Kjell Perssons presentation at From Business to Buttons in Stockholm, April 15 2016. FBTB is the meeting place for everyone who wants hands-on advice on how to generate business value by creating great user experiences.

1. Transforming a City:
Re-designing Denver

2. Science gives us a decade

4. Efficient
Engaging
Inclusive
Innovative
Accessible
Sustainable
Future thinking
Connected

5. Efficient Engaging
Inclusive Innovative
Accessible
Sustainable Future thinking
Connected

6. Change always happens

10. Design is about
for behavioral change
nudging

11. The City is a complex beast
City government:
Mayor, Executive Directors..
Public actors
Corporations
Citizens
Non profit organizations

12. City leadership is about
aligning efforts

13. Step 1: Organize

15. Long term goals
Intermediate goals
Operational goals
Step 2: Goal alignment

16. Long term goals
Intermediate goals
Operational goals
Ideas
Step 3: Gaps & Ideation

17. Step 4: Efficient project preparation
Contribution Articulation Assessment
Goal contributions
Ideas
Proof of
concept

18. Contribution Articulation Assessment
Proof of
concept
Decision points
Impact and human centered foundation
Clear recommendation for next step
Easy to say yes!

19. Storyboards

20. ”At Lincoln station, I had to drive through the
entire parking house and look for parking. When
it was full I would drive to the next stop.”
”Parking situation downtown is bad and I don't
like to drive on the I25 - it’s a lot of traffic. It's also
good for my body to walk.”
”I take the car instead when I want to stop at a gas
station to buy a coffee in the morning. There are no
Starbucks between this train station and my home.”

21.
Drive alone to work

22. I don’t need to sign in or set
up account to use - great!
If I’m new in town I don’t know all
my options. Whats available here
for me, now?
I can’t enlarge the map when walking the
last bit, unsure of how to get detailed
route description
I can select what options I prefer
before the search - great!
I can see the route divided by type of trans-
port, easy for me to know when I need to look
at the map or just relax
Customer Journey with touch points

23. I get it!

24. 100’s of well
targeted projects Aggregatednudging
Efficient Engaging
Inclusive Innovative
Accessible
Sustainable Future thinking
Connected

25. Aligning executives for transformation
is possible
Service design for executives works
This carries hope!

26. Change always happens