Project Manager

Product Designer

6 Weeks

Project Summary

Speed cameras are not highly regarded amongst motorists, in fact they are regularly vandalised. Despite its negative association, the purpose and mission of the speed camera are well intended. The speed camera is in essence a tool to ensure safer conditions for everyone on the road, by enforcing safe driving speeds. Its function is commonly misunderstood. In addition, the effect of the speed camera is proven to have a short term effect; drivers increase their speed after having passed a speed camera.

How can we improve the effect of permanent speed cameras?


I wanted to create a campaign that affects drivers in a way that makes them keep a responsible speed for longer. I approached the Norwegian Public Roads Administration with my findings, and a proposition to develop a product that addresses this issue.

My Process


My research included analyzing statistics and surveys performed on road safety through the last twenty years, created by The Norwegian Public Roads Administration. I conducted interviews with specialists to learn more about their experiences from past campaigns.

“If everyone kept the speed limits, approximately 60 fewer would be killed and 200 fewer would be badly injured each year.”

- Statens Vegvesen, on road safety in Norway


I performed a series of experiments and observations with motorists, in order to observe their driving pattern. I found the impact of sound to be significant. Aggressive music resulted in an increased occurrence of higher speeds, calm music subsequently showed a more relaxed attitude from drivers. Since the goal was to reach as many drivers as possible, I decided working with sound as an element would be ineffective in reaching as many motorists as possible.


The Award Winning Infant's Sleep Sound Lamb.

While exploring objects or sounds that instill calm and relaxation, I was drawn to a style of toys that generate the sound of a beating heart to soothe babies at nap time. The heartbeat is universally recognizable, and has a naturally relaxing effect on humans.

Building on the idea from music, I was particularly fascinated by the idea of the heartbeat as it had such strong symbolic value in consideration of road safety and saving lives. The heart and heartbeat became a symbol of compassion and saving lives.

Norwegian motorists are used to campaigns addressing traffic safety, such as this project The Norwegian Public Roads Administration developed to increase the use of seat belts.


The prototyping phase started with an exploration of form with a handful of clay. After finding an interesting shape I scaled this up through cardboard line drawings to see the form in relation to a speed camera (the big grey box). I later formed the three-dimensional shape out of styrofoam and used that shape as a mold to cast a translucent fiberglass model that I could fit with a light fixture.

The Solution

The Kind Hearted subconsciously calms drivers by displaying a heartbeat in a gentle but clear pulsating light. While the gentle pulsating light affects the driver subconsciously, it also gives food for thought. The rational and emotional appeal makes the driver aware of their own actions. Emphasizing road safety, the focus was to convey this message in a way that is not distracting, but simple, powerful and clear. The simplified and abstracted interpretation of the human heart makes it distinctly visible both in the daytime as well as at night. 

The Kind Hearted is compiled of several visual cues, that together build the understanding of a human heart. When juxtaposing the speed camera, it is a reference to saving lives and encouraging consideration – creating a long lasting effect on motorists to keep a responsible speed also after they have passed the speed camera.

My Thoughts

Working in a field that impacts such a big portion of the general public was a very interesting design challenge. I encountered more restrictions than any other project I have worked on, which ultimately gave me great experience in letting go of concepts and ideas I had a soft spot for, but which ultimately did not serve the mission to the fullest extend possible.

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