Using a combination of digital ethnographies, participant observation, and lived experience, we follow a whole mobility system transform from one state (mobility as a good) to another (mobility as a service) in one large urban area in a Nordic country. We explain how public and private actors interactively and iteratively shape the causal apparatus of the mobility system while it transitions. We engage and extend the literature on organized system change by process modeling how actors deliberately use hype as a structural resource to settle system change.
