reading sample - Deutsche Telekom · gies, and people. Ideally, the new solutions benefit the...

CENTER FOR DIGITAL CITIES & REGIONS

DEUTSCHE TELEKOM

reading sample

WE CONNECT PEOPLE, CITIES, REGIONS AND DATA.

WITH SUSTAINABLE, DIGITAL NETWORKS.

How can we tackle challenges like the rising population, increasing traffic and the expectations of citizens and the economy with sustainable and future-proof solutions – for safe, environmentally friendly and livable cities and regions?

Smart cities and regions provide the answers here. A digital infrastructure ensures the intelligent connection of data, technolo-gies, and people. Ideally, the new solutions benefit the public sector, the environment, the citizens and the business community.

Since every city and every region has a different starting position, there are no patent remedies for digitalization in the public sphere. One success factor, however, is to integrate different perspectives, to understand needs as precisely as possible and to use the creativity of many. This toolbox provides a useful aid here. It was developed on the basis of Design Thinking methods and tested with 23 German cities on their way to becoming smart cities.

We are delighted to be joining forces in a groundbreaking co-creation process and invite you to make use of our experience and methods or apply them together with us to make our cities and regions a better place to live.

Markus Keller Head of the Center for Digital Cities & Regions,

Deutsche Telekom

Dr. Gerd Landsberg Managing Board Member,

German Association of Towns and Municipalities

Kari Aina Eik Secretary General,

Organization for International Economic Relations

TABLE OF CONTENTS

Status Quo & Challenges 05Strategy & Approach 09

UNDERSTAND & EXPLORE Ad-hoc Persona 13Stakeholder Mapping 17Explorative Research Methods 21Citizen Journey Mapping 27Trend Analysis 31

DEFINE CHALLENGES How might we 35Orientation Map 39

IDEATION Ideation Methods 43Elevator Pitch 49Citizen Roleplay 53

PROTOTYPING & TESTING Prototyping Methods 57Business Model Canvas 63Test Methods 67

IMPLEMENTATION Implementation 73

QUICK-START GUIDE & USE CASES Use Cases 78Quick-Start Guide 79

Contact 109

SMARTER CITIESStatus Quo & Challenges

6 DEUTSCHE TELEKOM | CO-CREATION TOOLBOX

KNOWING WHAT MATTERS

THE FOCUS: FIRST THE CITIZENS, THEN THE TECHNOLOGYThe challenges on the way to Smart City are complex: Technology. Urban planning. Legalities. However, the ambitious goal of solving the problems of urbanization through digitalization is more than just a hype: It’s been a hot topic since 2006. At the time of this “first wave” (see chart), however, Smart City projects were often planned with a focus on technical possibilities and then rarely accepted, as citizens saw no added value in them. As a result, some projects already failed in the implementation stage.

THE VALUE-ADD OF DIGITALIZATION HAS BEEN ACCEPTEDThe good news is that today, many cities have taken up opportunities for digitalization with the involvement of their citizens − generating positive examples as a result. In addition to greater involvement in decision-making processes, people now have more experience in dealing with digital technologies and new services. The acceptance of digital technologies and services has therefore grown in accordance with the increase in the quality of life in society. After all, 90 percent of respondents to a survey conducted by the German Association of Cities and Municipalities in 2018 stated that they want their city or region to equip itself digitally.

ACCEPTANCE OF “SMART CITY” IN PUBLIC PERCEPTION

2010:• Rio Smart City Operation Centre• EU 2020 strategy with focus on role of „smart cities“• T-City Friedrichshafen

2012:• China initiates 90 pilot projects for smart cities

2008:• IBM Smart Planet Initiative

INITIAL SMART CITY WAVE2008 - 2012

CRITICISM OF SMART CITY2013 - 2015

SMART CITY TODAY

2013: Critical voices start dominating debate• 10/13 Anthony Townsend book Smart Cities• 12/13 Adam Greenfield book Against the Smart City• 12/13 Economist debate: Are smart cities an empty hype?

2015/16:• New market participants, e.g. Y-Combinator, Google‘s Sidewalk Labs• Growing need of citizens to be involved

Source: McKinsey Smart City Insights Report: What drives citizen adoption around the globe?, July 2018

2018/19:• Deutsche Telekom‘s co-creation program launched• Launch of the Co-Creation Toolbox, Deutsche Telekom with DStGB and UN

7DEUTSCHE TELEKOM | CO-CREATION TOOLBOX

FOR MORE QUALITY OF LIFE THROUGH DIGITALIZATION

DIGITALIZATION: CHALLENGES CITIES FACE AND OUR STRATEGYCurrently, many cities and regions do not yet have a digitalization strategy. There are many reasons for this: Small and medium-sized cities sometimes lack their own organizational unit for digitalization. Or there is no money available for large consulting projects. On top of this is the multitude of interests and requirements.

How can projects still be realized in a sustainable way? Working together with cities, institutions and businesses, it became clear that this is only possible in cooperation with citizens, city representatives,entrepreneurs, and other stakeholders and interest groups. This common approach forms the core that we call co-creation. Creating together: This is what distinguishes all the methods we present to you in this toolbox.

THE CORE TOPICS HAVE BEEN IDENTIFIED The central component for a successful strategy: Knowing what citizens and companies really want. At the top of the wish list are digital citizen services, educational offers, broadband expansion, a high-performance infrastructure or mobility concepts – for less congestion, better air and lower energy consumption.

URBAN CHALLENGES AND RELEVANCE FOR CITIES AND CITIZENS

CITIZENS

CITIES & CITIZENSCITIES

ADMINIS- City finances Citizen Digital services SC strategy Cultural Inspire Open dataTRATION: involvement transformation innovation

ECONOMY: Economic- Living Local trade development

EDUCATION: Digital education

ENERGY: Efficiency Generating, Waste saving, usage management

ENVIRONMENT: Clean air Leisure time Resilience Green in the city

HEALTH: Medical care Ambient- assisted living

MOBILITY: Commuters Bicycle city Delivery traffic Fewer cars Parking Multi-model Control traffic traffic

IT & NETWORKS: Broadband Data platform Infrastructure

SECURITY: Criminality Data privacy Hackers Public security

SOCIETY: Accessibility Coherence Digital Elderly Migration Neighborhood illiterates

Citizen and city survey within the scope of the Co-Creation program by Deutsche Telekom & DStGB, 2018


CO-CREATION − OUR BELIEF, OUR APPROACH

»Smart Cities & Regions means increased complexity: In the context of the digitalization

of cities & regions, different interests, technical systems and parties overlap. This increases the

challenge of setting up and implementing successful projects.

We believe that it is not possible to penetrate this complexity alone

if the aim is to provide a tangible benefit for cities and their citizens.

That’s why we believe in co-creation. Only together will we be able to deliver real added value through digitalization and implement appropriate projects.«

Claudia NematBoard Member for Technology & Innovation

Deutsche Telekom

CO-CREATION AS A TOOLStrategy & Approach


ONLY TAKE WHAT YOU NEED: HOW THE CO-CREATION TOOLBOX WORKSThe path from the challenge to the implementation of a solution leads via five steps, which we present on the following page. You can select one or more methods per step. Of course, you can also use individual methods to carry out your meetings or workshops. Please note: Often, digitalization issues do not involve building new solutions, but selecting solutions already available on the market. In this case, the first two or three steps are central for you to formulate your wishes precisely.

Before you get started, we recommend taking a look at the Quick-Start Guide on page 77. This will help you to set the course for the future and to better adapt to usual challenges.

In addition to the Toolbox, Deutsche Telekom supports you with further formats. Simply keep reading for more information.

The co-creation tools that you can find here have been tried and tested. In the summer of 2018, 50 mayors and experts used them to develop intelligent, tailor-made solutions for various urgent urban tasks.It all took place as part of the “Executive Program Smart Cities & Regions”, which the German Association of Towns and Municipalities (SStGB) founded together with Deutsche Telekom. Prototypes were created, some of which are in the process of being implemented as so-called “Minimum Viable Products”, or MVP. Seven of these case studies are presented starting on page 79.

THE CO-CREATION PROCESSThe methods presented here can be assigned

to five basic steps, which take place one after the other.

FOR JOINT SOLUTIONS AND NEW WAYS OF THINKING: OUR TOOLBOX

The toolbox is based on so-called co-creation and Design Thinking methods. Both help to find answers to complex challenges that have not yet been clearly defined. As such, they are perfect for tackling the challenges faced by cities and regions in the 21st century.

JOINT VALUE CREATION RIGHT FROM THE STARTCo-creation means: Developing solutions or using existing solutions together with all parties involved. In cities and regions, the involved parties can be citizens, but also suppliers and interest groups. The more people that are on-board, the easier it is to consider possible concerns from the start. This increases joint identification with the finished “product”. In addition, early cooperation can also minimize friction losses and costs.

USING CREATIVITY AND IMAGINATION WITH DESIGN THINKINGCo-creation is related to Design Thinking. It involves using a working method with which designers are familiar:

• Understand deep-rooted problems as “challenges”.• Understand the problem as precisely and as well as possible – and reformulate it again and again if necessary.• Observe the target group and try to find simple

explanations for complex behavior.• Think in a solution-oriented way and not problem-oriented.• Allow room for unusual ideas.• Use visualizations and build prototypes.• Test, and also fail regularly, as early as possible.


Where’s the fire? What target group is affected? What is their situation? In this area, you use methods to take stock of the situation.

In this step, concrete fields of action are defined as well as the goals that you want to achieve there. This is a prerequisite for finding the right approach to the solution.

This is about letting ideas flow through different creative methods and arranging, filtering and sharpening them.

Prototypes can take various forms. They are tested in workshops or other configurations. If they work, cooperations, business or financial models are considered in this phase. If not, development and testing continues.

This is where concrete implementation plans come in, legal issues are addressed, and financing is put in place.

UNDERSTAND & EXPLORE

WHAT ARE THE CORE CHALLENGESOF CITIZENS AND OUR ADMINISTRATION?

IMPLEMENTATION

HOW CAN WE REALIZE A SOLUTION?

PROTOTYPING & TESTING

DOES AN IDEA WORK?HOW CAN WE OPTIMIZE IT?

DEFINE CHALLENGES

WHAT IS THE MOST IMPORTANT CHALLENGEON WHICH WE WANT TO FOCUS?

IDEATION

WHAT ARE THE MOST PROMISINGPROBLEM-SOLVING APPROACHES?


PACKAGE M

Duration: 3–4 weeks

Value-add:• Identify, understand and prioritize the most relevant topics • Develop and test solution approaches

Results:• Personas (citizens/stakeholders) as

sketches• Overview of fi elds of action from a

citizen & city perspective• 2-3 tested paper prototypes• Overview of market offerings, cost-

drivers• Sketch for business model• Sketch of further procedure• Simple documentation

PACKAGE L

Duration: 3 months

Value-add:• Differentiated overview of fi elds of

action and possibilities for action• Detailed insight into one option

Results:• Personas (citizens/stakeholders)

developed• Overview of fi elds of action from a citizen & city perspective• One tested and designed click dummy

(see prototyping methods)• Business model (initial sketch),

architecture and data model (initial sketch), safety and legal

evaluation, assessment of technology and fi nances• Sketch of further procedure• Detailed documentation

WE OFFER THE FOLLOWING FORMATS:

PACKAGE S

Duration: 1 week

Value-add:• Identify the most relevant topics• Develop fi rst solution approaches

Results:• Overview of fi elds of action from a

citizen & city perspective• 2-3 tested paper prototypes• Sketch of further procedure• Simple documentation

Deutsche Telekom can support you in all co-creation phases. We have many years of experience in the application of the methods presented here and can contribute further competencies – in the areas of research, design, production of prototypes, consulting with regard to cooperation and selection of the right provider and fi nally also in securing the technical feasibility.

YOUR CONTACT PARTNER

Ole SchillingVice President Market DevelopmentCenter for Digital Cities & Regions

Friedrich-Ebert-Allee 140, 53113 Bonn+49 163 [email protected]://smartcity.telekom.comhttps://smartcity.telekom.com/cocreate

WE ARE HERE TO HELP.


What are the core challenges of citizens and our administration?

AD-HOCPERSONAGive the target group

a face

YOU WANT …

… to understand who your target group is, what motivations and needs exist there.

YOU GET …

… a better understanding of the behavior of the citizens – through archetypes instead of demographic segments. This enables you to develop ideas in a more targeted manner during the process.

Personas represent typical people in a target group. They make it easier to talk

specifi cally about citizens and their needs.

WHO CAN DO IT? Anyone can take part. It is ideal when

the participants can contribute knowledge of the actors/citizens.

FOR HOW MANY PEOPLE?At least two

DURATION?Depends on the number of personas.

Around 30 minutes to two hours.

PHO

TO B

Y R

AWPI

XEL

ON

UN

SPLA

SH



WHAT IT’S ALL ABOUTA persona is a role, a mask, a (self) image. If you look through this mask, you perceive things in a certain way. If you change it, new perspectives emerge again. If you construct different “types”, you can better understand, distinguish and predict lifestyles and behavior. An ad-hoc persona is a shortened version of a “regular”, data-based persona.

WHAT YOU NEEDSuitable materials are: fl ip charts or pin boards, magazines to cut out, scissors, pens in various colors, post-its, large sheets of paper and a glue stick. In addition, participants are welcome to bring their experience and knowledge on the relevant actors and, if available, even sound data.

GET AN OVERVIEWThink about who might be affected by your solution or infl uence its success. Then decide which maximum of three target groups are most important for a particular problem area. You focus your persona creation on these.

COMPILE INFORMATION AND DATAAd-hoc personas are based on assumptions. However, this does not mean that they are fi ctional. The assumptions are based on the experience of the participants and their knowledge of citizens/actors. Collect as much information and assessment as possible about the defi ned target group(s).

CREATE PERSONAS AND MAKE THEM AS TANGIBLE AS POSSIBLE Invent a persona for each of the defi ned segments − with name, age, place of residence, and other demographic characteristics. You can use the template on the next page to create the persona: In addition to the fi ctitious data, it is important that your personas have a picture, a context. If you search out a concrete persona portrait from magazines, use mood pictures. A characteristic quotation rounds off the persona. You can also describe a typical day in the persona’s life to help build empathy.

AD-HOC PERSONAFACES OF THE TARGET GROUP

In order to understand a concrete challenge, you have to have a picture of the target group it affects: Ad-hoc personas are a fast variant of the persona method and are particularly suitable for creating a common communication basis.


NEXT STEPS

• Personas with more foundation: In order to be able to use personas as a strategic

tool, these should be based on a systematic data basis.• Even more lifelike personas: You can enrich your personas according to your

special challenge. Use explorative research methods, such as interviews or user observations, in order to gain even deeper insights into the life of the personas. Perhaps you can find real citizens to whom your personas fit. Get to know them and find out how act in relation to your particular project.

What is the persona’s life like in terms of job, activities, etc.?

What are the most important needs in their life?

List 5 products or services which are very important

to your persona.

Give your persona a name.

Give your persona an age.

Make your persona personal by adding a

photo of a real person.

What could be typical quotes by your persona?

What motivates your persona? What frustrates them?

Determine an education level.

What are their family relationships like?

Where does the persona live and where do they spend time?

KREATIVITÄT ANREGUNG SAMMELN

TRÄUMEN NEUGIER EFFIZIENZ

KONTROLLE SPIELEN ZIELE SETZEN

PLANEN KÖRPERLICHE BEWEGUNG

RÜCKMELDUNG KOMPETENZ

ENTSPANNUNG RISIKO ZERSTÖREN

BELOHNUNG LERNEN

REGELN BRECHEN REGELN EINHALTEN

STATUS BESTIMMEN FAMILIE GEBEN

FREUNDSCHAFT HELFEN GESELLIGKEIT

LIEBE SCHÜTZEN RESPEKT

BESCHÜTZT WERDEN KOMMUNIZIEREN

GRUPPENZUGEHÖRIGKEIT SOZIALER

VERGLEICH PRIVATSPHÄRE

FREIHEIT HEDONISMUS GERECHTIGKEIT

GESUNDHEIT INDIVIDUALITÄT LEISTUNG

ORDNUNG SICHERHEIT SPARSAMKEIT

TRADITION NACHHALTIGKEIT

VERANTWORTUNG SELBSTVER-

WIRKLICHUNG SELBSTWERT TREUE

EHRLICHKEIT

5 MOST IMPORTANT THINGS

NAME

ACTIONAL SOCIAL IDEATIONAL

AGE

EDUCATION FAMILY

DEMOGRAPHY

LIFE NEEDS

PLACE OF RESIDENCE / LIVING SITUATION

QUOTE / MOTTO

WHAT MOTIVATES ME? WHAT FRUSTRATES ME?


And now?You now know some of the protagonists better and can guess how they view the topic. Next, you can DEFINE CHALLENGES. Or you can use another method from step 1 to get an even closer look at the field of action.

AD-HOC PERSONANEXT STEPS AND TIPS


WHAT ARE THE CORE CHALLENGESOF CITIZENS AND OUR ADMINISTRATION?

• Ad-hoc Persona• Stakeholder Mapping

• Explorative Research Methods

• Citizen Journey Mapping

• Trend Analysis

DEFINE CHALLENGES

WHAT IS THE MOST IMPORTANT CHALLENGEON WHICH WE WANT TO FOCUS?

• How might we

• Orientation Map

IDEATION

WHAT ARE THE MOST PROMISINGPROBLEM-SOLVING APPROACHES?

• Ideation Methods

• Elevator Pitch

• Citizen Roleplay

PROTOTYPING & TESTING

DOES AN IDEA WORK?HOW CAN WE OPTIMIZE IT?

• Prototyping Methods

• Business Model Canvas

• Test Methods

IMPLEMENTATION

HOW CAN WE REALIZE A SOLUTION?

• Implementation

QUICK START GUIDE & SAMPLES

Make digitization easy.


Ole SchillingCenter for Digital Cities & Regions

Deutsche Telekom

Friedrich-Ebert-Allee 140, 53113 Bonn+49 163 3152662

[email protected]://smartcity.telekom.com

https://smartcity.telekom.com/cocreate

Did this sample arouse your interest? We would be happy to present the entire Toolbox

and our offer to you in person.

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