About Teach Godé-godé hello@arashida.net ARASHIDA

Theme Cabin
Experiment

Behavioral Nudge Design: Enhancing Commuter Behavior

The Happy Train Project was a social experiment conducted under the Transport Experience Lab, an initiative exploring how everyday journeys on public transport could be improved. The project focused on enhancing the daily experiences of train commuters in Singapore by introducing nudges—subtle, positive interventions designed to encourage pro-social behaviors and improve overall commuter satisfaction.

Objectives

Public transport in Singapore is efficient, but daily commuting can often feel routine, impersonal, and stressful due to crowding and time pressures. The Happy Train project sought to test whether small interventions, placed thoughtfully in the train environment, could shift commuter behavior and mood without disrupting operations. The ultimate aim was to make shared spaces feel more welcoming, human, and engaging.

Train Project

Approach

The project employed a mixed-methods research strategy:

  • Ethnographic Observations were conducted on trains to study natural commuter behavior, body language, and interactions in shared spaces.
  • Surveys were distributed both on-site and digitally to capture attitudes, perceptions, and commuter reflections.
  • Social Media Platforms were leveraged to collect user-generated content and track commuter engagement with the interventions.

Insights from this research guided the ideation and rapid prototyping of interventions. Instead of developing ideas in abstract, the team tested prototypes directly on live trains, allowing them to validate assumptions quickly and observe real-time commuter responses.

Key Insights

  • Low Emotional Engagement – while efficient, commuting was perceived as monotonous and transactional.
  • Social Friction in Shared Spaces – crowded environments sometimes led to tension, particularly during peak hours.
  • Openness to Playful Cues – commuters responded positively to light-hearted, human-centered interventions that broke routine without being intrusive.
Train Project Train Project Train Project

Interventions

Prototypes introduced into the train environment included playful visual prompts, gentle reminders encouraging considerate behavior, and interactive nudges designed to spark small moments of joy. These interventions were deliberately lightweight and non-disruptive, ensuring that they blended seamlessly into the commute.

Outcomes

The experiment demonstrated that well-designed nudges could positively influence commuter mood and encourage small but meaningful behavioral shifts in crowded public spaces. Commuters reported higher satisfaction, greater awareness of shared space etiquette, and an appreciation for the unexpected moments of delight in their daily journeys.

In addition, the project validated social media as both an engagement platform and a data collection tool, enabling broader participation and feedback beyond what was observed on-site.

Train Project Train Project Train Project Train Project Train Project

Impact

Happy Train Project offered a proof-of-concept for how behavioral science and design thinking can be applied to public transport. It highlighted the potential for simple, human-centered interventions to transform routine experiences, making daily commutes not only efficient but also enjoyable and socially positive.