Assignment 12A - Figuring Out Buyer Behavior No. 1

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Choosing a segment:
For this specific assignment, I chose the segment of young drivers. All of the drivers that I interviewed have new cars and they paid extra to get the Apple CarPlay and Android Auto option. These drivers are all college-aged students that mostly travel to campus. These individuals had mostly positive things to say about their experiences. There were some topics that they brought up to make changes to their user experience.

Interviews:
-       Adrian, 18-year-old college student, has great experience using Apple CarPlay with his iPhone. Since he cannot access all features of his cell phone with CarPlay, he tends to use his cell phone while operating his vehicle. “I wish there was a way to view and access all aspects of my phone while driving. It would make me a better driver and allow me to multitask while driving to class and campus”.
-       Anni, 20-year-old college student, loves to use her CarPlay while driving. She finds the interface extremely user-friendly and does not feel the need multitask while driving. “Since I listen to music a lot while driving, I wish there was a way to talk to the computer to only view certain artists or albums while driving. It would make my life easier, so I don’t have to look at my phone when changing the music to something specific”.
-       Kyle, 20-year-old college student, always uses CarPlay while driving to and from campus and/or work. Promotes the use of Bluetooth capabilities to all friends and acquaintances. “Since I use other apps to communicate with friends and employees, making a display where I can use all apps of my phone while traveling would make life a lot easier.”

What I learned:
            While conducting my interviews, I learned that most individuals wanted a display to view and use all aspects of their cell phone while driving. Although Apple CarPlay and Android Auto serve most of the necessities while driving, they do not allow the users access to all apps while driving their vehicles. Many students use different communication apps daily for school, work, and/or other activities. Completing the user request with my product would allow for user satisfaction and positive reviews.

How I would describe this segment:
            There are many students across the nation that are forced to travel to school with their vehicles. While we are traveling and trying to complete other tasks, Bluetooth car capabilities should be able to make your life a lot easier. Instead of focusing on driving and finishing the task that Apple CarPlay or Android Auto couldn’t complete, your vehicle should be equipped with a program to use all aspects of your phone without lifting a single finger or moving your eyes off of the road. Many students and people across the nation would find my product extremely beneficial.

Comments

  1. KaitlynFebruary 17, 2019 at 12:52 PM

    Hi Alexandra! I like how your interviews gave you information on the very specifics that people didn’t like about CarPlay and how they knew how their experience with it could be made better. I do agree with your statement that Bluetooth car capabilities should be able to make life easier, and with a program that does all the things your interviewees mentioned, it would also make driving a lot safer for those who like to listen to music in the car.

    ReplyDelete
  2. Evan SavageFebruary 17, 2019 at 3:15 PM

    Alexandra, once again with the blue tooth CarPlay system that I think needs to be implemented in all new cars, but cheap ways to implement this into older generations of cars as well. Then number of distracted drivers on the road is increasing at rapid rates and something must be done to counter act this issue.

    ReplyDelete
  3. erinsamuelsFebruary 18, 2019 at 1:34 PM

    Hi Alexandra!
    I am impressed with your interviews and like how you gave specific quotes from each interviewee. I relate most to your second interview because I mainly look at my phone to change the music and I too would find it useful to have a full display of my phone in my car. I agree that a lot of young drivers would find this feature to be beneficial.

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