Case Study: City of Melbourne

Adjusting behaviour of Pedestrian Congestion

The Project

This project was a mini hack where we were given 48 hours to think of a solution to ease pedestrian congestion. It was a rewarding experience as we had speakers from the City of Melbourne come to us for the briefing. With this mini hack, we were collaborated with the web developers and the data analysis students. It was a challenging yet, good experience because it had placed our communication and team-work skills into practice.

Meet the team

The Research

Whilst our discovery stage we discussed the problems that occurs with pedestrian congestion as the population will increase over time. If we were to try to make Melbourne the most liveable city, we had to think of creative solutions to have our Melbournians a more safe, breathable and less stressful way of travelling to their destination.

To start off, we’ve brainstormed our interview questions and had a talk to few by-passers in the city about their experiences and thoughts about the congestion. It was a challenging experience as majority of the people we have interviewed preferred not to be disturbed from their lunch breaks. So we made sure it was a quick process where it didn’t take too much of their time.

Our Findings

After interviewing about 12 people, we’ve gathered our findings into post-it notes and formed them into our affinity map. From this process we were able to establish the trends and insights of their behaviour when walking around the city.


Not only we were able to read from their responses, but we also had to observe the people around the city as well. The most important response that we had from our discovery was that “People are oblivious”.

The main points that we were able to pick up on was that, these pedestrians don’t think about the congestion as all they cared about was getting from A-B. Although they may find it stressful to be cramped up on their way to work, they just stick to their daily route when they walk to work. They say that they take their daily route because it’s what they thought was the fastest path to get to their destination. It also seemed that majority values “Time”.

Our Persona

  • From our persona, it leads us to our following problem statement and focus question

Design Studio and Ideation Stage

Our Design Studio sketches

Design studio is where all team members get involved to rapidly draw up ideas in within a small given time. When time is up, we each get a turn to pitch our ideas to the group. It is the fastest and efficient method to explore ideas as it pulls out our potential, no matter how crazy the ideas may be. All ideas are good ideas.

Our Logo

We’ve placed together a logo design that represents what the app is made for.

Our Prototype:

STRIDE- Your change of pace

After the ideation stage, we have decided to put together a web and mobile application that enables our persona to find alternative routes. This way, it changes her behaviour as the product would inspire her to take other pathways and move her away from the crowd as having her discover new places.

  • STRIDE helps Marie get to her destination during busy times as quickly as possible
  • Different days, different paths
  • Helps Marie break out of her daily path routine
  • Times and learns walking pace


End Results

  • Encourages people to get out of their comfort zone and take all sorts of alternative paths
  • Not only it helps users discover new paths but it is also has it’s mental and health benefits
  • Also has it’s exploration and tourism benefits!
  • Most importantly inspiring people to take different paths CAN decrease pedestrian congestion

Moving Forward

  • More research and interviews
  • User testing & Iteration
  • Potential features to look into
  • More location to be discovered (Canopy data and Art site data)
  • User participation — social (My secret path, favourite cafe etc.)

Thank you for your time!