Flash Me

Describe the challenge:

Create an app that effectively connects customers and taxi drivers. The app will be designed for the taxi company, Flash Cab, and “appropriately” called Flash Me. This app allows customers and taxi drivers to log in and pinpoint the nearest available customer/taxi driver. For privacy purposes, it allows users to log off once they have accessed the nearest taxi driver. This app also allows users to rate and view taxi driver reviews. Flash Me is designed to create the best experience for both customers and taxi drivers.

Who is the target audience?

The target audience is college students, 18-25, living in urban areas.

What does the target audience currently think about the brand or group?

The target audience is frustrated with Flash Cab’s service. They are unhappy with having to wait for cab drivers, especially in the winter months. Flash Cab customers often feel unsure about where to begin looking for a cab because they’ve had so many bad experiences standing on the street for various lengths of time attempting to find a taxi.

What would we like the target audience to think and feel?

The target audience should feel confident that their attempts to find an available taxi driver will be easy and successful.

Which facts, evidence or thoughts will assist in this change of thinking?

The amount of frustrated customers yelping about Flash Cab has drastically increased this past year. The ability to easily locate the nearest customers/taxi drivers will help relieve these vexations.

What is the brand essence?

Convenient, Fast, and Loyal.

What is the key emotion that will build a relationship with the core audience?

The key emotion that will build a relationship with the core audience is trust – the capacity to trust that Flash Cab will provide its customers with a map of the nearest available taxi drivers.

What media will best facilitate our goal?

A mobile app is the best way to facilitate this goal. The app will use Google maps in order to ensure accuracy. Flash Cab will promote this application on its Facebook and Twitter pages.

What are the most critical elements?

The most critical element is the capability to detect the nearest customer/taxi driver. The second critical element is being able to easily rate your driver because it creates trust among Flash Cab’s customers and gives taxi drivers an initiative to make the experience worthwhile.

What is the single most important takeaway?

The single most important takeaway is convenience. This app is convenient because it saves time and provides users with a list of available taxi drivers.

What do we want the audience to do?

We want the audience to download the app in order to avoid unnecessary frustrations.