mt5004- seat hogging misbehaviours on passenger trains in singapore- root cause analyses and...
DESCRIPTION
A seven-step framework applied to emphasise, understand and map the mental models passengers who abuse the priority seats on SMRT trains in Singapore. Data gathering methods ranging from ethnography to persona modelling were employed in this study. The group ideated prototypes and campaigns that target to eliminate or reduce behavioural triggers attributed to seat-hogging.TRANSCRIPT
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MT5004USER-CENTRED ENGINEERING
& PRODUCT DEVELOPMENT
Chew Guang Wei HT093271W
Choo Jun Quan A0077728N
Ong Lip Sin HT093131U
Wee Chong Liang Justin HT093290B
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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
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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
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FIELD OBSERVATIONS
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Youth fast asleep while the elderly woman is standing
Woman sleeping when there is a pregnant lady
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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
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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
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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?
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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
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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
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BROAD FACTORS LEADING TO ABUSE OF PRIORITY SEATS
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Cognitive Affective
Conduciveness
Psychological Space
(In)Conspicu-ousness
Comfort
Convenience
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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
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Heartware o Social graciousnesso Courtesy campaigno Education
Hardware o Design of seats
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BENCHMARKING ON PRIORITY SEATING
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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
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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
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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
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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
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BENCHMARKING – JAPAN Design of Priority Seats are somewhat
distinct with some segregated from the main seats
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Hardware
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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
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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
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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”
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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
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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
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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
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Differentiation of Priority SeatsNot obvious to the person seatedToo accessibleEasy to ignore
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HardwareBENCHMARKING – SINGAPORE
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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
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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
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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
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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
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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!
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PLS GIVE UP YOUR SEAT.
PROPOSED SOLUTION
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Heartware
o Shame Campaign
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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
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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
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THANK YOU 66
Q & A?