Social Driving Services: Very Cool, But How To Guarantee Application On Broad-Scale?

Abstract

Social driving services are said to improve road safety, fuel economy or traffic fluidity and throughput, and results of diverse studies suggest that drivers are already willing to use such services when on the road. But for a general agenda on the application of social driving services, more closer attention need to be paid to the results -- as they are often compiled from unrepresentative tech geeks, ignoring more problematic user groups such as persons in stressful jobs. These people use the time in the car as sort of "oasis of calm" for recovery, and would never accept constantly interrupting or disturbing apps. Based on the qualitative results from a user study summarized in this paper, I would like to discuss in the workshop what are the main obstacles that could avoid the proliferation of social driving services on large scale and how to redesign these services to also convince the critics.