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OneService Community
Awareness of OneService Channels

Applying Behavioural Insights (BI) to increase sign-up rates for the OneService App

1 January 2022

A Temasek Polytechnic-led campaign in Kampong Chai Chee used behavioural insights and staged physical installations to boost awareness and adoption of the OneService App, increasing awareness among residents from 24.5% to 43.5%.

📌 About the project

  • Kampong Chai Chee Ward, East Coast GRC (2022).

  • Led by Temasek Polytechnic’s (TP) School of Humanities & Social Sciences, in partnership with the People’s Association (PA) and East Coast Town Council (ECTC), supported by the MSO’s Project Code R.E.D. (Research, Engage, Deploy) initiative for Institutes of Higher Learning (IHLs).

  • Ran an educational campaign to increase OneService (OS) App downloads and usage through behavioural insights (BI).

🏘️ The issue

  • Many residents were still not reaping the benefits provided by the OS App. As such, the project focused on developing solutions to encourage more residents to download and use the app with a more targeted approach towards youths and senior citizens.

💡 What we did

  • Conducted fact-finding through e-surveys, on-ground observations, and in-depth interviews with residents, users and Town Council staff to identify knowledge gaps about the OS App, as well as barriers to downloading or using the app.

  • Created two types of staged physical installations with accompanying notices: (1) one depicting “damaged facilities”, such as “cracked and exposed tiles” and (2) the other one depicting “rubbish on floor” at 4 different HDB blocks within Kampong Chai Chee and at the ground level of Heartbeat@Bedok.

  • Placed information posters at 3 HDB blocks within Kampong Chai Chee to encourage the booking of facilities using the OS App, without any physical installations. This allowed the team to study the responses of residents in comparison with the physical installations.

  • Tracked QR code scans and new application downloads for the OS App.

Posters in HDB void deck encourage reporting defects and rubbish via OneService App.

Two staged physical installations and notices deployed by the project team at selected HDB blocks.

🔍 What we learnt

  • Working with partners such as MSO and ECTC provided practical insights and strengthened solution development.

  • Physical installations, such as the cracked and exposed tiles in one of the solutions, were more effective than notices alone in generating interest and engagement.

  • Tangible, visual representations of municipal issues elicited stronger behavioural responses than text-based information.

⚙️ Key considerations

  • Different demographic groups require customised strategies to support app adoption. For instance, senior citizens would require additional assistance to adopt digital tools confidently and successfully.

  • Effective solutions, particularly physical installations, can be designed for easy replication across other estates.

📈 Impact

  • Awareness of the OS App increased among surveyed residents, rising from 24.5% to 43.5% after the project. 

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