The aim of this project is to develop a Jönköping based parking app, that facilitates drivers to park in sought after areas, by advertising parking spaces that are otherwise unused. This project began with identifying the business and user's needs, followed by quantitive and qualitative research, which lead to wireframing, user testing and prototyping.
There are two identified users, the car drivers and the parking spot owners. The car driver is divided into subcategories to gain a better understanding of the user and their needs. In order to clarify which target groups there may be, a target group definition has been implemented.
30 people from Gothenburg, Jönköping and Borås participated in a quantitative research survey. The participants were asked what their issues were with current parking facilitates, and 11 people said that they had issues with parking in the city center. This is something that will certainly be considered in the development of the app. Other parking issues mentioned were situated near accommodation or public transport. The majority of the people who took part in the survey were students aged 25-30 (46% of survey), these are part of the target market group.
Interviews were conducted at an early stage in the process to gain an understanding of the users and their needs. 6 people participated, 3 car drivers, and 3 parking spot owners. The interviews with drivers made it clear they mainly value efficiency, flexible parking times, availability to book a parking spot on or off location, and that they are willing to spend a maximum of about 15-25 SEK for a parking spot per hour, depending on the area. During the interviews with the parking spot owners, it was discovered that they prefer a smooth security payment method, such as Swish or Bank-ID. They also mentioned that the payment should be made in advance before the parking time begins; a booked parking spot shouldn’t be canceled too close to the pre-booked time; and that the booking duration must be visible.
Some interviewees expressed their concern about parking spot security. More specifically, what happens if the parking space is occupied when the driver arrives at their pre-booked parking space, and what happens if the parking space is mismanaged or vandalized. To prevent these kinds of issues, we are implementing a rating function where both car drivers and parking spot owners have the chance to rate each other’s experience.
We also gained an understanding that customers will have questions, either about the payment or about booked parking spaces. For this reason, we recommend a customer service team that can support the users in times when they need assistance.
Two personas were created based on the quantitive and qualitative research conducted.
User journey were created to demonstrate how each user would use the app, as a parking spot owner and a driver.
Empathy map's were to get a more through image of each persona, their thoughts, feelings, what they say and do. This aims to develop a user centered design by focusing on the users thoughts as much as possible, considering the limited time frame and limited interaction with users at this stage of the project. Emojis were used to create a relation between the viewer and the user.
The mock-ups were initially created on paper, then they were transferred to Adobe Draw on the iPad. This method was utilized as it was convenient to share them digitally while working at a distance.
Prototypes and User Testing
It was decided to design the app for IOS app as Apple is the most popular smartphone manufacturer in Sweden. It was then chosen to design for the Apple iPhone 7 as it was the most popular in Sweden in 2019.
Think-Aloud tests were performed. The purpose of a Think-Aloud test is that the user talks about how he thinks and goes about solving the tasks that are formed before the test and were therefore seen as suitable for the task. The Think-Aloud method was perceived as positive as we collected good feedback and comments from users.
Due to the current pandemic, the tests were performed screen shared via Zoom, this is to maintain the feeling of interaction and a personal meeting. The internet-based test has the same advantages and disadvantages as tests that are conducted face to face and were therefore considered a very good alternative as it does not involve any direct visual contact. The Figma link was sent to the participant and they screen shared while moving through the tasks provided for the test. With the user's permission, the test was also voice recorded to ensure nothing in the test was missed and to be able to go back over the test if needed, and for sharing the results with the other partner in the group.
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