OUR WORK / Mobility & assistance

Advanced CoDriver Assistance Centre

Product Development, Platform Evolution & Behavioural Safety Technology

Advanced CoDriver Assistance Centre was developed as a technology-enabled roadside assistance product, combining traditional emergency services with enhanced vehicle support and mobile integration.

Explore the Story

Client / organisation: Advanced CoDriver / MDDR
Connected capabilities: Product · Brand · Mobile experience
Project context: Concept to launch

Our involvement Delivered during an internal digital and brand-strategy collaboration.

The initiative unified assistance membership, digital safety tools, and driver-focused functionality into a single, structured mobility offering designed to extend protection beyond standard roadside cover.

THE CONTEXT

From a fragmented application to a connected product.

The organisation identified an opportunity to move beyond traditional emergency response services and create a differentiated mobility support product.

The goal was to develop a comprehensive roadside assistance solution combining standard emergency cover with theft response, driver accountability and mobile technology.

Rather than launching a generic assistance offering, the objective was to create a smarter, technology-enabled ecosystem aligned with insurance, risk mitigation, and behavioural change.

Standard breakdown and emergency cover
Advanced theft response and recovery capability
Suspicious vehicle reporting
Driver safety accountability
Integrated mobile technology

THE STRATEGIC CHALLENGE

The strategic challenge

Traditional roadside assistance products are reactive. They respond once something has gone wrong.

The opportunity was to develop a commercially scalable membership that improved emergency coordination while adding a preventative behavioural layer and aligning the product with insurance needs.

How do you build a modern roadside assistance product that integrates safety technology — without starting entirely from scratch?

Reduce accident frequency through behavioural intervention
Improve emergency response coordination
Provide additional investigative support in theft or hijacking scenarios
Position the product for insurance alignment
Create a commercially scalable membership model

Strategic approach

Build a coherent product, then connect the technology

We structured Advanced CoDriver as a layered solution — beginning with a clearly defined roadside assistance product, then revitalising the existing MDDR platform to support it, and finally engineering the CoDriver behavioural layer to align safety, insurance logic, and user accountability.

The objective was simple: build a commercially viable assistance product underpinned by intelligent, purpose-driven technology — not bolt features together, but architect a cohesive system from the ground up.

Brand communication for the assistance product, using the “Anything! Anytime! Anywhere!” promise.

Phase 1

Product first — roadside assistance

We developed the Advanced CoDriver Assistance Centre as a structured roadside assistance membership product, intentionally positioned to move beyond conventional breakdown support.

We wanted to create a differentiated assistance offering combining emergency response with a future-ready safety ecosystem. This required formalising the commercial model and the operational logic that would underpin it.

Beyond branding, this phase focused on service modelling — defining how assistance would operate in practice and how it could support future digital and behavioural layers. This commercial and operational foundation created the platform upon which MDDR and CoDriver would integrate.

Defined benefit structures and annual policy limits
Tiered membership models with optional add-ons
Escalation and response pathway mapping
Clear articulation of coverage conditions
Product positioning and naming strategy
Brand identity and visual system development
Brochureware, POS material and digital launch assets

Advanced CoDriver brochure cover — The assistance product’s visual identity applied to the brochure cover.

Advanced CoDriver assistance benefits brochure spread — The historical brochure explains assistance benefits and the product’s connected mobile layer.

Phase 2

Leverage and revive MDDR

An existing application, MDDR (Mobile Device Data Recorder), was already in place, supported by its own server infrastructure and capable of advanced device-level emergency functionality.

While technically robust, the platform was fragmented, complex to install, and poorly understood by users. Onboarding friction was high, adoption was low, and it lacked clear commercial positioning.

Rather than rebuild from scratch, we strategically harnessed and restructured it. MDDR was reframed as the core technology layer within the new assistance product, with a clearer interface, guided onboarding and permission education.

This repositioned MDDR from a niche technical utility into a commercially viable infrastructure layer underpinning the Advanced CoDriver product.

Reframed MDDR as a core technology layer within the new roadside assistance product
Redesigned the front-end interface via API integration
Developed a guided onboarding wizard to simplify installation
Created structured process flow documentation
Introduced clear permission education screens
Aligned the visual system to the new product identity
Managed development implementation to specification

MDDR guided installation welcome screen — The original guided setup entry screen for MDDR.

MDDR installation wizard phone illustration — A setup-wizard screen uses a clear device illustration within the product’s visual language.

Phase 3

Build CoDriver — the behavioural layer

The CoDriver component was conceptualised and built as a preventative expansion to the roadside assistance product. While MDDR enabled emergency escalation and post-incident response, CoDriver introduced a behavioural intervention layer designed to reduce risk before incidents occur.

Strategically, the objective was to curb distracted driving and align the product with insurance-driven risk mitigation, shifting the value proposition from response to prevention.

Technically, CoDriver was engineered to sit alongside and on top of the existing MDDR architecture, leveraging API communication with the server environment while introducing new behavioural logic at the application layer.

This expansion transformed the product from a reactive assistance service into a structured mobility safety ecosystem.

Automatic activation above 20 km/h
Restriction of social media and texting while driving
Trip state and disable logging
Passenger override controls
Integration with emergency escalation pathways

CoDriver welcome and safety information screen — The CoDriver behavioural layer introduced an orange-and-charcoal driver interface.

CoDriver active-trip controls — Emergency, tracking, navigation, passenger and trip controls in the historical CoDriver interface.

Technical architecture overview

Connect device, server and behavioural logic

The system combined the dedicated MDDR server environment, device-level emergency functions and an API-connected interface. The behavioural layer was built and integrated by our team.

Note: Some original MDDR capabilities are now restricted on modern Android and unavailable on iOS due to evolving OS privacy frameworks.

Dedicated MDDR server environment
Silent push notification command framework
Device-side local caching with periodic offloading
Adjustable heartbeat cron intervals
Sensor-based crash detection via accelerometer
Remote command-triggered data upload
Front-end interface built via API integration
Behavioural layer built and integrated by our team

Revised MDDR guided installation welcome screen — A later welcome-screen iteration demonstrates refinement of the onboarding language and visual hierarchy.

Revised MDDR safety-state screen — The revised historical safety-state screen clarifies the user’s current protection state.

Commercial positioning

A prevention and response ecosystem

The Advanced CoDriver Assistance Centre was positioned as a roadside assistance membership, with an optional behavioural technology add-on, insurance-aligned safety support and integrated emergency escalation.

Insurance partnerships were formalised externally, aligning behavioural technology with claims reduction strategy.

A roadside assistance membership
Optional behavioural technology add-on
Insurance-aligned safety support tool
Integrated emergency escalation system
Prevention + response ecosystem

A branded brochure spread bringing together the product and supporting ecosystem.

Advanced CoDriver back cover — The branded brochure back cover completes the product’s visual system.

FROM STRATEGY TO EXECUTION

Execution detail

The work connected product definition and brand development with UX architecture, interface integration, the new behavioural layer and a coordinated collateral rollout.

Product naming & architecture development
Brand system creation
Full visual identity design
UX redesign and onboarding flow architecture
Installation wizard & permission education flows
API interface integration
CoDriver behavioural logic development
Project management of development implementation
Brochureware & print collateral
POS materials & licence disk stickers
Digital campaign materials
Membership documentation

WHAT THE WORK ENABLED

Impact

The engagement revived and commercialised an underutilised software platform, reduced onboarding friction and improved usability. The product expanded from response to prevention, introducing behavioural accountability into roadside assistance.

The result was a differentiated, insurance-aligned product delivered from concept to launch, connecting membership, mobile technology, emergency coordination and a consistent visual system.