Surprise! – A Human Centred Design Project

Team Wasabi

Human Centred Design 2015

Challenge Question How Might We Motivate Society To Queuing Appropriately At Public Transportation Services

Hypothesis Society don’t follow the queuing rules because

• They were not informed about this issue from an early age • There is no formal signage informing people to queue properly • Societies originated from developed countries don’t queue properly because it’s a new thing for them • There isn’t any punishment/ sanction applied to them when they broke the rule • Lack of manner/ egocentric attitude

Long-term Goal Design a system/ rule which could be applied globally that could motivate the society to queuing appropriately at public spaces particularly in public transportation areas.

Phase 1

Inspiration Phase Plan Your Research

Case Study In Context Location

Analogous Locations

Research would be conducted at the cities where our team members are inhabiting. We concluded that this is a problem that we have in common in cities which our team members are currently living in:

In addition to the cities which our member currently inhabit, we will conduct an additional research at cities known for its best and worst queuing manners:

1. Lisbon, Portugal 2. Jakarta, Indonesia 3. Tokyo, Japan

1. Shanghai, China 2. London, England 3. Melbourne, Australia

Interview People to learn from:

Experts to speak to:

1. People using public transportation 2. People not following the rules 3. Commuters 4. Occasional users 5. Tourists 6. Kids 7. Priority users

1. Sociologists 2. Psychologist 3. Station staff or attendant 4. Police 5. UX Design practitioner

Location In Context Immersion Locations:

Analogous Inspiration Locations:

1. Public transport stops (bus, train, tram, taxi) 2. Boat stations 3. Stations 4. Airports

1. Concert hall 2. Cashier 3. Supermarket 4. Museum 5. Elevator 6. Amusement parks 7. Waiting situations (Christmas present, meal in the restaurant)

Interview Questions Open General

Then Go Deep

What are some broad questions you can ask to open the conversation and warm people up?

What are some questions that can help you start to understand this person’s hopes, fears, and ambitions??

1. What do you do for living?

2. How was your recent worst queuing experience?

3. Why do you use public transports? Which ones do you normally take?

4. Are you a regular commuter?

5. What do you do when people don’t act the proper way when queuing?

6. What is your motivation to break the queue rule?

7. Have you ever broken the queue, if yes why?

8. What could you do to avoid the queue?

9. Identify the worst queuing situation in (tickets, entrance…)

1. What would be an ideal day in the queuing location?

2. What would you do if you had the authority to punish people and you spot the rule breakers?

3. What would you do if you had the authority to punish people, who would you punish most in the station?

4. What would you do if you see a kid breaking the rule?

5. What motivate you to wait for the next train?

6. If you were late and the queue to get into the bus/ rain/ boat is too long, would you break the rule?

7. What if someone intended to break the queue in front of you asked your permission to do so, would you be annoyed?

Phase 2

Ideation Phase Synthesis

Insight Statements

Theme Educating society to queuing properly Insights: 1. In Jakarta, people don’t queue to get on to the bus 2. An attendant is needed to control the passengers entering and exiting the bus 3. Queuing is a new ideology to Jakartans

Theme Transforming mundane queuing experience to a more exciting and purposeful experience

Theme Discouraging rule breakers to cutting the queue during peak hour

Insights:

Insights:

1. On the bus station, queuers normally fiddle with their phones which they are queuing 2. The station’s AC is not working well 3. If the station were too small to accommodate a huge number of commuters, the queuers who didn’t manage to queue inside station has to queue outside.

1. In Jakarta, people will despise you if you broke the queue 2. Not having a structured queue when entering the bus is a commonality, however, it could annoy several individuals 3. Sometimes sanctions should be applied to rule breakers in Jakarta to avoid them repeating their negative action

HMW Questions

Insight:

Insight:

Insight:

Queuing requires individual motivations, therefore if every individual were not motivated to do so, being well structured would be far from possible. Queueing also mostly occurs at the public transportation stations when individuals are need to pass through a barrier in order to enter the vehicle itself.

Queuing is a boring and time consuming activity.

People could spend hours queuing while they could’ve been doing something more effective rather than fiddling with their phones.

Sometimes sanctions might be one of the most effective solutions to discourage rule breakers to repeating their negative action in the future. During peak hours, there are too many individuals who squeeze into the bus without realizing the rules of “taking turn”. This situation could annoy a huge number of individuals especially when they couldn’t do anything about it. Maybe someone or something else can.

HMW Question: How might we motivate individuals to queuing appropriately at the public transportation services?

HMW Question: How might we distant queuers to being extremely attached to their phones while queuing?

HMW Question: How might we discourage rule breakers to cutting the queue during peak hour?

Phase 3

Interview Results

Jakarta

Lisbon

1.

2.

3.

4.

5.

1. Most participants take subway to commute 2. Equal number of participants would rather both stay in line and break the queue in the case of emergency 3. Most participants would choose to arrive early to avoid the long queue 4. Depending on the circumstances, some people wouldn’t be annoyed if someone else broke the queue infront of them if they had a legitimate reason to break the queue 5. There isn’t a significant queue at public transportation system

6.

7.

8.

9.

People don’t queue when they get into the bus People tend to push each other when queuing to enter the bus Middle class inhabitants tend to take taxi since it’s safe Pick pockets are often spotted at bus stations Majority of interview participants would be annoyed if someone broke the queue or even ask permission to break the queue Most participants are not likely to break the rule even if they were in emergency Most participants wouldn’t intend to break the queue since they didn’t find it worthy Most participants would most likely get mad at the queue breakers The queue during peak hour could be intense

Phase 4

Solution

Embarrassing The Queue Breakers By Throwing Them A Party We shouldn’t punish the queue breakers.

WE SHOULD THROW A PARTY FOR THEM!

“SURPRISE”

“Surprise” is a public-awareness campaign aimed to educate and motivate queuers to queuing appropriately at public places. Ideally, queuers who don’t queue accordingly are mend to be punished/ embarrassed/ yelled at, however we felt the need to celebrate their courage in breaking the queue by throwing an arbitrary party for them instead. This campaign is aimed to embarrass queue breakers sarcastically by both providing them with a mini celebration as well as advising them to queue appropriately. In the end, a specific sanction that is to stand on the end of the line will be applied to the queue breakers.

The campaign is also linked to a website aimed to collect all anonymous queue breakers from around the world. Web browsers are expected to reflect from the amount of queue breakers from each area and be aware of the issue in their own area incase their inhabited area is categorised as one of the worst queuing situations.

Storyboarding 1. Approaching the queue

3. Queue breaker appears

4. A group of people (we hire) will randomly appear to celebrate and embarrass the queue breaker 2. In the queue

5. The group of people will capture the photo of the queue breaker.

Click!

6. Their photos will be uploaded online including the exact location and time they were spotted. Don’t worry, they will remain anonymous.

7. Finally, the group who threw party for the queue breaker will advice them to take the last place in the queue. But hey, at least they get to take home the balloons and party attributes!

Phase 5

Next?

Future Possibilities

This campaign could work universally due to its nature of ambiguity. Ideally we were also planning to create a short motivational jingle which is going to be sang during the celebration. The jingle could come in various language depending on which country the campaign is currently held at. In the future we hope to apply this concept at various most visited queuing spots particularly at public transportation stations.

Additionally, we were also planning to link this concept with the idea of real-time queuing experience. Perhaps we could explore this idea further to figure out a better correlation between location and current events.