The overall objective of the ParkWhiz design and functionality improvements is to align with mobility rivals by enhancing brand image and user experience, ensuring consistency between the app and web interface, implementing a design system, and laying the groundwork for future iterations such as EV charging and operator loyalty programs, all while maintaining some current functionality.
The goal is to create a unified experience across platforms, understand what our customers need, and present the appropriate information and functionality.
During our design audit, we discovered that Android and iOS lacked consistency and did not adhere to a unified setup language or pattern. We also believed there was an opportunity to highlight the value proposition and better present the mobile app on the web platform.
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After partnering with Project Managers and the Data team, we discovered that the “book again” feature is used often. For this reason, this was a feature that we decided to maintain in the new experience. This data would also help to inform how we prioritize current features as we add new ones.
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As we completed this analysis, it was important for us to explore how other platforms create the connection between their web and app experiences, as well as how they present their services or important information.
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Based on user and business needs, we decided to introduce a feature that could quickly link users to some of the parking services provided by ParkWhiz, which would provide initial context on available services and be a helpful tool allowing users to jump right to the service.
Because we chose not to present every available service upfront, we had to decide which services to show and what details to include to use the space efficiently and get the message across effectively.
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To ensure cross-platform compatibility, we had to account for various aspects. Mobile devices may provide user data for real-time availability updates, whereas web platforms may require alternate methods, such as highlighting service benefits. We also had to optimize the appearance and functionality for various screen sizes on both web and app interfaces.
As a feature of the mobile Home experience with the highest conversion rate, we focused on discovering how design changes could further enhance the feature.
Since the current preview of each recently booked location only includes a photo and the facility name with a low character limit, we determined that changing the information presented on a preview would be more helpful for users, like including details that may be more relevant at a glance.
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We experimented with various headings and layouts to emphasize the Book Again feature and provide a concise yet comprehensive introduction to the feature.
To allow users to view all pass bookings for quick rebooking rather than just the three most recent, we explored various link and button options to view all.
We found an opportunity to adjust the search bar to have a greater emphasis on mobile and to follow a more typical design pattern on web, while establishing consistency between the two.
Not only did we want to create consistency between mobile and web, but we wanted to introduce a friendlier tone through the search feature, so we experimented with different value proposition options.
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Because of the additional user data available on the mobile experience, we can create a more personalized interaction, like greeting the user with their name at the top of the search section, which also serves as an opportunity to attract user attention.
Given the concern regarding the non-compliance of web platform components with ADA standards, we had to ensure that our search solution would meet our objectives while remaining accessible.
Two of the main things that needed to remain prioritized on the web Home page was a section that describes the general value and purpose of using ParkWhiz, and section that would promote the app.
We determined that creating a section heading, using subheadings with text descriptions, and supporting the information with simplified visual elements like illustrations and icons, would help create a concise layout and get the message across to users.
User feedback indicated that the value of using ParkWhiz in general, or the app specifically, was not immediately apparent. To address this, we decided to simplify the messaging and create a similar tone throughout the experience, possible through value propositions.
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To enhance user motivation for downloading the ParkWhiz app, we had to consider the utilization of layout, illustrations, and icons. We determined that section information should be quickly read and understood by users and that we had to include an app image that better supported the information listed.
Both the mobile and web Home screens require visual support with the use of images and illustrations, but we identified an opportunity improve the way that they are used.
Incorporating images and illustrations into the mobile and web home screens is crucial to aid in supporting information as a descriptor, facilitating the digestion of information by breaking up content, and establishing a hierarchy by using a variation of images. So we had to ensure that the visuals used were meaningful in some way.
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Through this proposed solution, we took what we understood about our customer needs to present the appropriate information and functionality to efficiently communicate the services offered by ParkWhiz, while establishing consistency across web and mobile platforms for a unified Home experience.
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Our solution for the mobile app focuses on leveraging data to create a more personalized experience for logged in users, upgrading existing functionalities to improve conversion rates on specific features, and communicating services offered by ParkWhiz.
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Our solution for the web platform focuses on providing more comprehensive information about ParkWhiz to users, directing users towards the app, and communicating services offered by ParkWhiz.
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