121km
Expressway stretch
450+
Accidents in 9 months
46%
Drop in total incidents
57%
Fewer fatal incidents
The challenge
Tackling high-risk driving behaviors
Moradabad Bareilly Expressway witnessed rampant wrong-side driving and speeding. Drivers from nearby towns and villages, relying on shortcuts and local conventions, habitually displayed high-risk driving habits. Exacerbated by limited sensory cues for main carriageway traffic, over 450 accidents occurred in just nine months. Targeted interventions were identified as critical for safety.
Key challenges
Insufficient adherence to safe speeds
Frequent incidences of wrong-side driving
Limited sensory cues at entry/exit of expressway
Overconfidence in local routes and road-use norms
The solution
Behavioral science-driven design interventions
Four design principles guiding interventions
Maintain inter-vehicle distance for merging to reduce collisions
Resolve goal incongruency behind wrong-side driving
Counter private optimism that leads to risky driving
Sensory cues direct merge and exit flows
Behavioral approach
Non-conscious triggers and heuristics
Universal efficacy across demographics
Minimize language and cultural barriers
Implementation approach
1
Optimism
Manages local overconfidence
Distance
2
Cues
Guide entry and exit
3
Distance
Reduces rear-end collisions
Implementation approach
1
2
The impact
Reduced accident frequency and fewer deaths
Nudging behaviors
34%
Minor incidents down
Increased hazard awareness
Better lane discipline
Safer local driving norms
Saving lives
57%
Fatal incidents down
Emphasized merge-lane spacing
Enforced safer speeds
Fewer high-speed crashes
Subliminal success
46%
Total incidents down
Non-conscious cues enforced
Reduction of risky habits
Monthly crashes steadily decline
