4A - Forming an Opportunity Belief

I believe there is an unmet need to have a special turn signal option in cars to indicate making a U-turn. I have personally experience and have seen other drivers experience frustration when behind a vehicle making a U-turn due to having to wait for a longer window of cars coming from the opposite direction in order to make the U-turn. I’ve also been behind cars in a turning lane where I have had to slow down more to accommodate them making a U-turn and I ended up having to wait until the next green turn arrow to make my churn. I think the need for the additional turn signal option has been there since the commercialization of car travel and when electric street signals were first used in 1914. I feel drivers making the U-turns have a need for this in order to be a safer driver and the need would also benefit making drivers on the road safer that are interacting with drivers making a U-turn. Currently, drivers are either using their normal turn signal or no turn signal at all to make U-turns. At this point, I’d say there is a 60% chance that this opportunity exists.

Customer 1: Amazon delivery driver

·        Have you driven behind someone who makes a U-turn?

o   Yes – I experience this multiple times a day since my job is 90% driving.

·        Do you make U-turns on a regular basis?

o   Not typically. We use technology to map out the smartest/quickest routes for our deliveries, an U-turns are rarely a part of the route unless I miss a turn.

·        Have you ever been frustrated when observing someone or you yourself making a U-turn?

o   The only time it frustrates me is if the driver making the U-turn is not aggressive enough to make the turn and it slows me down in making my normal left turn.

·        Do you see this as a need that needs to be met?

o   It certainly is an issue that is frustrating, but our own technology tries to keep us from making U-turns, so I assume that trend will grow moving forward.

Reflection on Customer 1: I honestly was not aware that there was technology being used when mapping out their routes that would keep Amazon drivers from making U-turns. I looked more into this, and UPS has been using a technology platform built around drivers only making right turns in order to speed up their delivery service.

Customer 2: Mid-40s father of 2

·        Have you driven behind someone who makes a U-turn?

o   Yes – This happens a couple of times a week, mainly when I am running errands.

·        Do you make U-turns on a regular basis?

o   On a regular basis, no. I typically only make them if I miss a turn or if the place I am turning into does not have an entrance with direct access to turn in from a light.

·        Have you ever been frustrated when observing someone or you yourself making a U-turn?

o   I have from time to time, but I know it is a necessary evil.

·        Do you see this as a need that needs to be met?

o   Not particularly.

Reflection on Customer 2: It was interesting how this customer was not as frustrated as I’d thought he be. I assumed that since it is frustrating for me, that it would be for all other drivers as well. This customer seemed resigned to the fact that U-turns will happen for everyone and it is not a big deal.

Customer 3. Police officer

·        Have you driven behind someone who makes a U-turn?

o   Yes – I give out multiple tickets a month as well for drivers making illegal U-turns.

·        Do you make U-turns on a regular basis?

o   I make most of my U-turns after getting notified by dispatch that I am needed for a situation that is in the opposite direction of where I am heading.

·        Have you ever been frustrated when observing someone or you yourself making a U-turn?

o   I certainly get frustrated when I see drivers making illegal U-turns which endanger other drivers. I have been called to multiple crash sights caused by illegal U-turns. When I make U-turns, my police lights are typically on, so I usually have no issues.

·        Do you see this as a need that needs to be met?

o   No – The bigger need is continual safe driving courses and education. We need safer drivers on the road that will adhere to driving laws in place.

Reflection on Customer 3: I was initially excited thinking this customer had the same frustration as me. At the end of the interview though, it was apparent that this customer was frustrated in more general terms of unsafe drivers and not one small piece such as U-turns.

I do not believe there is a true opportunity for my original needs. It seems like the need is more of a stylistic preference than a true need. There were two specific counters to the need – technology and continual education/training. I do believe the opportunity is more accurate and refined now after conducting these interviews. I think feedback from customers does need to be considered and used if the feedback is objective and measurable.