SMART DRIVING & smart car MANAGEmeNT solution
Castella, a smart car solution is a management service that allows drivers to manage their vehicles efficiently and safely. It checks the status of the vehicle through self-vehicle inspection, trip history, and dashboard.
Overview
Background
MtoV is a vehicle AI solution software and hardware development company. At that time, we had a network technology called *Ad-Hok and a hardware item called *OBD scanner, and we had to develop a new solution using these two items.
(*Adhok: A network is a network composed of two or more devices equipped with wireless communication and networking capabilities.
*OBD Scanner: A device that is attached to the bottom of the steering wheel to collect information related to the vehicle. Because it is connected to the OBD terminal, 'OBD Scanner' is used. It's called a 'vehicle scanner.' This vehicle scanner informs you of tire condition, battery information, and information related to the engine and various parts in real-time.)
My role
My role was crucial in ensuring the app's interface was user-friendly, intuitive, and visually appealing. I’m responsible for designing the overall look and feel of the app, including its layout, navigation, and interactive elements.
Goal
The goal was to create a seamless user experience that meets the needs of the target audience while aligning with the MtoV's brand and goals. This project involved conducting user research, creating wireframes and prototypes, collaborating with developers, and iterating on designs based on feedback and usability testing.
discovery
Competitive Analysis
I organized domestic and international competitor products by installing and using their app from the user's perspective. I analyzed the main screen and main functions, capturing them one by one and identifying their strengths and weaknesses. Specifically, I focused on three main areas: organizing their business items, identifying their standout UX functions, and understanding the user task flow. The sample below is a comparison of each competitor's products.
The sample below is a comparison of each competitor's products.
scenarios
Persona
Mark is a beginner driver and he makes mistakes such as hard braking, hard acceleration, and frequent steering corrections. Additionally, new drivers like Mark may not have a strong sense of direction and distance on roads, which can lead to an increased probability of car accidents due to interference with other vehicles. He needs to improve his driving skills and reduce the risk of accidents.
analysis
I identified the inconveniences and needs of users who are most needed for the technology and effectiveness of a company called MtoV, and researched external products.
User flow
We planned a product by combining OBD hardware and a software app called Castella. I attempted to create a user flow through data research, scenarios, and analysis of the smart car area and OBD.
Main feature
I focused on creating a seamless user flow that allows users to easily access and interact with the app's features. :
Onboarding:
The User downloads the app from the app store.
Upon opening the app for the first time, they are greeted with a welcome screen and prompted to sign up or log in.
They are then guided through a brief onboarding process where they can set up their profile and connect their vehicle to the app.
[Optional] If the user has ‘OBD’, pair it with their vehicle. and ready to use all functions of the app.
Home Screen:
After onboarding, the user is taken to the home screen of the app.
The home screen displays key information such as current vehicle status (e.g., fuel level, mileage), recent trips, and any alerts or notifications.
It also provides quick access to commonly used features such as navigation, vehicle controls (e.g., lock/unlock, start/stop engine), and settings.
Scanning and Monitoring:
If the user’s vehicle has trouble, it shows the result of what it has a problem with after scanning
It suggests some right repair shops near them.
Trip History:
Users can view their recent trips, including distance traveled, time spent, and fuel efficiency.
They can also see and share a map view of their route and any stops made along the way.
Alerts and Notifications:
The app alerts users to important information such as low fuel levels, maintenance reminders, and vehicle health issues.
Notifications are displayed prominently on the home screen and can be customized based on the user's preferences.
Settings:
Users can access the app's settings to customize their experience, such as changing units of measurement, setting up notifications, or managing connected vehicles.
Help and Support:
If users encounter any issues or have questions about the app, they can easily access help and support resources, including FAQs, contact information, and troubleshooting guides.
Key finding
Gathered negative feedback. And we've compiled a list of things we need to rethink.
Positive point
The app allows you to monitor your driving habits in real-time.
You can identify potential vehicle issues without visiting a repair shop.
The app enables you to share your vehicle's location and history with others.
User Flow
Download the app to start vehicle diagnosis.
Real-time information delivery to OBD devices.
Automatic vehicle condition check.
Goal setting.
Suggestion of daily driving style for safe driving.
Real-time monitoring of bad habits such as accelerator/brake through daily driving style monitoring analysis.
Sharing location and information with partners and family members who share the vehicle.
Negative point
Not many people know about OBD.
There may be a feeling of pressure about purchasing the product.
Ideate
During the development of this project, we encountered numerous challenges and learned from our mistakes. Initially, our goal was to create a simple vehicle scanner. However, through user testing and market research, we were able to identify the unique value proposition that our app, Castella, could offer compared to other companies. We not only focused on improving the scanning functionality but also on developing additional features that could be accessed through scanning. As a result, we were able to create a killer function that sets our app apart from the competition.
General uses of the product
When: When driving. (time to and from school/travel/part-time job/other driving)
Where: Any road you can drive to.
Specific uses of the product
When I want to check your driving habits.
When I want to see the usual/fuel consumption.
When I want to know the cause of the car’s condition.
When I’m not used to driving yet.
When I want stable and safe driving.
When I need to find a repair shop near me.
Sketches
After creating the user flow, I made a rough sketch of how I would design the app. I thought about the interface composition, including the main dashboard, trip history, scanning page, and repair shop recommendations, and designed a wireframe.
Core feature required by users
The core feature required for the product is as follows.
The OBD scanner with WIFI module scans the vehicle condition in real time
Monitors and analyzes the driver's driving style. It presents solutions to optimize driving performance and meet the desired goals.
User task analysis
Accessibility improvements
Iterative
Throughout the user flow, I focused on creating a visually appealing and easy-to-navigate interface that provides users with the information and controls they need to manage their vehicles effectively. I ensured the app was responsive and worked seamlessly across different devices and screen sizes.
Alleviate gaps and improve opportunities
We examined the gap and opportunities in the OBD-based service field. There were several notable players in this market, such as Automatic in San Francisco, Dash in New York, and Zubie in Minneapolis. Automatic and Zubie. Our unique selling points include a focus on real-time scanning and sharing functions from a software perspective and the inclusion of a dash cam and 4G LTE communication module in our hardware. Other companies tend to prioritize cost-efficiency analysis in their software and only use Bluetooth modules for data transmission, which can be vulnerable to hacking. In contrast, our hardware features the added security of LTE communication and we have 15 patent applications in the US and Korea to demonstrate the strength of our technologies.
Adjustments to business model and pricing
We discussed our business model and how we plan to enter the smart car market. Our business model includes both direct sales to consumers (B2C) and sales to businesses (B2B). For B2C, we provide our product directly to customers at a price of less than $70 each. For B2B, insurance companies will purchase the majority of our products and provide them to end users. In this case, customers will not have to pay and good drivers may even be eligible for a discount on their insurance fees. Insurance companies can use our product to assess accident probability and, as a result, may see increased profits through pay-as-you-drive insurance.
Final Products
Challenges Ahead
To increase accessibility, we plan to focus on promoting our product to businesses (B2B) rather than individuals (B2C). While we will still offer direct sales to individuals, we also plan to sell through channels such as repair shops, car rentals, used car dealerships, and insurance companies.
Our app can be used for purposes beyond driving practice, such as sharing the location and condition of a vehicle. This means that even if a user does not have an OBD scanner hardware, they can still access certain features of the app.While we will still offer direct sales to individuals, we also plan to sell through channels such as repair shops, car rentals, used car dealerships, and insurance companies.
It can be used for purposes beyond driving practice, such as sharing the location and condition of a vehicle. This means that even if a user does not have an OBD scanner hardware, they can still access certain features of the app.
Personal Learnings
This project is very meaningful to me as a designer. I put a lot of thought into the business model, how to create a better UX, and how to refine the design through numerous revisions. I am proud of the final product and hope that it will be successful in the market.
1) New challenge: While working at the startup MtoV, I had many opportunities to challenge not only my capabilities as a designer but also other areas. I had the opportunity to think from the perspective of a designer as well as from the perspective of a planner, developer, and owner, and it was a great opportunity to learn about each person's accountabilities.
2) Frequent changes: When a special event was coming up, the content of the service often changed unexpectedly, so we needed to challenge and manage it.
3) Leadership: We were able to work regardless of location and time. We each learned how to manage our time, take responsibility, and lead our work.
Final Design