THE PROBLEM
DRVN identified that there was an incredibly high accident rate for early teen drivers and wanted to find a way to reduce this figure.
Creating better educated, more prepared and safer teen drivers would decrease the accident rate and Context was approached to help strategically map out the experience and concept potential solutions.
THE ANALYSIS
Through research, we determined that the greatest moment of impact exists with the teen when they are learning how to drive, with their parents. The opportunity to provide parents and teens with guided lessons that help them know what skills to teach, in the proper sequence, during this time period would result in safer teen drivers.
Most parents know how to drive, the impression is that they will be able to educate their teen. Our goal was to ensure that parents know how to teach, leveraging materials that are second nature to them, giving them a program to follow for transferring driving knowledge to their teen.
Most educational driving tools are aimed at the teen, ignoring the influence that the parent can have during the permit phase. We created educational content for both the parent and the teen, and streamlined the materials so they could be consumed on a mobile device.
THE FOCUS
Current educational driving tools are aimed at the teen, ignoring the influence that the parent can have during the permit phase. We created educational content for both the parent and the teen, and streamlined the materials so they could be consumed on a mobile device.
55% of parents felt there wasn’t adequate information, resources or tools for parents.
THE SOLUTION
The DRVN mobile application guides parents and teens through a series of driving lessons and skills. They receive feedback based on their progress while striving to increase the quality of their driving time. The app pairs the parents and teens mobile phones for shared communication and status while the teen completes the lessons and skills required to improve their driving abilities.
- A Structured Guide to Driving: Teaching is a whole different skill than driving, and it requires planning. DRVN helps the parent structure driving sessions and provides concise skill instruction so they can guide their teen driver through new skills.
- A Diverse Range of Skills & Environments: DRVN makes sure the teen is getting exposure to a range of environments to best prepare them for the challenges of the road. Starting with the easy stuff and progressing to the harder stuff once the parent confirms that their teen has mastered the basics.
- Progress Tracking & Feedback: DRVN prompts the team to revisit skills that need more attention by providing relevant tips and timely feedback based on the teen’s performance.
- Encouraging As Much Supervised Drive Time as Possible: Reaserach demonstrates that the more drive time and experience a teen gets the safer they are. For every 5 hours extra drive time the teen is 1% less likely to get into an accident.
