The workshop focused on improving mobility and transportation options in Istanbul through innovative uses of technology. Participants conducted observations of commuters and transportation systems to gain insights. They reframed conventional assumptions to craft a creative question around how social ridesharing could make transportation more convenient and enjoyable. The group envisioned an ideal scenario for 2020 where new transportation solutions in Istanbul provided affordable, green options through innovative uses of smart technology.

1. Istanbul + Mobility Workshop
March 28th 2015, @Yazane, Karakoy

2. 2
Introduction

3. 3
City Changemaker
Platform for urban innovation in emerging cities with a focus on the Mediterranean and
Middle East region.
We connect urban professionals, entrepreneurs, creatives, tech innovators, thinkers and
other city changemakers and empower them to realise innovative and impactful urban
projects. And we do so through innovation workshops, networking & knowledge sharing.
About us

4. 4
The Tour
A global tour to run a series of workshops where we invite local city changemakers on a deep-
dive to reflect on key challenges facing their city and co-create innovative ideas in response.
Istanbul (Turkey), Amman (Jordan), Beirut (Lebanon), Cairo (Egypt), Dubai (UAE), Jeddah
(KSA), Riyadh(KSA), Athens (Greece), Marseille (France), Tunis (Tunisia), Casablanca
(Morocco).
10 Cities in the Mediterranean and Middle East

5. 5
The Workshop
How might we give Istanbul commuters the most
convenient, affordable and greenest transport options
through the use of smart technology?

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The Program
Morning
09:15 – 9:30 Registration
09:30 – 10:00 Istanbul & Mobility challenge presentation
10:00 – 10:20 Challenges, Opportunities & Stakeholders
10:20 – 12:00 Wild Safari (observations and interviews in the streets)
12:00 – 13:00 Team lunch (eat, discuss & share experience)
Afternoon
13:00 – 15:00 Creative pressure cooker (new questions every 20 minutes)
15:00 – 16:00 Prepare pitch (incl. sketch artist support)
16:00 – 16:45 Pitches
16:45 – 17:00 Closing words
17:00 – 18:00 Drinks
Workshop program

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Istanbul + Mobility

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Istanbul Mobility

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Istanbul mobility - daily(!)
• Vehicles cover on average 61.8 km daily
• Number of vehicles circulated daily in Istanbul traffic is approx. 2 250 000
• Vehicles cover on average 139 000 000 km daily
• 8 339 000 litre fuel is consumed daily
• On average 41 700 000 TL is spent daily
• Cars on average spend 24 mins and 0.2 litre fuel on idle position daily
• Total cost of waiting in traffic is 2 271 000 TL (818 000 Euros) daily
Some facts

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Istanbul mobility
Mobility in Istanbul is an ongoing struggle for citizens and businesses alike.
This is despite a large share of daily trips on foot (about 50%), an extensive
road, rail and seaborne transport network and the range of existing public
transport options on offer: urban railway (121 km long), seaborne ferry lines,
rapid bus transit (41 km long), and bus/minibus lines (6000 km long).
Most of Istanbul commuters spend over 2 hours in traffic daily, particularly
those having to cross its bridges or those using its overcrowded Metrobus
system (rapid bus transit). Railway and seaborne transport only contribute to
a shy 6 % share of mobility and cycling is quasi inexistent in the city.
Some facts

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Istanbul cyclability map
Some facts

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Dolmuş & minibus map
Some facts

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Istanbul mobility
With the rapid urbanisation, authorities are struggling to meet the growing
demand for transport and to contain an ever increase private car use.
As a consequence, the traffic situation is negatively affecting quality of life
(Istanbul ranks #51 in the latest EIU Best City Report) and is resulting in
significant environmental and economic impacts.
Some facts

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And the worst city for traffic congestion
in Europe is….
"We thought it was interesting that Istanbul came top of the
list as the city is new to our analysis, " he said. " I think the
reason why is because the city has encountered rapid
economic growth but it has physical characteristics that make
it challenging to navigate, such as lots of bridges and tunnels."
"For people stuck in traffic there are lots of issues of lost
productivity, transporting goods becomes harder and
deliveries are made late, congestion creates extra fuel costs
and of course, environmental costs, " he said. "Traffic is never
a good thing.”
-
TomTom survey 2012

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Solutions across the globe
From improved use of infrastructure,
new services to new regulations

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Multi-modal mobility apps
Solutions across the globe

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Bike sharing
Solutions across the globe

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Collective traffic flow
Solutions across the globe

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Promote walking
Solutions across the globe

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Underground bicycle garages
Solutions across the globe

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Bike path mania (1/3)
Solutions across the globe

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Bike path mania (2/3)
Solutions across the globe

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Bike path mania (3/3)
Solutions across the globe

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Tax
Would you pay $30,000 just for
permission to buy a car?
In Singapore, prospective vehicle owners are
required to first obtain a Certificate of Entitlement,
which can start at $48,000 in local currency for a
small-size automobile. Only a specific number of
COEs are released each month, part of government
efforts to control the number of cars on its roads.
The vehicle entitlement is valid for 10 years from
the date of registration of the vehicle and the
scheme aims to peg long-term vehicle population
growth at 3 per cent a year. Those who cough up
for the prohibitively expensive system must also
pay registration fees and electronic road pricing, a
series of congestion tolls that vary throughout the
day according to usage. Some estimate that owning
a Honda Civic in Singapore can cost more than
$100,000.
Solutions across the globe

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Charge
Anyone who takes a cab is used to keeping a close eye on the meter. Some
countries are considering a similar metered charge for private car use.
A system hooked up to the Internet and GPS would calculate a charge for each trip based on a mileage-
based formula that incorporates the car’s fuel efficiency. Driving on busy roads would cost more as would
travel during rush hour. The Netherlands had planned to implement the system next year, but the policy
was shelved when a new government was elected in 2010. Those who support the idea point out that the
meters would replace tolls and congestion fees, and would be more equitable because they would be
based on usage, not mere car ownership.
Solutions across the globe

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Cap and Trade
Driving into an urban centre requires a place to park, and so a number of
European cities have begun to simply reduce the supply of parking spots
within their core.
Both Zurich and Hamburg have frozen the existing parking
supply in the city centre, and when a new space is built
off-street, an on-street space must be removed. These spots
are then repurposed as widened sidewalks or bike lanes.
In Copenhagen, where parking spots are removed at a rate
of about 32 spots per year, traffic has dropped by 6 per cent
since 2005, even though car ownership has gone up by 13 per
cent. In addition to these cap-and-trade zones, the City of
Zurich regulates how much new parking can be added by
developers. A new building can only have parking spots
if the surrounding roads can absorb the traffic without
congestion, and air pollution levels will not be affected.
Solutions across the globe

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Reward
It’s not unusual for cities to offer
incentives for people to turn in
their weapons or inefficient
appliances.
But the city of Murcia, Spain, has asked people to
turn in their cars. To ease traffic congestion, the
city offered lifetime passes to its new tram system
to anyone who turned in their car – assuming it
was fully paid off, of course. The city then put the
cars that were traded in on display around the city,
slowly disassembling them over time or piling
them on top of each other as a commentary about
parking shortages.
Solutions across the globe

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Fly
The city of London introduced a new
transit corridor between sporting
arenas. But this one will soar above the
city roads, transporting amateur sports
fans via a cable-car network intended
to reduce traffic during the event.
Cable cars are gaining popularity as a transit option after
years of use in South America. The city of Jakarta recently
announced plans to have a cable car system operating by
next year. The city of Medellin, Colombia, first introduced
cable cars in 2006 to cut commute times by as much as
two hours. The cars are ideal for transporting people
over steep or muddy terrain where the construction of
roads is difficult, and are generally used to connect
poorer neighbourhoods to the downtown core. Brazil’s
government plans to use the gondolas to connect the
sprawling shanty towns to the centre of Rio.
Solutions across the globe

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Rotate
The idea behind the rule is to restrict
certain vehicles from travelling the
streets at certain times.
Even government rules sound better in Spanish. In
Bogota, the phrase “pico y placa” translates to “peak
and plate.” In layman’s terms, it’s a traffic mitigation
policy created in 2000 by then mayor Enrique
Penalosa. The idea behind the rule is to restrict certain
vehicles from travelling the streets at certain times. At
first, traffic was restricted between 6 and 9 a.m., and
then again between 5 and 8 p.m. on weekdays. In
2009, the restriction was extended from 6 a.m. to 8
p.m. on weekdays. Both public and private vehicles are
included in the ban based on the last digit of the
licence plate. The numbers restricted each day rotate
on an annual basis.
Solutions across the globe

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Ban
“That means no more conventionally fuelled cars
in our city centres, ….”
In March, the European Commission released a white paper outlining its
vision for a “Single European Transport Area.” Designed to bring about a
“profound shift” in how people travel the continent, the document called
for a ban on conventionally fuelled cars in city centres by the year 2050.
Siim Kallas, of the EU transport commission, said that new taxation on
fuel would force people out of their cars and onto alternative transport.
“That means no more conventionally fuelled cars in our city centres,” he
said. “Action will follow, legislation, real action to change behaviour.”
Needless to say, the idea has not been overly popular. The British
government has gone so far as to veto the idea, with Norman Baker, U.K.
under secretary of state for transportation, saying: “We will not be
banning cars from city centres any more than we will be having
rectangular bananas.”
Solutions across the globe

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Challenges, Opportunities
& Stakeholders
20 mins

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Mobility challenges for Istanbul
• Old city - infrastructure not meant for driving
• The city literally goes up and down! (7 hills)
• Heritage prevents easy construction of tunnels and bridges
• Critical dead-locks like the bridges
• Rapid urbanisation & population growth
• Single passenger car use
• Car is a status symbol
• No cycle culture & infrastructure
• Car-focused new urban development (in expansion areas)
• Negative perception of car sharing (unsafe)
Why is mobility a problem?

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Mobility opportunities for Istanbul
• Walking culture
• Many public transport options
• Public transport not used to full capacity
• Cars not used to full capacity
• Improve multi-modal travel: better integration of different modes of transport
• Car-focused new urban development (in expansion areas), can be changed
Opportunities for Istanbul

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Stakeholder Map
group exercise to map out all stakeholders and
their relationships

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Let’s start!

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The original challenge
How might we give Istanbul commuters the most
convenient, affordable and greenest transport options
through the use of smart technology?

37. 37
The original challenge
Each concept
can be piloted with few resources,
has high impact & is scalable,
has a bottom-up approach,
has a feasible business case,
should move City Changemakers to act!

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Zoom
on the
USER
Start
with a
CHALLENGE
Sense &
harvest
INSIGHTS
???
??
?HOW
MIGHT
WE?
The
BIGIdeate
many
IDEAS

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Wild Safari
conduct first-hand users observation in their own habitat
to gain empathy and become aware of user needs
90 mins

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Wild Safari
• Be where your users are
• Indulge your curiosity, observe with a child’s eye
• Observe, do not influence, interfere or judge
• Get a sense for what is the norm vs. the outlier
• Bring back photos to share, bring observations to life
• Reflect on and mine observations for insights and user needs
• Capture most surprising, contradictory insights and user needs
Pointers

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Wander around the area to observe & interview
What’s there? What’s missing? Who’s visiting?
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What are people doing related to mobility?
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Note, sketch and capture what you observe and put it on your snap board
Wild Safaris questions

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Craft a unique user perspective
..
User Journey
0
User: About
Age Gender:
Frustrations and Pain Points Key influencers Needs
Questions Other applications Intriguing insights

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Reframing
overturn conventional wisdom
to generate new insights
15 mins

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Creative Question
• Consider a few strongly held core beliefs – the dominant logic, a dogma, an
obstacle– and pick one
• Flip each sb – create 4 opposites for each. Start with grammatical opposite,
play with words to make variations, then make them extreme. logic and realism
not required!
• Imagine a reframed core belief that depicts a world in which your 4
overturned sb’s might be true – “what if...”?
• Use the output to stretch your thinking and use it to formulate your creative
question
Pointers

45. 45
Reframing
Core Beliefs Supporting Beliefs
Flipped Supporting BeliefsReframed Core Beliefs
PEOPLE IN ISTANBUL
ARE NOT WILLING TO
SHARE THEIR CAR
MOST PEOPLE TRAVEL
ALONE IN A CAR
TRAVEL WITH STRANGER CAN
BE SOCIAL AND ENJOYABLE
“WHAT IF THERE WAS A
DATING CAR SERVICE
IN ISTANBUL?”

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Creative Question
narrow down, broaden or deepen the original brief
into a compelling question that begs to be answered
20 mins

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Creative Question
• Formulate a creative question (cq) based on three elements:
insight, user need, inspiration
• Pick the right level of abstraction, don’t boil the ocean or make it too narrow.
• Make sure not to include a solution in the cq
• Find the right level of tension or paradox for the cq to stimulate your creativity
• Keep iterating until you have crafted a promising and intriguing cq to launch
you into visioning
Pointers

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We started here:
How might we give Istanbul commuters the most convenient,
affordable and greenest transport options through the use of smart
technology?
Now insert the creative
question you have crafted
How might we….

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Write a 2020 scenario
Describe the ideal scenario that covers your outcomes. Write it like an
article published on the cover of the January 2020 issue of Time magazine.
20 mins

50. 50
Technology
Get inspired by emerging tech and select which
technologies apply to your concept.
20 mins

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Emerging technologies

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Mapping
Now put it all together! Combine creative question,
target user, future vision and favourite technologies
into an interaction scenario for your service / product
The sketch artist will now join you!
30 mins

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Mapping

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Business Model Canvas
Use the canvas to describe the service or product
that you are envisioning. Now become really
practical!
30 mins

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Business Model Canvas

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Design small acts for big impact
what small acts can tribe members do at little personal cost – yet have big
aggregate impact?
what social media platforms can you leverage for connecting people and tribes
for the acts to spread and multiply at internet speeds?
put your small acts and platforms on post-its, stick them on your scrap board and select
the most promising ones
How do you get to scale?

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Pitch preparation
Use the slide deck template to
craft your 4 slide pitch
30 mins

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Let’s pitch!
45 mins

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How can we best present the
results for maximum impact
and
what are your ideas &
expectations
on the follow-up?
Wrap-up

60. teşekkürler!
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