Design thinking is a human-centered problem-solving methodology that puts the user at the center of the design process. The approach involves empathy, ideation, prototyping, and testing to come up with innovative solutions that meet users' needs.

In Singapore, the Land Transport Authority (LTA) applied design thinking to improve the experience of using public transportation. Here's how they did it:

1. Empathize: The LTA conducted research to understand the needs and pain points of commuters using public transportation. They spoke to a range of people, from regular commuters to tourists, to understand their journeys, preferences, and problems. They also analyzed feedback from social media and customer satisfaction surveys to identify common complaints.

2. Define: Based on their research, the LTA identified three key areas for improvement: ease of payment, information accessibility, and service reliability.

3. Ideate: The LTA used a brainstorming process to generate a range of ideas for improving the user experience in these areas. They engaged with a variety of stakeholders, including transport operators, technology companies, and design firms, to generate a diverse set of ideas.

4. Prototype: The LTA developed several prototypes based on the ideas generated in the ideation phase. They created mock-ups of digital payment systems, new signage, and improved commuter information systems. They tested these prototypes with users to gather feedback on their effectiveness.

5. Test: Based on the feedback received from users, the LTA refined and iterated their prototypes to create a final set of solutions. These included a new digital payment system called SimplyGo, which allowed commuters to pay for their journeys using their contactless bank cards or mobile phones. They also introduced new signage and information systems that made it easier for commuters to navigate the public transport system.

Overall, the LTA's application of design thinking helped to create a more user-friendly and efficient public transport system in Singapore. By focusing on the needs and preferences of their users, they were able to identify and address pain points, resulting in a more positive experience for commuters.

The Land Transport Authority (LTA) of Singapore's applied design thinking project to improve public transportation has both pros and cons. Here are some of them:

Pros:

1. User-centric: The design thinking approach is user-centric, which means that it puts the needs and preferences of users at the center of the design process. This ensures that the resulting solutions meet the needs of users and provide a positive user experience.

2. Innovative solutions: Design thinking encourages the generation of innovative solutions through ideation and prototyping. The LTA was able to create new solutions, such as the SimplyGo digital payment system, that were not previously available.

3. Collaboration: Design thinking involves collaboration with stakeholders from different backgrounds and disciplines. The LTA engaged with transport operators, technology companies, and design firms to generate a diverse set of ideas and solutions.

4. Iterative: The design thinking process is iterative, meaning that solutions are refined and improved based on feedback from users. The LTA was able to test and iterate their prototypes, resulting in better solutions.

Cons:

1. Time-consuming: The design thinking process can be time-consuming, as it involves multiple stages, including research, ideation, prototyping, and testing. This can result in longer project timelines and higher costs.

2. Limited resources: The LTA may face limited resources, such as budget and manpower, to implement design thinking projects. This can limit the scope and scale of the solutions that can be developed.

3. Resistance to change: Some stakeholders may resist the implementation of new solutions, such as the SimplyGo digital payment system, which requires changes to existing processes and systems. This can result in delays and pushback.

4. Uncertainty: The design thinking process is exploratory and uncertain, meaning that the outcomes are not always predictable. The LTA may face challenges in implementing the solutions that result from the design thinking process.

Overall, the LTA's applied design thinking project had more pros than cons. The user-centric approach, collaboration, and iterative process resulted in innovative solutions that improved the user experience of public transportation in Singapore. However, the time-consuming nature of the process and resistance to change may still pose challenges in implementing these solutions.

Here are some references for the Land Transport Authority (LTA) of Singapore's applied design thinking project to improve public transportation:

1. "Design Thinking in Action: How Singapore is Using Design to Improve Public Transportation." World Economic Forum. January 2019.

2. "Applying Design Thinking in Public Transportation." Case Study. DesignSingapore Council.

3. "Transforming Public Transport in Singapore Through Design Thinking." Article. Design Thinking Asia.

4. "Designing the Future of Public Transportation in Singapore." Article. ExperiencePoint.

5. "SimplyGo: A Design Thinking Approach to Make Payment Seamless for Public Transport in Singapore." Presentation. Land Transport Authority.