A Singapore scavenger hunt, exploring the way cities think.

In partnership with Verian Group, we created something a little different – a gamified urban adventure built for Singapore Design Week 2025. NudgeQuest was designed to uncover the subtle cues that shape human behaviour. The kind that makes you wonder why that bench is there (and not over there), and prompts people to view their city differently through the lens of urban user experience.

For 10 days in September 2025, players explored Singapore like Behavioural Detectives, taking on missions across train stations, hawker centres, and hidden public spaces to spot “nudges” in the wild – small design choices that helped (or hindered) how people moved through everyday spaces. Each mission revealed how urban design influences everyday decisions, from the way people queue to how they return trays, contributing to a collective map of insights shared with public and private sector stakeholders.

The entire experience ran through Telegram, where a custom bot guided players through each challenge. Photos, notes, and reflections were submitted directly in the chat, turning the app into both a playground and research tool, without the need for users to download a dedicated app. 

We helped create the brand identity, UX flow, copy, and player experience. The driving motivation behind every creative decision? To make behavioural science playful without diluting its complexity or purpose. Something both a policymaker and a curious passerby could enjoy and learn from.