MT5004- Seat hogging misbehaviours on passenger trains in Singapore- root cause analyses and recomendations
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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.
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MT5004- Seat hogging misbehaviours on passenger trains in Singapore- root cause analyses and recomendations
- 1. MT5004 USER-CENTRED ENGINEERING & PRODUCT DEVELOPMENT Chew Guang Wei Choo Jun Quan Ong Lip Sin Wee Chong Liang Justin HT093271W A0077728N HT093131U HT093290B
- 2. OUTLINE Background Field Observations Identify Problem & Scope Profile of Abusers Causes Benchmarking Brainstorming of Solution Proposed Solution Prototyping Moving Forward 2
- 3. 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. 3
- 4. PRIORITY SEATS Onboard MRTs, priority seating are identified for priority passengers, who are in need of the seats, for example: Pregnant woman Elderly Injured person Person 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
- 5. FIELD OBSERVATIONS Priority seats serve as bag storage Unaware that both seats are priority seats Priority seats as makeshift sofa-bed 5
- 6. FIELD OBSERVATIONS Youth fast asleep while the elderly woman is standing Woman sleeping when there is a pregnant lady 6
- 7. FIELD OBSERVATIONS 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 7
- 8. (1) Define Problem & Scope (7) Prototyping (6) Proposed Solution (5) Brainstorming (2) Identify Abusers (3) Causes (4) Benchmarking 8
- 9. 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 9
- 10. PASSENGERS ARE NOT GIVING UP PRIORITY SEATS! 10
- 11. WHO ARE THESE PEOPLE THAT ARE NOT GIVING UP ABUSING PRIORITY SEATS? 11
- 12. (1) Define Problem & Scope (7) Prototyping (6) Proposed Solution (5) Brainstorming (2) Identify Abusers (3) Causes (4) Benchmarking 12
- 13. • Aware of priority users, but choose to ignore • Pretends to be asleep/ engaged in own‟s activities. • Space, comfort and inconspicuousness needs are important. Kiasu Lucy • 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 Apathetic Joe Sleepy Jane PROFILE OF ABUSERS • „Right to claim seat‟- Consider Self as unspoken priority user. • Goods carried are more important than the next passenger, • Territorial Space and Comfort 13
- 14. PROFILE OF ABUSERS – SLEEPY JANE 14
- 15. PROFILE OF ABUSERS – APATHETIC JOE 15
- 16. PROFILE OF ABUSERS – ‘KIASU’ LUCY 16
- 17. (1) Define Problem & Scope (7) Prototyping (6) Proposed Solution (5) Brainstorming (2) Identify Abusers (3) Causes (4) Benchmarking 17
- 18. WHY AREN'T ABUSERS GIVING UP PRIORITY SEATS? 18
- 19. 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 Evaluate Key Symptoms Identify Root Causes 19
- 20. WHAT DO THE PRIORITY SEATS MEAN TO THE ABUSERS? Relatively „unnoticed‟ and „unpoliced‟ Psychological Comfort & Isolation Selfishness. Value of SelfOver Others. Un-awareness. VS Apathy Territorial Space. Support and Psychological Space. „Me first‟ 20
- 21. MASLOW’S HIERARCHY OF NEEDS Selffulfillment/ Growth Needs Affective/ Psychological Needs Deficiency Needs 21
- 22. BROAD FACTORS LEADING TO ABUSE OF PRIORITY SEATS Cognitive Affective 22
- 23. MOTIVATION AND FOGG’S BEHAVORIAL MODEL 23
- 24. CAUSE #1 Priority seats are too comfortable, convenient and conducive Located near to the entrance and exit Glass panel provides good support for passengers to lean on or sleep 24
- 25. CAUSE #2 Differentiation of priority seats lacks impact and awareness Not obvious to a seated passenger Only in one language Apathy o Easy to ignore 25
- 26. 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 26 http://www.kindness.sg/news-media/pr/singapore-kindness-movement-wants-more-organisations-step-forward-help-promote-graciou/ dated 24 April 2011
- 27. (1) Define Problem & Scope (7) Prototyping (6) Proposed Solution (5) Brainstorming (2) Identify Abusers (3) Causes (4) Benchmarking 27
- 28. BENCHMARKING ON PRIORITY SEATING Heartware o Social graciousness o Courtesy campaign o Education Hardware o Design of seats 28
- 29. Hardware 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 29
- 30. Heartware 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 30
- 31. Hardware BENCHMARKING – USA New signs with arrows pointing to the priority seats serves as a reminder to commuters Hard to see the arrows 31 http://www.wmata.com/about_metro/news/PressReleaseDetail.cfm?ReleaseID=2581
- 32. Heartware BENCHMARKING – USA 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 32
- 33. Hardware BENCHMARKING – JAPAN Design of Priority Seats are somewhat distinct with some segregated from the main seats 33
- 34. Heartware 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 34 http://www.youth.gov.hk/en/youth_blog/jan/110114_seat.htm http://www.jackieallen.jp/2010/11/silver-seats-in-japan-%E5%84%AA%E5%85%88%E5%B8%AD-priority-seating
- 35. Heartware BENCHMARKING – JAPAN Variety of posters found at train stations to get passengers to give up seats in a “crude way” 35
- 36. Hardware / Heartware BENCHMARKING – HK Every train compartment is furnished with two Priority Seats but are not clearly demarcated and not distinct enough 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” 36 http://www.hongkongextras.com/trainservices.html http://www.youth.gov.hk/en/youth_blog/jan/110114_seat.htm
- 37. Heartware BENCHMARKING – SINGAPORE 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 37
- 38. Heartware BENCHMARKING – SINGAPORE Campaigns and Advertising media Ineffectiveness 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 operators 38
- 39. Hardware BENCHMARKING – SINGAPORE Train operators have made differences to these priority seats in order to differentiate them from normal seats Signs and Indications Different Colour Seats 39
- 40. Hardware BENCHMARKING – SINGAPORE Differentiation of Priority Seats Not obvious to the person seated Too accessible Easy to ignore 40
- 41. BENCHMARKING – SINGAPORE Key Improvement made to upcoming Downtown line – Increase standing space Perched Seats • Decrease the number of available seats • Priority seats become a “commodity” 41 http://en.wikipedia.org/wiki/Bombardier_MOVIA_C951 http://zh.sgforums.com/forums/2080/topics/379625
- 42. LESSONS FROM BENCHMARKING 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. 42
- 43. QUOTE ”Insanity: doing the same thing over and over again and expecting different results" Albert Einstein 43
- 44. (1) Define Problem & Scope (7) Prototyping (6) Proposed Solution (5) Brainstorming (2) Identify Abusers (3) Causes (4) Benchmarking 44
- 45. Hardware SOLUTION - BRAINSTORMING 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 45
- 46. Hardware SOLUTION - BRAINSTORMING Re-arranging the seats Move Priority Seats to center of cabin Change to center seating 46
- 47. Hardware SOLUTION - BRAINSTORMING Differentiation of priority seats Priority seats located in specially demarcated priority area Contrast in colour for the priority seats Recorded voice informing the commuters that the seat is a priority seat 47
- 48. Heartware SOLUTION - BRAINSTORMING Campaigns Photographs of abusers to be shown on MRT screens and social media Advertisements Media advertisements to remind passengers to give up priority seats 48
- 49. (1) Define Problem & Scope (7) Prototyping (6) Proposed Solution (5) Brainstorming (2) Identify Abusers (3) Causes (4) Benchmarking 49
- 50. Hardware PROPOSED SOLUTION Designated Priority Area Obvious colour schemes and notices Removal of glass panel Foldable Seats Available space for wheelchair bound users 50
- 51. Hardware PROPOSED SOLUTION Designated Priority Area Difference in behaviour when there is marking on the floor and when there is not 51
- 52. Hardware PROPOSED SOLUTION Obvious colour schemes and notices Colour Meaning Red Yellow Black Pink 52
- 53. Hardware PROPOSED SOLUTION Replacement of glass panel Glass panel provides comfort and territorial space for commuters 53
- 54. Heartware PROPOSED SOLUTION Education Posters and advertisements to create awareness and educate public of Priority Area PRIORITY AREA 优先范围 Priority Area is meant for him Please do not abuse the priority seat. Someone does not belong here. PLEASE DO NOT ABUSE IT. 不要滥用 54 Please do not abuse the priority seat.
- 55. Heartware PROPOSED SOLUTION Advertisements To create impact and awareness WARNING! She does not deserve this. Please give up your seat. My child and I need a seat, please. Priority seats are not meant for this. Please do this at home. Please give up your seat. 55
- 56. Heartware PROPOSED SOLUTION o Shame Campaign PLS GIVE UP YOUR SEAT. 56
- 57. FOGG’S MODEL OF BEHAVIOR (REVISITED) Figure 2: All three factors in the Fogg Behavior Model have subcomponents. All 3 Factors have to Come together Simultaneously for the Abusers to Give Up their seats The three core motivators I explained previously seem to account quite well for what motivates human behavior. Other models exist. Many people in psychology, marketing, and related fields have work together. As I see it, simplicity has six parts. These six parts relate to each other like links in a chain: If any single link breaks, then the chain fails. In this case, simplicity is lost. 57
- 58. (1) Define Problem & Scope (7) Prototyping (6) Proposed Solution (5) Brainstorming (2) Identify Abusers (3) Causes (4) Benchmarking 58
- 59. PROTOTYPING Sleepy Jane Tempting. But it‟s so obvious and scaly kena the “Shame It” campaign. Better sit somewhere else. 59
- 60. PROTOTYPING Apathetic Joe Don‟t care lah. Sit first, talk later. 60
- 62. POSSIBLE EFFECTS OF CAMPAIGN Professional and Social impact 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. 62
- 63. POSSIBLE EFFECTS OF CAMPAIGN 63
- 64. BENEFITS TO TRAIN OPERATORS Encourages Corporate responsibility and gracious behavior Low cost solution No impact to current operations 64
- 65. MOVING FORWARD Test and iteration Re-examine corporate and management culture Intervention and enforcement by management “People can board the train, it is whether they choose to” Saw Phaik Hwa The Sunday Times – 27 June 2010 SMRT President and CEO 65
- 66. THANK YOU 66
Editor's Notes
- Southern Railways hopes that by issuing a pass card to older persons, pregnant women, those with a disability and with less visible difficulties, fellow passengers will more readily give up priority seats to those who need them.Priority seats can be used by anyone, but they should be given up if they’re needed more by people with disabilities, expectant mothers, elderly passengers or those carrying infants. Someone’s need for a seat may not be obvious, for example they may have a hidden disability or be in the early stages of pregnancy, it takes courage to ask someone to give up their seat so when asked, please allow someone to sit down.Southern Railways explains: "Not everyone is comfortable with asking fellow passengers to give up a priority seat and explaining why this is necessary".Southern is therefore trialling a priority seat card which is designed to avoid any embarrassment in this situation. "We’re doing this in response to the issue being raised at some of our meet the manager sessions, from feedback we’ve received at our Customer Services centre and comments made directly to our Accessibility Manager", explains the the Southern Railways Public Relations office.Priority seating labels have been improved to make it easier to spot the priority seating onboard the train. Priority seating is usually located close to the exit doors for ease of use.There are three signs provided near to the priority seats. One is placed on the back of the chair in front of the priority seat (where applicable), one is on the window nearest the priority seating to enable passengers to see the location of priority seats from the outside and inside of the carriage and the other is placed on the inside of the carriage showing their intended use in pictograms.All the stickers will have the blue triangle enclosing a P, which will also be on the Priority Seat cards so passengers can refer to this when presenting the card. The priority seats are also highlighted from the outside by a blue triangle with a ‘P’ in it, showing the location in the carriage of the seats.
- http://www.youtube.com/watch?v=kIr8F1KdveQ.Washingtonhttp://www.wmata.com/about_metro/news/PressReleaseDetail.cfm?ReleaseID=2581
- Design Policy with the users interests at heartIn Japan, Priority Seats were introduced in as early as 1973, first on JR Central Line trains, subsequently followed by private railway and other national railway lines. By the 1990s, trains with Priority Seats furnished in all compartments were launched. Since many of those who need Priority Seats are also patients using medical equipment, to avoid signal interference, some railway companies even requested nearby passengers to switch off their mobile phones. cell phones may adversely affect an individual who has an artificial peacemaker
- E.g. a boy acting out the part of a (disabled or injured) person in need of a seat. The adorable girl is playing the part of a person acknowledging the boy, but choosing to selfishly ignore him. I think she is thinking “…somebody else is going to get up for him, so why bother.”cell phones may adversely affect an individual who has an artificial peacemaker
- Citizens in HK chose to ignore the signs due to lack of graciousness
- effectiveness of campaigns and advertisements neither address cognitive nor affective factors of causes
- Detect but fail to recognize to differentiate the priority seats
- Decreasing the number of seats but depriving the priority users
- Re-designing Priority seatsFoldable: if it is foldable, other users will need to make that little efforts to push down before sitting down. Based on observations (trains in France), people tends to look for seats that are not foldable and will only use the foldable seats if all seats are taken. With this foldable seats, it is also convenient for people who are wheelchair-bounded. Handle or resting bars: A separation of seats will … Glass panel: Based on observations, interview with commuters on the trains and benchmarking with the sky train at Changi Airport, the glass panel actually provide a good support for resting on the rest. In addition, the panel provides them a conducive environment. By removing the glass panel near to the entrance/ exit of the train for the priority seat, it will remove this ‘comfort’ factor that encourage them to find a more comfortable seats. On top of this, without the glass panel, there will be lesser people blocking the entrance and exit. This will allow the commuters sitting at the priority seat to get in and out of the train easier.
- Pros: Makes it more prominent to other passengersCon: Less standing and sitting space
- Differentiation of Priority SeatColour of the seat: More striking colour will be used to differentiate priority seats. People who really need is would not mind the colour and people who do not need the seat might feel a little ‘pressure’ sitting there. Priority area: the area will be marked out in bright colours with big signs. This might force other passengers’ focus on this area which might deter abusers from taking priority seats. Recorded voice: In addition, a recorded voice informing passengers that the seat is priority when the foldable seat is pushed down. This might further deter abusers from taking the seat.
- Obvious difference from other seats
- Obvious difference from other seats
- Obvious difference from other seats
- Obvious difference from other seats
- Obvious difference from other seats
- Obvious difference from other seats
- Motivation:Differentiation of seatsReduction of pleasure of sitting there Reduce territory space