A segment:
For this segment, I choose senior college students living off campus who drive their car to campus and use the park and ride UF offers. They all have had issues with texting and driving, but put their phones away or turn them off to not use them. One student lives near Archer, has class every day. The other lives in Cottage Grove and only two classes a week in the afternoon during rush hour. The last student lives in a house behind the law school and has classes Monday, Wednesday and Friday in the mornings. Each has at least 7 minutes commute to campus.
Learning:
I learned that this need is slowly diminishing because of the iPhone's newest update. The new update now has a feature where if you are going over a certain speed, then the phone will turn off notifications and also send a message people a message that they are driving. However, the three students I interviewed do like the idea of getting rewards while not using their phone. If they have to purchase the app, then they wont use it. The rewards idea is still a good motivator. However, because it is already installed they don't see a huge need. One admitted to disabling the program in the phone when he was in traffic. He said if he did have a reward he would in enjoy in the end, he would be less likely to use his phone. That being said, I believe that this product could still be of use. Perhaps it would have to have more offers/functions that people need while driving (i.e. a map/GPS, playing music, etc.) to make it more appealing.
For this segment, I choose senior college students living off campus who drive their car to campus and use the park and ride UF offers. They all have had issues with texting and driving, but put their phones away or turn them off to not use them. One student lives near Archer, has class every day. The other lives in Cottage Grove and only two classes a week in the afternoon during rush hour. The last student lives in a house behind the law school and has classes Monday, Wednesday and Friday in the mornings. Each has at least 7 minutes commute to campus.
Learning:
I learned that this need is slowly diminishing because of the iPhone's newest update. The new update now has a feature where if you are going over a certain speed, then the phone will turn off notifications and also send a message people a message that they are driving. However, the three students I interviewed do like the idea of getting rewards while not using their phone. If they have to purchase the app, then they wont use it. The rewards idea is still a good motivator. However, because it is already installed they don't see a huge need. One admitted to disabling the program in the phone when he was in traffic. He said if he did have a reward he would in enjoy in the end, he would be less likely to use his phone. That being said, I believe that this product could still be of use. Perhaps it would have to have more offers/functions that people need while driving (i.e. a map/GPS, playing music, etc.) to make it more appealing.
When they were searching for solutions, most would put their phone on do not disturb or put it out of sight. However, during traffic they would reach for the phone all over again. Many students remember their parents talk to them about texting and driving when they were young. They never did full research or googling. They know texting and driving is dangerous. They see signs on the highway saying "don't text and drive," but they never looked up numbers of accidents involving phone usage. When they received information about crashes from texting and driving it was usually hearing it on the news if a car crash happened.
Conclusion:
I learned that the need is diminishing based from this segment. Using the phone while driving has not stopped, but there are more ways for it to be prevented. From what I understood from the interviews there is still no app that will offer rewards for you not texting and driving. This is a very helpful because then I could narrow down what my app/product would have to make it appealing for people to use.
Conclusion:
I learned that the need is diminishing based from this segment. Using the phone while driving has not stopped, but there are more ways for it to be prevented. From what I understood from the interviews there is still no app that will offer rewards for you not texting and driving. This is a very helpful because then I could narrow down what my app/product would have to make it appealing for people to use.
Hi Shelby! I really liked your buyer behavior analysis. I liked that you addressed how the need for your application has diminished a bit due to the latest IPhone update, however your application could still be utilized on other software platforms such as Android. Also, what really makes your app unique and motivates people to use it is the rewards which still sets your app apart from the new feature on the latest IPhone IOS.
ReplyDeleteHey Shelby,
ReplyDeleteI think you made some good discoveries about the market during your interviews. I wasn't aware about the new update, and only experienced it for the first time today when I was in a car. I don't have a car now, but the idea of your app still interests me because if I can get rewards for something like riding the bus, or sitting in an Uber, then I'll be more than likely excited to use it. The concept that your market doesn't have much firsthand knowledge of texting and driving is also a useful one, potentially meaning that the statistics and tests used to market your app will be more surprising to them. I like the idea, and look forward to seeing where it goes.
Hi Shelby,
ReplyDeleteYour interviews gave you great insight into your idea and the actual need of your idea. Many people have stopped driving cars as much and that could mess up your idea. Many people are taking Uber, which could also make people stray away from texting and driving in general because the Uber has the liability of other people in the car. I think the rewards is a great idea and can draw people to the attention of your app.
Hi Shelby,
ReplyDeleteYour analysis of buyer behavior for this app was thorough and even covered things I wouldn't have thought of. I agree that the concept of receiving rewards would definitely convince me to download and use the application myself, as well as be more likely to start to tell my friends about the app to spread the word. I want to see where this goes!