Safeways Driving Campaign
A mock safe-driving campaign for the DFW area, built on six months of user research into why young adults speed, and what would actually get them to slow down.
With unsafe driving on the rise across DFW highways, we asked ourselves: how might we, as digital designers, create a solution that promotes safer driving habits?
What we set out to learn
- Driving habits and pain points
- Attitudes towards safe driving
- Views on current safety issues
- Questionnaire
- In-person interviews
- Virtual interviews
Say they don't speed when traffic is clear
Say young adults are the most likely to speed on the road
View driving below the speed limit as riskier than speeding
Believe they stay within 5 mph of the speed limit
Designing for Erick
Erick, 25
- Speeds often, uses phone apps especially while driving
- Values convenience and speed over safety awareness while driving
- Onboarding guides users through account creation and setup
- Users input personal and vehicle details to receive accurate, personalized safety insights
- Customizable alerts and accessibility settings promote trust, inclusivity, and engagement
From wireframe to high fidelity
Refined the layout, navigation flow, and key user interactions based on peer feedback and usability insights. The research phase gave us important insights that directly guided the final prototype.
Looking back
- Developed thoughtful research questions to deeply understand the background
- Gathered detailed insights that guided our design decisions
- Used those insights to build a strong rationale for every solution we created
- Spent a large portion of time on research, which limited design exploration
- In hindsight, would have prioritized more wireframe workshopping to refine ideas further
- Learned the importance of balancing research and design time for a more efficient workflow
This Safeways campaign demonstrates how user-centered design and behavioral insights can be applied to promote safer driving habits and long-term awareness among young adults in the DFW area.