Creating a powerful and playful training experience for thousands of staff members during the SMRT Service Excellence Staff Training Event.
Public Service, Transport
Industrial Design, Workshop Facilitations & Training
Yearly, the SMRT Service Excellence Staff Training Event aims to communicate the core values and principles of Service Excellence.
In 2017, Chemistry Team was asked to develop the overall user experience for the event with the goal of grounding the staff in a fun, engaging, and hands-on training event that both informs and inspires.
What We Did
Chemistry Team set out to explore the different themes of Service Excellence utilising gamification. In order to facilitate powerful, interactive learning, we designed the event’s user experience around a series of pop-up stations. As a result, staff members were able to explore different themes like collaboration, teamwork, and having an innovative mindset through memorable games. In addition, via SMRT’s service excellence framework, we were able to relate each of these abstract themes to scenarios from their regular work day.
At the start of the project, we performed a substantial amount of research in order to properly encapsulate SMRT’s service excellence principles. This included looking at case studies and interviewing personnel that embodied said values.
Subsequently, we developed customised games across different engagement stations, testing, and adjusting all game mechanics to ensure each game worked to impart the relevant core concepts of service excellence. Eventually, this all relates back to each team member’s area of work.
We developed the overall branding of the event as well as the industrial design for the physical pop-up stations. Also, we oversaw all print and screen collaterals, as well as the building of light-touch, yet informative interactions that allowed the staff to sharpen their skills and apply their learnings through play.
The event was a hailed a huge success with 2,000 SMRT staff members in attendance. Many attendees noted that the overall experience made service excellence extremely relevant to them on a practical level. In sum, it was a pleasure to have created a wonderfully interactive training event that achieved its objectives while providing a fun and engaging experience.
“Working with Chemistry Team was a great learning experience. The team took the time to understand the target audience before proposing a holistic solution. This was especially helpful as SMRT staff are based all across Singapore and having a broad reach was important. They achieved it through this roadshow and did it in a very simple, fun, and interactive way.“Stanley Ong
Lead, Service Quality & Experience Design