Here is an example of behavioural insights in Melbourne. To reinforce the desired behaviour (only cross when green, walk left), the physical environment provides clear cues.

Regularly, pedestrians are required to comply via laws and penalties (crossing while the light is red can get you fined), or social norms (in Australia, cars drive on the left-hand side, so ‘common sense’ would dictate the same for walking). However, in busy environments, like bustling Swanston Street in the city, or at Melbourne airport, pedestrians may be distracted and hurried. The threat of fines or bumping into other people aren’t high priority.

Changing the ‘choice architecture’ through lights and arrows on the ground gain better compliance.