Behavioural Science Design Workshop for Singapore Airlines
By SIA-NUS Digital Aviation Corporate Laboratory
Yap Zi Ning
Lin Tsai Wei
Programs planning
Asset creation
Coordinator
Facilitators training
Brief
A workshop to introduce Singapore Airlines Business Units to Behavioural Science concepts, which can be applied to enhance passengers’ experiences with SIA.
As part of our work at WP4 to improve the passenger experience, our expertise and interest lies in using scientific research to uncover opportunities. Hence, we wanted to explore the science behind the human mind, specifically behavioural science. Behavioural science and economics studies how and why people make the decisions they do. Through understanding the inner workings of the human mind, we can design “nudges” that can significantly impact passenger’s flight experiences.
The goals of this workshop were:
To expose Singapore Airlines’ business units to behavioural science principles, and how to apply them
To develop nudges and easy-to-implement solutions that could improve the passenger perception and experience
Outcome
A Behavioural Science workshop adapted from Coglode’s DO-IT framework, custom-fit to tackle the needs of Singapore Airlines Business Units.
Workshop Attendees
NUS
3 Organisers
4 Student Facilitators
1 Behavioural Economics Professor
Participants practiced using behavioural science concepts on problem statements derived from customer insights, as well as statements submitted by the business units. Alongside activity worksheets, participants were provided with a set of cards consisting of key behavioural science concepts, summarised into bite-sized definitions and examples—which they could keep for future reference.