Teammates
Sole Designer
Role
Daniel Kim (Product Designer)
Duration
4 Weeks
Tools
Figma
Marvel
Miro
CONTEXT
New York City Parking: A Hidden Cost of the Bright Lights
Living in well-known cities offers a mix of advantages and challenges. The bright lights, diverse cuisine, and vibrant nightlife are some of the perks, but these benefits often come with drawbacks such as large crowds, heavy traffic, and limited parking options. In New York City, where street parking is the most common solution, finding an available space is particularly daunting. The process is not only time-consuming and frustrating but also contributes to increased congestion and a higher likelihood of traffic collisions
CHALLENGE
Overcoming the Struggles of Parking in NYC
Searching for parking in congested urban areas is both time-consuming and frustrating. Many city drivers prioritize street parking over parking lots or garages, adding to the challenge. As time is one resource we can't get back, the uncertainty of finding available parking limits effective planning, increasing driver frustration.
SOLUTION
Building Blocks for a User-Friendly Parking Solution
Three key elements formed the foundation of a successful mobile application for drivers: assurance, promptness, and awareness. By providing real-time data to instill confidence, delivering quick, actionable insights to save time, and offering clear information on parking availability and pricing
Assurance
Instantly reserve a parking spot before driving to the destination
Manage and track all reservations
Choose the exact parking space, date and time
Promptness
Drive directly to the specific lot number and avoid circling around the area
Reserve spots days in advance to plan out your day
Choose from your favorite spots for quick reservations and availability
Awareness
Knowing the parking rules before making a reservation
Choose the exact spot based on specific needs and times
Be aware of the cost, distance and time available before leaving
EMPATHIZE
The Frustration of Parking Uncertainty
Existing research highlights a widespread frustration among U.S. drivers regarding the challenge of finding parking spaces. Specifically, 80% of drivers report difficulties stemming from the uncertainty of parking availability
2/3
of U.S. drivers are stressed while trying to find parking
44.8%
of drivers spend 5 to 15 minutes in search for parking
80%
say their problem is knowing if there are free spots
Drivers’ Stories: Parking in High-Traffic Areas
Recognizing that parking in congested areas is a well-documented issue, I sought to personally engage with drivers living in these areas to uncover common themes and pain points
"I want to know if a parking spot is available ahead of time so I can utilize my time more efficiently"
"It's frustrating having to circle around the block multiple time hoping to find a parking spot"
"At times, I don't realize the parking rules until after I park and end up circling the block again"
SYNTESIS
Defining Product Goals Based on Parking Challenges
Existing research and interviews with active drivers confirmed that parking in highly congested areas is a significant challenge. By gathering and quantifying the most common pain points, I was able to define three major goals that the product’s features should address
Assurance
100% of the participants experienced anxiety or stress due to the uncertainty of parking availability, with some going to the extent of avoiding social outings in congested areas
"I want to know if a parking spot is available ahead of time so I can utilize my time more efficiently"
Promptness
80% of the drivers interviewed spent a significant amount of time circling a particular area, hoping to find street parking
"It's frustrating having to circle around the block multiple time hoping to find a parking spot"
Awareness
City drivers need to be aware of parking rules as they may change multiple times throughout the week. Parking signs can be difficult to read that may add to the traffic jam or even too old and out of place
"At times, I don't realize the parking rules until after I park and end up circling the block again"
DESIGN
Translating Product Goals Into Actionable Features
Once the product goals were clearly defined, I explored and prioritized specific features that directly aligned with these objectives. Through careful consideration, I aimed to ensure that each feature contributed to address the user needs and improving the user experience
Reservations
The ability to reserve specific street parking spaces gives drivers a sense of assurance, reducing the time spent searching for parking and on the road
Parking Rules
Time selection will start and end on the available times at the designated location, and users will receive reminders of relevant parking rules once a location is selected. This helps with awareness and reduces congestion
Directions
A designated parking space informs drivers exactly where to go, enabling them to plan ahead and manage their time more effectively
DESIGN
Guerrilla Testing: Early Feedback on Functionality and Onboarding
Mid-fidelity wireframes facilitated early user feedback through usability testing, enabling the assessment of basic functionality, the new user onboarding process, and the collection of general insights
DESIGN
Assessing Usability: Interactive Prototype Testing with Frequent Drivers
Five participants, all frequent drivers who drove at least three times per week, participated in testing an interactive prototype of the FreeTime mobile app. The sessions focused on gathering feedback on usability, navigation, and overall functionality to ensure the app effectively addressed the needs of its target audience
Users expressed a preference for having filtering options available on the homepage instead of the selection page
Users frequently expected the 'cancel' button to navigate them back to the previous screen, rather than canceling their reservation
Questions were raised about extension durations, requiring a brief description of parking rules
WHAT'S NEXT
Integrating Hardware and Existing Parking Meters
Physical hardware must be installed to prevent unauthorized parking in reserved spaces and to incorporate sensors for monitoring parking availability. Additionally, FreeTime will need to integrate with parking meters or collaborate with existing parking apps
KEY TAKEAWAYS
Innovating Street Parking Solutions
Early testing and an iterative design process provided rapid discoveries, highlighting gaps in the market. While other apps offer parking solutions, none provide the ability to reserve street parking. To ensure reserved spaces are used appropriately, implementing hardware to prevent unauthorized vehicles is essential