Case Studies
Designing the future of active travel route planning
Taking a behavioural approach to redesigning the customer experience of a geospatial technology start-up
active travel behaviour

Client: Huli

A geospatial technology company that uses artificial intelligence to generate inspiring routes to explore your surroundings by bike or foot.


Huli wants to get more people riding bicycles more often. Their mission is to help people develop the confidence to swap their car journey for a journey by foot or wheel.

Huli has developed a novel routing platform that allows user to generate routes they might not otherwise discover or consider taking by offering a range of criteria to customise their ride, run or walk.

Increasing active travel journeys is a complicated task. Many structural and behavioural barriers keep people in their cars on journeys that could otherwise be active. But if we’re going to meet the climate challenges facing us then we need new products, services and ventures that accelerate the shift to a low carbon economy; with transport accounting for around 33% of emissions in the UK in there is a huge opportunity to reduce emissions create lasting impact.

Huli approached Stance to help them understand the behavioural opportunities that could be recruited to instil user confidence about a potential journey, and how any newfound confidence could help guide a user towards a goal of travelling by bicycle more often, whether that be riding a little further or avoiding traffic on the way to the office.


We designed a short, high-pace engagement that would deliver value quickly for the fast-paced start-up. We worked with the Huli team and their partners to help reimagine and redesign the project from the ground up. Working closely and digitally with Huli founders, we ran a 7-week Behaviour Sprint focusing on the product’s user experience.

Led by our Behavioural Science Lead, the first stage of the sprint explored existing behavioural research in active travel and lateral category analysis to get an expansive view of potential opportunties. We quickly moved into synthesis and insight generation ending the first third of the project with a shortlist of insights.

Moving into a diagnosis phase, we applied the COM-B model to understand the behavioural principles that were most likely to impact our target audience when using (or thinking about using) Huli. Having identified 14 key behavioural concepts from the diagnosis, we brought these into a co-design session with the wider stakeholders and team to develop and build ideas that might remove any blockers, reduce barriers and increase the users’ likelihood to travel actively.

We shortlisted key behavioural features during the final phase of the project and designed them into the reimagined product user experience.


Behavioural Research
Behavioural Insight
User Experience Strategy
Behaviour Design
Product Design


The work delivered via the Behaviour Sprint has dramatically improved the user experience of the future product, taking the Huli in a direction that far exceded their expectations.

We continue to work with Huli beyond the initial feasibility stage to design, test and scale the phase two prototype towards a public beta at the end of 2021.

“We worked with STANCE to assess the importance of human behaviour in encouraging the uptake of cycling, with a particular process on active-travel. They helped us identify new opportunities to engage with customers. Their approach and the results they delivered exceeded expectations throughout, especially as we adapted to working digitally. We look forward to continuing to work together.”