Transport for West Midlands : Network Resilience Live Lab Event. 8th June @ 2:00pm

Transport for West Midlands (TfWM) and Act TravelWise are organising an ADEPT Live Lab sponsored webinar on Network Resilience at 2:00pm Tuesday 8 June.

About this event

TfWM and Act TravelWise are organising an ADEPT Live Lab sponsored webinar on Network Resilience. Join us to understand more about this exciting and innovative project.


Confirmed Speakers


Deborah Fox, Head of Demand Management, TfWM and project sponsor

Network Resilience Live Lab – Chair

Deborah Fox is Head of Demand Management at Transport for West Midlands. She has a background in infrastructure strategy, programme management and travel behaviour change. Most recently, she has developed the new demand management function in TfWM for major transport and regeneration schemes to support inclusive growth. She is project sponsor for the programme of regional behaviour change measures supporting the £13 million West Midlands Active Travel Fund Programme. And for the Network Resilience Live Lab, which was awarded £2.65 million by the Department for Transport in 2019. It is developing operational capacity to the new West Midlands Regional Transport Coordination Centre and its evolution through innovation.


As project sponsor for the Network Resilience Live Lab, in chairing the session Deborah will draw out key strands of learning. This is from the project itself and the experience of Arcadis in contributing international good practice.



Sarah Bayliss, Human Intelligence Manager, TfWM

TfWM’s All Traveller Segmentation Portal and Traveller Personas

Sarah has worked in the market research industry within the transport sector for over 30 years. Her experience covers large scale quantitative studies, monitoring and evaluation of schemes and initiatives, market segmentation and more recently, the development of an online community. Sarah is passionate about understanding the link between travel and people’s goals, mindsets and circumstances.  Sarah manages a team of analysis, who alongside a field team TfWM is a MRS Company Partner.


 Sarah will talk about TfWM’s Traveller Personas research project, which with Connected Places Catapult and Trinity McQueen a strategic marketing agency, has designed and produced a set of 14 Travel Personas that will help with the creation of solutions (informing the design of new products and services) and develop communications that meet the desired outcomes of the West Midlands citizens.   Built on mostly qualitative data (ethnographic travel diaries, in-depth interviews and deep dives) the outputs of the project will help a wide range of transport professionals in their plans to make the transport network flow better whilst reducing the pain-points around travelling and maximising positive journey experiences for the public.



 Tim Strong, UK Transport Innovation Director, Arcadis

International experience: Minder Hinder, Spitsmijden and Amsterdam MaaS

Tim is Transport Innovation Director for Arcadis, the leading global Design & Consultancy firm for natural and built assets.  He leads Arcadis’ work on Future Mobility in the UK, helping clients and society successfully transition to new mobility solutions (connected, automated, shared and electric), delivering outcomes that are people-centric, inclusive, sustainable and ultimately help to improve quality of life.  Tim has over 20 years’ experience in applied transport research and consultancy, with a focus on the behavioural implications of transport innovation.  His degrees in Philosophy, Psychology and Operational Research underpin his interests in behavioural change, designed experiments and data science.


 As a Dutch owned and headquartered organisation, Arcadis has been at the forefront of designing and delivering programmes of work to create behaviour change and improve the quality of life. Tim will share lessons learned from some of these technology enabled, data-driven, travel demand management programmes.



Rachel Evans, Senior Travel Choices Specialist, TfWM

Travel Demand Management in the West Midlands

Rachel Evans is Senior Travel Choices Specialist working within Network Resilience at TfWM. She has 
a background in sustainable travel and behaviour change. Rachel has worked on Local Sustainable 
Transport Fund Education and Community projects and employment engagement work. Recently she 
has been working on the Active Travel Fund Travel Planning package as well as the Interchange M42 
Junction 6 area Travel Demand Management project, working with stakeholders on a joint 
engagement approach.  
The presentation will discuss embedding the Live Lab findings through undertaking mini projects and 
applying the personas in addition to looking at the methodologies for evaluating behaviour change.  
There will also be an insight into how Transport for West Midlands approaches TDM.