Description: A driver who loves LA and all that LA has to offer. However, traffic is a fact of life, and they are constantly angry and cursing at the traffic. But they have to drive because LA is a big place.
Goals and Needs:
Quickly find a parking spot so they can enjoy their event.
Pay for the parking spot without having to deal with cash or waiting for an attendant.
There is a lot of traffic which makes it difficult or inconvenient to pull over and look at their map.
Parking signs are often confusing about legal parking hours
User can end up circling blocks endlessly looking for an open spot or fighting with someone for a spot.
User is familiar with using apps while driving, such as Google Maps.
Drivers don't always plan ahead, and make plans to go somewhere on the fly.
I compared and analyzed features of over several different companies and apps, including and explored questions such as:
What are common ways of displaying 'inventory'?
How can a user who represents both sides of the marketplace switch between their roles? Between renter and owner? Between passenger and driver?
How was the flow structured to enable a user to book now or make a reservation for the future?
User Flow and Documentation
Since I was designing a marketplace, I had to design for two distinct users: the driver and the parking spot owner.
The initial scenarios driving the version 1 app would be centered around getting users into the app and the core experience of booking a parking space::
New User: Open App --> Register as Driver --> Input User Information --> Input Credit Card Info --> Into App
Driver: Onboard --> Book Now / Book in Advance --> A Parking Session in Progress --> Session Complete
Owner: Onboard --> Register a space --> View Reservations in Progress and in the Future --> Receipts
The user flow architecture for the entire app.
I then defined the content, call to actions, and initial layout for all of the screens and screen states.
A sample of the 35 views:
New User Registration
We were designing for a two-sided marketplace - for parking space renters and parking space leasers.
I prioritized renters for the following reasons:
not everyone has a space to rent
in most cases, the pain point of finding parking is more real than earning side cash
for the booking experience to work, drivers needed to input their credit card info
Tap to Park: Design for a Distracted Driver The initial experience began as an inventory browsing experience, similar to Airbnb. Through storyboarding and user testing with prototypes, it was clear that we needed to make the booking experience even easier.
Tap to Park. A user could push a large button on the screen which would automatically pull up the closest parking space. One button to confirm and maps would launch with directions to the spot.
There were many pieces involved to ensure that users could extend their reservation and leave once their reservation expired. One of the challenges involved thinking through the mechanics of adding additional time, given other variables such as: availability of spot due to user bookings and owner-specified availability.
Business Decisions: Selecting a payments processor
The team wasn't sure which would be the best payments processor. After researching, I recommended we use Braintree.
Technical considerations: How our engineering team (initially) wanted to process payments: each time a user booked a session or added time to an existing booking. Because of this, payments processors would be earning quite a bit due to per transaction fees.
Business considerations: Given that Kirb was a seed-stage startup, I ran sample calculations to determine which payments processor left more money in the bank for our client.
Kirb Fee Structure + Braintree's Processing Fees + Parking Space Owner's Earnings = Total
Excerpt of product documentation.
Space Owner Flow Listing Spaces
Space owners would submit their parking spots similar to how users would list a home on Airbnb. Spaces would need to be approved before it would be listed.
Setting Schedules for spaces
Once spaces were approved, space owners then needed to set the availability of their spaces. Unlike the homes on Airbnb which were rented in discrete units of a 1 night, parking spaces could be rented in discrete time units which added complexity..
I explored alternative approaches to setting schedules for parking spaces, weighing various trade-offs.
(Left) Our original design using a calendar. (Right) Our iteration based on engineering constraints and simplifying recurring scheduling.