This graduation project explores how women’s perception of safety in public transport, specifically at Blaak station in Rotterdam, can be improved through a systemic and human-centered design approach.

The project was initiated in collaboration with Advier, a consultancy focused on sustainable mobility. Their involvement reflects the ethical need to ensure that public transport is accessible and safe for all users, particularly for women, who often experience safety concerns during travel.

The research began by unpacking what safety means in public transport spaces. It included insights about current concerns from an operational view (NS and RET), the role of power dynamics, and existing design interventions that aim to increase women’s safety in public space. Both short- and long-term solutions were explored, alongside lessons learned from own observed interventions in Rotterdam.

The focus then narrowed to Blaak Station. Through street interviews and semi-structured interviews with regular travellers, context-specific safety factors were identified. These together with the earlier retrieved insights were clustered into driving forces using the ViP method. Based on these, underlying tensions were uncovered—such as the dominance of individual behaviour over collective responsibility, the counterproductive effects of visible surveillance, and spatial limitations of underground station design.

From these tensions, a design opportunity was defined around one specific moment in the travel experience: the waiting moment on the train platform. This short pause—when travellers slow down while waiting for their transport—offers a natural opportunity for subtle social interaction and reflection.
Building on this insight, the central design goal was formulated: to foster empathy and alertness in male fellow travellers. This goal guided the ideation process and framed the search for interventions that could activate social awareness within a short time span.

Through an iterative serial design process focused on screen-based concepts, this insight led to the final intervention: KijkOmJeHeen. This interactive campaign transforms mirror surfaces on the platform into screens that display subtle, relatable social gestures. The mirror functions as both a physical and symbolic trigger for reflection, inviting travellers to consider their role in contributing to a socially safe environment.

Early design iterations focused on visualizing differences in safety perception and engaging male travellers. However, over time the concept shifted towards modelling prosocial behaviour as a positive norm—moving from confrontation to subtle encouragement. This aligns with the need to engage travellers quickly and inclusively during short waiting moments.

The final intervention was informed by behavioural theory and evaluated through an online survey and two test sessions. These evaluations confirm the potential of KijkOmJeHeen to support small but meaningful shifts in perception—particularly in raising awareness and prompting self-reflection.

While the broader goal of increasing empathy and sustained alertness among all users requires long-term testing in real-world settings, initial responses show that the mirror installation has potential in prompting reflection about traveller’s contribution to a pleasant and safe space.