SDN Finland’s National Conference

1. THE MAASIVE CHANGE
TOWARDS HUMAN-CENTERED
CITIES
APAAR TULI
PRODUCT DESIGN LEAD・WHIM
@apaar
ULLA HOLMA
CO-FOUNDER, SERVICE DESIGNER・SHAPE HELSINKI
@uuhoo

2. 6th Avenue, New York, 1903 / Shorpy

3. Manhattan, 1914 (Maurice Branger/Roger Viollet/Getty Images)

4. Henry Mayhew

6. New York, 1905 / Library of Congress

8. 99% invisible

9. Manhattan, 1925 (Edwin Levick/Getty Images)

11. Raconteur.net
Today’s problems are
yesterday’s solutions.
Peter Senge

12. Karl Jilg/Swedish Road Administration

18. We are dealing with another
horse manure crisis.

19. Popular Mechanics

20. BUSINESS AS USUAL
2.1
billion
4600
megatonnes
2050
ELECTRIC AND AUTONOMOUS
2.1
billion
1700
megatonnes
SHARED AND MULTIMODAL
0.5
billion
700
megatonnesITDP / UCDavis
Harry Campbell / Newyorker

21. The average car is 80 percent driven by
one person
8 0 % - 1 P E R S O N
Of the day cars are unused
9 5 % - U N U S E D
In US there are billion parking spots,
four for every car in existence
4 P L A C E / C A R
Many downtowns devote 50-60% of
their scarce real estate to vehicles.
5 0 - 6 0 % A R E A
Los Angeles' Westwood Village cars
travel about 1.528.877 kilometers
annually just cruising for parking.
1 . 5 2 8 . 8 7 7 K M
99% of parking is still free in US, even
though each on-street parking space cost
around $1,750 to build and $400 to
maintain annually.
$ 1 7 5 0 P A R K I N G
P L A C E T O B U I L D
U R BA N IZAT ION A N D
C A R S

22. More than 75% of world population will
be living in cities by 2050
2 0 5 0 - 7 5 %
Regions with the largest movements
towards urban centres
A S I A , A F R I C A A N D
L A T I N A M E R I C A
moving to cities every week
2 0 2 5 - 6 0 0 - 6 0
3 M I L L I O N
P E O P L E
URBANIZATION
IN STATISTICS
Six hundred cities will generate more
than 60% of global growth by 2025

23. U R B A N I Z A T I O N T R E N D S
CORPORATE
CITIES
MOBILITY HUMAN SCALE
CITIES
FLUENT SPACES
RURAL
RESURRECTION
SPACE
FRONTIERS
SMART CITIES URBAN
RESILIENCE

24. AUTONOMOUS
DRIVING
SHARED MOBILITY VEHICLE
ELECTRIFICATION
CONNECTIVITY
AND IoT
PUBLIC TRANSIT DECENTRALIZATION
OF ENERGY SYSTEMS
INFRASTRUCTURE REGULATION
FUTURE MOBILITY

25. MADRID, SPAIN CHENGDU, CHINA
BERLIN, GERMANY
PARIS, FRANCE
BOGOTA, COLOMBIA COPENHAGEN, DK
BRUSSELS, BELGIUM MEXICO CITY, MX SAN FRANCISCO, USA
HUMAN SCALED CITIES
Sustainable mobility plans
• Banning cars in city centres and making city
centres car-free zones
• Making city-centres “low-emission zones” and
banning all gas and diesel vehicles that fail to
meet national emission standards
• Adding bike lanes
• Increasing the number of pedestrian areas

27. Disney / Pixar
COMMUTING KIDS HOBBIES
FLEXIBILITY COMFORT

28. Oliver Paffrath / PeugeotThe psychology of sustainable transport
Psychological barriers to car restraint
STATUS FREEDOM POWER
SOCIAL COHESION MAGNIFICATION
SECURITY
HABIT

30. ?

31. TRANSPORT to USER-CENTERED MOBILITY

33. SUPPORTING
PUBLIC POLICY
ACTIVE MODESMODAL SHIFTINTERMODALITY

34. FROM OWNERSHIP TO ACCESS
Public Transport as a backbone to mobility and
other modes, private or public, to complement it.

35. interviews,
workshops, user tests
Mockups,
prototypes, visuals,
storyboards
Continuous service
development to meet the
needs of customers. Valuable,
forward looking findings and
insights
Countries with
functioning service,
negotiations with
dozens more
DOZENS HUNDREDS NECESSARY AMOUNT TWO

37. 3
7
Interviews, workshops, group interviews,
ethnographical research, questionnaires,
stakeholder mapping, experience principles,
service safaris, personas, archetypes, service
blueprints, journey maps
INSIGHTS SERVICE DESIGN
Ideation, prioritization, storyboarding, visual
design, vision design, ux/ui design
PROTO&TEST
user tests, interviews, roadmaps, pilot versions
VALIDATION
Service development, roadmaps,
project/feature cards, development

38. 3
8
M E T H O D S U S E D
A L I G N M E N T & P R O B L E M F I N D I N G
Stakeholder mapping, interviews, workshops, customer journey mapping, current
state blueprinting, ecosystem mapping, Finding experience principles
D I S C OV E R Y & M A P P I N G
Interviews, workshops, service safaris, ethnographic research, experience
mapping, designing experience principles, personas, archetypes
I D E A T I O N & E N V I S O N I N G
Ideation, prioritization, storyboarding, vision design, concept design, ux design,
building prototypes
E V O L U T I O N P L A N N I N G & P I L O T I N G
Future state blueprints, roadmaps, pilots (versions of pilots), project/feature cards

39. PRIVATELY OWNED CARS -
STUBBORN BEHAVIOR
PATTERN
TRANSPORTATION CAUSES
MAJOR PAIN POINTS AND
STRESS
SIMPLE AND EASY CUSTOMER
EXPERIENCE
USE OF SERVICE MAKES IT
DIFFICULT TO GIVE IT UP –
BEHAVIOR CHANGE
INSIGHTS

40. LIFE SITUATION
What major life events
affect your mobility needs?
StudyingMarriage PetKidsMigration
HOURS
What does a day look
like for you?
Hobbies
Work
travel WeatherIllness
Pick up
kids
LIFE CYCLE
What needs and necessities
do different phases of life
bring?
Ability to
move Worklife Grown-up Family Pension
CALENDAR
What does your year
look like?
EventsVacation
Large
transit Weekend Birthday

41. What if all transportation
was converged…
…and tailored to our needs
as monthly packages?

42. 15-MINUTE GUARANTEE
135 € / MONTH
• 15 minutes from call to pick up with no more than
15 minutes delay compared to driving.
• No parking hassle
CUP OF TEA GUARANTEE
• All your rides combined
• Morning tea included
• Tinder extension for a great
weekend
• Movember special rides
PAY AS YOU ARE MOVED
• Bike and segway service included
• 20 cents per minute in vehicles with others
• 30 cents per minute for a nice car
• 50 cents per minute for a personal driver
• Only vehicles that use renewable energy
BUSINESS PACKAGE
800 € / MONTH
• 5 minutes pickup in all EU
• Black car status everywhere
• Working conditions guaranteed
FAMILY PLAN
1 200 € / MONTH
• Enough space and child seats guaranteed
• Always traceable and safe trips for kids
• Includes one long family trip every month
• Home delivery included

44. ARRIVE BOOK BOARD CYCLE CANCEL CROSSING DRIVE DELAY HAIL
TICKET TIP UNLOCK WALK WAIT WEATHER YUCKVALIDATE
JAM LOCK MAP PLANPARK PAYMENTHANG ON NAVIGATEHONK
QUEUE RIDEREFUEL ROAD RAGEREROUTE RESERVE SEARCH SIGNAGESEATING

45. ARRIVERIDEHAILPLAN PAYMENT
ARRIVECYCLEUNLOCKWALK LOCK

48. Transport moves us, but it
doesn’t move with us.

49. Janne Iivonen/Optio
NOT JUST
ABOUT
GETTING
FROM A TO B

51. Wall-E/Pixar Studios
HUMAN WANTS
/
HUMANITY NEEDS

53. HELSINKI BREATHING
24 HOURS IN WHIM

54. Jason Hawkes

55. CAR
ORIENTED
STREET
12,300/hr30,100/hr
MULTIMODAL
STREET
Global Designing Cities Initiative

56. Perkins + Will
The future of transport is
shared, integrated, and multimodal.

57. 5
7
1 .
T E C H N O L O G Y
D R I V E N
A company is an association or collection of
individuals, whether natural persons, legal
persons, or a
Y O U R T I T L E H E R E
THE 3
GENERATIONS
OF SMART
CITIES
2 .
T E C H N O L O G Y
E N A B L E D ,
C I T Y - L E D
3 .
C I T I Z E N C O -
C R E A T I O N

58. DOCKLESS BIKE-
SHARING
MaaS SERVICES COMPREHENSIVE
SMART CITY PLAN
PUBLIC PRIVATE
PARTNERSHIP
LOCAL LEVEL
DEPENDENCE
BUILDING SMART
CITIES FROM
SCRATCH
INFRASTRUCTURE CYBER-SECURITY
SMART CITIES

59. Y O U C A N W R I T E H E R E
Future of city planning
Bring together businesses, universities and
city employees so that they work with each
other to solve the problems that cities face.
Share experiences and learnings openly and
transparently - successful and not so
successful ones.

60. Y O U C A N W R I T E H E R E
Future of city planning
Involve and co-create services and products
with urban citizens. Keep in center resilience
thinking and people with special needs so
that accessibility and sustainability can be
realised.

61. William Powell Frith / 1893

62. A developed country is not a place
where the poor have cars.
It’s where the rich use public transport.
Enrique Peñalosa
APAAR TULI ULLA HOLMA
@apaar @whimhq @uuhoo