In today's fast-paced urban environments, ensuring the safety and convenience of transporting K8 children is a paramount concern. Parents are often stretched thin between their responsibilities, making it crucial to develop a transport system that minimizes their effort while maintaining top-tier safety standards.
User Problem
Strategy
1. Build Value Proposition
‘Track’ the innovative and comprehensive school bus tracking app designed to provide parents, schools, and students with peace of mind and convenience. Track revolutionizes the school bus experience by combining cutting-edge technology, real-time updates, and enhanced safety features to ensure a seamless and secure journey for every student.
Key Benefits:
Real-Time Tracking
Enhanced Safety
Customizable Alerts
Efficient Communication
Reduced Carbon Footprint
User-Friendly Interface
2. Identify ‘Jobs To Be Done’
Jobs for Parents
(Primary Users)
Functional Jobs
When my kids go to school, I want to know the school bus’s ETA along with the number of stops away so I can plan my mornings better
When my kids leave the school, I want to know the bus details and seat number so that I can be better informed
When my kids go to school, I want to have personal emergency response system so that I can monitor their safety
When my kids go to school, I want to look into the trip history so that I can track the performance of the service
When I use an app, I want to add additional emergency contact details so that I can be assured that my kids will get support in my absence
Social/Emotional Jobs
When my kids leave the school, I want to know if they had boarded the right bus so that I could be at ease
When my kids do not go to school, I want to let the pickup team know that so they can skip our destination and reach the furthest students much faster, so that I can be a good samaritan
When my kids use the bus facility, I want to be able to give feedback/report any issues on the driver’s behavior so that I feel empowered on the children’s safety
When my kids reach the school, I want to be notified so that I can be peaceful
Jobs for Kids
Functional Jobs
When I’m boarding the bus in school premises, I want to know which is the right bus to get on so that I can stay safe
When I’m in the bus , I want to be able to contact my parents so that I can get help during any emergency
When I’m in the bus and I fall asleep, I want to be woken up when my stop arrives so that I can avoid missing the stop
Social/Emotional Jobs
When I’m in the bus, I want entertainment so that I can avoid being bored
When I’m in the bus, I want to be seated next to my friend so that I could feel comfortable
When I’m in the bus, I want to have good facilities such as good seat, air conditioner etc. so that I could feel comfortable
3. Create ‘Known Unknown Matrix’
Known Knowns
Users’ emotional factors
Key criteria that concerns the parents
Understanding parent’s expectations
Unknown Knowns
TBD post beta-release
Known Unknowns
Adaptability
Parent’s exposure to competitors’ product
Technical limitation with school bus service provider
Unknown Unknowns
Unidentified needs
4. Create Business Opportunity
We will improve the experience of
Routing and Scheduling, GPS Tracking, Student Ridership and Attendance, Reporting, Driver Profile, Feedback
for
Parents, children and school administration
the user struggles today because
Accessibility-
In low income neighborhood, about 25% children travel more than 4 miles to school
Logistic complexity impacts children’s punctuality and ability to take part in after school activities
Safety- Children from low income families are twice as likely to walk to school and face the great damages of road accidents
Stagnant Technology- Most school buses lack air conditioner, seat belts and other safety features most in cars
Long Commutes- In cities, school bus rides for the furthest children can be 4x as long as others’ due to current hub and spoke model
solving this will be good for our business because
Increase the customer satisfaction and yield a better NPS
Increase Customer Retention Rate
Build trust
Create Desirability
Design Thinking
Principle of Least Effort- Users are looking for ways to complete tasks with the least possible effort
Principle of Perpetual Habit- Users greatly rely on their memory and habit when doing their task. Adhering to the natural way of the user’s habit
Cognitive Load Balance- Users are capable of remembering up to about 7 things at once
Through applied ‘Design Psychology’
2. Conduct Research and present findings
Primary Audience
Age: 30 to 45 years
Income: $50,000 to $200,000 per year
Gender: All
Neighborhood: Vienna, Fairfax, McLean, Falls Church
State: Virginia
Size: 25
Age: 5 to 13 years
Gender: All
Neighborhood: Vienna, Fairfax, McLean, Falls Church
State: Virginia
Size: 17
Secondary Audience
Methodologies used
Phone Interview
Face to Face Interview
Questionnaire
Key Findings
