The Project

Caruma Technologies is currently developing a connected car device featuring a two way camera.
Caruma features:
– Two-way HD camera
– Wifi hotspot
– Cloud connection for recording video/photos
– Hand gesture and voice control options
– Safe driving behavior tracking

Company Overview

The Caruma device provides an aftermarket two way camera for the consumer vehicle. The target market is the everyday driver who wants to feel more safe and secure in their car.


Mobile application design. Most valuable use cases of the device drove design direction.


Focusing research direction
Synthesizing research
Service Design
Conducting Interviews and Contextual Inquiry
Persona and Journey Map creation
Client Management


Adobe Illustrator
Adobe Photoshop


– Designed 17 high-fidelity wireframes
– Conducted research including: survey, contextual inquiry, interviews, and competitive analysis
– Designed user flows, use cases, personas, journey maps, and application map to support designs
– Performed user testing to refine designs
– Created a  comprehensive research synthesis for client


Most drivers already feel overwhelmed by devices, sounds, and other distractions while driving. Also discovered that drivers are more concerned with the driving safety and vehicle security elements of the device and application, and were less interested in the entertainment features. The design solution was based around these discoveries to create an application that is simple, clear, usable, and safe while driving. Features that reflected our users needs were prioritized and made to be more prominent.

Opening Screen

Opening Screen 2

Drive Mode Screen

Park Mode Screen

Alert Notification

Alert Options Screen

Research and Analysis

This product is still in development making research critical in determining the needs and preferences of drivers.

Competitive/Comparative Analysis

I examined the landscape of the current connected car device and application market. The main companies of focus in the analysis were: Automatic, LyfeLens, Voyo, Mojio, Vinli, Zubie, Navdy, and WayLens.


I designed the survey to gather data on habits and behaviors in car-related technology. It asked a variety of questions including feelings about vehicle security, driving safety, desired car technologies, and demographics. The survey results reflected insights into safety and security being the main concerns for drivers.

User Interviews

Interviewees included: rideshare drivers, enthusiast drivers, defensive/conservative drivers, and parent drivers. In depth interviews proved to be some of the most valuable research as it uncovered detailed descriptions of driver’s reasoning and desires.

Contextual Inquiry

We conducted in-car user tests with a prototype of the Caruma device, while the vehicle was parked for safety reasons. The prototype gave us a point of reference to see where user wanted to mount the device (dash vs windshield), their field of vision, and where they directed their focus. We also gained insights specifically into voice and gesture commands.

Affinity Map of Research Insights

Key Insights from Research
  • UI’s of the most successful competitors are straightforward, simple, and easy to learn and use.
  • Assumptions shifted from connectivity and entertainment to focus on driver safety and vehicle security.
  • Device fatigue is overwhelming. Most do not want to use their phones at all while driving.
  • Drivers did not want to receive a safety score while driving, prefering to review it later.
  • Preference was to mount the device on the dash as to not obstruct their field of vision.
  • Drivers had a hard time immediately recalling gestures without prompting.
Journey Map

I created a journey map to track a day in the life of our main persona Gayle before and after adding the device to her vehicle.

Before Caruma:

After Caruma:


The insights grokked from our target users drove our design process.

Empathy Map

I worked with the team to create an Empathy Map to more effectively frame and understand the user’s in-vehicle experience in context of the device.


I created Personas based off research to represent various demographics of Caruma’s key markets.

Primary Safety Oriented User Persona: Parent of new driver

Primary Entertainment Oriented Driver: Enthusiast Driver

Seconday Persona: Female Rideshare Driver

Site Map
Initial Sketches

Several design sprints were used to rapidly generate sketches of main screens and interactions.


At this point in the design process, I pressed the team to move continually toward simplifying the design to create a clean, streamlined interface.

User Testing

I tested a paper prototype with users for usability, learnability, and feature preference.

I followed with testing on a digital prototype.

Key Insights:
  • Drivers do not want to see their driving safety score while they are driving.
  • Drivers want very little distraction while driving.
  • Some menus were confusing and repetitive (i.e. Settings vs. Preferences)

Project Results

The core of my research was successful in helping the company reframe the best use of the technology to meet the needs of the target market. With insights into the attitudes and needs of real users, the company was able to rebrand the product to attain a better market fit.