Building bonds between parents and children while learning to drive
In the context of creating a service ecosystem, Ornikar wishes to strengthen the conversion of parent profiles - Study project carried out during the bootcamp with The Design Crew.
Understanding parent users and their role with their children
User interviews
We wanted to
- Understand the role parents want to play in their children's lives
- Understand the exchanges between parents and children (how, when and why)
- Understand what information is most important to parents
We interviewed
4 people, parents between the ages of 40 and 55 with children between the ages of 15 and 18 who are learning to drive (or will be soon). .
Learnings
- Parents delegate learning to the driving school (4/4)
Because they are afraid of teaching their child bad habits, or because they prefer to take on an advisory role.
"We know that the instructor won't send them out if they're not ready! It's their job, so there's no reason not to trust them."
- 3/4 of parents want to be able to monitor their child's progres
so they can adapt their behaviour towards them...
"He's independent, I just want to know if I can help him"
- ...to ensure a positive learning experience (4/4)
"Feelings are important, especially in education. If we're not in a positive emotional state, we're not in a good position to learn"
Problem statement
From our research, we converged on the following problem statement:
How can we help parents create an environment conducive to communication and a positive, personalised learning experience tailored to their children's needs?
Ideation
The ideation phase allowed us to analyse competing services, such as En Voiture Simone and Stytch, as well as services that promote positivity and emotional calm, such as Headspace, Calm, Alan Mind and Oura.
This step enabled us
to generate ideas for solutions focused on the parent profile, from which we selected those that required the least change in terms of both the monitor application and the child.
This choice was crucial in order to offer a solution that leveraged the data already collected and minimised the impact on the Ornikar ecosystem.
Let Ornikar become a facilitator for parents by providing personalised advice.
Solution
- A library of advice to help parents adapt their words and actions to the difficulties encountered by their child
- Create a connection within the app by giving parents the option to congratulate their child on the points they have mastered.
User tests
On a panel of 5 people, parents of children who are learning to drive or have recently obtained their driving licence:
We wanted to know
- How parents respond to this type of advice
- Whether parents understand that the advice is suggested based on their child's progress
- Whether parents will use this feature during the learning process
Learnings
- 4/5 find the resources useful in helping them communicate with their child
- No one understood that the resources were personalised according to the stages their child needed to consolidate
- All want the resources offered to be consistent with their child's progress
Iteration
We have chosen to prioritise blocking issues, while seeking the simplest changes in order to conserve resources for Ornikar.
- Suggest resources in the context of a driving lesson
- Ensure that resources are suggested according to the learning points to be reinforced
- Work on the texts to improve guidance
This solution must be tested in order to confirm the choices made in the iteration of the solution.
Future steps could include devising solutions for other identified pain points, such as the need for communication with the instructor.
Team
Parnership with
Project carried out over two weeks, co-designed as part of The Design Crew's Product Design bootcamp, and presented to Ornikar's product teams.
Zhonglin Chen
Product Designer
Céline Delespinay
Product Designer
