UX Research for Spot A Parking
Context: This project relates to Spot A Parking, a solution to the parking problem at Thomas Jefferson University, which ended with mobile application as an answer. Click here to go to the solution design page. The UX research for this project was conducted in group and solution was developed individually. The group consisted of Me, Katie Wofford and Ishani Navle. Everybody participated equally in research.
Problem: To understand the real problem of parking, we started with the 5 Why’s and How might we statement.
5 Whys is the way to keep asking the question until you reach the root cause of the problem. Here, it helped me understand how I will have to ask the right questions during the research to find and frame out the correct problem.
How might we statements are used by adding “How might we” in the beginning of the problem statement. Our how might we statement “How might we improve the parking experience at the East Falls campus of Thomas Jefferson University?” It helped me to brainstorm the ideas on potential solutions like by reserving a spot beforehand, paying for a space by per hour and having an application for android auto or car play to assist with guiding the user to the empty spot beforehand.
Design Thinking and Strategy
We followed the Double diamond theory to understand the problem space and develop solutions. First Phase of the theory deals with researching what is the real problem. Like going from a general list of the problems to the specific problem that the user might be facing.
Value Proposition Canvas: It is a tool to build the product or service centered around the needs of the user. This exercise was done through whiteboarding. We build the canvas to understand the user needs, values and what should the product be to gratify them. It helped me to understand the user and their pinpoints and it also gave me the opportunity to know how those pinpoints can be converted into the opportunities. Also, it aided me to narrow down possible solutions that I can think towards pursuing to solve the parking problem.
Value Proposition Canvas
Journey Mapping: It is a method to detect the process which a user follows to complete his task, visually. This exercise was also done through whiteboarding. We created it to understand the user journey starting from deciding to travel via car to finding a parking spot. Journey mapping helped me in knowing that the process becomes stressful while searching for the parking. Making the overall experience discouraging and painful.
Journey Mapping
UX Research Plan
Stakeholders: It is important to know who the stakeholders for the problem are because in the end you are designing for them. Accordingly, the stakeholder for the problem were Thomas Jefferson University, office of safety & security and parking and campus transportation. The users were students both undergraduate and graduate, faculty, staff and visitors.
Methods: We planned to start with the survey. Then proceeding with other primary and secondary research side by side. The primary research consisted of interviews, evaluative research and university parking committee meetings. Secondary contained mostly internet research and talking to technology experts etc.
Survey: We started with surveys because it helps to know what the parking trends were in the university, to know how users feel about the parking experience and what were the real troubles faced if any, while parking at university? It helped us in knowing that users have faced problems while parking in the campus.
Important Finding: Parking at East Falls Campus takes up valuable time for our users.
User Quote: “I never find parking on campus. I park off campus every day – usually a significant distance.”
Non-Direct Interviews: I conducted 5 on the spot behavioral interviews. Interviews were conducted on the campus and I approached the students, faculty in the library, cafeteria etc. My purpose for the interviews was to know about the parking problem in detail. Like how the user tried to overcome the problem, when they were faced with it. What changes did they make in their process to park after they were faced with a problem?
Important Finding: It depends on the time of day, but parking generally takes more than 15 minutes.
User Quote: “For mid-morning classes, I come early as half an hour before class [just to find] parking.” Julia, Student
Evaluative Research: Katie did Buy a feature game with a few students. Buying a feature game deals with giving a budget to the players and giving them a set of product features to spend the money on. The product features are prized on relative development cost.
Important Finding: Building a parking app was considered important.
Competition Analysis: To understand what already exists in the market related to parking solutions and to gain awareness on product features. It is also a way to gain a competitive advantage in the industry, but I was more concerned with gaining knowledge to see if any of the solutions can be applied towards the parking problem at Thomas Jefferson University.
Parallel Analysis: They are the service or product proving companies that have similar process to any kind of services
Many other organizations have users use online portals to register for products and services. Some examples:
Conference or event registration: EventBrite, Ticketmaster, Ticketleap
Sports leagues: Philadelphia Sports Leagues, Volo City
There are also systems in place to manage permits for services other than parking. Some examples:
Swimming pools, bonfires, fireworks
Liquor licenses and food service
Synthesizing
Affinity Mapping: To synthesize and get all the information out on the board which was collected during the interviews. It was one of the fruitful methods for me because it was the synthesis of the information and through it, I could know what was the main problem and secondary problem. I was able to prioritize my findings from that. I referred to affinity mapping while making prototypes.
Personas: It is an example of character who represents the user groups of our product. It helps designers to recognize the user's motivation, goals and pinpoints. After the affinity mapping, we build 3 persons to gain insights into 3 segments of the users. Our three personas were from the following segments Resident, Faculty and Commuter.
Workflow Diagram: is a way to create visual representation of a process through a flow chart. It is a very standardized process to know how many steps are taken by the individual to complete the task. It helped to understand how long the user journey for a simple task like this is. Also, it helped me to empathize with the user.
Reflection
We started with introducing the problem. We knew nothing of the problem. Starting with team meetings on how to carry out the research work. Carefully planning and executing the research methods. Then, synthesize the information and present the research methods. Working the team was also a great experience. I got to learn many things like time-management and put your point forward. I enjoyed doing the research overall. I liked conducting interviews, to identify what problem they were facing with parking. The process itself was so engaging to follow. And it worked because I could see how we narrowed down on a particular problem. If I was to be given a chance to do this all over again, I would conduct primary research like contextual inquiry, because it is always better to know the user more. One thing that I am working on is presenting the research process as a story.