@misc{9240773,
  abstract     = {{With approximately 94 percent of traffic accidents being caused by human error, improving driver behaviour has the potential to save lives. To encourage safer driving, Volvo Cars is developing a Safety Coach feature for their mobile application. However, pilot studies of a minimum viable product (MVP) indicated low user retention, suggesting the need for design elements that better support user engagement. This master's thesis aimed to develop design suggestions for future iterations of the Safety Coach, conceptualized as a high-fidelity prototype. Gamification, motivational theories, and personalized feedback were explored. An iterative, user-centred design methodology was used, encompassing brainstorming, prototyping, and qualitative user testing with 25 participants in total. Concepts were evaluated using the Octalysis Framework and Self-Determination Theory (SDT). Findings indicate that explicit game elements are secondary to visual motivators and personalized feedback, which work best when tailored to user demographics and tied to tangible rewards. Exposing the gap between perceived and actual driving skills through objective data proved to be a strong motivator for behaviour change. Furthermore, users highly valued the connection between safe driving, reduced environmental impact, and saving money. Ultimately, the final high-fidelity prototype increased user motivation (specifically feelings of autonomy and competence) and achieved a higher overall Octalysis engagement score. In conclusion, design recommendations for a future MVP of Safety Coach were given to Volvo Cars, prioritizing immediate, personal, and actionable feedback. These findings provide insights for future connected car applications aimed at driver behaviour change, eco-driving, and usage-based insurance.}},
  author       = {{Johansson, Signe and Lundberg, Alicia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Designing for User Engagement: A Design and Evaluation Study of the Volvo Cars Safety Coach}},
  year         = {{2026}},
}