This paper describes our initial work towards a segmentation-based approach to
personalized digital behavior change interventions in the domain of sustainable, multi-
modal urban transport. Segmentation is a key concept in market research, and within the
transport domain Anable has argued that there are segments of travelers that are relatively
homogenous in terms of their mobility attitudes and behaviors. We describe an approach
aimed at tailoring behavior change notifications by using segmentation-based techniques …