Improving the efficacy of driver education by leveraging mobile technologies

Abstract

Driving education remains one of the few traditional industries in Switzerland. The industry stakeholders deliver offline services with almost no technical support and often miss customer expectations. This thesis aims to design and develop an innovative solution that increases the efficacy of driving training and creates business and economic benefits for the stakeholders. This research follows the Design Science Research paradigm enhanced by the Design Thinking ideation method. First, the current situation in the industry and the existing literature were examined. The literature review shows industry problem roots and also the technologies that could be used to solve the problems. The market review sheds light on existing, potentially competitive companies in the international market and evaluates the Swiss market potential. To identify customer problems, we interviewed driver trainees who represent three targeted buyer personas. This led to a conclusion that customers face challenges including high cost, the inefficiency of driver school processes, assessment bias, and even simple boredom....