Final slide show

Andrea Ramdeen Professor Klinkowstein

Selected Business Article

http://money.cnn.com/2013/11/15/smallbusiness/lady-gaga-bracelet/index.html


Ethnographic Observations Research

The Problems with Driving


Ethnographic Observations:• Nick crashed this Subaru in an unexpected accident• Nick said he was unaware of his speed• Computerized driving will automatically control his speed.


Ethnographic Observations:• Jenny drives a small Chevy Spark leaving other drivers unaware of her• Jenny claims she can’t always pay attention to dangerous spots she could

be in.• Computerized driving will lead her away from unsafe drivers


Ethnographic Observations:• This person pulls over the line that you’re suppose to stop behind• Basic traffic violations like this will be eliminated with computerized

driving.


Ethnographic Observations:• Donna leaves her wheel curved when she parks• Donna says she's just generally bad at parking, but thinks she is doing a

good job• Drivers will park safe with computerized driving


Ethnographic Observations:• These two cars are park very close to each other• Car should not be within such a small range of each other


Ethnographic Observations:• This car is parked into a shopping cart


Ethnographic Observations:• This car isn't in the proper lane


Proposal:

• The service that I will be designing will be called “Skilled Driver.” The purpose of skilled driver is a large indoor course designed carefully and structurally in order to determine if an everyday drive is at the same level of driving that an automated computer is at. The automated computer prevents accidents and terrible driving, and if you can pass the course just once with perfect driving skills, you don’t need the automated computer. However if the course beats the driver, the driver will be recommended to buy into the automated driving systems for cars. The course will cost a decent amount of money, but that’s a small price to pay in the safety of yourself and others.


Additional Research:

• Article Name: Driving Safety, in Fits and Starts• Author : Hannah Fairfield• Summary: According to the York Times, driving accidents have

increased due to changes in cars and changes in the economy, prevention measures should be taken immediately

http://www.nytimes.com/interactive/2012/09/17/science/driving-safety-in-fits-and-starts.html?_r=0



• Article Name: Bad Habits May Cause Older Drivers’ Mistakes• Author: Wray Herbert• Summary: According to the Scientific American, driving simulators

were used to test the elderly as well as middle aged people to determine what their driving skills consist of.

http://www.scientificamerican.com/article/bad-habits-may-cause-older-drivers-mistakes/



• Article Name: Keep Your Mind on the Road• Author: Print Edition/Discussion• Summary: According to the Economist, humans themselves are the

major reasons cars malfunction or crash, so they did testing to see the biggest distractions among people when it comes to driving safely.

http://www.economist.com/news/science-and-technology/21579795-hands-free-texting-more-distracting-drivers-using-mobile-phone-keep


Tagline Studies


Tagline StudiesExisting Taglines

• McDonalds – “Im lovin’ it”• Milk – “Got Milk?”• Burger King – “Have it your way”• Bounty – “The quicker- picker – upper”• Taco Bell – “Think outside the bun”


Tagline StudiesImage Research












Tagline StudiesNew Tagline

Design

Final slide show