This case study creates an additional gamification feature to the extant Progressive Snapshot application, targeted towards new teen drivers. In order to maintain interest in learning the rules of the road.
Using a current system, application or product, I was tasked with adding an interactive gamification element that would be both fun and useful to a specific target audience.
With the goal in mind to educate, not just entertain users, Progressive Snapshot aims to encourage young drivers to build better driving habits and promote their safety from an early age.
Primary: Young first time drivers in high school (ages 15-19) who are about to obtain their driving permits and/or licenses, and is meant to be a supplementary learning aid for teen drivers.
Secondary: Parents, guardians, and/or family members of the teen drivers.
Progressive Snapshot targets a variety of auto-related stakeholders such as insurance companies, gas stations, car servicing shops, carwash services, and more in order to promote economy and business between brands.
“Safe” and “good” driving are often used interchangeably, if you are a safe driver, you can also be considered a good driver. The chart displays how Americans qualified what makes a "good driver". “Experience” was listed as the number one quality and “confidence” as the least important quality of a good driver.
A brief journey map was created to highlight the potential emotions, thoughts, feelings and goals of Ally as she hypothetically goes through the user flow of driving, checking the app, gaining points and claiming rewards.
Ally Jeanetts is a 16 year-old high school student who has just obtained her drivers permit by taking the written test. She is a nervous driver and has little-to-no experience on the road. She is very technology savvy and her parents believe she might understand the rules of the road better if information was presented to her outside of a classroom environment.
To effectively create a gamification aspect for the Progressive Snapshot, there are a few requirements that have to be met. For example, what motivates users? In most cases, it would be a goal, reward, or something else they can work towards. A game also requires rules, because without it the game could be manipulated to benefit a player, giving an unfair advantage. Lastly, maintaining user’s interest, by creating different levels or difficulties to keep user's invested and on their toes, excited for what's to come.
For Progressive Snapshot, rewards can be obtained through a point-based system, and are broken into two different categories: Instant and Delayed gratification.
An Instant Reward is immediate gratification, often for little effort. An example could be cheaper gas prices for safe driving (i.e. $0.05/gal off).
Delayed Rewards, on the other hand, are of higher value, they cost more points and take more time to work towards. Examples would include items or services such as a free carwash, interior detailing, or an oil change to name a few.
Rules in this context directly correlates with the rules of the road, for example performing a positive driving habit such as using your blinkers when turning or stopping at a stop sign would yield you positive points. Contrary to that, behaviors such as running a red light or hitting a curb would revoke or take away points from your overall trip score.
Levels in the Progressive Snapshot App can be described by the context of location and/or the density or population of cars surrounding you. For example, driving in a parking lot would be level 01, whereas a highway or tollway would be a much higher level.
Difficulty is based on factors such as environment, weather, and road conditions to name a few. Conditions such as rain, snow, or ice, driving at night, traffic, or if there is construction all change how a driver would react in varying situations.
A brief journey map was created to highlight the potential emotions, thoughts, feelings and goals of Ally as she hypothetically goes through the user flow of driving, checking the app, gaining points and claiming rewards.
The current iconography was very inconsistent, some functioning as images rather than icons, legibility and symbolism was difficult to comprehend and overall causing users to misunderstand context. The new iconography I've employed is more simplified and straightforward for users, all of them are filled in nature and the same color, size, and weight.
A brief journey map was created to highlight the potential emotions, thoughts, feelings and goals of Ally as she hypothetically goes through the user flow of driving, checking the app, gaining points and claiming rewards.
I used the SOU’s above as a rough framework of what screens I would need to create, and quickly mapped out and iterated a few screens to get an idea of a general layout.
This was a Beta version of Safe Driving with Progressive Snapshot, and not all features were included in the initial launch. However, in the future we hope to attain full functionality and animations to the app. If I were to pursue this project to its full potential, features listed below would be fully integrated to provide an excellent experience to users.
To view the design or prototyping process, you can click on the embedded files below.
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