The main users of the Naviexpert app are men aged 40 or above, accounting for more than 80% of all users. However, we wanted to gain deeper insights into our female users. What kind of drivers are they? Do they use the app daily or only during holidays? How do they spend their free time?
Survey
To better understand this user group, we decided to combine several research methods, starting with a survey. We distributed a questionnaire to gather insights into their driving behaviors and habits, including how often they drive and how they perceive themselves as drivers. Do they consider themselves skilled, attentive, confident, or experienced?
From the hundreds of respondents, we selected twelve and invited them to IDIs (in-depth interviews).
The interview was structured into several parts. The first focused on habits and behaviors – we aimed to understand when and in what context users rely on our navigation app. Do they use it daily or primarily for travel? Do they use it alongside other apps or independently?The second part was a practical exercise designed to explore the perception of our brand. The final section delved into participants’ opinions and perceptions, spanning topics such as road culture, stereotypes, and personal beliefs. Each interview lasted approximately 45 minutes and was conducted in a relaxed, conversational format with open-ended questions. Moderation was kept to a minimum to encourage natural responses.
Conclusions
The conversations/interviews exceeded our expectations. We met fantastic, inspiring, and confident women who embrace challenges, enjoy driving, and associate using the navigation app with a sense of freedom and independence. Their insights made us realize that we not only want to tailor the product more closely to the needs of our female users, but also foster a supportive and empowering community around them.
