My Role
UX/UI Design, User Research, User Testing, Prototyping
Team
2 Product Designers
Timeline
2 weeks, 2025
Device
iOS
Context
About ornikar
Since its launch in 2013, Ornikar has disrupted the French driving school market long dominated by traditional driving schools. By leveraging technology, they offer a more flexible and cost-effective alternative, making driver education more accessible to everyone.
problem
In 2025, Ornikar aims to include parents in the experience.
How can we improve the relationship between parents and their child while learning to drive and getting a driver's license?
Research
To deepen our understanding of the problem, we conducted 4 user interviews with our target audience—parents of at least one child who has started or is about to start driving lessons.
Users: Parents within the target, all living in large urban areas.
Format: 45-minute sessions
objectives
1.
Understand parents' key feelings about their child's driver training.
2.
Identify how involved parents want to be and the best moments to engage them.
3.
Explore how often and in what ways parents discuss driving with their child.
key insights
4/4
feel the need to monitor the progression of their child.
"The lack of follow-up was tough. The instructor kept changing, there was no follow-up at all." - Leila
3/4
need to anticipate the final budget.
“At 15 hours, I neee dto know if I anticipate 25 or 40 hours to understand the cost.” - Muriel
4/4
found accompanied driving difficult.
“It was complicated to accompany a young driver. I was scared, it’s not my job.” - Betty
how might we
How might we best support parents in approaching their child's driving education to help them feel reassured?
IDEATION
inspiration
We explored a large variety of apps in two main areas:
Stats and dashboards from finance, fitness, and e-learning apps
Email summaries and digests
Duolingo uses gamification to create an engaging language-learning experience.
Withings offers a clear, data-driven dashboard to track key health metrics.
Spotify delivers a delightful personalised yearly recap of your streaming habits.
SNCF sends a clear annual summary of your train journeys at the end of each year.
selected ideas
We explored various ideas to address user pain points and selected 3 key ideas based on their perceived low cost and high impact.
Summary Report
Dedicated communication to the parents at a key milestone of the driving education.
Dashboard
Simple interface with a summary of completed driving hours and budget tracking.
Driving guides
Content with guidance to help instill the right driving habits.
Design
Recap email
Sent every 5 or 10 hours to maintain passive engagement — ideal for parents who prefer staying informed at a distance.
Dedicated space
Separate parent and child access with personalized onboarding for a smoother and more relevant experience.
Progress dashboard
A centralized view of driving progress and budget tracking — everything parents need, all in one place.
Helps parents monitor skills development and kilometers driven throughout the learning journey.
Parental support guides
Practical content to help parents confidently support their child’s learning behind the wheel.
User Testing
To validate our hypotheses, we conducted user tests with the same 4 participants:
objectives
1.
Make sure parents have the necessary information to track their child's driving progress.
2.
Make sure parents feels reassured about the budget.
3.
Make sure parents find the Guides content relevant.
Key insights
4/4
are satisfied with the progress updates upon receiving the email.
"It’s convenient to see my child's progress. We can track their levels—it’s pretty cool." – Betty
4/4
like the video format of the accompanied driving guides.
"I like that these videos are selected by professionals. On YouTube, there are so many." – Justine
2/4
lack information about accompanied driving.
"There are many specific requirements to track and that are not here" – Justine
3/4
struggle to clearly understand the budget.
"I don’t know if it’s the total budget or the remaining amount." - Tadzio
final iteration
Before
After
Clarifying Budget
Refining copy to eliminate confusion and adding clearer details about the purchased package
Adding requirements
Adding the missing 4 requirements, placing them above the list of competencies.
Before
After
reflection
summary
To better support parents in engaging with their child’s driving education, we designed a two-part solution:
A summary email, leveraging the parent email addresses that Ornikar already collects. This email serves as both an entry point and motivation for parents to get more involved in their child's driving progress, encouraging them to download the app.
A dedicated parent space—either within the existing app or as a standalone feature—for those who want to actively track their child's progress in a seamless and efficient way.
Impact
As this was a proposed initiative for Ornikar, we haven’t been able to measure its impact yet. However, we would closely monitor the following KPIs to assess success:
CSAT
churn
Referral clients
next steps
To stay aligned with business goals and cost efficiency, we recommend:
Launching the Summary Email as an MVP.
Running a survey to assess parents’ needs and validate the app opportunity.
Rolling out the app progressively, using beta feedback and tracking key metrics.
If I Had More Time…
Deeper user research: Conduct additional interviews with a more diverse group of parents (e.g. single parents, non-French speakers, parents in rural areas) to uncover edge cases and unmet needs.
Quantitative validation: Launch a survey to validate insights at scale and prioritize features based on actual demand and willingness to use.