Use of public transportation is on a rise, enabling greener cities and improvement of the quality of life of the city residents. The challenge for the public transportation system is that its demands are non linear and the passengers' experience depends on many human factors. UnCrowdTPG is a mobile service and a research platform that has been developed for understanding the mobility patterns of the users of public transportation services in Geneva (TPG), as well as their experience with respect to the crowds perceived aboard the vehicles. UnCrowdTPG models algorithmically this experience using crowdsourcing techniques and it provides to the individual estimations of the future expected experiences aboard, thus enabling them to better plan their journeys with respect to the crowds. In this paper we position the UnCrowdTPG service as a research platform. Additionally we discuss the research questions in areas like local governance and public healthcare supported by the data analysed collectively from all UnCrowdTPG users. We also discuss the challenges for implementing the truly smart transportation system in a small-sized European city like Geneva.