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. 

Stakeholder Maps

We generated a Stakeholder Map from the Big Idea.

Officials and Data providers

City officials, public departments, police, public transport companies, 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 can help citizens to get from Stockholm city to their homes or other destinations.


Going from a commonplace A to their destinations 
Going from A to a common destination B

Businesses and Developers 

Businesses that want to use this event to generate business and deliver services

We voted for building empathy for Bob running a Bike Rental and John a Police officer at the scene in Stockholm.

Empathy Maps

The workshop explored the empathy map for Bob. An empathy map structures what Bob ‘Say’, ‘Feels’, ‘Thinks’ and ‘Does’.Bob, owning a 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. 

Empathy Map for Bob at the Bike Rental 

“Do I have enough bikes, locks, helmets?”. “How should my customer pay?”.

But at 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

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.

Needs Statements

We ended the workshop by calling out the needs of Bob and John.

Needs statements for Bob the Bike Rental.
Needs statements for John the Police.

Based on the needs statement, we find the following design opportunities


  • Need directions on where to go – hotel, restaurant, or another meet-up place
  • Need options on transportation – car, bus, bike?
  • Need clarity on schedules – when leaving from where?
  • Need pricing information – do I have the money?


Finding contacts

  • Need to find a friend
  • Need to find a guide
  • Need to find a local

“Very useful and inspiring”

IBM Design Thinking: Deliver Breakthrough User-Centric Solutions
Learn more about the IBM Design Thinking workshop.

Download the workshop presentation

Learn more about IBM Design and IBM Design Thinking on ibm.com/design