MT5004USER-CENTRED ENGINEERING

& PRODUCT DEVELOPMENT

Chew Guang Wei HT093271W

Choo Jun Quan A0077728N

Ong Lip Sin HT093131U

Wee Chong Liang Justin HT093290B

OUTLINE Background

Field Observations

Identify Problem & Scope

Profile of Abusers

Causes

Benchmarking

Brainstorming of Solution

Proposed Solution

Prototyping

Moving Forward

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BACKGROUND Public transportations, such as MRT, LRT and

public buses, are basic means for most people to travel around in Singapore

The Mass Rapid Transit (MRT) remains as the most frequently used transportation of about 53 million ridership in Jan 2011 in Singapore.

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PRIORITY SEATS Onboard MRTs, priority seating are identified

for priority passengers, who are in need of the seats, for example:Pregnant womanElderly Injured personPerson with child

Priority seats can be used by anyone, but they should be given up if they’re needed more by people with disabilities 4

FIELD OBSERVATIONS

Priority seats serve as bag storage

Unaware that both seats are priority seats

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Priority seats as makeshift sofa-bed

FIELD OBSERVATIONS

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Youth fast asleep while the elderly woman is standing

Woman sleeping when there is a pregnant lady

FIELD OBSERVATIONS

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Girl playing on her PSP and ignoring the elderly standing near her

Girl playing on her phone and ignoring the elderly standing in front of her

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(1) Define Problem & Scope

(2) Identify Abusers

(3) Causes

(4) Benchmarking(5) Brainstorming

(6) Proposed Solution

(7) Prototyping

QUOTE

“If I had one hour to save the world, I would spend fifty-five minutes defining the problem and only five minutes finding the solution.”

Albert Einstein

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PASSENGERS ARE NOT GIVING UP PRIORITY SEATS!

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WHO ARE THESE PEOPLE THAT ARE NOT GIVING UP ABUSING PRIORITY SEATS?

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(1) Define Problem & Scope

(2) Identify Abusers

(3) Causes

(4) Benchmarking(5) Brainstorming

(6) Proposed Solution

(7) Prototyping

PROFILE OF ABUSERSSle

epy Jane • Falls asleep

as fast as she boarded the train

• Ignorance (or by choice) unaware of priority seat users onboard

• Own need of a quick nap is more important

Apath

eti

c Jo

e • Aware of priority users, but choose to ignore

• Pretends to be asleep/ engaged in own’s activities.

• Space, comfort and inconspicuousness needs are important.

Kia

su L

ucy • ‘Right to

claim seat’- Consider Self as unspoken priority user.

• Goods carried are more important than the next passenger,

• Territorial Space and Comfort

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PROFILE OF ABUSERS – SLEEPY JANE

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PROFILE OF ABUSERS – APATHETIC JOE

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PROFILE OF ABUSERS – ‘KIASU’ LUCY

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(1) Define Problem & Scope

(2) Identify Abusers

(3) Causes

(4) Benchmarking(5) Brainstorming

(6) Proposed Solution

(7) Prototyping

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WHY AREN'T ABUSERS GIVING UP PRIORITY SEATS?

CAUSES After initial rounds of field survey, a more in-

depth study was carry out Key aspects of the study were to identify the

root causes to why people abused priority seats

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Evaluate Key Symptoms

Identify Root Causes

WHAT DO THE PRIORITY SEATS MEAN TO THE ABUSERS?

Relatively ‘unnoticed’ and

‘unpoliced’Psychological

Comfort& Isolation

Territorial Space.

Support and Psychological

Space.‘Me first’

Selfishness. Value of Self- Over Others.Un-awareness. VS Apathy

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MASLOW’S HIERARCHY OF NEEDS

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Self-fulfillment/ Growth Needs

Deficiency Needs

Affective/ Psychological Needs

BROAD FACTORS LEADING TO ABUSE OF PRIORITY SEATS

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Cognitive Affective

Conduciveness

Psychological Space

(In)Conspicu-ousness

Comfort

Convenience

MOTIVATION AND FOGG’S BEHAVORIAL MODEL

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CAUSE #1 Priority seats are too comfortable, convenient

and conduciveLocated near to the entrance and exit

Glass panel provides good support for passengers to lean on or sleep

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CAUSE #2

Differentiation of priority seats lacks impact and awareness

Not obvious to a seated passenger

Only in one language

Apathyo Easy to ignore

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CAUSE #3 Lack of graciousness in society

In recent survey, only 37% of Singaporeans interviewed were happy with Singapore’s graciousness with regards to being considerate to elderly, disabled and pregnant mothers on public transport

Drop from 45% the previous year

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http://www.kindness.sg/news-media/pr/singapore-kindness-movement-wants-more-organisations-step-forward-help-promote-graciou/ dated 24 April 2011

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(1) Define Problem & Scope

(2) Identify Abusers

(3) Causes

(4) Benchmarkin

g(5) Brainstorming

(6) Proposed Solution

(7) Prototyping

Heartware o Social graciousnesso Courtesy campaigno Education

Hardware o Design of seats

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BENCHMARKING ON PRIORITY SEATING

BENCHMARKING – LONDON

Design of Priority Seats are sufficiently distinct and segregated from the main seats

Rather obvious even if the priority seats are occupied due to segregation

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Hardware

BENCHMARKING – LONDON Aims to get fellow

passengers to give up priority seats to those who need them

Issue pass card to older persons, pregnant women, those with a disability and with less visible difficulties.

Priority users are more “visible” and will be able to get special treatment

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Heartware

BENCHMARKING – USA New signs with arrows pointing to the priority

seats serves as a reminder to commuters

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Hardware

http://www.wmata.com/about_metro/news/PressReleaseDetail.cfm?ReleaseID=2581

Hard to see the arrows

BENCHMARKING – USA

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Ads are placed inside rail cars and Metrorail stations in addition to announcements

Brochure with tips are given out to commuters

Enforcement serves as a strong trigger of deterrence

Heartware

BENCHMARKING – JAPAN Design of Priority Seats are somewhat

distinct with some segregated from the main seats

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Hardware

BENCHMARKING – JAPAN “Silver Seats” introduced in the late 1970′s

to provide a special seating area for those who were older or was physically challenged.  

Privileges include pregnant women and those with infants at the end of 1990’s.

Design policy with users at heart by requesting users to off mobile phone

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http://www.youth.gov.hk/en/youth_blog/jan/110114_seat.htmhttp://www.jackieallen.jp/2010/11/silver-seats-in-japan-%E5%84%AA%E5%85%88%E5%B8%AD-priority-seating

Heartware

BENCHMARKING – JAPAN Variety of posters found at train stations to

get passengers to give up seats in a “crude way”

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Heartware

BENCHMARKING – HK Every train compartment is furnished with two

Priority Seats but are not clearly demarcated and not distinct enough

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http://www.hongkongextras.com/trainservices.htmlhttp://www.youth.gov.hk/en/youth_blog/jan/110114_seat.htm

Hardware / Heartware

MTR has recently stepped up its efforts to promote Priority Seats on its trains, as identified by a smiling face on the seat back

Smiling face “invites” rather than “deter”

Train operators has introduced many campaigns to encourage graciousness, for example:

Eduplay on Courtesy and Safety

“Passport to a Great Ride”

Captain SMRT

Media Advertisements with popular icons like Phua Chu Kang and Dim Sum Dollies

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HeartwareBENCHMARKING – SINGAPORE

Campaigns and Advertising mediaIneffectiveness of

campaigns and advertisements Ignorance - Subtle reminders of

social norms lack IMPACT!

Lack trigger for abusers to give up seats No enforcement and follow up

actions by train operators38

HeartwareBENCHMARKING – SINGAPORE

Train operators have made differences to these priority seats in order to differentiate them from normal seats

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Signs and Indications Different Colour Seats

HardwareBENCHMARKING – SINGAPORE

Differentiation of Priority SeatsNot obvious to the person seatedToo accessibleEasy to ignore

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HardwareBENCHMARKING – SINGAPORE

Key Improvement made to upcoming Downtown line – Increase standing space

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BENCHMARKING – SINGAPORE

Perched Seats• Decrease the

number of available seats

• Priority seats become a “commodity”

http://en.wikipedia.org/wiki/Bombardier_MOVIA_C951http://zh.sgforums.com/forums/2080/topics/379625

Features Impact Appeal to Cause

Segregation of Seats Very Effective

Conspicuousness Conduciveness

Use of cards Neutral Inconvenience- degree of effort of abusers and priority users.

Drastic design/ color variations

Moderately Effective

Conduciveness

Foldable Seats Effective Conduciveness Inconvenience to abusers

Removal of Glass Panel

Very Effective

Territorial Space (Comfort + Psychological Space)

Conduciveness

Educational Signs Completely Ineffetive

Does not address affect of abusers taking priority seats.

Signs/ Ads with Disincentives/ Punitive Actions

Moderately Effective

Strong trigger to behave.

LESSONS FROM BENCHMARKING

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QUOTE

”Insanity: doing the same thing over and over again and expecting different results"

Albert Einstein

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(1) Define Problem & Scope

(2) Identify Abusers

(3) Causes

(4) Benchmarking(5) Brainstorming

(6) Proposed Solution

(7) Prototyping

SOLUTION - BRAINSTORMING

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Re-designing priority seats Foldable Seats Removal of glass panel near the door Installation of handle bar for support Installation of arm rest between seats

Hardware

Re-arranging the seats Move Priority Seats to center of cabin Change to center seating

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SOLUTION - BRAINSTORMING

Hardware

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Differentiation of priority seatsPriority seats located in specially

demarcated priority areaContrast in colour for the priority seatsRecorded voice informing the commuters

that the seat is a priority seat

HardwareSOLUTION - BRAINSTORMING

Campaigns Photographs of abusers to be shown on MRT screens

and social media

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HeartwareSOLUTION - BRAINSTORMING

Advertisements Media advertisements to remind passengers to give up

priority seats

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(1) Define Problem & Scope

(2) Identify Abusers

(3) Causes

(4) Benchmarking(5) Brainstorming

(6) Proposed Solution

(7) Prototyping

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PROPOSED SOLUTION

Hardware

Designated Priority Area

Obvious colour schemes and notices

Removal of glass panel

Foldable Seats Available space for

wheelchair bound users

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PROPOSED SOLUTION

Hardware

Designated Priority Area

Difference in behaviour when there is marking on the floor and when there is not

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PROPOSED SOLUTION

Hardware

Obvious colour schemes and notices

Colour Meaning

Red

Yellow

Black

Pink

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PROPOSED SOLUTION

Hardware

Replacement of glass panel

Glass panel provides comfort and territorial space for commuters

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PROPOSED SOLUTION

Heartware

Education Posters and advertisements to create awareness

and educate public of Priority Area

Someone does not belong here.

Please do not abuse the priority seat.

Priority Area is meant for him

Please do not abuse the priority seat.

PLEASE DO NOT ABUSE IT.不要滥用

PRIORITY AREA优先范围

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PROPOSED SOLUTION

Heartware

Advertisements To create impact and awareness

She does not deserve this.

Please give up your seat.

My child and I need a seat, please.Please give up your seat.

Priority seats are not meant for this.

Please do this at home.

WARNING!

PLS GIVE UP YOUR SEAT.

PROPOSED SOLUTION

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Heartware

o Shame Campaign

FOGG’S MODEL OF BEHAVIOR (REVISITED)

57All 3 Factors have to Come together

Simultaneously for the Abusers to Give Up their seats

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(1) Define Problem & Scope

(2) Identify Abusers

(3) Causes

(4) Benchmarking(5) Brainstorming

(6) Proposed Solution

(7) Prototyping

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PROTOTYPINGSleepy Jane

Tempting. But it’s so obvious and scaly kena the “Shame It” campaign. Better sit somewhere else.

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PROTOTYPINGApathetic Joe

Don’t care lah. Sit first, talk later.

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PROTOTYPINGUncle Ong

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SEAT ‘ABUSER’

Oh no! Isn’t that John??! He is

such a different person at work.

Never thought he was like that.

Perhaps I should re-consider his

promotion.

POSSIBLE EFFECTS OF CAMPAIGN Professional and Social impact

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POSSIBLE EFFECTS OF CAMPAIGN

BENEFITS TO TRAIN OPERATORS Encourages Corporate responsibility and

gracious behavior

Low cost solution

No impact to current operations

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MOVING FORWARD

Test and iteration

Re-examine corporate and management culture

Intervention and enforcement by management

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“People can board the train, it is whether they choose to”

Saw Phaik HwaSMRT President and CEO

The Sunday Times – 27 June 2010

THANK YOU 66

Q & A?