Rural areas are less attractive and sustainable for people and businesses alike, partially due to inadequate transport services. In this lecture I will present our research on transport-related challenges in rural Norway. The focal aspect of our approach is to define a set of values for the design 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. Further, I'll present our ongoing work on user involvement in the development of a Machine Learning infused decision support system in Air Traffic Management.