Pelle Menke

On the 5th of June, during the 28th Knowledge and Demo Day, we explored the topic of Inclusive Design in the context of mobility projects together with a diverse group of network partners. Iris Ruysch introduced the theme on behalf of the Amsterdam Transport Authority (Vervoerregio), while David Koop and Lotte de Wolde from our knowledge partner Flatland facilitated the session format, moderation and visual notes.

The ambition of the Amsterdam Transport Authority

The Amsterdam Transport Authority is responsible for public transport across fourteen municipalities in the region and is working towards a mobility system that enables people to travel quickly, safely and comfortably by public transport, bicycle or car. In addition to organising and funding public transport and investing in infrastructure, the Authority actively contributes to broader societal goals such as sustainability, health and inclusivity.

Inclusive mobility is one of the key themes within the wider mobility policy. The central principle is that everyone – regardless of age, income, disability, gender or background – should be able to travel well and comfortably throughout the region. This calls for a mobility system that is accessible, affordable, appropriate, socially safe and welcoming.

The aim of the session on 5 June was to work with the network towards an initial action plan for applying inclusive design principles in mobility projects. Iris is keen to ensure that the ambitions around inclusivity are not only stated in policy and vision documents but are truly embedded in the organisation – from policymakers to implementation teams.

Session set-up

After an introduction by Iris on the context and ambitions within the Transport Authority, we got to work. In small groups, participants explored the profile of the implementing civil servant (using a persona canvas) and considered desirable changes in approach; in terms of attitude, skills and collaboration.

We then used the Inclusive Design Wheel to examine how existing programme components of the Authority could be made more inclusive. In pairs, we tackled themes such as accessible travel information, social safety at stations (specifically for women), and improving bicycle parking facilities.

The Inclusive Design Wheel is an iterative process model that supports the structural integration of inclusivity into design and policy projects. The model emphasises collaboration, repetition, and continuous learning. It consists of four phases:

1. Explore: Gather insights about users, their needs, and potential exclusion.
2. Create: Develop ideas, concepts, and prototypes that address inclusive needs.
3. Evaluate: Test whether the designs are inclusive, collect feedback, and make improvements where necessary.
4. Manage: Ensure shared understanding, set goals, engage stakeholders, and embed the process.

Outcomes and insights

While the persona profiles were being developed, I observed the group discussions and noted several important insights to take forward in the development of the action plan:

• Awareness and concrete translation: Implementation teams often already have an intrinsic motivation to contribute to inclusivity goals set in policy. However, they may not always realise how their day-to-day work can support those goals. It’s important to continuously ask the question ‘How, exactly?’. Tools like checklists, templates and practical examples can support this translation from policy to practice.
• Flexible guidelines and not ‘extra work’: Given the differences in scale, pace and content of projects, guidelines need to be flexible. There must also be sufficient room in terms of time and budget. Most importantly, these guidelines and action plans should feel supportive, not like extra rules or bureaucracy. Too many rigid frameworks can backfire.
• Interaction between policy and implementation: There is a need for more two-way communication. Implementation teams want to be involved early in policy development, especially when they will be the ones carrying it out. They also want opportunities to reflect with policymakers on whether policy is being implemented as intended. This allows for timely feedback and course-correction based on real-world experience.
• An Inclusive Design mindset: Beyond sharpened policy documents and a stronger focus on the end user, Inclusive Design also requires a mindset – one that is inquisitive and reflective. Embedding this within the organisational culture will require more than just an action plan.

What’s next

Iris collected valuable input to kick-start the development of the action plan, and participants gained a better understanding of the Amsterdam Transport Authority, the principles of Inclusive Design, and what it takes to move from policy to implementation. This summer, a trainee will start at the Transport Authority to further develop this topic and the action plan. The session, this report, and Flatland’s visual notes provide a strong foundation to build on. We’ll be meeting with Iris and David to explore how we can support this follow-up.

Would you like to learn more about any of the topics or developments mentioned in this report? Feel free to email pelle@amsterdaminchange.com.

Hoe maken we de stad slimmer, schoner en fijner? Vrijdag 13 juni, tijdens Amsterdam Innovation Day op het Marineterrein laten startups en vernieuwers hun oplossingen zien. Bezoek de innovatiemarkt, volg een tour langs baanbrekende innovaties of doe mee aan de prijsvraag met jouw idee voor de toekomst van Amsterdam.

Elke dag werken mensen aan een betere toekomst voor Amsterdam. Ze bedenken oplossingen voor een slimme, schone en leefbare stad. Tijdens Amsterdam Innovation Day zie je hoe dat eruitziet in de praktijk. Gemeente Amsterdam, AMS Institute, Amsterdam InChange, Innofest en het Marineterrein laten samen met andere vernieuwers hun ideeën en projecten zien. Je kunt meedoen aan demonstraties, tours volgen, testopstellingen bekijken en je mening geven.

Programma vrijdag 13 juni

Innovatiemarkt
Van 14:00 tot 17:00

Stap de wereld van morgen binnen op de innovatiemarkt. Hier ontmoet je de denkers en doeners die onze stad slimmer, schoner en fijner maken. Van duurzame voedselproductie tot slimme mobiliteitsoplossingen – ontdek zeven thema’s die onze toekomst vormgeven.Verken de stands waar vernieuwers laten zien hoe zij werken aan de toekomst van voedsel, digitalisering, zorg, mobiliteit, design, stadsnatuur, bouwen en afval. Stel vragen, doe mee aan demonstraties en laat je inspireren door concrete oplossingen die nu al worden toegepast.

Innovatie Tours

Start om 14:30 tot 15:30

Sluit aan bij een van de gidsen van Innofest voor een inspirerende rondleiding langs de hoogtepunten van de innovatiemarkt. Tijdens deze tours krijg je extra context, verhalen achter de schermen en de kans om direct met de vernieuwers in gesprek te gaan.

Meld je wel even aan via deze link

Prijsvraag: Jouw idee, jouw stad van morgen!

Heb jij een goed idee voor jouw buurt of stad? Een activiteit die bijdraagt aan een fijne, duurzame, sociale of innovatieve toekomst? Doe dan mee aan onze prijsvraag! Of je nou alleen bent of samen met anderen – iedereen kan meedoen! Aan het eind van de middag maken we de winnaars van de prijsvraag bekend. Lees hier hoe je mee kan doen

Tijden

14.00 uur – 17.00 uur

Kaartverkoop

Entree is gratis

Amsterdam faces a major logistics challenge: from January 2025 onwards, polluting delivery vans will no longer be allowed in the city centre. How can entrepreneurs and suppliers in the food sector prepare for this and turn the transition into a success? Four fourth-year students from the Amsterdam University of Applied Sciences (HvA) are working together in an interdisciplinary graduation circle to find solutions. They are addressing both the technical aspects of this issue and the communication side. Drawing on their different fields of study, they analyse the problem and develop a joint recommendation for the Amsterdam Transport Region (Vervoerregio Amsterdam). As part of their research, they used this working session as a focus group with stakeholders from the Amsterdam InChange network.   

Opening of the session

Stan van der Meer (Logistics Management), Chanel Pinas (Digital Marketing), Jay van den Boog (Digital Marketing), and Vanessa Man (Logistics Engineering) opened the session with a few questions to get a sense of the participants in the room. The attendees rated their own level of expertise on the topic and wrote down a word they associated with the issue. 

The room was filled with expertise: policymakers from the Municipality of Amsterdam directly involved in the issue, as well as researchers and advisors from Arcadis and Cenex who are actively working on zero-emission logistics. Representatives from the Port of Amsterdam and EIT Urban Mobility (a European network) were also present, each bringing their own perspective on the challenge.   

Statements and discussion

The students facilitated the discussion by presenting a number of statements, and moderating the group discussions that followed. Below are a few observations. 
 
Statements 1 and 2 (summarized): Amsterdam entrepreneurs are aware of the new zero-emission policy, and it is clearly presented to them.  
There was broad consensus within the group regarding the city’s policy. Communication from the Municipality of Amsterdam has been extensive over the past ten years — first targeting larger logistics partners in the city, and more recently also via letters to local entrepreneurs. In addition, physical signs throughout the city communicate the new regulations. However, what can cause confusion among entrepreneurs are the mixed signals coming from national politics and policies. This can create the impression that there is a lack of determination or vision behind the transition, making entrepreneurs hesitant to invest in new electric vehicles. 
 
Statement 3: There is sufficient support for entrepreneurs to switch to zero-emission transport. 
The group also agreed that the municipality is doing a good job offering financial support where needed. Advisors, for example, are available to guide entrepreneurs through the rules and support options. However, it was noted that the target audience still does not always have a clear overview of all the possibilities. While the municipality communicates well and “presents” the available opportunities, confusion and uncertainty remain among entrepreneurs on the streets. This represents an important communication challenge that the students will further explore. 

Also, regarding this statement and the ones before, it was noted that the (micro)entrepreneurs and stakeholders we were talking about weren't present in the room. It would have been good to have more of the target group in the room, but for this session specifically the policymakers and specialists from our network were the ones the students focussed on. In the following months of their research, their focus will be on the specialists and (micro)entrepreneurs in the food sector.
 
Statement 4: Logistics hubs play an important role in reducing transport movements in the city. 
This part of the discussion became more technical. The group agreed that a new logistics system with greater use of hubs throughout the city is, in theory, a logical and effective step in this transition. In practice, however, it is not as simple as it sounds. For example, consider the Port of Amsterdam — an existing large hub at the edge of the city for water-based transport. While goods can be transferred there to smaller vehicles for distribution within the city, docking on the busy canals poses a significant challenge. Additionally, water transport was the first sector required to become fully electric, and this system is currently somewhat reduced in scale 

Road transport is also complex. Hubs are locations where goods from different suppliers can be combined and delivered with fewer transport movements. But who holds responsibility for these goods if something goes wrong? And how can this be managed without adding too much delivery time?   

One of the participants summarized it well: we are shifting from logistics as a chain, where each party is responsible for a small part, to an ecosystem where all actors and the physical infrastructure depend on one another, share collective responsibility, and need to exchange information and services to keep the system running.    

In-depth interviews

The second part of the session consisted of two breakout groups in which the students could ask targeted questions for the research they are conducting. Jay and Chanel spoke with several participants about the research side of the project, delving deeper into successful research methods that involve entrepreneurs. Stan and Vanessa spoke with another group of participants about potential solutions for this issue, gathering knowledge about existing innovations and solutions or what might still be needed for this logistical transition.   

Follow-up

Through this focus group, the students in this interdisciplinary graduation circle have engaged in dialogue with experts on this topic from various organizations. They also made many new contacts and actively shared their project with the network. During our upcoming Knowledge and Demo Day on June 5, they will once again be part of the program and present their results and potential conclusions. 
 
Would you like to know more about the graduation circle, the research topic, or do you have tips or questions for the students? Feel free to reach out via pelle@amsterdaminchange.com 

From January 1 2025, a zero-emission zone will be introduced in the centre of Amsterdam, with the aim of improving air quality and making the city healthier and more liveable. This policy helps achieve climate goals and supports the ambition of becoming climate neutral by 2050. It encourages zero-emission urban logistics, which contributes to reduced pollution, noise, and traffic congestion. And cleaner air also has positive effects on the health and well-being of residents. With this initiative, Amsterdam - and other Dutch cities implementing such zones this year - aim to set an example for other cities and stimulate innovation in sustainable mobility. The so-called "zero-emission zone" is therefore an essential measure in the transition to a cleaner and more sustainable city.

This transition will only succeed through collaboration. Therefore, considerable attention is being paid to the experiences and needs of small business owners in the city. Think of; market vendors, house painters, and local greengrocers. What kind of support do they need to transition to zero-emission vehicles, and how do entrepreneurs creatively adapt to the transition and new rules? Other cities and municipalities are closely observing and there is a strong need for knowledge sharing. It is important that the experiences and lessons learned from Amsterdam, as one of the pioneers, are well-documented and shared on a national and international scale.

In early November, I travelled to Barcelona for the third time to attend the Smart City Expo World Congress. Together with the Amsterdam InChange Team, some of our network partners, and the Dutch delegation, we put together a strong content-focused programme, gained inspiration, and strengthened both international and national connections. In this article, I’ll briefly share some of my personal highlights from this trip. 

International Delegations: Building International Connections and Knowledge Exchange at the Expo

During the congress, I organised several guided visits from the Dutch Pavilion in collaboration with the DMI-Ecosystem. The aim of these visits was to connect the Dutch delegation with international colleagues and facilitate knowledge exchange. At the busy expo, full of companies, cities, regions, and conference stages, it’s really appreciated to join planned meetings on specific themes. It’s also a great chance to meet many international representatives in just a few days, since everyone is in the same place at the same time. 

We visited and connected with the pavilions of EIT Urban Mobility, Forum Virium (Helsinki), the European Commission, and Catalonian innovations. Topics such as The Future of Mobility, Digital Twins, and Net Zero Cities were central to the discussions. It was a good opportunity to strengthen existing networks and establish new connections. For myself, for Amsterdam InChange, and for the participants joining the meetings.  

A few aspects of the visits particularly stood out to me. At Forum Virium Helsinki we met with Timo Sillander and Jaana Halonen. I was impressed by their work with Digital Twins. They focus not only on the technology itself and the efficiency of urban systems, but also on the social dimensions a digital simulation can play into. Think of; unequal distributions of risks related to climate change and extreme weather conditions.  

I also appreciated the efforts of the European Commission. They are working to make it easier to navigate research topics, funding opportunities, and findings related to themes like energy-neutral cities. With their new marketplace, there is more focus on small and medium-sized cities across Europe, helping them to benefit from innovations that are often developed in larger urban areas.   

Collaborating Internationally on a Regional Challenge: Zero-Emission Zones and City Logistics

On Tuesday, my colleague Chris and I organised a session on zero-emission city logistics. We brought together representatives from Oslo, Helsinki, Stockholm, Munich, and EIT Urban Mobility, as well as the Dutch municipalities of Haarlemmermeer and Amsterdam. 

The session built on connections we made during other events on Sunday and Monday, bringing together an international group of stakeholders interested in this topic. During the discussion, we compared how different cities are approaching zero-emission zones and identified shared challenges, particularly in policymaking and working with logistics companies and local entrepreneurs. 

It was interesting to see how this topic lends itself so well to international comparison and exchange. For instance, while Amsterdam will be one of the first to implement a strict ZE zone in the city centre, other cities are already ahead in areas like charging infrastructure and the transition to cargo bikes. The group was eager to keep the discussion going, and we’re already planning a follow-up online meeting to continue learning from one another.  

Future-Proof Sports Fields, International Dinners, and Bicycles

Finally, a few other topics worth mentioning: I joined an international session hosted by the City of Amsterdam about future-proof sports fields. It was inspiring to reflect on the value and potential of sports fields for neighbourhoods, as well as their use as testing grounds for sustainable innovations. For me, the session reinforced how important these spaces are for local communities in cities, and sparked a new personal interest in this subject. 

I also really enjoyed both our own international changemakers’ dinner and another international dinner hosted by Drees & Sommer (thanks for the invitation!). Bringing together an international network — whether as individuals or in small groups — and mixing them at the table sparked meaningful conversations that felt different from those during the formal congress sessions or workshops. 

Lastly, it’s great to see more Superblocks and bicycles in the city every year! Go Barcelona! 

During our Knowledge and Demo Day on 10 October (2024), Guus Kruijssen and Rombout Huisman (Province of North Holland) led a working session on their recent scenario studies – Smart Mobility North Holland 2050. In this report, I will share the four ‘Context’ scenarios they developed, the process, and the discussions with the session participants.

Objectives of the Scenario Study

What do we actually mean by future visions and scenarios? What are the different types, and how can they be used? A discussion among the participants quickly highlighted the many different motivations, forms, and use cases. Rombout and Guus began by explaining their aim for this study.

The province of North Holland plays various roles in the field of mobility as a policymaker, road manager, and concession provider. Given the major challenges related to housing, CO2 emissions reduction, and road safety, their perspective on the future of mobility revolves around Reducing (travel), Improving (travel options), and Changing (travel behaviour). This perspective forms the basis for developing, operationalising, and maintaining their strategy – a cycle that spans approximately 50 years. However, digital developments and innovations are making the world change faster than ever, necessitating greater awareness of possible contextual changes. The key question is: how do the choices we make now relate to the different possible futures?

To explore this, a team of colleagues embarked on developing four challenging context scenarios. Working with internal and external experts, they moved from an environmental analysis and contextual factors to scenarios and strategic insights. The process and outcomes were kept administrative and had no political or policy-driven focus. The result is not a set of visions to choose from but rather a representation of various developments and challenges that may arise, to which you can assess your own projects and actions against.

The Four Scenarios

Four distinct context scenarios were developed. Here is a summary and a few key aspects of each:

1. Steady Traffic (Doorgaand verkeer) A slow shift towards a green economy, benefiting only the Amsterdam Metropolitan Area (MRA). The population grows to 3.7 million. Cars remain dominant, transitioning gradually to electric, but roads and trains stay congested. Digitalisation and innovation progress slowly, with limited impact on efficiency and accessibility.
2. Turbulent Weather (Rukwinden) Ongoing shocks and international instability, with the US leaving NATO and significant climate change. The population increases to 3.1 million. Fuel crises accelerate electrification, but investment focuses on priorities like the navy. Technological scepticism grows due to data breaches, impacting accessibility.
3. Our Own Path (Eigen weg) The Netherlands withdraws from international cooperation and leaves the EU, focusing on healthcare, circularity, and local production. The economy contracts due to trade restrictions and brain drain, and the population decreases to 2.6 million. Fewer traffic jams, but cars remain significant alongside increased regional public transport. Distrust in innovations and sustainability rises, with informal sharing preferred over commercial options.
4. Transition (Overstappen) Climate change accelerates transition and AI development. The population stabilises at 3.1 million. Non-sustainable sectors disappear, and reduced traffic results from digitalisation and virtualisation. Space is primarily used for energy infrastructure, and circular processes increase. The EU and the national government push for innovations like autonomous transport and shared mobility. Ownership is limited to the wealthiest, and digital infrastructure becomes a priority.

Outcomes and Follow-Up

Rombout and Guus guided the group through the process and results of these scenario studies. We discussed the developments and contextual factors used in the study, and considered if anything was missing. They openly shared their approach and how they plan to use these insights to assess their own policies and projects, and welcomed questions and suggestions from the group. There was also room for discussing the challenges. Because, while people can easily align on scenarios, opinions can still vary greatly on how we should act on them now.

Many of our partners are already working with future visions and scenarios. See, for instance, our report on a session with trendwatchers from the Municipality of Amsterdam. The purpose, process, and impact on policy, projects, and actions vary across organisations. However, there was agreement that sharing methods and scenarios is valued, particularly in a neutral setting like our innovation network. It fosters mutual understanding and offers valuable lessons from each other's research methods and practical applications. In the coming period, we will explore how we can contribute to this in our network on various transition themes.

Would you like to know more about this study from the Province of North Holland? Feel free to send me a message, and I will connect you. Interested in brainstorming about how we can approach this more frequently or systematically within the network? Let me know at pelle@amsterdaminchange.com.