Jul. 19 - Crash Analysis Studio

Does street design actually encourage drivers to not pay attention?

MADISON, Wi. — On Friday, July 19, at 11:15 a.m. CDT, Madison residents co-hosted a Crash Analysis Studio with Strong Towns, a national nonprofit. They analyzed an intersection on Raymond Road, where a woman in her 70s was struck and killed last August. The free online workshop presented a crash analysis framework that communities can use to respond quickly and prevent future deaths.

Watch the Madison (WI) Crash Analysis Studio and review details here.

Last August, on a sunny afternoon, an older woman was standing at the intersection of Prairie Road and Raymond Road when she was struck by a driver taking a right turn at a red light. The driver wasn’t speeding or distracted, and they claim that they didn’t see her “until the crash was already happening.”

This is called inattentional blindness, and it occurs when your full attention is focused on a specific task, signaling to your brain that other details can be excluded from your perception. But this doesn’t mean that tragic car “accidents” are inevitable — we can engage driver attention through better design.

In this Crash Analysis Studio session, panelists evaluated several conditions and contributing factors that encourage inattentional blindness and other dangerous scenarios at this intersection:

Conditions & Contributing Factors — Neighborhood Context, Street Design, Speed

• Raymond Road is a seven-lane arterial thruway to Route 18 surrounded by several neighborhoods with parks, schools, and retail establishments within walking distance of the crash site.

• The intersection has marked, signalized crossings with access to sidewalks.

• South of Raymond Road, Prairie Road features unprotected bike lanes.

• There are two bus stops at this intersection.

• The speed limit on Prairie Road was lowered to 25 mph from 30 mph in 2021 as part of Madison’s Vision Zero speed reduction initiatives.

• A speed study on Raymond Road tracked over 250 vehicles and found that 98% exceeded the speed limit. 20% went 40 mph or higher, with another 20% going 36 mph or higher.

• Madison is a Vision Zero city with other safety responses completed and more planned for Raymond Road to address high speeds and other dangerous conditions.

The Crash Analysis Studio is a citizen-led workshop model that uses low-cost methods and analysis frameworks to ask, “Are we building conditions that increase collisions and unsafe behavior?” During studio sessions, panelists discuss a crash from their area, identify contributing factors, and provide recommendations for short- and long-term solutions in a final report.

Those concerned with traffic safety in Madison and beyond are encouraged to host additional sessions. To lead your own Crash Analysis Studio, see the free course: “Starting Your Own Crash Analysis Studio.” 

PANELISTS

Josh Olson nominated this crash. He’s a Madison resident, frequent biker and advocate for safe infrastructure. He’s also the local coordinator of the Strong Towns Madison Local Conversation group.

Alex Thomason is a Madison resident, neighborhood association president and safety enthusiast.

Dean Chamberlain is the engineering group manager at Toole Design and a former city engineer in the Twin Cities metropolitan area.

Edward Erfurt is the director of community action at Strong Towns. He is a trained architect and urban designer with over 20 years of public-sector and private-sector experience.