Because our research process was iterative we went back and forth between the findings and insights from our immersions and extreme interviews. This process only really ended prior to prototyping. We started focusing on commutes people do in their daily lives, such as going to work, or going to gym, etc. because that is where they seemed to currently use their cars, and where the competitors focus is, but as we dag further in our research, it became apparent to us that the reasons why people commute and rideshare go beyond functionality. The reasons are connected to their experience of freedom, flexibility and having enough time to do what they need to and want to do: Going where they want to when they want to.