Daniela
Situation:
- Engineer
- Married
- 2 kids ( 12 and 14)
Interview:
- On a scale from 1 to 10 how would you measure the problem of caring your kids to their activities/school?
2. Can you tell me a story or a specific example of a moment when you had to face this issue? (Bringing your kids somewhere)
As I told you my husband and I are both engineer and we are working from Monday to Friday. My husband has a good job and usually work from 8 am to 7 pm. He has a lot of meetings and he is often out of the country. Me, I usually work from 9 am to 5 or 6 pm it depends. But then I have to do the grocery shopping, clean the house, prepare dinner… When they have activities or competitions after 5 pm I manage to bring them, but the biggest problem is Wednesday. My children have dance and soccer Wednesdays afternoons but I am working and my husband is usually in Europe during the week. It is always difficult to find a solution and sometimes they have to miss their activities because I can’t find a solution and I can’t leave work.
3. Do you think that a new service of taxis completely made for kids could be a solution?
Yes, totally! Well it depends on the features but I really love the idea.
I 4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from place A to a place B, would you use it?
As you can see I am looking for a solution so yes, of course I would try it.
I really need to find a reliable solution for those Wednesdays afternoon because it is starting to be a big problem in the family.
5. What are your main reasons to use it? (3 max)
Because my children could go to their activities and I won’t have to worry and to lose time every week looking for a solution. Moreover, it would allow me to do my job correctly without constantly being on the phone or sending email when I wonder if my children are well arrived to their activities.
6. The fact that you could try this service with your kids for free, the very first time, could interest/ reassure you?
Yes, sure. It is a good idea because it would allow me to show them and reassure them so that they know what they have to do the next time and they are not worried. And if my children are fine and happy I am fine and happy, so yes I would be interested in this idea.
7. What are you most afraid of concerning the service?
Like most parents I believe, I am worried about the safety aspects. I don’t like to give them to someone I don’t know. But they are big now and I have to stop protected them so much. If I am sure that it is a verified, certified and secured service I would let them in the nannyber even if I would be a little stressed the first times.
8. Does the idea of having two main partnerships (schools and sport clubs) could make you trust us more?
You mean a partnership with the school or sport clubs where my children go? Yes of course, I mean if my children are going to those places it is because we think there are safe places so if schools and sport clubs trust you and accept to do a partnership with you, I guess we should trust you as well. It is reassuring in fact.
9. What is your behaviour towards smartphone?
As I said, I am always calling and sending email so my smartphone is always with me. I am a business woman…
10. Would you rather prefer using a website or an application direct downloadable from your smartphone for this service?
An application for sure, it is much easier and faster. I am using my computer only to work so the website is not good for me. I think that for this type of service we need a way to use it whenever and wherever, easily and fast and the application is the best way to do this.
11. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
When we are talking about my children I never choose cheap services. I want the best for them and if I have to pay more to have a better service which is safe, I will. So I would clearly prefer it to be expensive. In fact, I would even be more willing to use it if it is expensive then if it is cheap. It is maybe stupid but if it is expensive you believe that it is a high quality service and you worry less.
Situation:
Aindrea
Situation:
- In couple
- 1 daughter of 10 years old
- Working in a shop
Interview:
1. On a scale from 1 to 10 how could you measure the problem of caring your kids to their activities/school?
I would say 7 because usually I manage to find solutions but there are not always reliable. Most of the time we are doing carpooling with other parents. But each time it is complicated or organize and it is taking time. Moreover, if the child of the parent who had to take everyone is sick or can’t go, then we don’t have any solution.
2. Can you tell me one story describing the situation of when you need to handle this issue? (Bringing your kids somewhere)
My daughter has her music class every Thursday at 5 pm and her parents friend are supposed to take her to it directly after school. But several times they cancelled and my daughter was stock at school. As a result, my husband or I had to leave work earlier to go and pick her up.
3. Do you think a service giving the possibility to have taxis only for kids could be a solution?
I never really thought about it, but yes why not, it is an idea.
4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from a place A to a place B, would you use it personally?
Yes, I think I will but it depends on the features and the price as well.
5. What would be your main reasons to use it? (3 max)
Well mostly for my daughter to be able to go to music class and for my husband and I to be able to stay at work. But thinking about it, if I use it often it could also give me some time for myself since I won’t have to drive her everywhere anymore… It is interesting… I have to think about it but I like it.
7. The fact that you could try this service with your kids, for free, the very first time, could interest you?
Yes, it is always good to try things first with your children to show them so they are not afraid. So yes, I would do it.
8. What are you most afraid of concerning the app?
Like I said I need to think about it, but right now I would say the qualifications of the drivers is really important and I think it is important as well that the driver has experience with children because they are sometimes unpredictable and it is important to know how to react.
9. Does the idea of having two main partnerships: schools and sport clubs with the app improves the chance for you to have more trust toward us?
Yes, it could be a good point for you because we trust them so if they recommend us you of course we would be more confident asking for your service.
10. Would you rather prefer using a website or an application direct downloadable from your smartphone?
An application for sure. It has to be easy and fast and I always have my phone with me so it’is the easiest solution for me.
11. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
Well as I said, if the service is too expensive we won’t be able to use it, but at the same time we don’t want low quality service so I would say a medium price just to ensure safety and a certain level of quality.
Carlos
1. On a scale from 1 to 10 how could you measure the problem of caring your kids to their activities/school ?
10 Its a problem that its really important and there needs to be a solution other than family members.
2. Do you think that producing a new service giving the possibility to have taxis only for kids could be a solution?
Yes, But who is going to be the driver?
3.The driver are going to be young adults (female 18 year old students) and elder people.
-I would be scared If a 18 old year would be driving my kid, because imagine the girl crashes and she starts crying. Whos going to be the adult then? and what type of test or interview are you going to do the the posible drivers to see if they are still capable of driving?
-What age range would you be more conforatble driving you kid?
Ill be more confortable if a male driver I dont mind if they are young but I trust more a guys, than young female adult. But even that I dont know if I would trust a stranger taking my kid.
-Would you trust a little bit more if you can track the car?
yeah sort off, but i cant see how this women/men treats my kid.
-If there is a camara in the car and you could actually see everything from your kids phone, would you at least try it?
If I could see my kid in all the trajectory I would try it. I could see how my the driver drives and how the driver treats my kid.
Mireia
1. On a scale from 1 to 10 how could you measure the problem of caring your kids to their activities/school ?
Personally, I could give a 8 because it's really an issue in my daily life, not only in certain days.
2. Can you tell me one story describing the situation of when you need to handle this issue? (Bringing your kids somewhere)
For example last time I had reserved a meeting a the doctor office on Monday at 7pm, right after my work because I was really feeling bad. The fact is that at 7pm my daughter was getting out of her dancing class, so I couldn't take another meeting, it was the only hour available, so I had to cancel her dancing course. I know it's bad to put his priorities before the ones of its children but in this case I didn't really have the choice, it concerned health.
3. Do you think that producing a new service giving the possibility to have taxis only for kids could be a solution?
In this case for example yes! Because she wouldn't have come home by her own during the night and that's the only thing I'm afraid of.
4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from a place A to a place B, would you use it personally ?
That's a idea, I would need to think about it but I'm curious so why not.
5. If yes, what are your main reasons to use it ? (3 max)
My main reason to use it would be to have an alternative if I can't bring my kids to their activities for example. Then if the service is good it would be also for the service.
5. If no, what are your your main reasons not to use it ?(3 max)
To be honest the word of taxi is making me a little bit afraid concerning the price first. I'm not super rich and I want to spend money on things really useful. Then, putting my kids in hands of someone I don't know is scaring me also.
6. As a parent, what could make you want to try this new application ?
Actually it's an innovative idea and it could become a new tendency so I would try it too. It's more an idea of curiosity you know.
7. The fact that you could try this service through the application with your kids, for free, the very first time, could interest you?
Oh really ! I would accept directly! I could observe the service in its whole and fell more or les anxious after this.
8. What are you most afraid of concerning the app?
I am not really smart in using technology aha, so I'm afraid it could b to hard to understand and to use. I don't want to miss good things in the app and it's often what happens.
9. Does the idea of having two main partnerships : schools and sport clubs with the app improves the chance for you to have more trust toward us?
Yes for sure ! In the school I know almost every teachers and I know and can trust them, so if they trust you I'm sure I would trust you too next. Because in this case, I putting my kids in the school hands and not in your drivers you know.
10. Would you rather prefer using a website or an application direct downloadable from your smartphone ?
Personally, I don't know which one could be the most easy to use, so you have my answer aha.
11. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
It's better to have a cheap price, anyway it's not very interesting to use it! But at the same time it mustn't be too cheap because anyway I would doubt on the quality of the service.
Paula
Interview:
1. On a scale from 1 to 10 how could you measure the problem of caring your kids to their activities/school ?
Dios mio! It's like the biggest problem of my life! I put a 10 and even an 11!
2. Can you tell me one story describing the situation of when you need to handle this issue? (Bringing your kids somewhere)
Every time I need to cook for the family, no, I need to take one to dance the other to the swimming pool and another one to the cinema with his friends.... Even if it's not for an activity and school always need me to be their taxi! I'm so tired of this situation! I never have time for myself neither I have for the family! It's rare not to eat frozen stuffs that I put the oven....
3. Do you think that producing a new service giving the possibility to have taxis only for kids could be a solution?
Oh yes, without any hesitation! I always pray for this to happen ahah
4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from a place A to a place B, would you use it personally ?
Of course!! I think it's obvious for me now !!
5. If yes, what are your main reasons to use it ? (3 max)
To have time to cook, do the cleaning, take care of myself, sleep, be less anxious... Sorry I can' give only 3 reasons!
5. If no, what are your your main reasons not to use it ?(3 max)
The only reason to say no would concern the quality of the service, that's all.
6. As a parent, what could make you want to try this new application ?
Because this could be my hero aha! I want to try it but I think after having tried it I will directly adopt it !!
7. The fact that you could try this service through the application with your kids, for free, the very first time, could interest you?
Of course, it interests me! You need to be dumb to refuse this !
8. What are you most afraid of concerning the app?
For example the fact that it could not be reliable! It needs to be on time, and then drivers need to be qualified because I'm not putting my kids in danger !
9. Does the idea of having two main partnerships : schools and sport clubs with the app improves the chance for you to have more trust toward us?
Ah yes it's interesting because I know people working there so I could ask their opinion on it first!
10. Would you rather prefer using a website or an application direct downloadable from your smartphone ?
An application of course! It's much more easier having this service directly on my smartphone and like that I put less time to enter in my session, get my data and everything.
11. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
Expensive ahah ! I know it's weird to say this, but if it's not a bit expensive no one will se it, I'm sure about it! To gain my trust it needs to be expensive.
Irene
Interview:
1. On a scale from 1 to 10 how could you measure the problem of caring your kids to their activities/school ?
It's an issue for me because I live it like 5 times a week, so I would put a 9.
2. Can you tell me one story describing the situation of when you need to handle this issue? (Bringing your kids somewhere)
Well my work is not easy concerning my hours, because I work especially late, so in the morning I can bring them to school while I never can take them back of school, the same for their activities, where I can't bring them and take them back. So to avoid this problem I don't put them in any extracurricular activities, and to bring them back from school, my mum takes care of this, fortunately, because I can't afford a daily nanny.
3. Do you think that producing a new service giving the possibility to have taxis only for kids could be a solution?
Mmm yes I think so, because like that they could be brought in different places at the same time.
4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from a place A to a place B, would you use it personally ?
It depends on the price obviously, but if it's ok, for sure I will use it. I could let my kids go to at least 1 extracurricular activity each, in the week.
5. If yes, what are your main reasons to use it ? (3 max)
I would use it to let my kids go to their activities without any problem, and also to avoid my mum taking the car everyday. If it's a fast and easy service you can be sure I will use it (of course taking account the price again).
5. If no, what are your your main reasons not to use it ?(3 max)
I would not use it if it's not used by people. Because in this case I would be anxious for my kids if it's not a little famous and if it doesn't have good reputation.
6. As a parent, what could make you want to try this new application ?
I would try it only to seesaw it works, from the first step to the last one.
7. The fact that you could try this service through the application with your kids, for free, the very first time, could interest you?
Of course, especially if it's for free! Like that I could observe everything and if I'm not happy, I wouldn't have spent money on something I don't like!
8. What are you most afraid of concerning the app?
I don't really no, maybe the fact that it's too hard to use..?
9. Does the idea of having two main partnerships : schools and sport clubs with the app improves the chance for you to have more trust toward us?
Yes it will improve them a lot because it would be surely more famous like that so I could hear opinions of others on this.
10. Would you rather prefer using a website or an application direct downloadable from your smartphone ?
An application would make this service faster I think.
11. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
For me cheap because however I could not afford it.
Agatha
1. On a scale from 1 to 10 how could you measure the problem of caring your kids to their activities/school ?
I mean, in this country, the primary school for the kid is assigned to the area where it lives, so its automatically close.
2. But what about extracurricular activities, have you ever seen any other parents having to take their kids by car to those?
Yes, but I think it depends on the ambitions of the parent. Sometimes there is this problem that parents go to work at 7:00 and the kid at 8:00, and it just have to wait at school for an hour. And extracurricular activities are extra and kids can, but don’t have to go, so it depends on the parents.
...Then again if the house is outside of the city and you want your kids to go to a particular school, it might even require quitting your job. Because of the traffic, because the kid is too small to take the bus, and so on.
3. Do you think that producing a new service giving the possibility to have taxis only for kids could be a solution?
For sure. Some kind of Uber for kids would be a great idea. If both of the parents are active professionally, then it’s a struggle, but also they have more money. Gasoline costs, time costs, moreover that kid probably have some english classes afterwards, some swimming classes. Hence, using this app even on half of the times would unload work from those parents significantly. However, there has to be some standards, the service should be kids friendly, no pedophiles etc. Those drivers would have to take care of the kids before they enter the taxi, after they leave the taxi.
4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from a place A to a place B, would you use it personally ?
Yes, of course.
5. If yes, what are your main reasons to use it ? (3 max)
First, when you work in a corporate company, you never know when you are going to finish work. You might have a meeting, wait for an important call, write one last e-mail. Then there might be traffic or sth.
Secondly, because often you are on the other side of the city it it better for the kid to wait at home for 2 hours, instead of us, taking it and finishing our responsibilities whilst holding its arm. It is tiring for both.
Thirdly, the parent shouldn’t have to become a full time driver instead of doing their lives, because this is sick.
6. As a parent, what could make you want to try this new application ?
The kids that don’t use public transport are in age between 6 and 12, so I need the driver to never be convicted, preferably no tattoos and so on. They would have to market it so i trust them.
7. Does the idea of having two main partnerships : schools and sport clubs with the app improves the chance for you to have more trust toward us?
Yes, absolutely.
8. Would you rather prefer using a website or an application direct downloadable from your smartphone ?
App, these days i do everything from my phone.
9. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
I would prefer it to be cheaper, because I am greedy haha.
Jola
Interview:
1. On a scale from 1 to 10 how could you measure the problem of caring kids to their activities/school ?
My kids go to school on the other side of the street, but I work in school and I can see that it is a huge problem. 10/10
2. Can you tell me one story describing the situation of when you need to handle this issue? (Bringing your kids somewhere)
In Sweden, it is stated by the law, that kids have to be taken to school until 3 grade(9yo), by their parents. And those parents are always complaining that they have to get their kids to school before they go to work. Starting from 4rth grade kids get societal permission to come by themselves.
3. Do you think that producing a new service giving the possibility to have taxis only for kids could be a solution?
This kind of service in Sweden exists. All kids that live further than 11 km from their school are taken with a school bus, and they just have to be taken to the bus stop. However, the bus doesn’t go to all of even the smallest villages, so the municipality sends Taxi’s to pick the rest of the kids.
So as an example, if I would live 20 km from the school the bus would have to pick my kids at 6:45 even though the classes start at 8:30, because the same bus have to stop to take all the other kids on its way. So I could see myself using it, because I want my kids to get enough sleep.
4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from a place A to a place B, would you use it personally ?
Yes, definitely. For example during winter/fall time of the year, when the sun goes down earlier and my son has football practise at 19:30. So if he is supposed to bike through the whole city, during absolute darkness at 21:30, then you can imagine I am afraid. On the other hand if I would bring him to that practise, then I have to wait 1,5/2 hours...
7. The fact that you could try this service through the application with your kids, for free, the very first time, could interest you?
Sure, haha.
8. What are you most afraid of concerning the app?
I work in a school, and we had an incident here, because we had 2 teachers that are substituting main teachers when they cannot work. And those 2 were found to be part, of mafia that handles drug trafficking. No one checked it, the school was closed for 2 weeks, all kids were checked, if they are okey etc. My biggest fear would be only if the driver is trustworthy. The best would be if the person have: newest psychological assessment, doctor’s agreement to be able to work with kids, driving license… just so the person is not crazy, convicted or something.
10. Would you rather prefer using a website or an application direct downloadable from your smartphone ?
Smartphone. Maybe there could be a camera in the taxi so you could see your kids on your phone. I have seen it in taxis that take people to hospitals.
11. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
The best would be an option to be able to schedule those drives 8 times a month for example, and I could pay for such service 1000 DKK monthly.
Carolina
Situation:
- Married
- 1 kid ( 6 years old)
Interview:
- On a scale from 1 to 10 how would you measure the problem of caring your kids to their activities/school?
2. Can you tell me a story or a specific example of a moment when you had to face this issue? (Bringing your kids somewhere)
I havent suffer that much becuase of that couse I really try to make everything schedule between my husband and I, but I can remember this one time when my husband went out of town I got stock in a meating that was suppose to last 20 minutes. That ended up lasting more than an hour and I picked up my girl really late form school.
3. Do you think that a new service of taxis completely made for kids could be a solution?
Yes, it might work, but ill have the issue that if my husband is not there who is going to take care of her while Im not there.
I 4. If an application could let you order a Nannyber (which is an uber for kids) to bring your kids from place A to a place B, would you use it?
yes, I might use it.
5. What are your main reasons to use it? (3 max)
Because It would solve my time issues and I wont need to leave my kid for an hour outside of her school waiting for me.
6. What are you most afraid of concerning the service?
I think my biggest concerns is who is going to be the driver.
8. Does the idea of having two main partnerships (schools and sport clubs) could make you trust us more?
Yes cause now I can at least ensure that my kid is been drop of in the correct car, and that some adult (thinking of a school) its going to see the driver and the car.
9. Concerning the price, do you think it's better to have this service cheap or more expensive (to improve the service for example)
I would never say expensive becuase at the end of the day Its not the only thing me and my husband are paying for but I dont think a service like this could be cheap becuase we are talking about kids and I think everysingle car needs the most appropiate technology so its secure.
Analysis of interviews
The mains things that we conclude from those interviews are first that our added value propositions concerning trust are appreciated. The fact that parents could try the service for free the first time with their child is reassuring for them. But parents are still preoccupied by the drivers' experience and the security of the application. This is the reason why we want to include a camera in each car. This way, parents would be able to communicate and see their children in the car during the trip. As a result, they will always know where they are and if they are doing fine.
Thanks to the different stories we now know that our early adopters are parents who need to bring their children to extracurricular activities. School is not really a big problem because parents usually have a reliable solution such as school buses.
We can also say that the application is better than a web site. However, this application need to be really easy and fast to use because when parents will order a nannyber it could be in a meeting or at work so it needs to be functional. To test it, we want to do a paper prototype.
Analysis of interviews
The mains things that we conclude from those interviews are first that our added value propositions concerning trust are appreciated. The fact that parents could try the service for free the first time with their child is reassuring for them. But parents are still preoccupied by the drivers' experience and the security of the application. This is the reason why we want to include a camera in each car. This way, parents would be able to communicate and see their children in the car during the trip. As a result, they will always know where they are and if they are doing fine.
Thanks to the different stories we now know that our early adopters are parents who need to bring their children to extracurricular activities. School is not really a big problem because parents usually have a reliable solution such as school buses.
We can also say that the application is better than a web site. However, this application need to be really easy and fast to use because when parents will order a nannyber it could be in a meeting or at work so it needs to be functional. To test it, we want to do a paper prototype.
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