1. Andrea Ramdeen Professor Klinkowstein

6. Andrea Ramdeen Professor Klinkowstein
Ethnographic Observations Research
The Problems with Driving

7. Andrea Ramdeen Professor Klinkowstein
Ethnographic Observations:
• Nick crashed this Subaru in an unexpected accident
• Nick said he was unaware of his speed
• Computerized driving will automatically control his speed.

8. Andrea Ramdeen Professor
Klinkowstein
Ethnographic Observations:
• Jenny drives a small Chevy Spark leaving other drivers unaware of her
• Jenny claims she can’t always pay attention to dangerous spots she could be in.
• Computerized driving will lead her away from unsafe drivers

9. Andrea Ramdeen Professor Klinkowstein
Ethnographic Observations:
• This person pulls over the line that you’re suppose to stop behind
• Basic traffic violations like this will be eliminated with computerized driving.

10. Andrea Ramdeen Professor Klinkowstein
Ethnographic Observations:
• Donna leaves her wheel curved when she parks
• Donna says she's just generally bad at parking, but thinks she is doing a good job
• Drivers will park safe with computerized driving

11. Andrea Ramdeen Professor Klinkowstein
Ethnographic Observations:
• These two cars are park very close to each other
• Car should not be within such a small range of each other

12. Andrea Ramdeen Professor Klinkowstein
Ethnographic Observations:
• This car is parked into a shopping cart

13. Andrea Ramdeen Professor Klinkowstein
Ethnographic Observations:
• This car isn't in the proper lane

14. Andrea Ramdeen Professor Klinkowstein
Proposal:
• The service that I will be designing will be called “Skilled Driver.” The purpose of skilled driver
is a large indoor course designed carefully and structurally in order to determine if an
everyday drive is at the same level of driving that an automated computer is at. The
automated computer prevents accidents and terrible driving, and if you can pass the course
just once with perfect driving skills, you don’t need the automated computer. However if the
course beats the driver, the driver will be recommended to buy into the automated driving
systems for cars. The course will cost a decent amount of money, but that’s a small price to
pay in the safety of yourself and others.

15. Andrea Ramdeen Professor Klinkowstein
Additional Research:
• Article Name: Driving Safety, in Fits and Starts
• Author : Hannah Fairfield
• Summary: According to the York Times, driving accidents have increased due to
changes in cars and changes in the economy, prevention measures should be
taken immediately
http://www.nytimes.com/interactive/2012/09/17/science/driving-safety-in-fits-and-
starts.html?_r=0

16. Andrea Ramdeen Professor
Klinkowstein
Additional Research:
• Article Name: Bad Habits May Cause Older Drivers’ Mistakes
• Author: Wray Herbert
• Summary: According to the Scientific American, driving simulators were used to
test the elderly as well as middle aged people to determine what their driving
skills consist of.
http://www.scientificamerican.com/article/bad-habits-may-cause-older-drivers-mistakes/

17. Andrea Ramdeen Professor
Klinkowstein
Additional Research:
• Article Name: Keep Your Mind on the Road
• Author: Print Edition/Discussion
• Summary: According to the Economist, humans themselves are the major
reasons cars malfunction or crash, so they did testing to see the biggest
distractions among people when it comes to driving safely.
http://www.economist.com/news/science-and-technology/21579795-hands-free-
texting-more-distracting-drivers-using-mobile-phone-keep

18. Andrea Ramdeen Professor Klinkowstein
Tagline Studies

19. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
Existing Taglines
• McDonalds – “Im lovin’ it”
• Milk – “Got Milk?”
• Burger King – “Have it your way”
• Bounty – “The quicker- picker – upper”
• Taco Bell – “Think outside the bun”

20. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
Image Research

21. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
Image Research

22. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
Image Research

23. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
Image Research

24. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
Image Research

25. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
Image Research

26. Andrea Ramdeen Professor Klinkowstein
Tagline Studies
New Tagline

27. Andrea Ramdeen Professor Klinkowstein

28. Andrea Ramdeen Professor Klinkowstein
• Diagrammatic Visualization