Premium ParkingPolishing the parking purchase funnel in mobile apps

Premium Parking is digital parking solution in the US, with over 500 employees and $105.7M in annual revenue.

Eating your own dog food

After the successful launch of the Business Account, I was involved in the redesigning of mobile apps. I worked as a product designer, embedded on the mobile development team with a handful of engineers, some PM folks, and C-level executives. C-Level executives are loyal app users with a long history.

I have participated in all workshops and user testing sessions. I also took part in summarizing insights and crafting high fidelity mockups to help implement potential solutions through design ideation, iteration, and prototyping.

Our clients success is our success

As a team, our mandate was simple: do whatever we could as a company to make it easier to pay for parking and not be booted. One more thing from Company President: "We also would like to lighten up the color scheme and overall feel."
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Historical context

Picking up the pieces

We looked into what currently existed and aimed to better understand what our end customers were currently doing and why.

Before investigating, we realized that flurry does not track all necessary events. So, we prepared a list of necessary events to track better user behavior.

I looked at many different points of data — qualitative and quantitative (flurry events) from internal sources, and the most frequent issues from support. Also, on the App Store, we found two reviews with a 1-star rating. Customer's car was stolen, another one scratched :(

All team members installed staging apps, and we created parking in our cities. So, we started using the parking app to share our own experiences.

Goals of the redesign

Flurry events showed us:
1. Search is the most popular action
2. Most of customers with disabled push notifications
3. Auth problem for customers who previously paid in TextPay
4. Checkout Abandonment (money went to enforcement)
5. Low MAU/DAU

From support.
Customers made mistakes with parking numbers. Signup issue for customers who previously paid in TextPay.

Our expert feedback.
The app had issues with feedback. The application used non-standard controls that people did not understand how to use. No convenient payment methods

Other.
You need to try to increase the number of positive reviews in the App Store and Google Play Market.

After estimate-sessions with the dev team, we realized that fixing all issues in the app may take months.
So we started with "low hanging fruits" that could make it easier to pay and reduce refunds. We decided to make some of the features in the old application to evaluate their effect.

1. Add ability to pay via Apple/Android Pay
2. Fix dead-end scenarios on the payment screen
3. Show list of nearby parking lots
4. Fix auth in mobile apps for textpay customers

The biggest change in rates grid.
Almost each location has rates for 1, 2, 4, 8, 12, 24 hours. The main idea was to allow customers to choose any parking duration. Rate calculation logic: If the client has chosen 6 hours, then they pay for 8, because we didn't have a 6-hour rate. It might increase revenue. We decided to try this.

To increase the app's rate, we decided to split asking for reviews in two steps. At first, the app asked for a rating, and then, if the rating was above 4, we sent it to the app store. In other cases, we collected reviews in "delighted" for further improvements. In some cases, support contacted with customers to help.

Designing the solution

I've replaced all custom (non-obvious) controls with native as much as it was possible for each platform. I redesigned the entire checkout flow, the location page, and added onboarding. To maintain consistency and provide an efficient handover, I extracted reusable components and their states into a library. For example: cards, list items, controls, button, location numbers, and others. It started with Sketch, later transferred to Figma. Every component can be rearranged and combined with others while maintaining design consistency and recognizable UI patterns for the user. Subscriptions were ready on the web-app and back-end side, so we could plan it for upcoming releases. Subscriptions required more information about Parker, so had a different checkout flow.