In this IBM Design Thinking workshop, we presented the IBM Design Thinking practice and explored the design on what to do when public transportation is canceled in Stockholm.
Exploring Big Ideas
We generated a Big Idea idea about the design of what to do when public transportation is canceled and people are stuck in the center of Stockholm.
We generated a Stakeholder Map from the Big Idea.
- Officials and Data providers – City officials, public departments, police, public transport companies, the maintenance managers and engineers working on broken infrastructure. They all have information to share about the situation, recommendations on what to do, and the plans when it will be fixed.
- Alternative transporters – Drivers, Taxis, Pooling, Bike rentals, and kind people that can help citizens to get from Stockholm city to their homes or other destinations.
- Citizens going from a common place A to their destinations B
- Citizens going from A to a common destination B
- Businesses and Developers that want to use this event to generate business and deliver services
We voted for building empathy for a Bob running a Bike Rental and John a Police officer at the scene in Stockholm.
Empathy Map for Bob at the Bike Rental
The workshop explored the empathy map for Bob. An empathy map structures what Bob ‘Say’, ‘Feels’, ‘Thinks’ and ‘Does’. We found that …
Bob, owning bike rental business, THINKS this is a great opportunity. “How much can I earn?.” He thinks about the situation and his capacity to deliver his service.
“Do I have enough bikes, locks, helmets?”. “How should my customer pay?”.
But as the moment he FEELS happy and a bit stressed. He needs help to pull this off. And he feels good about helping people.
He SAYS – “I love SL and the business it brings me” and asks “Where should I keep my bikes to be ready?”.
He bumps up the price of rentals and calls in help from his friends using SMSs.
Empathy Map for John the Police
We found that…
John THINKS, and fears, that crimes were committed and hopes that no-one is hurt. He assesses where dangerous situations may occur. He needs to work overtime.
He FEELS stressed and disappointed. Oh, no, not again. He needs to stay focused and realize he just missed his ‘fika’-break 🙁
He SAYS – “How can I help” and “Keep CALM”. He instructs on routes to exit out of Stockholm city.
He gives directions and advice. He sizes the situation, reports on needs and calls in for assistance. He provides assistance to people with special needs.
We ended the workshop by calling out the needs of Bob and John.
Based on the needs statement, we find the following design opportunities
- Where to go – hotel, restaurant, or other meet-up place
- Options on transportation – car, bus, bike?
- Schedules – when leaving from where?
- Price – do I have the money?
- Find a friend
- Find a guide
- Find a local
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