An App designed to combat the dangerous habit of driving distracted

1. DISTRACTED DRIVING
An App designed to combat the dangerous habit of driving distracted

2. Texting takes your eyes off
the road for 4.6 sec. At 55mph
that’s like driving an entire
football field blindfolded.
Source: Government of Canada, NHTSA

3. Distracted driving has become
the “number one killer on the
roads” in Canada.
Source: OPP, CBC News

4. At any given daylight moment
across America, approximately
660,000 drivers are using cell
phones while driving.
Source: NOPUS

5. Source: Insurance Institute for Highway Safety
Texting while driving kills 11
teens each day.

6. Source: Greeley Police Department USA
A family reeling in the grief of tragic loss hopes that sharing their son’s story will prevent future accidents caused by
texting and driving.
The Heit family and Greeley Police Department wish to share the findings of a car accident investigation on April 3,
2013 in hopes that other families may avoid the tragedy and loss of a beloved family member. At 5:16 p.m., Greeley
Police Officers and rescue personnel were dispatched to a single vehicle, rollover traffic accident on the outskirts of
Greeley. The driver, Alexander Heit, 22, of Boulder was transported by ambulance to North Colorado Medical Center
where he died a short time later.
Heit was in Greeley studying Audiology at the University of Northern Colorado. He was a good student and well liked
in his classes. Colorado-raised with an affinity for being in the mountains, he loved being with his family, snowboarding in
the winter and hiking in the summer. Friends and family remember Heit’s quick sense of humor, and his calm, kind
presence.
“I can’t bear the thought of anyone else having to go through something like this,” said Sharon Heit, Alexander Heit’s
mom. “Please, vow to never, NEVER text and drive. In a split second you could ruin your future, injure or kill others, and
tear a hole in the heart of everyone who loves you. And in honor of Alex’s memory, please do something kind for a
stranger who needs help, as Alex always wished for a world where people were kinder to each other.”
Heit had been traveling eastbound on “O” Street from 35th Avenue, on a turn with a very narrow, dirt shoulder and a
steep drop. Witnesses stated he seemed to have his head down, and began drifting into the oncoming lane of traffic. A
westbound vehicle slowed and moved over just before Mr. Heit looked up. As he did, he jerked the steering wheel hard,
over-correcting, resulting in his leaving the south side of the roadway, rolling and flipping the vehicle.
As officers investigated and searched the accident scene they discovered Heit’s cell phone in the vehicle. Visible on
the display was a text message conversation with the last received text being at 5:16 p.m. There was a partial response
typed below, but it was never sent. Heit had a spotless driving record and was not speeding.
While laws have been passed and public announcements made, texting and driving is still happening. “Unfortunately,
when we think to ourselves, ‘I’ll just do it this one time,’ we are fooling ourselves,” said Chief Jerry Garner. This “one
time” may be the only time. The Heit’s are sharing their tragedy and loss, in hope that through Alex’s story, others may
realize and recognize just how dangerous texting and driving is. If this tragic, senseless accident can be a learning
experience for others, perhaps others will be saved.
Family and Police Want to Help
Prevent Future Tragic Loss from
Texting While Driving
“In a split second you could ruin your future, injure or kill
others, and tear a hole in the heart of everyone who loves
you.”

7. One tap is all it
takes.
Have you ever taken a call or replied to a text
message while driving, even just to say “Hey,
I’ll call you back later”?
Driving requires focus and picking up your
phone for just a split second interrupts that
focus. One tap is all it takes. It’s a very real
and very scary problem.
But if one tap is all it takes for a serious
accident, we thought “Maybe one tap is all it
takes to make people safe.” The result: an
app built on the idea that the most important
tap is the one you make before you start
driving.

8. FEATURE
Problem
Calls, texts, alerts, reminders—the modern
smartphone is constantly demanding
attention. And most people can’t seem to
resist. This is why phones have become the
leading cause of driver distraction, helping
increase distraction-related car accidents in
North America to about four million each
year.
Solution
A smartphone app that’s smart enough to
know when to keep things quiet.
A Smarter
Smartphone
Auto-Detects Driving
Using GPS, the app knows when you’re in a
vehicle and automatically enters “Drive
Mode,” locking out unnecessary distractions.
Set Driving Time or Destination
Set your projected drive time and the app
enters “Drive Mode,” locking out any
unnecessary distractions.
Passenger Mode
Riding shotgun? Let the app know and it’ll
immediately unlock your phone to use as
normal.
Really Smart Features
Create a “Safe List” of contacts and apps
(such as navigation) that can get through, or
connect to a hands-free device and the app
will let all your calls through.

9. Problem
Our phones are always on and always
connected. And we can’t help ourselves
from, at best, glancing at an alert, or at worst,
responding to it. It’s against our nature to let
calls and texts go unanswered.
Solution
A smartphone app that takes care of
incoming calls and messages, letting people
know you’re behind the wheel.
Your Personal
Assistant
Emergency Calls
By using One Tap on their phones, people can
still send an emergency alert, giving you the
chance to pull over and take their call.
Auto-Reply Text Messages
When a text comes in, the app doesn’t just
block the alert, it fires off a quick and polite
response to the sender, letting them know
you’re currently driving and will get back to
them shortly.
Direct to Voicemail
Incoming calls are immediately sent to
voicemail, letting callers know you’re
unavailable.
What You Missed
When you reach your destination, the app
gives you a quick view of all incoming calls
and messages you missed, so you can
respond in a single tap.
FEATURE

10. Problem
Fatal collisions due to distracted driving rose
17% from 2006–2010, mostly because of the
proliferation of smartphones. One of the
biggest problems with poor driving habits is
that people aren’t even aware they have
them, or how dangerous they can be.
Solution
A smartphone app that tracks your driving
habits and reports them back to you,
including short- and long-term trends.
Data-Driven Insight
App Usage
When you finish each trip, the app will add to
your total minutes of driving without
distraction, including how many texts, calls
and alerts have been intercepted while your
focus was on the road.
Vehicle Usage
In addition to tracking your potential
distractions, the app can also keep tabs on
your driving habits, including mileage,
average speed and acceleration.
Big Data
By pooling user data, we can track how many
phone distractions are eliminated and
compare that with distracted driving accident
numbers, helping people know what kind of
difference their responsible driving makes.
FEATURE

11. Problem
When surveyed, about 60% of drivers said
they would not agree to stop using their
phones while driving, even though their
chance of getting in an accident goes up 4X
when talking and a staggering 23X when
texting. Part of the reason for this is that
many people aren’t very good at policing
their own behaviour.
Solution
A smartphone app that compares your
driving habits with your friends and family,
giving you a reason to try harder.
Social Status
All in the Family
Track your driving habits against your
spouse, kids or friends and make sure
everyone is safe as possible when behind
the wheel.
Tell the World
Let everyone know you’re a safe driver by
posting achievements (e.g., 50 blocked
texts!) to your favourite social networks.
Better yet, challenge your friends to do it,
too.
FEATURE

12. Problem
The sad truth is that the overwhelming
majority of distracted driving accidents
involve teenagers and young adults. In fact,
78% of young people admit to texting while
they drive, meaning parents should be
nervous about handing over the keys to the
car.
Solution
A smartphone app that keeps tabs on your
kids and alerts you when they aren’t driving
safely.
Child
Protection
Works for Everyone
This app works for your kids in the same way
it works for you, blocking alerts, tracking
driving information and helping to keep them
safe. Plus, the data is collected in the family
pool, letting you compare your safe driving
habits directly with theirs.
Instant Alerts for Parents
Your teenager’s app talks to your app,
sending an instant alert when they bypass
alert blocking, drive a certain speed or take
the vehicle outside a specified area.
FEATURE

13. Problem
While some people are happy to do
everything they can to drive safe, others
might wonder what’s in it for them?
Solution
A smartphone app that rewards its users.
Rewarding
Good Behaviour
In-House Rewards
Because the app tracks usage, tying
milestones to specific rewards is easy.
Plays Well with Others
Using the app’s ability to offer rewards also
presents an opportunity to form partnerships
with other companies, increasing incentives
and awareness of the app.
FEATURE

14. Problem
Distracted driving is everyone’s problem. It’s
a widespread epidemic and fixing it requires
a societal shift, much like seat belt and drunk
driving campaigns were used to change
public thinking.
Solution
A carefully considered campaign that attacks
the problem at a cultural level.
Driving Awareness
Campaign
Fully Integrated
The app and the campaign are designed to
support each other, creating more awareness
of both the app and, more importantly, the
problem of distracted driving.
On-Going, Long-Term Thinking
A portion of revenues from the app will go to
supporting the campaign in perpetuity.
FEATURE

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