This Project was a part of the minor Design Thinking & Doing in assignment for the client The Knowledge Mile.

For the full process portfolio for this minor click here.


The Knowledge Mile is the area in the heart of Amsterdam which runs from the Amstelplein to the Nieuwmarkt. A coalition of universities of applied sciences, citizens, municipality, organisations and companies has formed an applied research ecosystem to develop, test and display smart solutions for metropolitan challenges in the area.

The Knowledge Mile is an initiative of the Amsterdam Creative Industries Network.

The Knowledge Mile gave us the assignment to do something about the safety in the area Wibautstraat, in the broad sense. After research we discovered some of the biggest problems in the Wibautstraat concerning safety are air pollution, traffic and speed.

For this assignment we focused on traffics and the danger of schoolchildren who cross in the middle of the road, in stead of going to the pedestrian crossing.


We started the assignment with deskresearch, and discovered there were a lot of traffic accidents in the street. We decided to make a conversation starter to talk to the people. We made a big sign saying “ Highfive me if you nearly had an accident in this street”. This made it easier for us to talk to people. A lot of people told us their own experience or about experiences of people they know. Almost everyone said the problem lies with people’s behavior and mindset. They are all in a hurry so often don't wait for the trafficlights to turn green.


To see if what the interviewees told us was true, we decided to test all the traffic lights in the area. And came to the conclusion that the traffic lights for pedestriants doesn’t turn green that often, which could explain why people hardly wait. Furthermore the traffic lights weren’t insync, meaning when it is green for the cars, it is also green for the pedestrians. We also noticed a lot of people cross in the middle of the road, mostly high school children.

Since children is the future we decided to focus on them as a targetgroup. We wanted to understand why they did this, and how we could solve this problem. Our design challange for this project became "How can we motivate the students of the Cygnus Gymnasium to use the pedestrian crossing to improve the actual safety on the Wibautstraat?"


We already had a few concepts about how to solve the problem, but we decided to do a co-creation session with the children. Our goal was to involving the children in creating a solution for our problem, without them knowing we were talking about them by asking them to solve this “riddle”.

Frank needs to cross the river to go to his house. He always uses the damaged and unsafe bridge(1). There is another bridge that is more safe(2), but the way is longer and he needs to wait because sometimes the bridge is open for the boats who need to pass. How can we motivate Frank to use the safer bridge? And how can we make the waiting more fun for him?

This way of co-creation gave us more insight about the interest of these children and led to our final concept: Dance till you pass.


Our final concept “Dance Till you Pass” is a game where the children can have a dance-battle against the person on the other side of the street. The concept is that children have to mimic, the dancing red man in the traffic light to gain points. The first one who fills up the bar, wins. The dances involved are the dances who are populair amongst their age group. ( Backpack Kid, Fortnite etc.) After the dancebattle they can share their video ons social media.

Our goal here was to make the waiting more fun for these children and motivate them to use the pedestrian crossing.