How I would sell Design Thinking process to the Norwegian State Railways. (NB! Fake pitch only for practise)

2. Agenda
What business are we in?
(What is) Design Thinking
New mindset (now what?)
Reinventing transportation (History->present ->future)
Where do we go from here?

3. What business are we in?

4. The connector of Continents

5. A lot has changed

6. What business are we in?
Public transportation?

7. Design Thinking

8. Design Thinking
Problem solving driven by customer empathy, team brainstorming, and
fast-fail prototyping.

9. “Get me to my desired destination, all this in
the most efficient, comfortable, sustainable,
safe, and financial friendly way.“

10. “The test for any company today is whether they can tell me the five
fundamental ways they’re going to change their industry in the next
10 years. If they cannot, somebody else will.”

11. New mindset

12. New mindset
Asking the right questions
Be stupid often, but early
Welcoming creativity
Breaking out of your comfort zone
Learn by doing

13. “Last year NSB spent 250 million NOK on paying for cabs and busses
substituting late or canceled trains.”

14. Reinventing transportation

15. What are the right questions?
What obstacles/frictions can we remove?
What can you do in a car that is not possible on a train?
Are there any missed opportunities today?
How might we encourage people to use a sustainable solution?
Who can we cooperate with to create a better experience?

16. What is the future of Public
transportation?
Is it connecting the dots?
Is it smart systems using data for efficiency?
Is it reinventing public transportation?

17. Where do we go from here?

18. Where do we start?
One City - test zone
Skunkwork tram
Put the user in the center of your organisation

19. Co-Creation

20. Co-Creation

21. Thank you,
now lets make!