close to Churchill Square it was noted that the users were interacting with few objects because they had only taken the essentials with them to go clubbing, and so if the product was any bigger the user would not take it with them and use it when they are at their most vulnerable as a pedestrian.

A4: The product must be able to function correctly in all weather conditions.

Evidence and Rational: The product is designed for outdoor use and protecting the user. During cold spells when the road could be slippy, or when it is raining and the user might be more inclined to run across the road to prevent themselves from getting wet, is when they are at their most vulnerable and would need the product to enhance their safety and to warn them of danger.

A5: The product must have a durability of at least 2 years.

Evidence and Rational: The product must be durable because the user is relying on it to enhance their safety, and if it was to malfunction the user would be left at a disadvantage The market assessment showed that the age group most effected by road traffic accidents was 18-24. After 2 years of using the product the user will have a more mature attitude to road safety and would have developed their ability to assess the danger, and the product will become less useful to them.

A6: The product must have an ability to visually alert the user of a potential danger within at least 4 seconds.

Evidence and Rational: 81% of people listen to music when the are walking, this reduces their awareness and causes them to make ill informed choices. An obvious visible alert could not be missed because of the sound of the traffic or because the user was playing loud music through both headphones. It must alert them within 4 seconds because a car travelling at 30mph will can cover 54m in this time, and so an alert any later and the user will not be able to react in time.

A7: An interaction with the product must be achieved within at least three actions, and must require no further interactions to work.

Evidence and Rational: As seen in the interview and observation findings, no one in the age group wears any form safety garments or currently takes any precautions to make themselves less vulnerable at the roadside. If a product required to be constantly interacted with the user group would see it as an annoyance and an inconvenience to their lifestyle and not use it. In addition, many of of the most dangerous incidents occur when the user is under the influence of alcohol. The user could set the product up when sober and it could enhance their safety coming back from the night out when they are tired and less able to work the product.

A8: The product must have at least 3 features for the user to alter to suit their personal preferences and lifestyle.

Evidence and Rational: The observations and interview results showed that almost everyone, of both genders, were inclined to make dangerous and risky choices in order to reduce their journey time. The product must appeal to the mass market and in order work best for each individual consumer they must be able to adapt it suit their needs.

Pedestrian Safety

11

Pedestrian Safety

1000 1000 APPENDIX Definitions

1

References

1

Online Survey Results

2

Observational Recordings

4

Affinity Diagram

8

Interview Transcripts

Pedestrian Safety Appendix

9

Definitions Casualty Killed Serious Slight

List of definitions of frequently used terminology in the report, sourced from the Report Road Casualties Great Britain: 2013 Annual Report produced by the Office for National Statistics.

A person killed or injured in an accident. Casualties are sub-divided into killed, seriously injured and slightly injured.

Human Casualties who sustained injured which caused death less than 30 days after the accident (known suicide excluded) An accident in which at least one person is seriously injured but no person (other than a confirmed suicide) is killed. Injury counted as serious if they are detained in hospital e.g. fracture, confusion, internal injuries, severe cuts etc.

One in which at least one person is slightly injured but no person is killed or seriously injured. Minor injuries include a sprain, bruise, cut or slight shock which requires attention.

These injuries do not require medical treatment.

List of references used in the collection of secondary data, seen in the Market Assessment and Competitor Analysis.

References

[1]

Global Status Report on Road Safety 2013, World Health Organisation

[2]

Reported Road Casualties in Great Britain: Quarterly Provisional Estimates, Q1 2014.

Department for Transport, Office of National Statistics

[3]

Total Value of Prevention of Reported Road Accidents by severity and cost element GB 2013,

(for all accidents, in the millions) Department for Transport, Office of National Statistics

[4]

BBC News: Every Death on Every Road

[5]

Reported Road Casualties Great Britain: 2013 Annual Report. Department for Transport, Office of National Statistics.

[6]

United Kingdom Road Safety Country Profile, World Health Organisation.

[7]

Reported casualties all days, by severity, road user type and hour of day, Great Britain, 2013. Table RAS30023. Department for Transport, Office of National Statistics.

[8]

Reported Accidents involving pedestrians and one vehicle by severity and vehicle type, Great Britain 2013. Table RAS10012. Department for Transport, Office of National Statistics.

[9]

eported Pedestrian Casualties location by age band and severity, Great Britain 2013 Table RAS30026.

Department for Transport, Office of National Statistics.

[10]

Sussex Safer Road Partnership

[11]

Reported Road Casualties by Police Force Area for the Most Recent Complete 12 months data available to the Department for Transport on 25th July, Table RAS45011. Department for Transport, Office of National Statistics.

[12]

Reported KSI casualties by local authority, England, RAS41002. Department for Transport, Office of National Statistics.

Pedestrian Safety Appendix

1

Online Survey Results List of questions asked and the accompanying multiple choice answers.

No.

Question

Options

1

Are you male or female?

Male (M), Female (F)

2

How old are you?

18, 19, 20, 21, 22

3

Do you listen to music as a pedestrian?

Yes (Y), No (N)

4

Do you use earbuds or over the head headphones?

Earbud (B for both), Earbud (S for single), Overhead (O)

5

Describe any precautions you take when listening to music as a pedestrian.

Remove earbud (R), Turn Down Music (T), Other (O)

6

Has listening to music ever impacted your judgement distracted you as a pedestrian?

Yes (Y), No (N)

7

How far do you agree that listening to music makes you less aware?

1, 2, 3, 4, 5

8

On a scale of 1-5, what volume level do you listen to your music whilst your walking?

1, 2, 3, 4, 5

9

How often would you use your phone for an activity (e.g.texting) which requires you to look at your screen whilst you walk?

Never (N), Occasionally (O), Frequently (F), Always (A)

10

Do you use your phone when waiting for the lights to change?

Never (N), Occasionally (O), Frequently (F), Always (A)

11

Do you use your phone when crossing the road?

Never (N), Occasionally (O), Frequently (F)

12

As a pedestrian, would you ever wear/carry any of the following,

Reflective Strips (1) Light/ Bright coloured clothing, for the purpose of being seen (2) A light/ torch (3)

13

Have you ever allowed drink to impair your judgement as a pedestrian?

Never (N), Occasionally (O), Frequently (F)

14

Have you ever witnessed another person put himself or herself in danger because of alcohol?

Never (N), Occasionally (O), Frequently (F)

15

When drunk, a person is less liekly to use a crossing facility? Strongly disagree (1) to strongly agree (5)

1, 2, 3, 4, 5

16

How does your behaviour as a pedestrian change at night time?

More aware (M), the same (S), less aware (L)

17

When crossing without a crossing facility, would you ever walk diagonally across the road to save time?

Yes (Y), No (N)

18

Are you inclined to follow a stranger who is crossing the road on the wrong coloured light?

Yes (Y), No (N)

19

Would you more or less inclined if it was a friend crossing in front of you?

More (M), Less (L), the Same (S)

20

Do you always use a crossing facility?

Never (N), Occasionally (O), Frequently (F), Always (A)

21

How frequently do you cross on the wrong colour of light?

Never (N), Occasionally (O), Frequently (F)

Pedestrian Safety Appendix

2

Online Survey Results (cont. participants answers)

Question Number

Number of Participant No. Â

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

1

M

F

F

M

M

M

F

F

F

F

M

F

F

M

F

F

2

18

18

19

18

18

20

19

19

18

18

18

20

18

19

20

18

3

Y

Y

Y

N

Y

Y

Y

Y

N

Y

Y

Y

N

Y

Y

Y

4

B

O

S

N/A

B

B

B

B

N/A

S

O

S

N/A

S

B

S

5

R

N/A

N/A

N/A

R

R

N/A

T

N/A

T

T

N/A

N/A

T

T N/A

6

Y

Y

Y

N

Y

N

Y

Y

N

N

Y

Y

Y

N

Y

Y

7

3

4

3

5

4

2

3

4

3

5

3

4

4

2

4

3

8

4

4

3

N/A

3

4

4

3

N/A

N/A

4

3

N/A

4

4

3

9

O

O

F

O

O

F

O

O

O

O

A

O

F

F

O

F

10

F

N

F

F

A

F

F

A

F

F

F

O

A

F

N

F

11

O

N

O

N

F

N

O

F

N

N

F

O

O

N

N

O

12

N/A

3

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

3

3 N/A

13

F

O

O

N

N

F

F

N

N

N

O

O

O

F

O

O

14

F

O

F

O

F

F

F

F

N

O

F

O

O

F

O

F

15

4

4

5

4

4

5

4

4

4

4

4

4

5

5

4

5

16

L

S

S

M

L

L

L

L

S

M

L

S

L

L

S

S

17

Y

N

N

Y

N

Y

Y

N

Y

Y

N

Y

Y

Y

N

N

18

Y

Y

N

N

Y

N

Y

Y

N

N

Y

Y

Y

N

Y

N

19

S

M

S

M

M

M

S

M

M

M

S

M

M

M

M

S

20

F

F

F

A

F

O

F

F

F

A

F

F

F

O

F

F

21

O

O

O

O

F

F

O

F

O

O

F

F

O

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Appendix

Pedestrian Safety Appendix

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Observational Recordings Observation 1: Traffic Lights and Crossing outside Mouslecoombe Campus, Lewes Rd. Observations made on foot.

YOU ARE HERE

Date and Time: 28/10/14. 12:45.

Alone

Groups of 2-3

Groups of 4+

Majority of people had the same goal of leaving university. Large movement of students from the campus entrance towards the traffic lights and bus stops. The people trying to get into university are far outweighed by those leaving.

Morning lectures had finished, and people were trying to head to their new destination.

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Activities •

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Those alone were most commonly listening to music with both headphones in and moving fairly quickly. Their main goal was to move around people so that they can reach their destination faster.

People on their own were less likely to use the lights or wait for the lights to change.

Individuals were more likely to cut across the road diagonally, not within the crossing boundaries, in order to save time

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In addition to reaching their destination, small groups of people had a secondary goal of socialising with each other.

The small group number allowed everyone to be engaged and active in the conversation. They were less hurried and seldom overtook anyone.

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Some conversations occurred between a few members of the group, but there were often too many people to all be involved.

Some were on their phones or not participating in the conversation.

Their main goal was not becoming split from each other, so they move at a slowed pace and were often overtook by people walking alone.

Incredibly busy atmosphere, with slow moving traffic and a large number of people on foot. Mixed contexts

Environment depending on group size. There was little concept of personal space when walking, with people (mostly in large groups) showing no acknowledgement for the fact that they were walking in other peoples path.

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Interactions

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Those walking alone wore headphones and would often look down. They appeared self conscious and lost in their own thought.

They showed no interaction with other people, only to move out of the way of others paths.

They showed more engagement with their environment when they reached the traffic lights. They would either press the button, or look up to assess the traffic and decide if it was safe to cross, often standing much closer to the roadside than the groups would.

Those by themselves were inclined to walk across on the wrong coloured light because they were only thinking for themselvesso the time between thought and action could be instantaneous.

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Those in small groups of 2 and 3 would first consult their friends before crossing on the wrong coloured light, resulting in a delay and a missed opportunity Groups of 2 and 3 tended to stand slightly back from the lights, This was so they could stand in a line and carry on their conversation.

This was particularly evident when the light changed, but the small groups would stay standing. They would often wait until everyone else would also go, and follow their movement.This was because no one took the lead and they were waiting for each other, or lost in conversation.

Small groups showed less engagement with their environment because their conversations were more fluid and intense than that which could be achieved in a large group.

Appendix

Pedestrian Safety Appendix

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In larger groups, especially above a size of 5, many people took a responsibility for themselves, and would concentrate on only getting themselves across the road safely.

This resulted in the group being split.

Large groups stood ‘bundled’ at the lights and the conversation became stifled, this was because they were paying attention to the traffic and taking responsibility for their own safety Larger groups always used the lights to cross. This is because a single person does not want to be responsible for leading everyone across, and it is your natural instinct when your not in a rush.

Groups would follow the crossing boundaries on the road (and not walk diagonally) so that they wouldn’t get separated.

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Observational Recordings The environment was fairly limited, so the objects being interacted with by the users were the crossing facility, cars, other users and their own personal belongings.

Objects

These groups were the less likely to be interacting with other objects. A few carried their phones in their hands, but not many listened to music. The few who used their phones used it for a brief period (presumably to check the time) before returning to the conversation.

Those alone where more likely to be listening to music using both headphones in. Many had their hands in their pockets, or holding their phone. Few were using their phones because it was too busy and they needed to pay attention.

In the larger groups it was more common to have one or two people with one headphone in, participating less to the discussion. The majority of phone users were in these large group because it was easier for them to follow their friends and not pay attention to who was walking towards them,

As the observation was carried out at the University Campus it could be assumed that the vast majority of people present were of a student age and between 18 and 22. As the morning lectures were finishing it was most probable that the relationships of people were that of friends or acquaintances from their course. Behaviour and mannerisms were altered depending on the size of group the people were in. There was an even balance between the genders in each category of individual/ group.

Users

Their movement was more limited.

They tended to be holding their phone, or have their hands in their pockets. They kept their head down when they could, other than when they were trying to manoeuvre around slow walkers. Males were more frequently alone than females

Their range of movement was more dynamic and many were using hand actions etc. to illustrate what they were talking about. They were much more absorbed by conversation than what was going on around them.

Small groups more commonly comprised of females.

Additional Observation: The Embarrassment Factor Same date and location, at 13:45, observations made from car

Tallied Data from Observations Factor

Alone

Group 2-3

Group 4+

Most common gender

Using their phones

6

2

8

F

Listening to music

9

2

5

M

Number of people/ groups they overtook

18

4

0

M

Appear to be in someones way

2

4

6

F

Cross without use of the lights

4

0

0

M

Cross on wrong coloured light

8

3

1

F

Objects

Carrying their phone

8

7

10

F

Users

No. of people/ groups in each category in 3 min period

19

15

8

Balanced

Activities

Environment

Those who were waiting to cross without the lights (evidence above) would sometimes be left waiting for a long time- but did not want to back away and use the crossing because they had already committed themselves.

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Interactions

Appendix

Pedestrian Safety Appendix

Their behaviour was more disjointed as they tried to balance the talking and listening in the busy environment. They would attempt to walk in a straight line where possible and keep the conversation amongst everyone. Larger groups more frequently had a gender balance.

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This could also be seen in the fact the larger the number of people at the crossing, the more hesitant people would be to step out in case they had misjudged the situation in front of a lot of people.

People who had began to cross the road and misjudged the speed of a car would always run to the other side, rather than stopping or retreating.

Once committed to an action, many were stubborn and carried on even though it was dangerous.

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Observational Recordings Additional Observation: Same Location at Night.

Observations made on foot.

Data presented differently because all participants were alone Date and Time: 29/10/14. 21:30.

Total Count: 19 Pedestrians

Observation

Activities

Tally of Occurrences

Most Common Gender

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The majority of those observed were crossing to and from the bus stops on either side of the road, many were students leaving the university campus.

15

Balanced

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Everyone witnessed appeared eager to reach their destination, and therefore many attempted to cross on the wrong coloured light in an attempt to speed up their journey.

9

M

Those who didn’t make it to the crossing before the light changed simply crossed at whichever section of road they were at, rather than continuing to the crossing and risking missing the light.

4

M

Many people did not stay within the crossing boundaries marked on the road, and chose to walk diagonally across the road in another attempt to save themselves time.

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Balance

Because of the time of night the observation took place there was a noticeable reduction in the volume of traffic and pedestrians passing through compared to Observation 1, however the atmosphere still felt busy as the cars were now travelling at the speed limit, rather than in crawling traffic. Fewer pedestrians made it easier to observe specific behaviour of those present.

N/A

N/A

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Interactions between people were limited as everyone within the 20 minute period of observation was travelling alone.

19

Balance

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Many of those witnessed during this period would begin looking up and down the road before reaching the crossing (a), and where possible they avoided stopping and simply walked across. (b)

a, 17

Balance

b, 4

M

a, 5

F

b, 2

Balance

a, 6

F

b, 4

Balance

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Environment

•

Interactions

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Because of the infrequency of the traffic it was hard to judge when was safe to cross. Many looked to strangers and relied on their judgements instead of their own. As soon as one person started to cross the others would often follow. (a) Often the person they followed would make it across in time, and those who followed would have to run. (b) Pedestrians reaching the crossing when someone else was already there would frequently press the button on the lights. (a) This would not happen if there was more than one person at the crossing, or if they had witnessed the person pushing it as they walked towards the crossing. (b) This showed a want not to be waiting longer than necessary.

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Most of the people observed were listening to music through both headphones.

14

F

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Only a few select instances had they taken one earbud out in order to better hear the traffic.

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With less people on the pavements, the pedestrians were now using their phones more freely without the risk of bumping into someone.

12

M

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The users at this time were tired and distracted, this was because many were exiting the library presumably after being at university for most of the day.

N/A

Balance

Objects

Users

Example Footage

Appendix

Pedestrian Safety Appendix

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Observational Recordings Observation 2: Churchill Square, Brighton Town Centre Observations made on foot.

Date and Time: 1/11/14, 1:45 Man, who appeared to be under the influence, walks past people waiting at crossing and begins to cross the road whilst looking over his opposite shoulder, and not at the road in front of him.

Only once he has stepped out into the road does he look at the oncoming traffic and realise there is a taxi travelling up the road.

Despite being close the pavement behind him, the man begins to run across the road, looking ahead and not at the taxi the entire time.

The man’s friend, who had seen the taxi whilst still on the pavement, decided to run behind him- also in front of the taxi.

Having seen the men, the taxi slowed to an almost stop. Several other pedestrians took advantage of this opportunity to also cross- despite the fact the light had still not changed.

YOU ARE HERE

Activities

When crossing the road there were a variety of approaches and routines used. Some people took the approach of running across the road as fast as they could (generally females), without looking at the oncoming traffic and others were much less concerned and walked leisurely across the road, often stopping in the middle to allow their friends to catch up with them (generally males)

Environment

Disjointed atmosphere as everyone had different intentions, some tired and heading towards the bus to go home and others were more enthusiastic and heading to a different night club.

Interactions

There were many interactions happening between the pedestrians within their friendship groups, but not outside of this. Many were very animated, and the discussions were between many people in the group at once. There were few interactions with people and their environment, as no one in the whole observation time used the traffic lights to cross the road. In many instances one person showed authority in crossing the road (generally male) and everyone else would follow, few checking the oncoming traffic for themselves. In large groups they became staggered, and those at the back would not be able to make it to the other side without running. Only a few females ever stopped and retreated because they didn’t think they would make it.

Objects

Few objects to be interacted with in the environment because those being observed were carrying only their essential items because it was a night out. A select number in each group was checking their phone. No one was listening to music or making phone calls

Users

Behaviour was more erratic and exaggerated that at other times of the day because many of the pedestrians had consumed alcohol. Majority of the people were travelling in groups of approximately 5, with a select few in 2s and 3s who appeared to have broken away. There were no pedestrians by themselves during this observation. Users were less concerned by safety, even those who appeared sober did not use the lights and chose to cross at points closer to the bus stops.

Appendix

Pedestrian Safety Appendix

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Affinity Diagram “To learn what makes pedestrians aged 18-22 vulnerable when crossing roads in an urban setting; with the intention of finding a product opportunity which will enhance their personal safety, thereby reducing the number of annual casualties and fatalities caused by road accidents�

HUNT STATEMENT ACTIVITY

ENVIRONMENT

INTERACTION

OBJECTS

USER

Pedestrians will push button at crossing even if someone is already there

No sense of space: pedestrians walk in cycle lanes and road even during the day

Conversations between pedestrians in their groups

Use of phone: including texts, calls and checking time

Males and people on their own tend to cross on wrong coloured light

Pedestrians tend to look both ways before reaching the crossing

Pedestrians prefer to cross by bus stops, rather than walking to crossing facility

People in small groups of 2-3 are more hesitant when crossing road, but are in general paying the least attention

Males more likely to be listening to music, using both headphones

Waiting avoided: pedestrians look for gap in traffic the whole time

Little interaction with physical environment.

Pedestrian is isolated from surroundings

Human interactions avoided. Peds stand at opposite sides of the pavement when waiting to cross

No pedestrians wore any form of safety garments

Pedestrians are less cautious at night

Unspoken interaction: females inclined to rely on strangers judgements and to follow them

People on their own stand close to the edge of the pavement, eager to cross

Pedestrians in groups stand back from the edge of the road, to keep the ideal formation for conversation

Larger groups get staggered and split as they cross the road.

Appendix

Pedestrian Safety Appendix

Males on their own are most likely to cross at random section of road, even when crossing is less than 20m away

People on their own will walk faster and overtake other pedestrians more

Smaller groups follow the authority of a single person in the group and adhere to their decisions.

A pedestrians ability to cross a road in a safe manner is reduced by the consumption of alcohol

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 1 Part 1

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 1 Part 2

10

Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 1 Part 3

11

Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 2 Part 1

12

Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 2 Part 2

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 2 Part 3

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 3 Part 1

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 3 Part 2

16

Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 4 Part 2

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 4 Part 1

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 5 Part 1

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Interview Transcript

Appendix

Pedestrian Safety Appendix

Interview 5 Part 2

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