Thursday, May 31, 2018

9A

Who: The people that most desperately need this product are drivers who operate their vehicle while intoxicated. Although it would be amazing if every person who consumes alcohol decides to acquire the ignition lock product, it is naïve to assume that all people who have ever driven drunk will buy this product. Three of the five people I interviewed admitted to drunk driving. When I asked them if they would consider buying the product, only one said they would. I asked why and they said that they know they would be locked out of their car most of the times they try to drive home. Basically, drivers are aware that they are intoxicated while they are operating these vehicles but do not care and want to continue to do so rather than pay for an Uber or ask someone to pick them up. These are the types of customers that we desperately need to install an ignition lock but they are also going to be the most difficult to acquire.

What: The need for an ignition lock is rooted from the problem of drunk driving. However, drunk drivers only account for a percentage of driving deaths. It is important to remind our customers that our product will not prevent any form of a car accident. However, we do need to emphasize that, by getting an ignition lock, the odds of that driver getting into an alcohol related car accident greatly decrease.

Why: The underlying cause of peoples' needs for this product are all very similar, to create a safer and enjoyable driving environment at all times. It is unfortunate that not all people are willing to sacrifice some of their time and money to install an ignition lock which would allow this dream to become more of a reality than it currently is.
Inside the Boundary
Outside the Boundary
Who
·         People who have been hit by drunk drivers
·         People who drunk drive
·         People who know someone affected by drunk driving
·         People who do not admit to drunk driving
·         People who do not drink
·         People who do not travel in cars
What
·         To reduce drunk driving accidents
·         To reduce the number of intoxicated drivers
·         To eliminate drunk driving accidents
·         To eliminate all intoxicated driver
Why
·         Drunk driving accounts for the largest amount of car related deaths
·         Drunk driving can be easily prevented
·         Drunk drivers do not feel they need to be stopped
·         People do not realize how drunk they are sometimes
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3 comments:

  1. Beomjin ChunJune 5, 2018 at 5:42 PM

    Setting a boundary on how much one is drunk can be problematic as well. Many people still believe a bottle of beer or two won't do much to their cognitive functioning and won't restrict their movements.

    There's one sure way you can turn this business into billion dollars market; you lobby the policy makers and make your ignition lock feature as mandatory to car manufacturers.

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  2. UnknownJune 9, 2018 at 1:23 AM

    Iara,

    This type of thing seems to be a catch 22 for your opportunity. Those people who are most in need for the product are the one's who don't want to use it because they want to be able to drive home. Even if they are drunk.

    These were some interesting interviews. I had similar experiences during my interviews. Some of the people that I thought would fit soundly into my test group, unfortunately did not.

    Thanks!

    ReplyDelete
  3. Tri NguyenJune 12, 2018 at 3:12 AM

    Great post Iara. I think there is some ambiguity on when drunk driving is a problem for some people. Some may think that only drinking a little will not impair their judgement and still get behind the wheel. It is also hard to enforce this product on consumers that need it the most. Those that do drunk drive are more than likely feel that they will not need this product.

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