Proof is in the parking
When thinking about great digital experiences, car parking doesn’t come top of mind. So when we were contacted by Secure Parking to redesign their car park booking application Secure-a-Spot, we did some cursory market research and found that there was a pretty low base out there. This represented a large opportunity to make the ‘parker’s’ life a whole lot easier, and in turn, make Secure the preferred option through better design. Great results for everyone concerned, let’s go!
Market research uncovered a big opportunity for parkers
Engaging all stakeholders through tight co-design and collaborative sessions with internal and external suppliers, we were able to define and prioritise customer & business needs for what turned out to be a very complex platform for managing multiple parking stations and parking access options.
The Pollen team were able to clearly define a set of customer personas, identify their needs and deliver a simple and intuitive solution to a service that had previously been complex.
Starting with lo-fidelity scratchings, we worked through the complexity to start making sense of the flows and product variations. We then levelled these up to higher fidelity and finally into prototypes of the end product for UI which we could take into rigorous user testing and validation sessions.
The designs were validated through rigorous user testing
Once validated we were able to handover with the ParkIQ team for implementation who continued to iterate in the live environment and optimise the performance of the product to what it is today. Simplicity was the key.
We were able to reduce the number of clicks to book by 70%.
The customers were happier too. Secure saw an NPS uplift of 25% on their previous period.
The platform was initially launched in 2017 and as at early 2019 the Secure-a-Spot platform has received almost 1.5 million users with 5 million bays booked. That’s a lot of traffic! However the real impact was the lift we saw in overall revenue to Secure up 20% on previous years, with an increase spend per transaction increasing 10%.
The results that have been achieved since the relaunch of our booking application speak volumes for the input provided by Pollen during this project.
The project has been a real success for Secure Parking and we continue to work with them to define the future of parking.
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