MUV | Mobility Urban Values

Uploaded by RRI Tools on 17 November 2020
Owned by Emilia Pardi . Last modified on 18 November 2020


From 01/06/2017 to 31/05/2020

MUV levers behavioural change in local communities using an innovative approach to improve urban mobility: changing citizens’ habits through a game that mixes digital and physical experiences. Rather than focus on infrastructures, it raises citizen awareness on the quality of the urban environment where they live in order to promote a shift towards more sustainable and healthy mobility choices.

The MUV system will result from the combination of behavioural change techniques, new technologies, data science and co-design approaches. The solution will include a mobile app tracking users’ daily routes and assigning points for sustainable behaviours and a network of sensing stations designed by the makers’ community. Urban commuters, from a set of six diverse urban neighbourhoods spread across Europe, will co-create and then test different game dynamics and their achievements will be rewarded by a network of local businesses that will benefit from the advertising provided by the MUV platform.

Mobility and environmental data gathered via the mobile app and the monitoring stations, all released as Open Data, will allow policymakers to enhance planning processes and civic hackers to build new services able to improve cities’ quality of life in a more effective way.

The MUV solution will be open, co-created with a strong learning community of users and stakeholders and piloted in a set of 6 diverse urban neighbourhoods spread across Europe: Amsterdam (NL), Barcelona (ES), Fundao (PT), Ghent (BE), Helsinki (FI), Palermo (IT).

MUV builds on the experience of trafficO2, an Italian research-action project co-funded in 2012 by a grant from the Italian Ministry of Education, University and Research and carried out by PUSH – MUV’s Project Coordinator – in the city of Palermo in the last three years. The trafficO2 experimentation, involving 2.000 students of the University of Palermo and a network of 100 local businesses, showed a reduction of the carbon emissions associated to the active users of more than 40%.


  • gamification, ICT and data science to translate people’s needs into new sustainable mobility solutions;
  • added-value services (e.g. trip planning), artistic design, awareness raising techniques, co-creation to maximize the involvement of end-users and prevent the risk of low take-up which affects many experiments of this kind;
  • georeferred digital marketing and direct marketing techniques to improve the local businesses selling performances;
  • data visualization to simplify complex information about urban mobility and support decision making;
  • real-world piloting in diverse urban neighborhoods, some with a strong track record in smart mobility experiments, to ensure the relevance of the lessons learned and maximize the replicability of the project’s results;
  • new forms of communication and engagement both for project’s communities and external ecosystems to ensure scale and visibility and disseminate the project’s results.


  • understanding the neighborhoods’ peculiarities and emerging values to define an effective behavior change strategy;
  • co-designing site-specific solutions for better and more liveable urban environments;
  • developing scalable digital solutions and technologies to improve globally the experience of urban mobility;
  • raising awareness among citizens on the importance of sustainable and healthy mobility choices, reducing private vehicular traffic and its negative externalities (pollution, noise, deterioration of urban infrastructures, time wasted in traffic jams, cost …) and encouraging local consumption;
  • analyzing, visualizing and sharing mobility and environmental data to build an effective decision support system for multiple stakeholders;
  • integrating new co-created mobility solutions into urban policy-making and planning processes at neighborhood level;
  • bringing the whole experiment to the market through an innovative business model in order to improve urban transportation in crowded neighborhoods and cities all over the world.

The MUVigator 

  • A multilanguage "How-to" Guide to use MUV and build happier cities and better communities
  • The tool's scope is to guide different stakeholders (organizations, policy makers, urban activists) through a journey made of several physical and digital experiences, aiming to engage an urban community in a participatory process in the field of Sustainable Urban Mobility. 
  • Following it´s 6 chapters, it is possible to experiment the MUV co-creation process, from data crowdsourcing to policies recommendations, looking at a series of examples, case studies, tips and documents.

The MUV game

  • A game, in form of an app, that seeks to encourage safe and sustainable mobility. The game is simple: download the free app available for iOS and Android devices and start playing. 
  • You get points every time you move in a sustainable way: walking, biking, using public transportation or car-pooling. MUV involves communities through sport’s values and turns citizens in sustainable mobility athletes: training sessions, challenges, epic team tournaments and amazing rewards, offered by sponsors, support your path to change the world.
  • All data collected are anonymised and shared as open data to foster the debate on active mobility and influence the process of activation of sustainable and citizen-friendly (instead of car-friendly) urban policies.


The MUV consortium represents a partnership of highly multidisciplinary design, technology, industrial and academics providers: experts in co-creation and co-design processes; software architects and computer scientists; experts on telecommunication and electronics; experts in data science and data visualization; experts in new forms of communication and engagement strategies; experts in business models and business management.

14 organisations from 8 different countries:

  • Palermo Urban Solutions Hub - PUSH, Palermo, Italy
  • Istituto Superiore Mario Boella - ISMB, Torino, Italy
  • BaG Innovation - Consulting Ida, Fundão, Portugal
  • LUCA School of Arts, Ghent, Belgium
  • Fundacio Privada i2Cat, Barcelona, Spain
  • Forum Virium Helsinki, Helsinki, Finland
  • Municipio do Fundão, Fundão, Portugal
  • Aalborg Universitet, Aalborg, Denmark
  • Comune di Palermo, Palermo, Italy
  • Stichting Waag Society, Amsterdam, Netherlands
  • Institut Municipal d’Informàtica (Ajuntament de Barcelona), Barcelona, Spain
  • Stadsbestuur van Gent, Ghent, Belgium
  • Luxembourg Institute of Science and Technology, Esch-Sur-Alzette, Luxembourg
  • City of Amsterdam, Amsterdam, Netherlands
Overall budget: € 3 992 625
EU contribution: € 3 992 625

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