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1 TABLE OF SUCCESS
1 Table of success
2 Introduction
3 Defining the problem
4 Solution
5 Usefulness of the solution, efficiency and usability
6 Project management and Workflow
7 Development ideas and suggestions for execution
8 Learning experiences
Appendix A
Appendix B
Appendix C
Appendix D
Appendix E
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2 INTRODUCTION
Sustainability is truly “in the news” in today's industrialized countries such as Sweden.
Trying to lower the carbon emission caused by cars is a challenge for cities looking for a
better city environment, such as Malmö, and alternatives for car usage. Malmö is already
one of the best bicycling cities in Sweden but the bicycling infrastructure could be
improved to ease the bike usage and get even more people to bike.
“The bicycling has to be easy to get more people to bike” says Sara Forslund, street
department Malmö municipality.
The project “Who are the bicyclist?” is a part of large Swedish Danish cooperation
between municipalities, regions, universities and cluster organizations called “Smart City
Hub”. The aim of “Smart City Hub” is to by the help of IT solutions create a sustainable city
with a high quality of life. Öresundskommiteen and Karolina Huss are as a part of this
cooperation looking for new innovations within the field of bicycling in Malmö that could
increase the number of bikers. The framework of this part of the co operation, that is
called “Who are the bicyclist?”, doesn’t contain any specific outcome restrictions. The
team to tackle the challenge have been encouraged to think futuristic. This have been
understood through instructions from Karolina such as “What could be possible in the
future?”, “What if every citizens will wear Google glasses” and “The solution doesn’t have
to be realized now but in the future it might be possible”.
The project team consists of three students from around the world:
● Peter Gerhat from Slovakia, studying information systems.
● Emelie Torstensson from Sweden, studying media production management.
● Jingpung Shi from China, studying civil engineering.
City planners in Malmö and Lund are looking for a better way to plan the city infrastructure
based on the resident needs to make bicycling easier in the cities and increase the
number of bicyclists and we are looking into providing them a solution, that will support
their intention.
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3 Defining the problem
Through investigations of our key stakeholders, which are the municipality and bicyclists,
the team found out that there are different kinds of needs that are categorized in Table 1.
We can divide them into internally focused and external, which are dealing with one or
twoway information exchange.
ID Stakeholder Need Need Type
1 Bicyclists Personalized benefits Internal
Personalized services, merchandise, app
functions...
2 Bicyclists Familiarity with the solution Internal
Use tracking methods people already have or
would like to use or are easy to get familiar with.
3 Municipalities Knowing realtime usage Internal
The time to retrieve and analyze any bicyclist
movement or feedback should be minimal.
4 Municipalities Knowing bicyclist opinions Internal
Bicyclist attitudes, opinions and feelings towards
biking are important for the municipality.
5 Municipalities Knowing bicyclist movement Internal
Knowing the location, speed and routes bikers
take is important for the municipality.
6 Municipalities Extraction of new knowledge Internal
Knowledge should be stored in a way, so that
anyone with access to it can analyze any part of it
using common methods to create new knowledge.
7 Municipalities Cost efficiency External
Cost per survey should be kept low and not higher
than the current level in various printed surveys.
8 Municipalities High reach External
Surveys should be able to reach anyone, both
bicyclists and people who do not use bicycles.
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9 Bicyclists and Municipalities Communication External
Various kinds of information should be exchanged,
for example biking news, bicyclist feedback...
10 Bicyclists Safety External
Way to report injuries, road damage, bike theft
should be provided.
Table 1: Stakeholder Needs
Based on the above analysis our main goal is to provide the municipalities with a concept
of how to collect information in a more effective way and also gain information about the
bicyclists and their attitudes. The survey “Citizens’ view on the future of transport in Malmö
inner city” from 2014 shows that 47,6% of the citizens prefer a city centre with more street
space for walking, cycling and public transport. From a large quantities of possible
approaches and solutions, the team has been searching for a solution that could address
as many needs as possible within the municipality of Malmö.
All of the different departments of the municipality of Malmö could be interested in this sort
of solution. It can also be applied to other municipalities and therefore be interesting
throughout the country as well as the world. A similar solution has been found in Paris and
is called Vélib', the providers of this application could gain knowledge of the application
that project is providing. Other stakeholders such as public transportation companies could
be interested in the data collected through the application and in a broader collaboration to
ensure sustainability in the city.
4 Solution
Our team is presenting a solution consisting of a mobile app for bicyclists and an
integrated backend information system for municipalities to support data collection from
the app and making overall sense of biking data. It has been communicated and
presented through a Prezi presentation and verbalized at the final pitch December 11th
2014.
We were looking for other solutions ranging from use of a combination of hardware and
software to softwareonly solutions. Solutions without technology were immediately ruled
out, since they do not meet the realtime information collection need. We have made a
summary of our research in Table 2.
Alternative Description Evaluation
Biking App Create a biking app to reward users for
biking and staying fit
Fulfills most needs
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Integrate With
Other App
Integrate with a popular app, such as
Skånetraffiken, Foursquare, etc.
Unlikely Would be direct
competition to their services
Smart Bike Use smart bikes, that have tracking
functionality built in
Might be used in future
Still very expensive, limited
availability
Wearables Use wearables, create custom
application for them
Might be used in future
Still expensive, limited
availability, limited user
interaction, limited data
collection
Hardware Chip Put a chip into a bike accessory that
bikers are familiar with
Charging problem, limited
user interaction, limited data
collection
Smart Bike
Stands
Put tracking technology into bike stands Charging problem, limited
user interaction, limited data
collection
Paper Surveys Organize largescale biking surveys Expensive, limited data
collection, temporary
Seasonal
Employees
Hire temporary employees to count
bikes
Expensive, limited data
collection, temporary
Sensors Built
in Road
Put sensors into road or on road surface Expensive, limited data
cellection, limited user
interaction
Surveillance
Cameras
Cameras with bike recognition Expensive, limited data
collection, limited user
interaction
Public Biking
System
Extend the public biking users so more
people use it, equip bikes with better
sensors
Expensive, limited data
collection, people not used
to it
Table 2: Researched Apps
The Skåne Companion app for Skåne citizens, will be integrated with existing third party
solutions they are familiar with to capture data about their movement in exchange for
rewards and improving their health. That way we can always use the latest in tracking
technology, as every year significantly improved tracking methods become available with
the evolution of smartphones and wearables. Developing such tracking technology by
ourselves would be expensive, since today’s leading GPS tracking apps required several
millions dollars in funding, which Karolina said the municipalities do not have.
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Furthermore, there is no guarantee, that in a few years everyone will be wearing
something like Google Glass or AppleWatch.
There is a trend, that big cities tend to have very sophisticated public sharing systems.
Table 3 presents a brief summary of our most important findings. There is lack of solutions
to track private bikes, according to our findings Paris is the pioneering city.
City Name Description Evaluation
Paris Vélib' app + CitéGreen
ecofriendliness program
collecting data from public
and private bikes
The solution in Paris is the
first solution we found of
the kind, that allows
collecting private bike data,
although very small in
ridership (4900 members in
2014)
New York NYC Bike Share + Citi Bike
sharing city data from
public bikes with the public
Mainly public bike sharing
Copenhagen DataHub unofficial source
for data from public bike
sharing system
Mainly public bike sharing
Shanghai The world’s largest biking
system, now undergoing
modernization
Mainly public bike sharing
London Open data sharing city
data from public bikes with
the public
Mainly public bike sharing
Oslo Building new biking tracks Mainly public bike sharing
Taipei Large public biking system Mainly public bike sharing
Table 3: Researched Cities
The app was mainly inspired by Vélib' app in Paris, which is used for public biking and can
be integrated with fitness tracking tools. Vélib' connects to the reward program CitéGreen,
shown in Figure 1, which rewards citizens for ecofriendly behavior. The app connects to
Moves or other (less known) fitness tracking tools to collect data about movement.
Detailed information about the whole concept are provided in Appendix B.
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Figure 1: The CitéGreen Platform
In a similar way we would provide users with a similar option to use a widely used tracking
tool, such as Moves. Alternatively, they could use a built in feature of the app or other
supported tracking tools, but the preferred one would help them gain more points at once.
Our aim is to use the bestofitskind tracking tools with our regional services, as shown in
Figure 2.
Figure 2: Proposed Integration With Moves
We consider Vélib' screen design, shown in Figure 3, to be very user friendly and
minimalistic and therefore a good reference on how our app should look like. It has a large
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menu with buttons combining images and text, which are both memorable and intuitive.
Finally, we would like to use the concept of allowing third party tracking devices.
Figure 3: Screenshot of Vélib' Paris
As we have found out, the scoring system is important, but points are used mainly for
unlocking discounts and special offers at souvenir stores or restaurants. Also, the
collected data are used to create simple health and ecofriendliness statistics, which are
then displayed to the user. The scoring system is described in Table 4.
Type of Movement Distance Reward
Biking 1 km 3 points
Walking 225 steps 1 point
Table 4: The Scoring System of CitéGreen
We decided to omit the features related to public biking and create our modified scoring
system and rewards. Since Malmö and Lund are not well known for tourism or restaurant
culture the way Paris is, our solution would focus rather on rewards as bike accessories
and branded merchandise, as shown in Figure 4.
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Figure 4: The Various Types of Users and Their Merchandise
In order to understand the typical users and their preferences, we have compiled Table 5,
in which the descriptions of our target demographic groups are described.
Group Description Merchandise
Hipsters Young, stylish people who want their
bikes to look cool
Bikestache (moustache
for bikes), LED lights
Businessmen Older, use bike to travel to job on
expensive bike, high disposable income
Secure bike lock, electric
bike engine
Parents Older, use bike to go shopping or
transport kids
Bike cart, kid seat for bike
Fitness freaks Any age, use bike in their free time to get
exercise
Bike helmet, bike bottle
Table 5: Our Target Demographic Groups
Otherwise have found no reason why this solution should not work in Malmö and Lund
municipality as it is. The backend solution will of course be based on local municipality
needs and we will provide some additional features, such as emergency and road damage
reporting.
We have come up with a neutral logo in Figure 5, that will grab attention of both bikers and
nonbikers. The logo resembles a watch, which the users typically wear then they go out,
as we wanted to go beyond a pure ecological concept of for the app. It has a typical Skåne
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logo to mark its belingingness to Skåne. The concept of “companion” in name and regional
branding is common across apps and Vélib' also uses a similar concept.
Figure 5: Skåne Companion Logo
One learning from Vélib' is to integrate with existing fitness apps and tracking devices, as
many people are already using as they would be resistant to change. We are expecting
that the devices will evolve dramatically in the next few years as many smart watches are
being released and we have also found smart bikes released at the time of writing this
report.
Figure 6 gives an introduction screen displayed while opening the mobile solution for
bicyclists. It displays the app logo along with the application name and logos of the
municipalities involved. When seeing the official logos users will understand that it is an
official product approved by their city and will feel more trust towards using it.
Figure 6: Splash Screen
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The application has a main screen displayed in Figure 7, which shows a map with basic
search and navigation functionality. In the beginning it would display a standard Google
Map, which would later be replaced by a more customized version of the map.
Figure 7: Main Application Screen
Next in order on the bottom bar is the Collect Points screen in Figure 8. Here a number of
tasks is presented to the user, from which he can chose either bicycling activities or
quizzes. For both he can earn points. The Vélib' app does not have this functionality in the
mobile version, since it is primarily a public biking app. We want the user to be always
presented with the option to fill in questionnaires.
Figure 8: Collect Points Screen
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When the user collects enough points he can go to the Marketplace, shown in Figure 9,
via the Marketplace screen. Marketplace would be different than in Vélib', offering mainly
bike accessories in exchange for collected points. This way the user can improve his bike,
while raising the awareness of the app by buying branded goods. In most cases would
receive discounts rather than free goods. Since second hand stores are very popular in
Skåne, we decided to allow option to buy second hand bikes as well, with no discount.
Figure 9: Marketplace Screen
We have included a userfriendly menu with big items and text in order to make the Menu
Screen in Figure 10 more intuitive and memorable. We have chosen big size to make the
user want to try all features. The bottom service icons would be occupied later by list of
features the users want to add in the next release obtained by analyzing feedback.
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Figure 10: Menu Screen
The app will be not only for bike tracking. It will also allow to detect speed, transportation
method and other data through advanced software algorithms that are owned by third
parties. On top of the algorithms we will provide an integrated solution to benefit citizens in
Skåne region through regional services, as described in Table 6.
Design Recommendation Description Needs
Detailed Navigation in
Malmö and Lund
Value-added navigation services based on
Google Maps displaying various information.
● Parking spaces, bike shops, etc. available
in earlier version
● Chance of rain, etc. available if enough
users request the feature
1
State-Of-The-Art
Location Tracking
The app will provide location tracking options.
● Tracking technology is evolving too fast
● User decide what tracking method they
want to use, we add support for it
● Basic location tracking provided within
the app
2, 8
Tasks and Gamified
Surveys
Points received for completing biking tasks,
surveys, games.
● Everyday biking, walking and running
● Serious surveys, surveys for fun
● Games, such ask bike from east to west,
visit a certain store, World Heart Day
8
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Store With 2nd-Hand
Option
Points in exchange for discounts or gifts, new
and used items available.
● The “Pimp My Bike” section will be a
personalized marketplace
● The “2nd Hand Store” will offer bikes and
accessories from other users
1
Personalized Services The bicyclists will determine what they want
from the app using feedback from the surveys:
● For determining what the app next
feature will be
● For determining content of the
marketplace
● For obtaining feedback for municipality
1
Connection to Authorities Instant reporting to authorities.
● Injuries and bike theft
● Suggestions to fix the road
9
Table 6: The Mobile App Design Recommendations
The second main function will be creating questionnaires, competitions and feedback
forms by anyone in the Malmö or Lund. It will be very easy, quick and cheap to create
engaging surveys. A bicyclist will be notified when the app is updated with new surveys.
We will offer reward program for giving us feedback as Vélib' does. A range of feedback
options will be available from answering questions to more engaging tasks requiring use of
bike. Prizes will be tailored for various target groups (stylish person, work commuter,
parent, fitness enthusiast), fun and will raise awareness about the app in the community.
Figure 11: The Solution for Municipalities
The solution for municipalities depicted in Figure 11 will consist of an application for the
municipality to create surveys and analyze collected data and collect data from the mobile
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app. We have analyzed its requirements in Table 7 and came up with a set of
recommendations to modify existing information systems used by municipalities. The
changes will bring the much needed integration and structure to data about bicyclists and
they will work well with the new types of data that are needed for better planning.
Design Recommendation Description Needs
Systematic Data
Collection and Storage
Data linked to user who created them
accessible to anyone in the municipality with
granted access.
● Users would create a profile and all
content created by them would be linked
to their account and stored in a database
for later use.
● Similar to how Facebook, Google or any
other website can store large amounts of
data about each individual user.
3, 6
All-In-One
Communication Channel
Instant way to create high reach surveys at low
cost.
● Users would after some time find simple
questionnaires boring, so other
alternative ways for asking questions
would be added to the typical multiple
choice or write your answer type.
● Images and custom designs could be
used make the surveys more engaging,
as in Vélib'. Otherwise the survey
automation concept would be similar to
SurveyMonkey.
3, 4, 7,
8, 9
Data Collection and
Storage
Fully automated collection of data from GPS
sensors.
● The sensors are now part of every
smartphone and can be found even in
other personal devices.
● Collecting and storing the bicyclist’s
location, speed and routes in a database
should therefore be supported by the
backend server at the municipality.
3, 5, 7,
8, 9
Default Data Visualization Pre-existing way to see the data catered to
non-IT people, who just want to view them.
● The data will be used mainly by people,
whose primary expertise is in Microsoft
Office. Therefore, the interface for data
visualization should not vary too much
from well-known tools.
4, 5
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● Additionally data filtering options and a
map interface should be added to view
the data on a map.
Easy-To-Customize Individual departments will be provided with
documentation on how to create plugins
(software tools to extend the original
functionality of an existing application) to adapt
the solution for their needs.
● Some IT knowledge will be required.
● The plugins will be created in one or more
commonly used programming languages
known by today’s web developers.
6
Table 7: Design Recommendations for the Municipalities Backend
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5 Usefulness of the solution, efficiency and
usability
The solution will solve the needs of both the Lund and Malmö municipality. They provided
us with feedback that they are lacking ways to collect data about the bikers and are overly
relying on outdated survey methods. They need hard data, which are any kind of data
obtained from sensors, such as GPS, about the paths the bikers have taken. In addition
they need to define questionnaires to get behavioral data about user attitudes, opinions
and feelings. Ideally they want to know both and be able to link the information to a certain
user. Our app provides them with a solution that is flexible for them to use and will provide
a single interface no matter which department of the municipality is using it.
Other indirect use cases of the solution are those by nonbikers, who can use it to track all
kinds of nonbiking related activities, such as driving, running, walking, swimming and
gym. They can be occasional users of Skåne Companion filling nonbiking related surveys,
shopping in the store and in the future releases other interesting features can be added for
this demographics, as the municipalities indicated interest in them as well.
We have also considered the overall picture, including what is happening in other cities
and what technologies are being released. We concluded that we are not able to keep up
with the latest tracking technology and instead we need to rely mainly on other providers
of data trackers. The reason was that it requires very high budget and time. Instead, the
money can be used to reward opinion leaders, who can provide the most feedback
through the app. Therefore, surveys and route tracking are our main focus, as the
successful implementation of such features will allow to let go of paperbased surveys and
will benefit the municipalities for years to come. We will then add more features depending
on demand both from users and municipalities. Table 8 shows the current situation and
the likely opportunities and threats in future.
Strengths
● A new, innovative service
● Expertise in Skåne regional
services
● Integration with leading location
tracking tools
● Support from municipality
● Solves the problems of municipality
● Brings personalized services to
bicyclists
● Brings health benefits to bicyclists
through making them bike
● Location tracking does not require
Opportunities
● Become a widely used service in
multiple cities
● A market wider than just bikers, that
would include nonbicyclists
● Open the data to public to get
higher engagement from users and
developers
● Partnership with Skånetrafiken or
other established apps and services
● Partnerships with restaurants, bike
stores and other companies to
provide goods in marketplace
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interaction
Weaknesses
● Requires installing an app to work
● Increases battery consumption
● Filling surveys requires user
interaction
Threats
● A new competitor in Skåne market
● Unsupported products
● Loss of interest by customers or
suppliers
● Lack of budget, since it is expected
to be largely selffinanced
Table 8: SWOT Analysis
When analyzing the current competitors we focused on finding companies that are or
might be in the future considered as threats. At the moment of writing this report we were
not able to find any relevant competitive threat besides gaining user acceptance in this
new market, since the idea is new. To predict possible outcomes Table 9 serves as
reference.
Rivalry Among Existing Firms
● There are not any firms, that would directly compete with Skåne Companion at
this moment
● Skånetrafiken might see Skåne Companion, as it would take away some of their
customers and make them use bikes instead of their services
Threat of New Entrants
● Entry by any Skåne citizen or a company into the market
● Entry by large international companies into the market (Google, Apple)
● Entry by Skånetrafiken unto the market by launching their app targeting bicyclists
in order to make them use their buses more
● Entry by JCDecaux into the market by extending their app for LundAhoy to
bicyclists
Bargaining Power of Customers
● Sensitivity of the bicyclists to the price of goods
● Loss of interest in the service by the bicyclists
● Resistance of the employees at municipality and sticking to their old ways of
doing things
● Willingness of the municipality to pay for our services
Threat of Substitute Products
● Any fitness training app, maps and online store combination
● Specialized hardware equipment smart bikes, smart watches, smart bicycle
accessories
● Solutions for bicyclists for fitness tracking that are not supported by our app and
therefore incompatible
● Solutions for municipalities to track bicyclists
● Solutions for bicyclists for fitness tracking that are closewalled
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6 Project Management and Workflow
The group has communicated through various digital medias such as Facebook, SMS and
email. A Facebook group has acted message board for research where links have been
posted for everyone to see and read about. The mail has served as a communication tool
for booking appointments in the calendar function "Google Calendar". The booked
appointments have been announced via email as an invitation to both team members and
facilitator Linda Weinmer. Meetings have taken place on a regular basis about two times a
week.
Contact with Karolina Huss, project provider, have been made via email with Emelie
Torstensson who has the role as project manager. Karolina have been updated via mail or
phone calls as soon as the group had a progression or wanted to book an appointment.
Communication with Demola teachers has also occurred via Emelie Torstensson. A blog,
hosted by Demola, has served as a communication channel for any external stakeholder.
The team have been communicated among themselves on a regular basis several times a
week.
Initially the ability to communicate in the team was poor as the progress was slow at
meetings and the interest and motivation insufficient for some of the team members. This
could have been avoided if Demola stepped in and made sure that all that participants
understood what effort this project required. Part of our team believes that the motivation
would increase if all members received credits for the course. The team was stabilising
little by little and motivation became progressively higher though.
The communication with Linda Weinmer have been good and Linda has been a great
support to the team as they sometime felt confused about the municipality needs and the
instructions around the project. Emelie have communicated with Patrik Berander through a
project diary, email and meetings. This communication has facilitated his understanding to
the group's problems and progression.
The instructions to the project could have been defined more clearly, documentation
provided and communication more open to ease the understanding of the needs. The
group spent too much time on trying to understand the needs to be solved instead of doing
research. The motivation, at the beginning of the project, should have been higher to
faster be able to get ahead in the progression and avoid having to focus so much time
trying to get the team to meet at all.
The group have completed all three pitches and sent in the Project Plan and the Project
report. They have also extensively being involved in the compulsory parts and seminaries
held by the Demola teachers. All members have not been to all of these mandatory
sessions though. Each team member was expected to spend 15 hours a week on the
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project, but this was not the case. Members of the group had responsibilities outside of the
project and we usually needed more hours as we were too few to divide tasks more
systematically. The most demanding tasks were understanding the needs, writing reports
and communicating with stakeholders.
Emelie Thorstensson's main responsibility was to maintain contact with all stakeholders
outside the group. She has also booked all meetings and planned the project. She has
also done a lot of translating since she was the only Swede in the project and a lot of the
material was in Swedish. She has been blogging, doing market researches, provided
surveys, researched the need of the municipality, researched competitors and contributed
with different ideas of a possible solution. She has reminded all team members of
important deadlines, guidelines and meeting appointments etc. Emelie has been putting at
least 15 hours a week on the project and worked a little every day to communicate,
answering questions and doing researches. She found the project extremely frustrating as
the project in the initial stages was difficult to understand in terms of needs and possible
solution as well as a poor team motivation. She spent too much time on scheduling
instead of doing researches and understanding the needs. She was too focused on
teambuilding and her project planning responsibility instead of going her own way.
Junpeng Shi has devoted as much time as he could. When he was free, he did research
online about what other cities do in terms of biking. For example, he looked into Paris,
Barcelona, Hangzhou, Wuhan, etc and gained some inspirations from the methods those
cities adopt in bicycle planning. Also, he wrote blogs for our project. He has spend at least
15 hours a week on this project, meeting time included.
Peter Gerhat did mainly contact with the various hardware providers in the beginning. As
we concluded that we need a different kind of solution he was involved in overall planning
from capturing the needs of municipalities through meetings, researching the solution to
helping others solve their problems. Since the solution is the main outcome of our project
he helped others define their parts and understand the broader aspects of it, such as how
we are going to promote it, get the first users and logo design. Those were the parts that
required most of coordination since the requirements were changing and we were facing
many unknowns. Contact with the various technology providers helped us to confirm our
stance and now we are able to conclude the project. If there are any uncertainties about
the project, Peter has the necessary contacts and is able to step in and give support.
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7 Development ideas and suggestions for
execution
Due to time limit, what we have done for the challenge is just on the concept stage and
that is what the project provider and the customer need. In order to develop the solution,
what we want to do is of course make it into reality. To achieve that, we could partner with
external companies and convince them integrate with our solution, as we think we might
achieve a winwin partnership. Such partnerships could drive users into our app and
provide data exchange. As a result we can refine our app and make it more suitable for
users and improve the experience of it. Besides partnerships, we will market it to the target
groups to user base.
As for working and communication methods, we use a lot such as NABC, Personnas,
Product Positioning, Porter Analysis, SWOT Analysis, Gantt Charts, groups on Facebook,
collaboration tools, blogging about updates, negotiation with stakeholders etc.
Activity Tool Contribution
Communication Demola Blog Was our main communication tool with the public,
although we even launched our website. The blog
was very easy to maintain and there was no effort
needed to put into it besides writing short posts.
Pitching NABC We used the NABC approach whenever we were
pitching to audience, it has proven to be the best
way to deliver a message to audience in short time
and reduced our time to create presentations, since
we already could start with the predefined form.
Project Planning Gantt Chart For a small project like ours a Gantt Chart might not
have been really necessary, since our goal was
unclear, always shifting and amount of time for each
task hardly predictable. However, the chart helped
us to define the project broadly into phases and we
held to them throughout the exeution.
Product Planning SWOT
Analysis,
Personas,
Porter
Analysis,
Product
Positioning
Under this category we mean all the tools that
helped us define a product and differentiate it from
the competitors. Analysis had to be done, since the
area of sports tracking, although not right now, is
becoming an area of heated competition. We had to
analyze our product against other products, cities or
brands to see what their strategic focus.
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8 Learning experiences
Emelie Thorstensson
The project has been instructive in many different ways. Apart from all the knowledge of IT
and biking I have received during the project I have also learned a lot about group
dynamics and different projects methods. This group has not functioned optimally because
everyone prioritised the time required for the project progression differently which have
caused a lot of frustration. In order to draw lessons from it, I could have, in an earlier
stage, kept a tighter tone to emphasize the importance of good attendance. The greatest
lesson I have received throughout the course have been the various methods and tools of
project planning such as the use of a socalled "Backlog" and Agile project methodology.
The pitching tool “NABC” is a great guideline in order to make a good pitch, which i am
sure i am going to use in the future as well. In an early stage of the course we also had a
brainstorming seminar where the method “product design sprints”, were presented.
Unfortunately the group had low attendance and where confused of the directive of the
project provider, otherwise this would have been a great way of coming up with ideas of
the solution.
My focus and my hope when I attended this course was to develop my creativity and and
marketing skills applied on a real life project. Since the team had too few members
compared to the amount of work other more fundamental building blocks needed my focus
instead such as planning, researching, communicating, blogging, looking for needs etc.
Therefore I have not been able to do any creative work at all and regret attending this
course, wasting my time and credits. I do not think I have learned enough due to the effort
I have been putting in. If I would have done this again I would have been more certain to
earlier understand the needs of the municipality instead of focusing of getting the group
together. But since that was my responsibility I focused on the planning in the beginning
hoping that a clearer need would appear throughout the project.
Junpeng Shi
Since I joined the team and the project, I have realized that I can learn a lot from it. In fact,
that came into reality. Though other two members left the team maybe because of limited
time, we three still insisted on it and never gave up. As for the team members, we have
different skills in our team and the point is that team members do what they are good at.
For example, Emelie is good at management and design. So she is the project manager
and communicates with project providers and customers a lot. Also, she has the ability to
control the process of the project and she managed it well in this project. Peter does well
in technology because he studies information technology, therefore, when there are
technical issues, he does some research into them and comes up with a solution, that
addresses the problem.
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As for pitch skills, we learned NABC model which is a good way to present the results to
the audience. NABC stands for need, approach, benefits, competitors, respectively, which
can be used a lot not only in the project but also in daily life and study and helps me make
a better presentation. As for the communication tools, I never used Google Drive before.
But in this project, we use it a lot, the more I use it, the more efficient I find it to
communicate and work together.
Peter Gerhat
It was mainly a test of teamwork skills and being able to take multiple roles during the
project. Many things were not what they seemed and we needed to get clarity first. We
could not simply design an app and consider our work done. In fact we had to go through
many iterations and often we had to scrap the whole solution, because we realized that
nobody would want it in the given circumstances. Some people in our team were frustrated
and left and with them also their knowledge left. So I learnt about the importance of
communication tools within groups with high member fluctuation and that motivation levels
among people vary greatly. Also, I learned too few or too many people in the group make
it dysfunctional and its members demotivated. In our case we were mostly understaffed
and we were already discussing something else, while nobody had time to update the
project report. Either we could add more people to the group or write less administrative
reports and instead focus on generating the concept.
As for other learning I was both surprised and a bit disappointed with how much paper
filling does a project take, but I can imagine that most projects are very heavy on various
form filling. In our case we had to learn how to communicate and get the knowledge that
we need. That was both a learning experience and something that held us back.
Then the pitching was something I never done before in front of an audience that would
consist of other teams and I have found the feedback very eye opening. It was those
moments when we discovered how much we need to change. Although most of the
feedback was caused by people misunderstanding our product as we were presenting a
solution to a problem rather than a single product, some answers discovered weaknesses
that non of us in the team ever thought about.
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Appendix A
Many people have bikes, almost half of the people in Lund use their bikes to commute or
do other activities. Despite that, the municipality knows very little about them and cannot
include them in the city planning. If there would be more knowledge about the bicyclists,
they would have a stronger voice and infrastructure projects, that improve biking, would be
done on a much more regular basis. Biking has been a part of life for people in Lund for
decades, but the way people bike has not changed. We are here to changed it and make
even more people bike.
There are as many needs as there are people working on transportation projects in the
Malmö and Lund municipalities. We have talked to representatives from each and we
found their problems can be divided into three categories: 1. bicyclist internal needs, 2.
communication needs and 3. municipality internal needs.
Our approach is to create a mobile app for bikers and a backend information system for
the municipality to handle the collected data. Our approach is very simple, we have
designed a mobile app with minimal set of features, that will appeal to bikers and people
interested in biking. It will provide questionnaires and interactive competitions for real
prizes. People will be challenged to not only fill forms, but also perform tasks that include
some kind of activity. The rewards will be fun, useful and will increase awareness among
the citizens that the app exists. Second contribution of the app will be detailed location
tracking. We have decided to do that through third party solutions, which offer the latest
technology and some people are already using them. The city will need to upgrade its
software platform to allow creating all those surveys, track user participation and analyze
feedback. Surveys on what users will be at the core of the app to the level where users
can pick what features they would like from the next release of the app, such as newsfeed,
weather information, injury reporting, integration with Skånetrafiken and other apps, road
issues reporting and so on.
Our aim is to create a system that would enable two way communication and would be
flexible enough to not limit itself only to hard data about routes user take or simple
questionnaires. Instead, we will offer much more than data collection and the surveys will
be very interactive and customizable by anyone in the municipality. The system will lower
the costs for making a survey and make them available to people instantaneously. People
will be able to satisfy their own needs and choose their favorite tracking method they might
already use, or use smart watch, wearables, the entirely new smart bike (which is not even
sold yet) or the basic location tracking feature in our app. The more feedback people
provide, the better rewards they get. We think that while the technologies for collecting
data will be completely changed in 5 years, the mobile app itself will still be relevant with
minimum needs for upgrades, as even the next generation smart bike needs an app as an
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interface to access its collected data. Bicyclists will use one account throughout the app
that will be connected to locational and behavioral data, that are important to the
municipality. The municipality will not only know what path did they take, but also why and
their attitudes. We will quickly add and market useful features, that the bicyclists request
themselves through surveys so we will quickly get an overview of what works on them and
what not. Our prizes will make it worthwhile for bicyclists to participate, we have already
thought about some, such as “bikestache” a funny moustache attachable to a bike. As
second hand bike stores are very popular in Skåne, we would add such store in addition to
store selling new products.
Current software and hardware technologies for location tracking all provide some way of
accessing data collected by them we think this will be the norm, since users want to use
their own analyzers to analyze the collected data. Using data collected by other apps
would be very advantageous even for us and it would simplify our app, as we can focus on
surveys rather than technologically complex GPS tracking. There is no regional app in
Skåne targeting bikers yet, as no one was yet motivated to create it. Outside Skåne similar
apps already exist, but they are all tied to their specific city.
The project has a unique value proposition and is hardly replicable by anyone, since we
are offering a very specific proposition. On the other hand, our proposition is broad enough
to encompass all the municipality needs. We think that today’s apps have to be interactive
and engaging, otherwise they will just occupy space in the memory. We have come up
with gamification methods used by successful apps the world to create a novel experience
and tried to integrate them with our own app. We have found out that the approach to
promotion should be memorable, which can be done through offering personalized
products and services tied to user personalities, so in the next years you might be seeing
bikes with moustaches, alarms and other cool things.
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APPENDIX B
VÉLIB’ PARIS
The Vélib' platform is the closest competitor on the market now and is a good example
how a complete application platform for collecting data about bicyclists should look like.
Their be broken down into 3 pieces, as described before, and also the backend solution,
which we cannot see. Here are some screenshots of the Vélib' website, mobile app and
Moves app. The website can be further broken down into homepage, challenges, quizzes
and deals.
Figure B1: The Vélib' Website Profile Page
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APPENDIX C
INTERVIEW RESULTS
Christian Resebo (Malmö)
Utvecklingschef, gatukontoret
Jag uppskattar ert initiativ att hjälpa oss få fler att cykla. Men era frågor är stora och inte helt enkla
att svara på.
Datainsamling: resvaneundersökningar, trafikräkningar och en trafikantundersökning (enkät) är
huvudsakliga källor till data. OBS! Datainsamling är inte samma sak som systematiserad analys.
Data som saknas: realtidsinformation om människors rörelsemönster, incidentrapportering och inte
bara skaderapportering av trafikolyckor
Cykelrelaterat problem: Det beror på om du menar trafiksäkerhet eller framkomlighet eller
kultur/beteende. Högersvängande tunga fordon är ett problem för cyklister som ska rakt fram. Vad
gäller framkomlighet har vi fortfarande många missing links. Kulturellt så har vi fortfarande alltför
många korta bilresor, vilket i sig också är en stor potential. Vissa tycker också att vi har för låg
hjälmanvändning och ett för riskfyllt beteende hos cyklister.
Analys: Det är många som gör analyser av olika data. Det beror på vad den ska användas till.
Just nu hinner jag inte, men vi skulle kunna pratas vi per telefon inom kort så kanske jag kan guida
dig vidare om jag bättre förstår vad ni är ute efter.
Efter samtal med Christian:
● Just nu pågår digitalisering av enkätundersökningarna, svårt men inte omöjligt.
● Inget vidare samarbete sker med Skånetrafiken. De är intresserade av biljettintäkter. Dock
samma målgrupp som cyklar och som använder kollektivtrafik.
● Realtidsdata om folks cykelrutt saknas.
Anders Söderberg (Lund)
Beskriv dina arbetsuppgifter och ansvarsområden kort.
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Leda trafikmiljöenhetens arbete. Öka andelen hållbara transporter i Lunds kommun genom
beteendepåverkan. Minska antalet och allvarlighetsgraden av trafikolyckor i Lunds kommun genom
beteendepåverkan.
Vilka tillvägagångssätt har Lund för att samla in data om befolkningen, cyklister som icke
cyklister?
Vi mäter hur många som cyklar på olika platser i Lund varje år. 2013 och 2014 har vi genomfört
nöjdhetsunderökningar hos cyklister. 2001, 2004, 2008 och 2012 har vi också frågat 4000 lundabor
i en stor enkät vad de tycker om bland annat cykling. Nu under hösten genomför vi också en
undersökning av Pendla med cykel 2.0-kampanjen för att uppmuntra till längre cykling (från
kommunerna runt Lund).
Vilken data anser du saknas och vilken data skulle underlätta ditt arbete?
Vem som äger en viss cykel.
Vilket cykelrelaterat problem är störst i Lund just nu?
Felparkerade cyklar och övergivna cyklar (man får bara stå 24 timmar i ett cykelställ). Antalet
cykelolyckor. Bristande trafikkunskap hos studenter. Synbarhet i mörker.
Vem och hur analyseras datan Lund samlar in?
Trivector analyserar mätningar, större studier och nu senast Pendla med cykel 2.0. Datan
analyserars mest efter flöden och olyckornas antal/alvarlighet samt plats. Kön och ålder tas in i
ananlysen.
Erika Knobblock (Malmö)
Hej!
Bra att ni redan pratat med Sara och Christoffer! Vi genomför flera undersökningar som rör olika
trafikslag. Den största är resvaneundersökningen (RVU) som ni säkerligen har hört mycket om
redan. Sedan arbetar vi med Mobility Management, bland annat i kampanjen ”Inga löjliga bilresor”.
Info om dessa hittar ni på nätet.
Vi håller för närvarande på att genomföra en trafikantundersökning i Malmö. Där analyserar vi
svaren utifrån vilket trafikslag respondenterna huvudsakligen använder. Resultatet innebär att vi
kommer kunna jämföra olika trafikantgruppers behov. Resultatet av denna undersökning kommer
vi att presentera den 1 december kl 13.00. Hör av er om ni är intresserade att ta del av resultaten, så
skriver jag upp er på anmälningslistan!
Vi analyserar även olycksstatistik utifrån trafikantslag för att kunna minska antalet olyckor. Denna
data kommer bland annat från sjukvården och polisen.
När det gäller analyser av olika datakällor så är vi ett antal personer som arbetar med insamling och
analys av data. Arbetet är alldeles för stort för att kunna genomföras av en enda person.
När det gäller vilket problem som är störst just nu så är Christoffer Hedberg bäst lämpad att svara.
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Det finns mycket info på malmo.se bland annat
http://malmo.se/Stadsplanering--trafik/Trafik--hallbart-resande/Nar-du-cyklar/Cykelsatsningar-2
014.html
Cykelprogram i Malmö stad
http://malmo.se/download/18.3744cbfb13a77097d8748de/Cykelprogram+f%C3%B6r+Malm%C3
%B6+stad+2012-2019+2012-10-30.pdf
Charlotta Lenninger (Lund)
Trafikmiljökommunikatör. Jobbar med kommunikation kring cykling bland annat
cykelkartan.
Vilka tillvägagångssätt har Lund stad för att samla in data om befolkningen, cyklister som
icke cyklister?
Cykelräkningar, fokusgrupper, enkätundersökningar (utöver dialog när vi är ute i något event, det
betyder en del för vad vi uppfattar också)
Vilken data anser du saknas och vilken data skulle underlätta ditt arbete?
Saknar nog inte så mycket data, tror att vi har rätt bra koll på både cykelresor och vad cyklisterna
tycker. Vill däremot ha bättre kanaler förr att nå ut med budskap till cyklister som grupp.
Vilket cykelrelaterat problem är störst i Lund just nu?
Parkering vid målpunkter, konflikter med fotgängare och funktionsnedsatta
Vem och hur analyseras datan Lund stad samlar in?
Konsulter och vi själva, beror på omfattning och om det ingår i ett större uppdrag
Anna Karlsson (Lund)
Trafikmiljöingenjör/enhetschef. Jobbar med utredning, mätning, planering, hantering,
skyltning och reglering av cykling.
Vilka tillvägagångssätt har Lund stad för att samla in data om befolkningen, cyklister som
icke cyklister?
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Vi hämtar statistik från SCB, från resvaneundersökningar som gjorts för Skåne, från lokala
enkätundersökningar utmed cykelleder. Vi räknar cyklister i cykelvägnätet i kommunen. Vi gör
olycksanalyser för trafiksystemet.
Vilken data anser du saknas och vilken data skulle underlätta ditt arbete?
Mer djuplodande statistik/fakta om vad folk tycker om cykling, vad som skulle få dem att cykla mer,
vad som skulle få bilister att cykla mer.
Vilket cykelrelaterat problem är störst i Lund just nu?
Cykling på gångbanor, och den otrygghet som andra trafikantslag upplever med anledning av
cykeltrafikens framfart,
Vem och hur analyseras datan Lund stad samlar in?
Vi anlitar konsulter för cykeltrafikräkningar och de gör också analyser. Konsulter anlitas också för
resvaneundersökningar. Vi själva gör olycksanalysera. Beroende på vad som ska utredas samlar vi
in den fakta som behövs och analyserar denna.
Christoffer Hedeberg (Malmö)
Vilka tillvägagångssätt har X stad för att samla in data om befolkningen, cyklister som icke
cyklister?
Trafikplanerare med inriktning mot cykel. Genomför åtgärder för att förbättra för cykeltrafiken och
få fler att cykla. Projektledare för byggnation av nya cykelbanor.
Vilken data anser du saknas och vilken data skulle underlätta ditt arbete?
Data är ett väldigt brett begrepp. Befolkningsdata fås från SCB; olycksdata fås från STRADA;
trafikflöden mätes på plats; resvanor, nöjdhet och åsikter från medborgarna fås genom
resvaneundersökningar (vart 5e år) samt årliga kampanjer.
Som sagt så jobbar jag inte direkt med rådata, men allt underlag (sammanställning) som kan
underlätta planerandet av åtgärder är självklart välkomna verktyg.
Vilket cykelrelaterat problem är störst i Lund just nu?
Kapacitet i korsningar (och till viss del på sträckor) kombinerat med olika krav på hastighet hos
cyklister.
Vem och hur analyseras datan Lund stad samlar in?
Vet ej
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Johan Irvenå (Malmö)
Berätta gärna kortfattat om din tjänst
Jag arbetar som trafikanalytiker. Det jag främst gör är att ta fram prognoser och gör en bedömning
av hur mycket trafik vi kommer ha i staden vid utbyggnader. Jag gör även kapacitetsstudier.
Vilka tillvägagångssätt har Malmö stad för att samla in data om befolkningen, cyklister som
icke cyklister?
En stor insamling som görs är vår rvu, resvaneundersökning, som har gjorts vart 5 år sedan 2003.
På gatukontoret gör vi även andra enkäter och dialog med folk på plats, hej projekten, inga löjliga
bilresor etc.. Mobility management gör t.ex. även uppföljningar där de ringer runt för att diskutera
med folk hur de reser. Officiell statistik hämtas från Skånedatabasen och scb om t.ex. antal boende
och arbetsplatser.
Vilken data anser du saknas och vilken data skulle underlätta ditt arbete?
Det vi saknar mycket data om är hur folk cyklar i staden vilken rutt väljer de från A till B och varför
valde de den rutten om det fanns en som var kortare. I övrigt är det antal cyklister, restider etc. Vi
har en del av detta och det som skulle underlätta är om det fanns bra sätt att samla in stora mängder
data. Det är lätt att den data man samlar in är bias.
Vilket cykelrelaterat problem är störst i Malmö just nu?
De två problem jag anser är de största nu för cyklister är att cyklisterna borde ha lika gena stråk
som bilar. Sedan med ett ökat antal cyklister och då vi har dubbelriktade cykelbanor är det stor risk
att det blir platsbrist i korsningar men även att det är många fler konfliktpunkter i korsningar som
leder till ökat antal olyckor.
Vem och hur analyseras datan Malmö stad samlar in?
Det beror helt på vilken sorts data vi samlar ni. MM-gruppen tar hand om mycket data om
Malmöbornas resor jag gör analyser av räkningar, rutter, restidet etc. Sedan är det många andra
också som tar del av data och använder den i sitt arbete.
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