User-centric technology changing the existing business models.

The Fourth Industrial Revolution is underway. The biggest players in the tech industry are working on bringing AI to people’s everyday lives. The amount of data received through smart devices from the connected world requires to be properly exploited and the new tools based on Machine Learning are extremely wanted.  It’s a perfect time to bring cutting-edge technology to the market and to reinvent existing business models.

Recently the most known organisation that changed the way we can book travel or accommodation are Uber and Airbnb. They might be most famous but there are many more companies working tirelessly to change the way the current models exist. In the heart of London, there is a company which funders decided to develop a product with a huge potential to change another business landscape, the insurance market.

YouToggle is a mobile app based on a concept that the good drives deserve to be rewarded. Currently, the insurance world is based on a belief that the only right way is to penalise the drivers (or just less experienced like the young drivers) to minimise the risk. But what about all those drivers who are not speeding, not talking via the phone while driving or doing only a school run carefully transporting their kids?

So at YouToggle, we thought: what if we could give the users the opportunity to independently score their unique driving style? If we could give them a tool proving allowing to prove themselves. And we did it!

Heading the development of YouToggle product and brand was a great adventure. Below I’m sharing some of my experience as it was a huge learning curve for me, not only because of the project itself but because of such a rare opportunity to absorb knowledge directly from the c-level executives who founded the company.

One of the values we all shared was a user obsession and passion for the user-centric design so we incorporated its principles at all stages of the product development, here are some of the aspects features which made this product user-friendly.

Six different factors building the score.

We took a close look to the DNA of a good driver and identified six factors that matter while driving such as speeding, an aggressive acceleration, a harsh braking, time of the day, mileage and the distracted driving caused by the phone usage. Then we applied Machine Learning based on more than 40 billion miles of driving data and a little bit o secret sauce to give the users their independent score.



Score itself without would be hard to validate as even knowing that the range is between 0 and 100 it was still hard to determine whether the score is good or not so we allowed the users to compare themselves to the UK’s average.

Boys or girls?

Then we thought that it would be great if we could compare with our friends and family and we enabled the functionality of inviting friends to the user’s group. Where people can check not only overall scores but the particular component like speeding. And now we have an objective proof that women are better drivers… at least in my group.

Journeys Dairy

The app captures all journeys and it’s pretty accurate in recognizing whether the user was driving or travelling by the public transport such as train, bus and even a boat as in my case when I was travelling from Central London to Greenwich Peninsula to work on my other user-centric project Sharing Cities.



We ensured we are compliant with the with GDPR regulation and thought through all the features of the app and ensured that it is part of the products DNA.

GDPR is all about transparency for individuals and their control over their personal data as well to the information about such as T&C’s and Privacy Policy.

To be user-friendly we developed the built-in capability to support the following consumer’s rights:

  1.     Right to be forgotten – so the user may request a deletion of their personal data,
  2.     Portability – so the users have the right to move the data in a readable format and to be able to access it and read it out of the product.
  3.     Right to access the data
  4.    Pausing an account

GDPR compliance is a huge challenge for the organisations, especially for banks and insurance companies which are storing petabytes of the data in their data stores.


I love to work with the users, observe how are using the product, what are their opinions but also what are the patterns in their behaviour. That’s why we applied various methods of collecting the feedback such as focus groups, surveys, face to face interviews and built-in feature for providing the feedback giving us insights not only about the device they are using helping our engineers to improve the app.

I strongly believe that technology is here to serve the people, and we, IT geeks are here to make this happen.

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