DriveSafety
A reward-driven experience where slowing down pays off.
THE PROBLEM
How might we create a digital-first product that challenges drivers’ self-image as capable by showing how speeding reduces reaction time on highways and in neighbourhoods?
THE SOLUTION
We created a CarPlay Widget and a Rewards App to encourage positive behaviour change, increase awareness of unintentional speeding, and create long-term engagement.
USER RESEARCH
We conducted semi-structured interviews to understand speeding motivations and triggers, revealing that self-awareness is more effective than guilt or authority in changing behaviour.
Perception of control is misleading.
Drivers believe they are in control, even when speeding reduces their safety and reaction time.
Context influences speed more than rules.
Speed is influenced more by road conditions and other drivers than by posted limits.
Awareness works better than punishment.
Internal realization ("I shouldn't be doing this") is more effective than external enforcement.
Speeding is often an unintentional behaviour.
People drift into speeding without realizing it, especially on familiar or long routes.
CarPlay Widget
Prevents speeding in real-time by showing drivers when they are within, approaching, or over the speed limit and rewarding safe driving with coins.
Features
Green, yellow, and red states instantly show whether drivers are within, approaching, or exceeding the speed limit.
Real-Time Speed Feedback
Rewards Progress Tracker
A live progress bar shows coins being earned or paused based on driving behaviour.
Large text, simple messaging, and colour-coded feedback creates a non-distracting, glanceable driving status.
Glanceable Interface
The widget delivers feedback in the driving environment where behaviour can be corrected in real time.
CarPlay Integration
Rewards App
Improves driving habits overtime by showing trip insights, tracking earned coins, and rewarding safe behaviour with gift cards.
Features
Tracks coins earned from safe driving and provides quick access to trip history, rewards, and saved gift cards.
Home Dashboard
Displays past drives with colour-coded routes, allowing users to review their driving performance and earned coins over time.
Trip History
Breaks down individual trips into road segments, showing speed limit compliance, safe-driving scores, distance travelled, and rewards earned.
Trip Insights
Allows users to browse and filter gift cards by category, making rewards easy to discover and redeem.
Gift Card Marketplace
Lets users exchange earned coins for gift cards by selecting a reward amount based on their available balance.
Coin Redemption
Stores redeemed gift cards in one place, allowing users to view, manage, and access rewards when needed.
Digital Wallet
Generates a scannable QR code and voucher code that can be used directly at participating merchants.
QR Code Voucher
The project demonstrated that behaviour change is more likely when drivers understand their habits in the moment and are rewarded for safer decisions, reinforcing our original research insight that awareness is more effective than guilt or authority.