TAC–Senior Road users
– UX Research
Team
Project Lead and UX Designer: Marie Fiorucci
UX Strategist: Ryan Broderick
Executive Creative Director: Reece Ryan
Agency: Hardhat – 2021-2022
Context
TAC is looking to develop an online resource that will enable self-reflection on the fitness to drive amongst Senior Road Users (SRUs), influence behaviour and decisions on safe, independent travel and provide advice on vehicle selection.
Design Challenge
Develop an engaging and seamless online self-reflection platform for SRU that:
Delivers meaningful, relevant, engaging and personalised content to guide and empower SRU’s through a process of self-reflection on their fitness to drive and the safety of their vehicle.
Supports confident decision-making to maintain mobility, safe, independent travel and vehicle selection with specific, personalised and actionable recommendations (links to health professionals, vehicle safety authorities, alternative modes of transportation,…).
Target Primary Audience:
SRUs aged 60 and above.Secondary Audience: Influencers, including family members, friends, and peers of SRUs.
TAC had segmented the audience based on demographics, driving behaviour, attitudes and knowledge on car safety technology. However, no digital personas and no research into their online habits have been conducted to support the creation of the online self-reflection tool and resource hub.
Project phases:
The project is divided into three key phases:
1. User research
2. Naming and Identity
3. Platform Creation (in progress)
The goal of phase 1 was to gather knowledge and understand the audience, their behaviour and online journey.
Note: This case study specifically focuses on Phase 1, which is user research.
Activities:
Conducted 15 qualitative online interviews (10 SRUs and 5 influencers) in collaboration with strategist Ryan Broderick.
Driver interview objectives:
Understand device usage, digital literacy levels and habits
Understand their vehicle safety knowledge
Understand awareness and trust in TAC
Uncover what information they would find helpful in regard to fitness to drive and vehicle safety
Identify which segment they align to based on demographics, driving behaviour, attitudes and car safety technology
Influencer interview objectives:
Understand device usage, digital literacy levels and online habits
Understand the triggers for concern with an ORU driving ability
Uncover what information they would find helpful to have a conversation with an ORU
Establish awareness and trust in TAC
Outcomes:
The interviews supported the creation of:
6 digital personas: 4 senior road user personas (drivers) and 2 influencers personas (driver’s relatives),
6 experience maps, instrumental in shaping the future online experience and determining the required content.
Further Actions:
A strategy and visionary session, along with an IA & content structure workshop with the client.
Creation of a sitemap and user flow diagrams
Creation of wireframes
A complete roadmap of the next phases of the project, including modules and features, tree testing, user testing design, budget and timeline.
