Transport for London
Our brief
How to Promote Safer Behaviour in the London Underground
Transport for London (TfL) is the local government body responsible for most of the transport network in London, including the London Underground, which handles 1.4 billion passengers annually.
In close collaboration with TfL, we explored ways to improve safety for London Underground ('Tube') users by 'nudging' them toward safer behaviours. Additionally, TfL requested that we consider accessibility factors, location, other assets, processes, and the diverse passenger demographic of TfL users.
What we did
Exploring 'Tube' Users Who Pose Risks to Themselves and Others
As part of our discovery process, we conducted ethnographic observations to gain a thorough firsthand understanding of the context. From this, we identified four risky behaviours: 'Rushing', 'Technology Distraction', 'Alcohol Consumption', and 'Being Encumbered'. We used existing 'Tube' user personas and a London Underground service map to identify where risky behaviours were likely to occur.
After analysing all our user insights, we decided to focus on 'Rushing'.
What we did
Identifying the Underlying Causes
We gathered our primary data and findings and clustering them to identify themes and insights. For instance, we discovered that people rush while using the London Underground, whether they are running late or not. Our research highlighted several reasons why users rush:
- The tube environment creates a negative atmosphere—chaotic, loud, confined, and difficult to escape.
- Tube users lack empathy for their fellow passengers.
- There is no sense of community on the tube, only individualism.
Combing Service Design with Behavioural Change
We focused in on rushing as it was the most hazardous of the five risk behaviours observed in London Underground passengers. We created three initial concepts based on different approaches to changing behaviour. These concepts were then evaluated using two behaviour change analysis quadrants and frameworks EAST and MINDSPACE.
How Might We Statements
We used "How Might We" statements to develop three key concepts tied to our themes: 'Negative Feel', 'Lack of Respect', and 'Sense of Individualism'. These themes were identified as the main triggers for customers unnecessarily hurrying, or 'rushing' in the London Underground.
Journey Mapping & Service Blueprinting
We mapped out three concepts to ensure we didn't zoom in on one without fully evaluating each concept. We also created detailed journey maps and renderings, and conducted a number of co-design sessions the TfL team.
The outcome
Rit: Reducing Rushing with Music
Rit is a multi-platform service and app designed for London Underground passengers. It enhances the tube's atmosphere with music and reduces rushing.
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Reflections
Other projects
Vilda
