The Context
Smart Loading Zone is a program implemented by the City of Pittsburgh and Pittsburgh Parking Authority to manage curb spaces in order to increase delivery efficiency and reduce emissions.
These loading zones are designed for parking within the 1-hour limit and marked by purple signs and curbs. Camera with computer vision technique supports license plate scanning. First-time users need to scan the QR code on the signage to register and pay for the parking on the website.
SLZ’s Ongoing Challenges
The Smart Loading Zone project currently has low impact among Pittsburgh residents. It also received mixed feedback from the community.
“This is just a money grab”
“I don’t think the city did a good job of bringing this to our attention beforehand”
“I am not happy with the way this was designed and executed”
How might we...
How might we increase understanding and flexibility of registration and payment options for users of Smart Loading Zones (SLZ) in Pittsburgh?
*We have defined flexibility as having multiple options to use the SLZ. Increasing understanding would be concerned with enhancing the visibility and learnability of the system to ensure that more people can understand how to use the SLZ and the full range of scenarios they can use it for. Enhancing flexibility and visibility of SLZs would make it more usable and understandable for a wider range of residents of PGH with diverse backgrounds.
Part III: Low-Commitment Payment
If parking duration results in a charge, users will make a payment using the link in the text message.
While the platform does not require having an account for payment, users can choose to pay as an guest/sign in/create an account according to their preferences.
Pay as guest
Sign in
Create account
See bill
Confirm payment
Part I
Informative Signage
Detailed and clearer signage information to improve understanding of the SLZ
Part II
Automated text system
Detailed and clearer signage information to improve understanding of the SLZ
Introducing: SwiftPark --> The 3-part solution
Part III
Low-Commitment Payment
Mobile payment and registration platform offering flexible payment options
How did we narrow down our problem scope?
The initial problem space is broad and ambiguous, offering numerous opportunities and areas for exploration. To narrow down our focus and effectively address specific problems, we employed a variety of methods to reframe and define our objectives.
Existing Client Data Reports
To explore: get a deeper understanding of the current solution
To evaluate: assess what is working and what is not working for people
Current Registration & Payment Platform
Data Analysis
News reports and program websites
Background Research
Heuristic Evaluation
Method
Data
Purpose
Reference to Method Map by Francine Gemperle
Synthesize: Walking the Wall
Next, we set up a physical wall to review all the findings, and categorized them into needs, ideas, and questions. Based on the insights, we then chose an ideation method called worst possible idea and voted to converge our directions.
Through the process, we identified our interest in enhancing flexibility and convenience during registration and payment process, and how to make information and instruction more clear and supportive.
So, how do people register and pay in SLZs?
Affinity Diagramming
We clustered all the findings and insights into five stages: decision-making, making sense of SLZ, purposes of parking in SLZs, how people use the SLZ, and when people pay for the parking spot.
What we did:
12
guerrilla-style intercept interviews with drivers around SLZs
Notes Interpretation
We conducted contextual research to understand people’s natural activity and behavior, including what they do before, during, and after they park; and how long the park. We believe that the context, such as the location of the sign, nearby parking lots, and other parked vehicles, will also impact how and when users engage with the SLZ.
Mapping out the Experience
Through analyzing non-delivery and delivery drivers’ interaction with the SLZ using Sequence Model, we were able to identified the intent and trigger behind their behaviors.
On the other hand, by creating Empathy Map of the SLZ users, we discovered their common pain points and needs during parking.
These methods allowed us to uncover valuable patterns among the users:
INSIGHT #2
People are unaware or hold an inaccurate perception of how the SLZ system works.
A couple of users use the street parking machines instead to pay for the SLZ, or wrongly associate the SLZ with the city’s street parking system.
Non-delivery drivers mentioned that they thought the zone was only for delivery drivers.
INSIGHT #1
People care about the ease of use of a parking service.
*We define ease of use as minimal time used and few steps needed to complete the process, and intuitive design that is simple to understand and straightforward to use
“Paying at the meter is pretty straightforward and good to pay in that way.”
“It’s convenient. The app stores my info and I can add time directly on my phone.”
INSIGHT #3
SLZ registration and payment system is not visible or unclear to people.
None of the interviewees can articulate how the SLZ system works.
One driver mistook a physical street parking ticket for receipt of using the SLZ because of the color resemblance.
Then, it’s time to explore possible design solutions!!
Walking the wall (again!)
Moving on to the next stage, we reviewed all the insights we gained so far, and voted on the top user needs we wanted to tackle.
Based on the pain points and needs we chose together, we then utilized Crazy 8’s method to brainstorm over 30 design ideas in total.
Crazy 8’s
Storyboards
After clustering and voting on the needs we generated from our Crazy 8’s ideas, we decided on 4 main needs and generated 3 storyboards with increased levels of social risk for each need:
#1
Integration with current parking services
#2
Clear proof confirmation of payment
#3
Feedback mechanisms to alert users of the system status
#4
More visible and clear signage for parking service usage
Frequency of use determines whether people would download a new app
“I prefer not to download the app if I seldom use it...”
People have the need of knowing system status and confirmation of their actions
“Confirmation is important because I don’t wanna get a ticket!”
What did participants say?
People use mobile solutions because of various reasons such as weather and convenience
“Weather matters. If it is cold or windy, I just stay in my car and use the app.”
“I’m lazy to get the wallet.”
People rely on signage to quickly determine whether they can and how to park
“I always look for signs to determine whether I can park or not.”
“Usually on signs it says the days, times, and how to pay in words, which is easy to understand.”
Speed Dating to Evaluate Potential Concepts
Each team member conducted 1 speed dating session. During the session, all 12 storyboards are presented in a random order. We read each storyboard out loud to the participants, asked the leading question, and then discussed.
Intercept Usability Testing!
Finally, moving on to prototyping & iterating
Our lo-fi prototype consists of a physical machine and a redesign of the smart-loading zone sign, intended to provide a more visible, physical payment process for SLZ users.
We anticipate that the solution helps increase awareness and understanding of using SLZ, such as the pay rate, time limit, how it’s enforced through the camera, and payment methods.
Informative sign that shows the time period of parking, pricing, and how to pay.
Touch screen and buttons to interact
Step-by-step instruction
Before they leave for errands:
Confirmation receipt after users input information
After they come back:
Payment confirmation receipt
The process provided us with more insights we should take into account when designing the solution:
INSIGHT #1
Short-term parking should require low commitment.
“I don’t want to deposit money for something I am using for the first time.”
INSIGHT #2
The current SLZ platform hinders on-the-go efficiency.
“I don’t want to input all of my personal information into something that I don’t use often.”
From the 4 intercept tests, we identified common questions, and proposed solutions accordingly:
“When does the parking duration start?”
Solution: Unify start time and add explanations on signage and within the system.
“I may forget the steps if I am in a hurry.”
Solution: Send reminders or email to prompt the users, ensuring a more intuitive process.
“I am more used to pay on an app or something.”
Solution: Enhance payment options and enable mobile payment to improve flexibility.
Hey, do people really need a new physical kiosk??
After consulting with Prof. Raelin Musuraca, we realized the significance of considering the policymakers’ perspectives. Physical kiosks are costly to implement and maintain, and there is a trend towards digitization for sustainability. Therefore, we decided to abandon our kiosk.
Then, why a texting system instead of...an app?
Not everyone uses smartphones or wants to download one more app. To accommodate diverse user groups, allow timely reminders, and ensure low commitment to the service, we consider texting system a reasonable design choice.
Moving on to our final prototype…
We hypothesize that these solutions will increase the likelihood that users comprehend what SLZs are, and reduce overstay violations through clear pricing communication and reminders.
Additionally, offering registration options without needing to create an account will increase users’ willingness to adopt SLZs as an option for short-term parking.
Part I: Informative Signage
We redesigned the signage to be more welcoming and informative.
Draw attention the concept of “short-term”
Highlight the “15-minute free” rule and list parking rate
Point out how to start the service
Emphasize enforcement with image to facilitate compliance
Original signage
Part II: Automated Text System
We developed a text system that sends timely reminders to help users avoid unnecessary parking fees and facilitate short-term parking.
Start point: After user texts the system
Time starts right after user confirms license plate
Encourage short-term parking and avoid extra fees
Notice user charging has begun
Pay through website/
mail after user leaves
Make sure the camera capture the right information
Welcome Text
Confirm license plate
Confirm time has started
5 min free time left reminder
Free time ended reminder
Payment & thank you
Project outcome & impact
During our final prototype testing, we found that...
Users have clear understanding of the signage.
All 4 users accurately described the sign's information and correctly used it to justify their decisions during tasks, demonstrating clear comprehension.
Users will only use SLZs for short amount of time.
3 out of 4 users would only use SLZs for short stays. All 4 said they wouldn’t risk uncertain or longer parking due to high costs, aligning with the goal of facilitating short-term parking.
Payment website was intuitive and easy to use.
All 4 users used the website to pay without help. 3 of 4 prefer the guest payment option instead of creating an account. 1 noted the website looks secure to use.
Parking time reminders are desirable and helpful for users.
3 out of 4 users mentioned they like the reminder feature, with 2 stating the reminder gives them a sense of control.
After the project, the Smart Loading Zone signage has changed to...
Reflect local parking rates
Emphasize first 15min free rule
State max parking time and cost
My takeaways!
Choose research methods not for the method’s sake.
There is no one-fit-all UX process. Every research method should be selected and tailored to specific needs and goals.
Do not think “Let’s design an app for this!” right away.
While designing an app may seem an easy solution, it is not always the most optimal solution. For instance, for SLZ, people are not inclined to download an app.
Take feasibility factors into decision-making process.
When tackling real-world problems, we should take cost, technical feasibility, potential risks, and other factors into account.
Timeline
Sep - Dec 2024
3 months
My Role
UX Researcher
UX + Visual Designer
Collaborate with
3 Researchers
Method
Contextual Inquiry
User Archetype/Persona
Physical Prototyping
Usability testing
Tool
Figma
Miro
Google Forms
Pen & Paper
Enhance short-term parking efficiency through smart innovation
A 3-step solution for Automotus and Pittsburgh’s Smart Loading Zone initiative to reduce emissions and optimize operation
