Rethinking connected-vehicle product to unlock adoption

Business Challenge:
EraNext built a connected vehicle safety device to be installed inside vehicles, but it lacked adoption, proof of concept, and struggled to attract investors. The goal of this project was to find the right early adopters, map feature value and trust factors, and create an MVP roadmap.

My Role: Lead UX Researcher

Duration: 8 weeks

Outcome & Impact:

  • Articulated and validated product value proposition.

  • Delivered a messaging framework for pitch decks and collaterals.

  • Secured 3 investor interests, the first 50 customer sign-ups

  • Initiated the feature development roadmap.

Research Strategy

We structured the study to align it to three core research questions.

  1. What benefits does connected vehicle technology offer?

  2. How are competitors positioning similar solutions? Are there opportunity gaps?

  3. Which value proposition would resonate most with our target users, and why?

To address the research questions, our execution plan focussed on triangulating internal assumptions, market signals, and user expectations, which was done by -

  1. Mapping the benefits of the solution and creating testable hypotheses.

  2. Benchmark available solutions and workarounds

  3. Deploying real-world trials to observe and record actual usage behaviors

  4. Validating resonance and refine messaging of the product

What We Heard, What We Did

Everyday Reliability > Emergency Rescue

It was assumed that emergency assistance would be the key driver for adoption. However, personal vehicle owners did not want to base their buying decision solely on rare events.

Users asked for daily peace of mind over rare rescue scenarios.

Action: Messaging framework that assures everyday driving companionship

Perceived Tech Complexity = Hurdle

It was believed that highlighting the "advanced technology" would impress users. Early conversations with fleet operators showed that another complex system would ‘add to the tech burden’.

Simplicity and low-friction onboarding were potential drivers for adoption.

Recommendation: Offer compatibility with existing systems, to ease the learning curve. Create persona-based modes, where each persona (driver, operator or owner) can interact with role-relevant features.

Privacy is Foundational

While it was initially assumed that data privacy might be a barrier to adoption, post-trial interactions revealed specific anxieties around the tracking of routes and driving behavior.

Users expressed a need for clarity and control over what data was being collected, how it was used, and who it was shared with.

Recommendation: Share a concise report summarizing which data streams were collected (route history, behavior metrics, etc), how they were used, and the tangible benefits delivered (hours saved, fuel efficiency gains).

Impact and Outcomes

Before

Unclear Value Proposition

Investor Confusion

Zero Market Traction

Unclear Product Roadmap

After

Clarity in Messaging

Investor Engagement

Early Market Traction

User-Led Product Direction

Product Outcome

Refined Feature Roadmap
This focus shaped the MVP and immediate development backlog.

Validated Prototypes and Proof of Concept
Clear, high-fidelity messaging framework and dashboard prototypes tested with real-world trials, ensuring alignment with user needs.

Business Outcome

Investor Engagement
Acquired 3 investor interests and follow-up meetings.

Early Customer Acquisition
Secured the first 50 pilot sign-ups, both private owners and fleet-operators.

Enhanced Go-to-Market Collaterals
Pitch decks and collaterals grounded in validated user insights.

UX Maturity

Institutionalized Research Practice at a 0 to 1 Start-up
Introduced research ritual in the form of feedback sprints!

Reflections..

Working with a pre-seed startup meant working with a lot of ambiguity. The limited time frame pushed me to be lean and decisive in my research approach. I learned to focus on just enough insight to move forward. Rapid guerrilla testing could have surfaced disconnects early on, enabling faster development of collaterals and recapturing missed opportunities.

Working with a tech-focused startup, gaining the team’s trust as a researcher required demonstrating value quickly. The shift in investor engagement and user traction after implementing the insights showed the team how research could drive results.