FOCUS2DRIVE
Concept to prevent inadequate smartphone use on public roads.

FOCUS2DRIVE is a strategic concept and prototype for a mobile application that aims to reduce smartphone distraction in road traffic. Developed as part of an MBA thesis, the project responds to a growing societal issue: the unconscious, habitual, and often dangerous use of smartphones while driving. Despite clear awareness of the risks, many drivers continue to check messages, scroll social feeds or use apps behind the wheel — often without realizing the cognitive and physical cost. The core idea: shift control back to the user. The concept leverages self-tracking, gamification, and behavioral nudging to build awareness, reduce compulsive phone use, and encourage mindful driving. The app tracks smartphone activity during vehicle motion, visualizes distraction patterns, and rewards focused behavior — subtly guiding users toward more conscious routines. Extensive user research, including surveys and persona development, informed a user-centered interface that blends coaching, data visualization and intelligent notifications. Key features include Focus Mode, My Insights, My Coach, and a reward system dubbed Focus & Pay. The UX architecture is modular, intuitive, and adaptable across driver types — from daily commuters to digital natives. Visually, the app is reduced and confident. A neutral color palette meets bold green highlights. Typography is streamlined, and the interface supports quick interactions without adding new distractions. The design system balances clarity with character, building trust through consistency. FOCUS2DRIVE isn’t about punishment. It’s about building awareness — turning unconscious behavior into intentional action. Because safety starts with presence.

Role & context
Student at Steinbeis University. Master's thesis as part of my part-time MBA programme

Publishing year
2013

Services
Brand Strategy, Brand Identity, UX/UI Design, Motion Design, User Interviews, Wireframing, Prototyping.

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