The New Balance app that makes your walking tours safer and full of rewards.
Introduction
Our initial brief: we were asked to solve a problem related to safety through machine learning.
We detect a problem: Pedestrians are involved in a large number of traffic accidents. So, we set a goal: Reducing the number of traffic accidents in which pedestrians are involved
through machine learning.
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Challenge
We did an initial research and concluded that long walks in cities and people's continuous need to be doing something makes pedestrians use their electronic devices
more and more frequently on their walks.
After the initial discovery step, we discovered that technological pedestrians are unwilling to stop using their devices, that they are a growing segment, and they have a number of pain points to address. Therefore, we put forward the following hypothesis:
"If technological pedestrians see benefits in going on safe routes while using their devices, then they will reduce the chances of accidents, as they are not going to stop using them and are currently exposed to various road hazards."
Solution
An app associated with the purchase of New Balance sneakers. Machine learning is in charge of creating safe routes for the user, who is challenged and rewarded through gamification to follow the suggested itineraries and avoid accidents.
Monetization and value proposition
To ensure the viability of the project, we partnered with the sportswear company New Balance, known not only for its athletic apparel but also for its sneakers for everyday walking and casual style..
As our user is a pedestrian and a walker, getting the app with brand discounts when buying New Balance shoes will enhance their user experience.
The buyer of the New Balance sneakers downloads the app using the QR on the label and enters the unique code associated with that item.
Complete safe routes and get points by choosing these routes over the usual ones, full of crossings, crowds and possible accidents.
The user redeems points for New Balance sports equipment, which challenges him/her every day to reach him/her goals and prevents him/her from pedestrian accidents.