#19 Jobs-to-be-done for Urban Mobility – an expert’s view with Lieke Ypma, Telling

Lieke is the founder of Telling - the design studio for mobility. As experts in usability, Telling helps teams build products that last. Telling understands user motivations and category rules. Services include UX research, design, design operations and strategy development - for digital and physical products and infrastructure. Telling starts with people. Always. Because human motivation endures while technology evolves. In addition to running Telling, Lieke teaches design and urban development at various universities, including the HTW Berlin. She is also involved in women's mobility and the Berlin initiative on school zones.

In this episode you’ll learn:

• Gain an understanding of the various tasks and needs people associate with urban mobility, encompassing not only functional but also emotional aspects
• Recognise the necessity for urban mobility stakeholders to shift their perspective towards understanding how people utilize urban spaces
• Explore the significance of technology and data in achieving the objective of enhancing urban mobility and space utilization