Week 3: Naive Persona and Need

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On day 3 we were asked to create a naive persona according to our chosen need and Validate the need by interviewing a person for about 40-50 minutes.

When we asked people what they thought the main problem with transportation was the common answer of the subjects was of course car accidents. So we tried to direct people to think about what actually causes accidents? We received a lot of answers from all, like: cellephones, internal/external distractions, loneliness, Fatigue and more.

We come to a conclusion that while a person drives he is not in any cause aware in a fully conscious way to the danger in the act of driving. Generally the skill of driving becomes a routine act, an automatic behaviour that does not need any special awareness. For that reason we allow ourselves to ignore dangers around as and enter an “automatic” state of mind: exactly like the state of mind we have while walking; we do not think of the action itself. Because of this automatic thinking we do other things while driving and turn our eyes of the road. The cellphone is the main problem and distractor according to people. The virtual social world is extremely vivid and full of actions and updates so it grabs an immediate attention. To our understanding the need to immediately respond to a message received on social media platforms is so strong that it overshadows the understanding of the danger of unsafe driving.