This panel, comprising stakeholders from the research community, government, and technology sector, will show how closer-to-reality travel time estimates to emergency obstetric care (EmOC) in sub-Saharan Africa's largest megacity, Lagos, Nigeria, were generated and used to support EmOC service planning and the development of an innovative digital tool to support future planning.The panel will start with the premiere of a four-minute animated video titled "Mrs X lives in the city too," which challenges the depiction, in a widely acclaimed 1988 short film, of difficulty in EmOC access as a problem of poor rural dwellers. The new animation will highlight how traffic and insecurity influence travel to EmOC in urban settings, necessitating the need to rethink existing approaches to travel time estimates.The panel will then discuss research from the On Tackling In-transit Delays for Mothers in Emergency (OnTIME) project, which leverages big data to generate closer-to-reality travel time estimates to EmOC. The panel will show how the project combined primary data on health facility functionality with Google Maps to compute closer-to-reality travel time estimates to the first, second, and third nearest public and private hospitals with EmOC capacity in Lagos. The panel will also discuss the application of the evidence generated in supporting policymakers with service planning and considerations identified by policymakers as essential in developing decision-making support tools for future service planning and realisation of equity in EmOC geographical accessibility in Lagos and similar low-resource urban settings.