Sept 13,
Have you ever been on a road trip or an unfamiliar road using your maps on your smart phone and you are getting hungry or realize you need gas? Since you don’t know where you’re going you have to look up on your maps the “closest gas station “or “restaurant near me” when you do this map, the maps only focus on the one function you asked it to, gas near you . The opportunity exists when you are sent in the completely wrong direction because the gas stations wasn’t in route of where you were already headed.
The unmet customer need is making maps more efficient to show gas or any other service in route of where you were going. Everyone who using maps ultimately has this need. I feel like this is need is new because of more people using maps and since technology is changing. Customers are now needing the in-route locater because it allows a more efficient trip.
#1 Taylor Schiling, a freshman at Santa Fe College who just moved here from California.
1. Do you tend to use maps on long trips or even in everyday use?
“Yes, that is what I rely on especially since I am new to Gainesville, I have no clue where I’m going”
2. Explain a recent time you used your maps.
“Recently my family and I drove from California to Florida and had to stop multiple times and the whole time we used our maps on our phones”
3. How do you go about locating food or gas etc.? Did you find it difficult to locate food in route of the destination?
“We would look up food near us or look for signs on the highway. It wasn’t difficult to find food, but it was to find a particular food. When we would look up Taco Bell for instant it would pull up all Taco Bell and since we didn’t know where we were going it was hard to pick which one to go to.”
4. Do you think having a feature on your maps like an in-route locater would be useful?
“Yes! I love that idea! I think it would be very useful because you would haven’t to drive in the opposite direction”
#2 Casey Higgins, a student at FSU, who traveled the West Coast by herself this past summer
1. Do you tend to use maps on long trips or even in everyday use?
“Yes, that is the only way”
2. Explain a recent time you used your maps.
“This summer I used my maps heavily when I traveled to the West Coast by myself and stopped in various states along the way. I had no clue where I was going and one of my mom’s rules was to keep my phone charged so I wouldn’t be stranded in the middle of nowhere.”
3. How do you go about locating food or gas etc.? Did you find it difficult to locate food in route of the destination?
“I would also look at signs for food, and I have a gas card for mobile so I would look up mobile near me to find them. I found it difficult at first because one mobile would pop up and would be the opposite direction and I didn’t realize until I got gas and put back into my maps my destination and saw I added 30 more minutes to my trip, luckily I realized this early on so it wasn’t too difficult after that because I would see the route I was heading in before I looked for anything on maps.”
4. Do you think having a feature on your maps like an in-route locater would be useful?
“Yes! Defiantly! I thought about this after my mobile experience and thought why this hasn’t been created.”
#3 Laura Black, director of operation at Express Scripts
1. Do you tend to use maps on long trips or even in everyday use?
“Always I am always in different cities and maps makes it very easy”
2. Explain a recent time you used your maps.
“Recently l landed in Indiana for business and once I got in my rental car I located where my meeting was going to be held”
3. How do you go about locating food or gas etc.? Did you find it difficult to locate food in route of the destination?
“On the way to the office I wanted to grab Starbucks, so I used my maps to find a Starbucks around me. Luckily when I looked up the Starbucks it was .01 mile away from where I currently was at, so it was difficult to stay in route
4. Do you think having a feature on your maps like an in-route locater would be useful?
“Most defiantly I for sure have thought about this before and thought it was ease people because it would take the stress of out being late because you went the wrong way”
Reflections:
I was surprised that all of the interviewees loved the idea and two of them have thought about this before. I realize that I interviewed people who have had recent experiences with traveling because I thought they would be able to relate to this idea the most. Next, I could interview people on more daily uses of maps when they aren’t in a new city and see if there is a need for in route.
Summary
The opportunity exists when people are using maps for traveling and in an unfamiliar place and need to locate another attraction in direction of their destination. This problem seems needed for customers who are traveling for long distant or in a new city. Based on customer feedback I feel that this opportunity is very adaptable because people are wasting time and getting lost because maps only can do one function.
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