The project investigates a collaborative examination of user needs around Active and Public Transport options between Lancaster and Morecambe Bay. To do so effectively, inclusively, and sustainably requires innovative approaches to policy design, business strategy and entrepreneurship that are practicable at a local level. The objective is to contribute to policy-making approach applying a multi-stakeholder approach that draws on the tripartite partnership of an interdisciplinary academic team, local policymakers and local business leaders.

Recent public consultation events for Eden Morecambe highlighted residents’ concerns about increased traffic levels to the area. An opportunity has arisen for a piece of human-centred design research to take place, supported by Connected Places Catapult and by Lancaster University Management School, which could be deployed to focus on the problem statement outlined above. The outcomes of this research could be used to explore the key pain points, priority needs and desired outcomes experienced by a range of Visitor Personas, relating to their active travel or public transport journey between Lancaster City Centre and Morecambe Bay.

Project funder: Lancaster University Management School