Idea Generation for Taxi:

I brainstormed idea for my self driving taxi app and made some spider diagrams. In my design process once I name my concept/ have a rough idea of the brand it is easier to create the app based around the name.

User Persona

Susan, 43

Single mum of 3 school age children. She also works full time in an office.

By using a self driving taxi this would allow Susan to

• spend more time with her children in the mornings and catch up on her work during her commute.
• alleviate stress. no money is being lost on car maintenance and fuel. and also she is not worried about her children being left alone in a car with a stranger.

The long term use of a self driving taxi will improve her relationships with her kids, help her de stress and it is a more financially smart decision that suits her life style better.

Challenges and Painpoints faced:

• financial worries
• children safety
• job security and reputation
• lack of education into self driving car technology
• wait times for taxis
• single motherhood