Environmental design: Why Fare Evasion is a UX Problem, Not Just a Crime

Environment shapes behaviour in powerful ways, often more than we realize and theres no better example the the NYX subway system.

I personally belive that If the NYC subway genuinely wants to address its fare evasion problem, it needs to rethink its approach and learn more on psychology and User Experience Design principles, rather than adding things like like harsh lighting and sharp metal barriers that make the subway feel more like a prison or an interrogation rather than an enjoyable commute in a public space. 

They should focus on making the subway experience so good that people actually WANT to pay the fare. Maybe some super fun cool lighting or performances or they could even gamify the process somehow to make paying the fare more rewarding instead of focusing on punishment. Unfortunately, that kind of radical thinking can definitely ruffle some feathers. 

  1. Norm Setting and Social Proof
    Highlight that most riders pay their fare through signage or announcements, creating a sense of social expectation and peer influence.

  2. Reciprocity
    Offer small rewards like loyalty perks, discounts, or token gestures to encourage a sense of gratitude and fairness, prompting riders to pay in return.

  3. Commitment and Consistency
    Introduce loyalty programs or gamified payment systems to build a habit of consistent fare payment through positive reinforcement.

  4. Environmental Nudges
    Use design changes like well-lit, welcoming payment areas and friendly reminders at decision points to subtly encourage compliance.

  5. Shared Identity and Accountability
    Foster pride in being a “responsible New Yorker” with campaigns showing how paying fares supports the city, while gently reminding riders of the collective cost of evasion.

Apple Store as a case study

Look at the Apple Store, It isn't just selling products, it's selling an experience. They've figured out that if they can get you to feel good and have fun, you're much more likely to open your wallet. It's genius, really – they make you forget you're being sold to. It's like they've created this little bubble where you're having fun playing with the gadgets, and next thing you know, you're handing over your credit card. It's brilliant. 

  1. Design for Comfort and Accessibility
    Just as Apple Stores are clean, bright, and intuitive, subway stations should focus on open layouts, clear wayfinding, and inviting aesthetics to reduce stress and improve usability.

  2. Create an Emotional Connection
    Apple makes customers feel valued by offering a personalised, engaging experience. The subway could foster a similar connection by highlighting how fares directly support cleaner stations, better services, and the local community.

  3. Interactive and Engaging Spaces
    Apple’s interactive displays and hands-on areas encourage exploration. Subway stations could use gamified turnstiles, live digital maps, or interactive art to make the environment more engaging.

  4. Focus on Positive Experiences
    Apple shifts focus from the transaction to the experience. The subway could adopt this by providing amenities like charging stations, free Wi-Fi, or well-designed seating to make commuting more enjoyable.

  5. Reward Loyalty and Build Community
    Apple cultivates customer loyalty through consistent quality and perks. The subway could implement loyalty programs or rewards for frequent riders, making paying fares feel like a mutually beneficial exchange.

Now Imagine if the New York subway had that same kind of focus on the customer experience. Instead of feeling cramped and dirty, it could be a space people actually enjoy being in. You could have little shops or cafes, maybe even some art installations or live music.
Fare evasion isn't just about money, It's about how people feel, it's about social psychology and environmental design. Just like your own office – if employees trust their leaders and feel valued, they're more productive and creative. It's about creating spaces where people feel like they are safe and they belong.

The question is: are we bold enough to rethink the system and invest in the power of human-centered design?

Abdi Jama