Could an app be the solution to producing better drivers?

"DCCARGEEK" (dccargeek) 08/26/2013 at 12:47 • Filed to: None

3

39

The fundamentals of vehicle operation are central to being a safe driver. Many states require some form of driver training before a person can obtain a driver’s license. Those classes can be costly, especially for a young person who is a full time student. At the same time, we lack a modern method to share our journey from driver’s permit to driver’s license.

Can an application defer the cost of driver’s education and revive the excitement of obtaining a driver’s license?

Yes, which is why I've dreamed up this application.

Introducing, Drive to be Licensed , an online application brought to you by Automakers X, Y and Z. This application leverages a user's online community to provide monetary support for driver’s education and makes the driver’s license social again. The app combines social sharing, gamification, contributions, e-commerce and education to promote a singular goal: nuture safer drivers.

Drive to be Licensed allows users to participate and compete against their peers in online games that test their knowledge of traffic rules and vehicle safety. Points are awarded for playing games (even losers get points), responding to surveys and answering other new would-be driver’s questions. Points can be redeemed in many different ways.

Games – Points can be used to unlock special edition cars (branded by Automakers X/Y/Z) in video games such as Grand Turismo Unleashed and Forza the Fastest (not real games). The video game industry supports the app saying, “We have a responsibility to promote safe driving in the real world. That is why we partnered with Drive to be Licensed and why our new racing games will include driver safety messages periodically during gameplay.”

Vehicle – Points can be redeemed at any one of the supporting automaker’s sales or service centers for discounts on vehicles, service or car sharing where applicable.

Insurance – Points can be used to reduce the total cost of insurance for young drivers through the apps’ network of partnered insurers.

Make it social, again

The app also allows users to post updates to their social networks to include total miles driven, total points obtained, a countdown to driving milestones and a list of cars they aspire to own. The app makes the process more social by allowing users to broadcast to their goals as they reach them. This is what we do online - we broadcast, constantly. This app simply takes a process that mostly happens offline and brings parts of it online.

Applying the Community Economy

The application allows users to receive monetary contributions to pay for the cost of driver’s education. Yes! People investing in other people is fantastic. Aunts, uncles, grandparents, siblings and friends can invest in the user. A coming-of-age milestone has (once again) become a publicly supported affair.

Drive to be Licensed would also encourage people to participate in driver’s education programs even when thier state might not require such training. This is a very important benefit as a primary goal of this application is to promote and increase the overall participation in driver training.

There are multiple benefits to this whole effort for the young drivers, parents, brands and other drives on the road:

1) Resuscitates the path and desire to obtain a driver’s license, along with driver’s education, even if the desire to own a car isn’t present at the time.

2) Creates positive brand sentiment through an entertaining, relevant and useful application.

3) Growth of licensed drivers could mean an increase in vehicle owners or users of automaker-owned car sharing services*.

4) Promotes the importance of fundamental vehicle operation through wider enrollment of driver’s education.

*As car sharing services grow, especially in urban areas where there are fewer licensed drivers, it’s important people obtain a driver’s license to use these services. The presumption that one only needs a driver’s license when one plans to own a car is wrong. If that were true only lifeguards and paramedics would learn CPR.

Conclusion

This idea is the result of my wildly vivid imagination and a firm belief that brands must evolve their marketing efforts to value-added rather than interuptive as younger generations are immune to traditional display advertising.

Automakers have created apps that crowdsource money to sell car parts (Dodge) and leveraged social media to pick trims (Nissan) and racing vinyl (Cadillac); these are shortsighted efforts that have zero long-term value.

Marketing departments need to look beyond the immediacy of the bottom line and social media impressions. They have to find ways to produce ‘marketing’ that benefits humanity and end users.

Producing safer drivers would be a start.

Z_Stig > DCCARGEEK 08/26/2013 at 13:04

0

Sounds kind of cool, but how many people don't have smartphones, either because they don't want one or can't afford one.

DCCARGEEK > Z_Stig 08/26/2013 at 13:11

0

While mobile would be the ideal platform, I would assume it could be built to also work via desktop.

LumberJunk > DCCARGEEK 08/26/2013 at 13:22

2

There's a thing where I'm from called Ajusto. It's offered by Desjardin insurance and what it does is it plugs into your OBD2 port and sends information on your speed, mileage, location, and whatever else it steals from you. If the data "shows" that you are a safe driver, your premiums can go down as much as 20%. I don't trust it for a minute. I bet as soon as a MIL light comes on they think your car is unsafe and they jack up the prices.

DCCARGEEK > LumberJunk 08/26/2013 at 13:27

0

There are a few insurance companies that monitor actual driver inputs for a discount. This is a bit different as they would be rewarding the driver, or soon-to-be-driver, for learning about safety. I think that is one of the most overlooked and important aspect of driving - knowing the rules and more importantly how a vehicle works (i.e. what is ABS, controlling a skid, speed as it relates to stopping, etc.) .

LumberJunk > DCCARGEEK 08/26/2013 at 13:33

2

But, I don't see the unsafe drivers participating unfortunately.

DCCARGEEK > LumberJunk 08/26/2013 at 13:35

0

In the monitoring service? Of course not. My goal would be to help educate younger people what is and isn't safe driving. I'll bet, and I don't have an stats to support this, that quite a few crashes involving younger people happy because of a lack of education and not general stupidity (i.e. when to yield vs. drifting into traffic).

LumberJunk > DCCARGEEK 08/26/2013 at 13:40

0

I'm talking about the younger people who are not interested in being safe. I cannot see them putting this much effort into said application (even if it is a great idea). But I do agree that more accidents are probably caused by not knowing what the best decision is to make in a certain situation. That is what caused most of the accidents I have been into. haha I've never had a screaming Subaru fly sideways into me. Just people who are not highly educated in how to operate a motor vehicle.

DCCARGEEK > LumberJunk 08/26/2013 at 13:51

0

Got it. You mean lazy. That tends to be the biggest hurdle. My hope is by seeing their friends who aren't as lazy using the app they will give in and give it a shot, but you are correct, those that are lazy and don't want to learn won't even consider this app. Maybe we could get Red Bull to partner and offer free energy drinks for completing courses :)

Arch Duke Maxyenko, Shit Talk Extraordinaire > DCCARGEEK 08/26/2013 at 13:55

0

Sounds good. Ryan Gosling will be the spokesman, yes?

DCCARGEEK > Arch Duke Maxyenko, Shit Talk Extraordinaire 08/26/2013 at 14:10

1

1,000 points = leather driving gloves.

Arch Duke Maxyenko, Shit Talk Extraordinaire > DCCARGEEK 08/26/2013 at 14:18

2

10,000 points = Scorpion driving jacket

15,000 points = creepy mask

Try to fuck over Gosling for his contractual dues =

DCCARGEEK > Arch Duke Maxyenko, Shit Talk Extraordinaire 08/26/2013 at 14:24

1

15,000 points nets you an invite to Sprint Cup.

Arch Duke Maxyenko, Shit Talk Extraordinaire > DCCARGEEK 08/26/2013 at 14:29

0

So, what about the creepy mask?

Equana > DCCARGEEK 08/26/2013 at 14:29

0

One of the biggest problems with new drivers is the inability to put DOWN their smartphones while driving. No talking, texting, email, facebooking, twittering or generally not paying attention to traffic. This runs counter to that. On the plus side the app could make it clear to drivers that it is YOUR responsibility to safely merge onto a highway, not MY responsibility to move over a lane so you can enter because you aren't going fast enough nor looking for an open spot to merge (pet peeve).

The bigger issue is that you can't get good at driving unless you actually drive.

TDIDriver > DCCARGEEK 08/26/2013 at 14:30

0

This all looks fine and dandy, and the unsafe drivers stand to learn a lot from such an application, however, you forget that the Forza/GT players of the world are typically in the small demographic that knows the rules, and enjoys driving enough to pay attention. You wouldn't be hitting the target demographic on this one.

themanwithsauce - has as many vehicles as job titles > DCCARGEEK 08/26/2013 at 14:30

4

As a gamer and car enthusiast - how would you stop people from cheating the system?

I can guarantee the inept teenage drivers who see the massive gains from taking part in this would do it. I can also see many of them cheating or sharing answers just to get around actually studying. It'd be treated like any other test - memorize the required answer, regurgitate for test, forget.

We really just need a better driver's ed system that includes learning how to drive in inclement weather or road conditions. Yes, this does mean we need more driving schools with access to a skidpad and cones. Living in a snow state, I'm also in favor of "weather certification" where you can't be a licesned driver in a snow state until you've proven you can control a car in a skid reliably.

DCCARGEEK > Equana 08/26/2013 at 14:34

0

But before you drive, you should become familiar with the laws and rules. It would be great if this started say 6 months before a permit was issued and instead of the normal BS text you are given very fun content. Think Top Gear Americano doing WHAT NOT TO DO WHEN LEARNING TO DRIVE clips, Jay Leno clips, etc.

As to your smartphones while driving - I agree, it's a problem, but this would be one way to integrate an educational campaign during a relevant period. What better time to talk about texting and driving then while learning to drive and from a mobile device.

DCCARGEEK > themanwithsauce - has as many vehicles as job titles 08/26/2013 at 14:36

0

Like I said it's far less getting answers right and more just consuming the content. If you make it fun, they'll keep coming back. Like I said in my last response, if you could get a few celebs to pop in with short funny clips on specific safety concerns or tie it so other cross-branding efforts (Lonely Boys song on merging, Conan on blinker use, etc) you'll get repetition and the staying and sharing power of comedy.

As for cheating - that's for the programmers to figure out :P I'm just some dood with an idea ;)

LumberJunk > DCCARGEEK 08/26/2013 at 14:37

0

That's the best way to put it! Laziness!! I too would love to see people more enthusiastic about driving safely. I bet most Oppos would like to be rewarded with one track day where they can celebrate with some safe, controlled silliness! Maybe even make drivers ed legal and implement something like this into a graduated licensing system where you have to log so many "safe driving hours" in a period of time before obtaining your full license?

X-cchannel-M > DCCARGEEK 08/26/2013 at 14:38

0

And if squatting in the left lane, all the player's points are zeroed out.

themanwithsauce - has as many vehicles as job titles > DCCARGEEK 08/26/2013 at 14:39

0

I would then wait for the great irony - someone getting into a crash because they were distracted by this app.

DCCARGEEK > themanwithsauce - has as many vehicles as job titles 08/26/2013 at 14:49

0

That will almost certainly happen.

Education of drivers has not evolved since 1980-something. In some states people are still given a book, study it, show up take the written and squeak by a very weak parking test and are allowed to barrel down the road in a 3,000lb vehicle.

It's time to take advantage of technology and stop blaming it. Not doing anything isn't really an option in my mind. My goal in this effort was to increase the number of people participating in driver's training.

redav > DCCARGEEK 08/26/2013 at 15:08

0

So, this is a driving simulator. We had those when I was in driver's ed. There are two aspects of driving that have to be established: good judgment and the skills to do it.

The social, web 2.0, quiz, etc., stuff might be good for the judgment/decision-making part. But being a person who isn't surgically attached to his phone, I don't see how this is any better than what already exists (or would exist if driving ed wasn't presented in a dry and boring format). I am also very tired of the whole "publish your life story" crap. I don't want to see what you ate for breakfast or how many miles you drove today or the score you got on your driving simulator. I am honestly scared that students will care more about posting updates than actually driving correctly.

I don't see this type of app doing squat to improve actual skills.

DCCARGEEK > TDIDriver 08/26/2013 at 15:08

0

There are plenty of ways in which a point/credit system could be used to target activities that better align with the demographics of bad young drivers. I agree that the Forza/GT guys/gals wouldn't need this, but they would be a good base to introduce the effort to promote it's growth. If they are influencers in their circles they could share it with non-Forza/GT players. Hope that makes sense.

DCCARGEEK > redav 08/26/2013 at 15:15

1

Being tired of a trend doesn't mean it isn't a trend. I didn't tune into the Video Music Awards, but my social feeds were full of it. I could care less, but it is what it is.

The point was to find a way to make people a bit more educated on driving. The whole Jalop Nation screams 'They need better driver education!" - well, I tried to come up with a way to pair two things:

1) Automakers are throwing money at stupid apps to buy parts for a car that isn't selling (Yes you Dart!)
2) A need, as yelled at me from Jalops, to educate people behind the wheel

I attempted to marry the two together. Skills are learned over time, but I think getting people more interested in the basics of vehicles (approaching speed, braking distances, etc) using a mobile device and in a more entertaining way is effective.

The position can't be we need more education and we need more time behind the wheel. Being behind the wheel without a proper roadway education is just as dangerous, adult passenger or not.

philipilihp > DCCARGEEK 08/26/2013 at 15:22

0

Partner with Facebook to make it also a Facebook app.

philipilihp > DCCARGEEK 08/26/2013 at 15:23

0

I can see brands like Kia, Hyundai definitely being into this. Tech-forward, young driver-oriented car companies. And as I mentioned in another comment, it could be partnered with Facebook for added exposure and desktop access as an app on that platform.

User1312 > DCCARGEEK 08/26/2013 at 15:51

0

Most of the bad drivers I come across fall into a few categories:

They don't realize they're bad, and thus would feel the app doesn't apply to them.

They don't use their phone for anything but talking and facebook.

They're too busy using their phone to worry about their driving. While driving.

They don't know what a smart phone is, or fear them.

They're drunk.

All that negativity aside.. Sure, it might work. And it certainly wouldn't hurt to try. We need something to make drivers better until the autonomous cars arrive.

redav > DCCARGEEK 08/26/2013 at 16:07

0

"The position can't be we need more education and we need more time behind the wheel."

:facepalm: That is the worst thought-out statement I've read all day.

A key to design is to identify the true need and invent the best solution, not jumping on trends because they are trends or because someone is throwing money at it. Identify why people aren't getting the right education. Identify why they don't have skills. Identify how they acquire knowledge & skills. Identify the break-downs in other systems. Dive down to the most fundamental root cause and address it, and then your product will be successful. If it just happens that a app is the right technology to address the need, then great. If not, don't shoehorn it like Ford did with MFT ("Hey - touch screens are cool! All the kids like touch screens. Look at what we can do with touch screens! Let's put them in our cars!"). You'll end up with a bad product that doesn't do its job and is plagued by failure.

Don't worry about what jalops yell. They don't know more than anyone else. Don't think there is an education v. skill development conflict. They work together. Find a way to make time spent in the learning activities productive & beneficial.

DCCARGEEK > redav 08/26/2013 at 16:16

0

I didn't think my post said they didn't have skills only that driver's education has proven, at least according to NHTSA, to be the most effective approach at creating safer drivers.

With that in mind the question is how do we make is cheaper, easier and more attractive?

All of those I tried to answer using an application of sorts because automakers are looking/dumping money into this technology already without providing a single benefit to humanity.

I wasn't trying to solve a defined data-backed problem per say, but rather looking for alternative concepts for brands to invest when it comes to apps that just might have a reward bigger than selling two extra Darts.

Every year NHTSA tosses millions of dollars at signs and logos to put on roadways in hopes it'll make people buckle their seat belt or drink and not drive - but there isn't a real solid way to measure those results nor does it personally incentivize a good behavior (other than the consequences of bad behavior i.e. a DWU).

I agree with you, but this was more of a thinking aloud project in the hopes that someone might read it and say - Huh, that's worth finding out more about and could apply the necessary resources to determine if this would have a benefit, both in safety and in marketing value.

DCCARGEEK > User1312 08/26/2013 at 16:18

0

Sadly most of those aren't preventable through education. It would be nice if we could get into a younger more impressionable person's mind to educate them on things more Oppo/Jalop-like about motoring.

Not to say that we need to make them love Rustbuckets from Europe, but rather have them understand concepts like speed, braking, wheel lock, ABS, oversteer, why we follow at a certain distance, etc.

Dayne Putnam > DCCARGEEK 08/26/2013 at 16:21

0

No, just no.

DCCARGEEK > Dayne Putnam 08/26/2013 at 16:23

0

But, but, but...fine.

OK boys. SHUT IT DOWN.

:)

User1312 > DCCARGEEK 08/26/2013 at 16:58

0

I totally agree, but this is a challenge not unique to our current generation. The mobile platform is unique though, in both a new hazard and a new [potential] tool.

KamikazePigeon > LumberJunk 08/26/2013 at 18:19

0

I never have trusted those and never will.

What if a deer jumps out in front of you on the highway and you have to panic-brake or swerve aggressively to avoid it?

Ding Ding!! Insurance rates go up! It's an excuse from insurance companies to grab more money from you.

notchy > DCCARGEEK 08/26/2013 at 18:39

1

These kids made this thing @ Disrupt NYC.

Maxaxle > DCCARGEEK 08/26/2013 at 20:21

0

THIS BACKGROUND IS SCARRING MY EYES.

LumberJunk > KamikazePigeon 08/27/2013 at 08:04

0

true true, although here they're not allowed to raise rates ever, it's just used for lowering them,,, which I doubt ever happens...

KamikazePigeon > LumberJunk 08/27/2013 at 08:28

0

Really?! I find that extremely interesting.

I doubt that ever happens as well.