Rural areas are less attractive and sustainable for people and businesses alike, partially due to inadequate transport services. In this paper, we address transport-related challenges in rural Norway. The focal aspect of our approach is to define a set of values for the d esign and mechanisms of transitioning towards more sustainable rural transport making a real -life difference for people living in rural areas. We connect UN sustainability goals and transition design to discuss how these can be operationalized and used throughout the design process seeking to innovate rural transport. Reflecting on how to find the initial ‘leverage points’ to scaffold the transition to more sustainable transport systems, we explore the possibility of introducing relevant Key Performance Ind icators early on in the design process. We report on our experiences and findings regarding the use Key Performance Indicators in different phases of a design-led innovation process.