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SafeC
A Driving Safety App to significantly reduce safety incidents (road accidents) and improve drivers' behavior.
Impact Created
70% Drop in
safety incidents
20% Drop in medical &
vehicle-related costs
NOTE: Confidentiality limits sharing the app's exact name and specific details. Please view this case study on a computer for the best experience.
Project Overview: A Driving safety app designed to mitigate accidents.
'SafeC' is a driving safety app designed to mitigate safety incidents (road accidents) by fostering positive behavioral changes among drivers. As the sole designer, I led the UX research and design for this app, yielding a 70% drop in safety incidents for an MNC client and 20% medical, vehicle and insurance cost cuts for most customers.
Role
UX/UI Designer
UX Researcher
Timeline
3 months
(Oct 2020 to Jan 2021)
Team
Product Owner, Product Manager, myself and Tech team
Limitations
3 weeks design hand-off deadline, limited budget, and being the sole designer.
Problem: Road accidents and associated medical, insurance, and vehicle costs
Field force workers/service technicians for large enterprises perform a work commute of 10 to 15 km every day in India, which presents serious safety and financial risks because of the possibility of road safety incidents (accidents), and the associated medical, insurance, and vehicle costs.
Solution: Driving Safety App
A Driving Safety app that enhances the driving behavior of the users and offers emergency assistance, weather, and safety alerts. The slideshow below gives solution highlights.
Home with real time driver stats and weather updates.
Driving Stats
Weather Updates
Driver Score
Process: Okay, how did I get here?
1. Discovering & Defining User Needs
User Quotes
“I hope that the safety procedures at work were handled with a more efficient approach. Sometimes, I feel like an accident is only a few steps away.”
“You can't afford to be caught off guard by an unexpected storm or traffic delay when working in this field. I need timely updates to properly plan my trips.”
"I'm not particularly tech-savvy, and to be honest, I find it overwhelming to read the complex information in work manuals and other apps, which makes me want to stop using them instantly.”
Primary User Needs
Emergency protocols and help
Real-time updates
Simple and easy to use tech
2. Discovering & Defining Business Goals
Product Manager & Owner Quotes
“The field force employees of large enterprises are facing severe safety concerns during their work commute, and a potential client has lost two of their employees in September 2020. How can we build a solution that significantly reduces these safety incidents, if not completely avoided?"
“Every year large enterprises lose millions of dollars in their employees' medical, vehicle, and insurance expenses. We need to add value to our [future] customers by lowering these costs."
Business Goals
Significant reduction in field force employees' safety incidents
Employees' medical & vehicle-related cost cuts for large enterprises
3. Developing & Delivering Solution that fulfills User Needs & Business Goals
NOTE: Utilized the Double-Diamond strategy—Discover, Define, Develop, and Deliver—to create the Driving Safety App (Solution), addressing road accidents and related medical, insurance, and vehicle costs (Problem). The slideshow presents the solution's detailed components.
Double Diamond Process
Design: How might we design a solution that meets user needs & business goals?
Adapted a mobile-design strategy for on-the-go smartphone user access and designed intuitive & effortless solution for target audiences with short attention spans.
Below are feature iterations bridging User Needs and Business Goals.
User Needs
Business Goals
1. Intuitive Driver Score
Simplified users' comprehension of 'Driver Score' from 3 data points in iteration 1 to 1 data point in iteration 2.
2. Real-time weather updates
The weather card made prominent, improving its visibility for end users.
3. Easy-to-understand Reports
Significantly reduced users' cognitive load while consuming large amounts of information through reports.
4. Gamified Leaderboard
Emphasized transparency by including 'Driver Score' on the leaderboard in iteration 2, motivating responsible driving among field employees.
6. Business Mode ON/OFF
Ensured user privacy through the Business Mode ON/OFF feature, collecting location and other critical user data only when activated.
5. Emergency SOS
Eased user stress in Iteration 2 by simplifying the SOS trigger to one click, from three in Iteration 1.
Results: What value was created?
After the app was released to the clients and utilized successfully, the Customer Success team reported that we:
Reduced employees’ safety incidents by 70% for a prominent MNC client.
Saved vehicle-related and insurance costs by 20% on average for most clients.
Reflections: What could be improved?
If I had more time to dedicate to this project, I would have:
-
Conducted usability testing to be more efficient and improved based on users' feedback, despite conducting the concept testing.
-
Included a learning module to help end users understand critical concepts and issues in driving.
-
Improved accessibility of the app to make it more inclusive by following ADA guidelines and including a voice user interface (VUI).
More Works
Backpackers: Travel Planning App
MAPLE: Legislative Engagement Platform (Coming Soon)
Patient Portal: Usability Testing
MIT Reality Hack 24 Project
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