A leading London university sought to enhance student wellbeing by transforming how physical activity was encouraged across its campuses. Central to this effort was the “Active Trail” initiative, designed to inspire movement, mindfulness, and connection to the university’s physical spaces. However, the university recognised that achieving long-term engagement in today’s digital-first environment would require more than physical infrastructure. They needed a smart, scalable solution rooted in behavioural insight and driven by technology. To deliver this, the university partnered with Caja Ltd, a leading transformation consultancy with deep expertise in digital transformation, data science, and behavioural and cultural change. Caja’s role was to digitally reimagine the Active Trail and build a student engagement platform that was immersive, measurable, and habit-forming. With a proven track record in public health and higher education transformation, Caja was uniquely positioned to lead this project and embed the trail into the digital lives of students.

Caja approached the project through its proven methodology of co-working, co-design, and co-delivery, not only to achieve the project outcomes but also to upskill internal staff and drive sustainable change.

At the core of the solution was the Moves+ App, positioned as the digital gateway to the Active Trail. Caja integrated the app into the university’s student onboarding process, ensuring every student had automatic access. The app was rebranded, customised, and enhanced with gamification features, becoming a hub for trail activity, goal setting, and engagement tracking.

Drawing on its behavioural science expertise, Caja embedded behavioural insights into every aspect of the design to ensure genuine engagement. Using Sport England’s “Think About It, Do It, Stick With It” model, the team created digital nudges, notifications, and challenges that encouraged students to explore the trail, complete fitness goals, and return regularly.

Gamification was introduced through virtual achievements such as “climbing Everest,” earning points via QR-code challenges, and competing on digital leaderboards – all tracked in real time. To maximise adoption, Caja applied persona-driven strategies to tailor experiences to different student types. For example, commuters received nudges near transport hubs, ‘Social Butterflies’ were invited to join collaborative playlists and group challenges, and ‘Overachievers’ were prompted with short, mindful breaks within the app. This targeted approach ensured relevance, inclusivity, and lasting impact.

The digital and behavioural transformation was supported by cognitive computing and advanced analytics, enabling the university to monitor engagement, test interventions, and continuously improve. Caja also developed an evaluation framework to provide visibility into what worked and where to adapt, ensuring sustainable growth and scalability beyond this single institution.

Through its partnership with Caja, the university successfully transformed the Active Trail from a static physical route into a dynamic, digitally enabled wellbeing ecosystem. The project achieved measurable increases in student participation, consistent engagement with the Moves+ app, and greater awareness of wellbeing resources across campus.

By embedding behavioural design within digital infrastructure, Caja helped the university normalise physical activity as part of the student experience—making it intuitive, rewarding, and seamlessly integrated into daily life.

Caja’s unique combination of digital expertise, behavioural science, and sector experience made them the ideal partner for this transformation. The collaboration not only delivered tangible results on campus but also created a replicable model for other universities, public sector bodies, and cities seeking to embed physical wellbeing into digital ecosystems.

As thought leaders in transformation and behavioural change—with award-nominated projects for the NHS and a reputation for delivering impact at scale—Caja continues to lead digital innovation across public and educational services. This project stands as a prime example of how technology and human insight can come together to create lasting, positive change.