Toyota has developed a smartphone app, called ChargeMinder, that uses behavioral science to encourage owners of plug-in hybrid vehicles (PHEVs) to plug in their cars at the right time. The app sends gentle reminders, known as “Just-In-Time Charging Reminders,” to owners when they are most likely to plug in, but may forget or get distracted. The reminders are based on the time of day and information pulled from the vehicle. The app also uses gamification, such as streaks, summaries, and quizzes, to make drivers feel good about their actions.
Toyota conducted two pilot studies, one in the United States and one in Japan, to test the effectiveness of the app. In the US study, approximately 100 PHEV owners used the app for five weeks, and the results showed that the app increased charging by 10% compared to a control group that did not receive reminders. The notifications also increased driver satisfaction with their vehicles by 16 percentage points, bringing the total to 100%.
In the Japan study, the app was tweaked to emphasize charging during peak solar hours, and the results showed that EV drivers changed their behavior by 59%, adding nearly 30 minutes of daily daytime charging per vehicle. This resulted in more solar power being used.
According to Dr. Gill Pratt, Chief Scientist for Toyota Motor Corporation, “Technology is not the only way to reduce emissions–people’s choices matter too.” The ChargeMinder app is not currently available to the public, but Toyota plans to run other trials in new audiences and may release the app in the future.
The app’s success demonstrates the potential of using behavioral science to encourage sustainable behaviors, such as increasing the use of electric vehicles and renewable energy. By using a gentle, gamified approach, Toyota has found a way to nudge owners towards more environmentally friendly habits, which could have a significant impact on reducing carbon emissions. The ChargeMinder app is an example of how technology can be used to support sustainable transportation and reduce our reliance on fossil fuels.