Servare

The research used a mixed-methods approach, conducting in-person studies with 200 university students and analyzing existing solutions. Initial findings revealed a key insight: people understood the dangers of distracted driving but lacked immediate incentives to change their behavior. Traditional fear-based approaches were ineffective for sustained change. This understanding led to our key research question: “How might we incentivize people to stay off their phones when driving or sharing moments with loved ones?”

We developed three user personas: Eric (a college student dealing with commuting boredom), Tammie (a professional seeking to document safe driving for work incentives), and Julian (a freelance photographer with complex device needs). Each persona revealed distinct motivations and pain points that informed our feature prioritization.

Our competitive analysis of solutions like PocketPoints, DriveSmart, and DriveSafe.ly identified key limitations: most competitors focused solely on students, sent distracting notifications, or tried to replace rather than reduce distractions. Our precedent research, particularly the Speed Camera Lottery case that reduced average speeds by 21.6%, validated our hypothesis that positive reinforcement through rewards could change behavior.

By understanding the statistical reality and behavioral patterns behind digital distraction, we established a foundation for exploring solutions that address both the problem and the human motivations driving it. These insights shaped our strategy to create a solution that combines selective functionality blocking with immediate rewards, differentiating Servare from existing alternatives.

Our research identified three key opportunities for addressing digital distractions. First, 69% of people aged 18-64 admit to using phones while driving, indicating widespread awareness without behavior change. Second, user testing revealed that access to music and GPS in lock mode was essential—users abandoned solutions blocking all functionality. Third, competitive analysis showed that most existing solutions used fear-based messaging or lacked compelling incentives, creating an opportunity for a reward-based approach. These insights led to a feature prioritization matrix classifying our solution into progressive implementation phases from core functionality (“skateboard” MVP) to advanced features (“car” version). The MVP focused on three essential use cases: a secure lock screen blocking distractions while preserving essential functions, a points accrual system rewarding minutes of restraint, and a merchant redemption platform for exchanging points for real-world discounts. This approach allowed us to develop a solution addressing the core problem while providing immediate value to users.

Our prototyping process had distinct phases, starting with low-fidelity wireframes to establish the core user journey and information architecture. We focused on making the right behavior rewarding rather than just blocking the wrong behavior. This strategy shaped our design process—from the reward-based incentive system to preserving essential phone functions like music apps. We emphasized three components: the lock screen interface monitoring phone usage, the rewards dashboard tracking points, and the merchant redemption system delivering value. A critical design principle was simplicity; if the app was too complicated, users would need to keep it open longer, defeating its purpose. This insight led us to create an experience where users could understand core functionality within 30 seconds of opening the app. Through iterative testing with 150 university participants, feedback shaped our design evolution. Key insights revealed users preferred access to music apps during locked mode and were more likely to use the app if rewards came from familiar companies. Each feature was designed to create a sense of accomplishment while addressing motivations behind digital distraction: boredom, FOMO, and habit. We implemented a phased development approach, starting with core locking and rewards functionality and gradually introducing social features and merchant partnerships. The final high-fidelity design maintained a clean, minimalist aesthetic with a black and white palette accented by blue for important actions and purple for backgrounds. This approach created a focused interface, minimizing distractions while clearly communicating progress and rewards. Our implementation strategy prioritized building trust with users through transparent data handling and immediate value demonstration, resulting in an 85% retention rate after the first month.