Mar 2024 - Apr 2024
Mar 2024 - Apr 2024
Mar 2024 - Apr 2024
Improving How Drivers Claim Their Parking Validations (Discount)
Improving How Drivers Claim Their Parking Validations (Discount)
Improving How Drivers Claim Their Parking Validations (Discount)
Transforming a frustrating, multi-step SMS journey for getting their parking validated into a smooth, trustworthy experience for drivers and merchants.
Transforming a frustrating, multi-step SMS journey for getting their parking validated into a smooth, trustworthy experience for drivers and merchants.
Transforming a frustrating, multi-step SMS journey for getting their parking validated into a smooth, trustworthy experience for drivers and merchants.
147%
147%
147%
Increase in daily parking sessions
Increase in daily parking sessions
Increase in daily parking sessions
95%
95%
95%
reduction in no. of support tickets
reduction in no. of support tickets
reduction in no. of support tickets
20 times
20 times
20 times
increase in locations using this feature
increase in locations using this feature
increase in locations using this feature
My Role
My Role
My Role
User research, Designing the end-to-end experience, Prototyping and designing Visuals, Testing
Team
Team
Team
1 Designer
1 Designer
1 Product Manager
1 Product Manager
2 Developers
2 Developers
Platforms
Platforms
Platforms
Dashboard, Web,
Mobile & Web App
Dashboard, Web,
Mobile & Web App
What's Get My Parking?
What's Get My Parking?
What's Get My Parking?
Get My Parking, the goal is to make parking as subconscious experience through AI-driven, ticketless systems. GMP enables operators modernize their lots and deliver a seamless, license plate based access, cashless payments, validations, permits, reservations, real-time monitoring and app free experience for drivers across gated, ungated, and express lane environments.
Get My Parking, the goal is to make parking as subconscious experience through AI-driven, ticketless systems. GMP enables operators modernize their lots and deliver a seamless, license plate based access, cashless payments, validations, permits, reservations, real-time monitoring and app free experience for drivers across gated, ungated, and express lane environments.
Merchants offered free parking
but drivers were still ending up paying
Merchants offered free parking
but drivers were still ending up paying
Merchants offered free parking
but drivers were still ending up paying
Context:
Context:
Get My Parking powers seamless, ticketless parking for restaurants and malls across multiple countries via mobile apps, kiosks, POS terminals, and admin dashboards. A key part of the ecosystem? Parking validations offered by partner restaurants, shops, malls, hotels etc..
These validation help parkers get amount off of their parking price in different forms:
Flat price off (eg. $10.00… off)
Percentage off (eg. 10% off)
Free time (Parking free for 1hr, 2hr etc.)
Get My Parking powers seamless, ticketless parking for restaurants and malls across multiple countries via mobile apps, kiosks, POS terminals, and admin dashboards. A key part of the ecosystem? Parking validations offered by partner restaurants, shops, malls, hotels etc..
These validation help parkers get amount off of their parking price in different forms:
Flat price off (eg. $10.00… off)
Percentage off (eg. 10% off)
Free time (Parking free for 1hr, 2hr etc.)
Get My Parking powers seamless, ticketless parking for restaurants and malls across multiple countries via mobile apps, kiosks, POS terminals, and admin dashboards. A key part of the ecosystem? Parking validations offered by partner restaurants, shops, malls, hotels etc..
These validation help parkers get amount off of their parking price in different forms:
Flat price off (eg. $10.00… off)
Percentage off (eg. 10% off)
Free time (Parking free for 1hr, 2hr etc.)
Parking validations are meant to be simple- but drivers were still missing them. A confusing SMS flow caused people to drop off, pay extra, or even face enforcement, while merchants felt the system wasn’t working for them.
Parking validations are meant to be simple- but drivers were still missing them. A confusing SMS flow caused people to drop off, pay extra, or even face enforcement, while merchants felt the system wasn’t working for them.
Parking validations are meant to be simple- but drivers were still missing them. A confusing SMS flow caused people to drop off, pay extra, or even face enforcement, while merchants felt the system wasn’t working for them.
Why?
Why?
Why?
Drivers thought merchants handled it automatically
Drivers thought merchants handled it automatically
Drivers thought merchants handled it automatically
Problem identification
Problem identification
Problem identification
This feature was used by couple of our clients, who distributed validations using our portal:
Started receiving complaint tickets on validation not being used by parker even after being shared resulting in parking dues even with validation
Received complaints on client meetings- Some parkers were not applying validation from text sms and their vehicle was towed
Issue got escalated- we started conducting user interviews with parking operators and some parkers
This feature was used by couple of our clients, who distributed validations using our portal:
Started receiving complaint tickets on validation not being used by parker even after being shared resulting in parking dues even with validation
Received complaints on client meetings- Some parkers were not applying validation from text sms and their vehicle was towed
Issue got escalated- we started conducting user interviews with parking operators and some parkers
Previous UI flow for merchants
Previous UI flow for merchants
Previous UI flow for merchants
If parker has already created a parking session and provides that license plate- parking session is validated
If parker provides license plate with no parking session- needs to provide
phone number
Assign validation screen for partner users
Select Validation
If parker provides valid phone number- SMS is sent with link to validate
parking session
Different users have different goals
Trust is highest here - If merchant says its done
Parker assumes its “Validated”
Merchant needs an easy to understand interface -
to apply validation without slowing down business
Interview insights
Insights from Parker interviews
Deferring Validation
Parkers believe they can validate anytime, so they delay- often missing the window.
SMS Misinterpretation
Parkers see SMS as a confirmation, not an action to complete.
Hesitation to start a session when card info is needed
when parking is supposed to be free.
Assumption of automation
Parkers assume digital processes handle validation without their input.
Frustration when charged despite ‘free parking’ promise
Failed validation damages trust
Insights from Parking operator interviews
Validation attracts customers
Free/easy parking boosts visits and loyalty
Convenience is key
Complicated flows push people to other locations
Frequent staff training
High attrition of demands repeated training of system
Too many steps = drop-offs
App downloads and multi-step flows lose users
Failures damage trust
Wrong charges sour both merchant and operator image.
What?
Data said about validations shared
6
Tenants shared validations with parkers using this feature
67%
Validations shared by merchants were applied on sessions
60%
Increased complaints on unvalidated parking sessions
What
Decisions we made to improve the experience
Improvements in part 1
1. Automatic Session Creation for Eligible Parkers
Why: Research showed parkers delay or skip validation if too many steps are required.
Impact: Removes “I’ll do it later” & "I thought validation was automatically applied" risk- session can be updated with free minutes.
2. Data showed Merchants mostly offer "Free Minutes" Validation- thats why used for MVP
Why: Parkers mistrusted systems asking for card details when parking was “free.” Free minutes remove upfront payment for that duration.
Impact: Reduces user drop-off, simplifies merchant workflow.
3. Visible Digital Parking Ticket for Parkers
Why: Interview insights revealed a confirmation gap- parkers didn’t know validation had worked until they saw a charge.
Impact: Builds trust by giving real-time proof of validation status.
Improvements for part 2
If parking session is made by the parker for time lesser than validation duration- extend the parking session
If the existing validation is less than the new validation that is to be applied but less than the session duration, then just replace it, or restrict application when new validation is lesser than existing.
Still create a session for parker with failed payment and give them link to clear the payment.
Explorations for redesign
Explorations for redesign
Explorations for redesign
Final redesigned flow for merchants
Final redesigned flow for merchants
Final redesigned flow for merchants
Select Validation
Assign validation screen for partner users
If parker provides license plate that has parking session- parking session is validated
If parker provides license plate with no parking session- session is created with validation
If parker provides License plate and phone number with parking session - Session is validated and SMS is sent with link of session to the parker
If parker provides valid phone number- SMS is sent with link to validate parking session
Operator feedback on redesigned experience
Operator feedback on redesigned experience
Operator feedback on redesigned experience
It's great that we can create the session directly from our system, but what about other validation types.
If parker doesn't remember their License plate, their validation might be missed as they still need to make session through SMS link.
How will we use this feature in Gated parking locations, if license plate is misread.
It's great that we can create the session directly from our system, but what about other validation types.
If parker doesn't remember their License plate, their validation might be missed as they still need to make session through SMS link.
How will we use this feature in Gated parking locations, if license plate is misread.
With positive feedbacks and known limitations we moved forward, and shipped the new designs.
Impact in 4 months
Impact in 4 months
Impact in 4 months
4 times
4 times
4 times
increase in tenants using this feature
increase in tenants using this feature
increase in tenants using this feature
10.7%
10.7%
10.7%
drop in missed validations
drop in missed validations
drop in missed validations
48%
48%
48%
Increase in revenue with validations
Increase in revenue with validations
Increase in revenue with validations
23.5%
23.5%
23.5%
Increase in daily validated sessions
Increase in daily validated sessions
Increase in daily validated sessions
What
What
Decisions we made for Express lane(gated) locations
Decisions we made for Express lane(gated) locations
FINAL FLOW FOR EXPRESS LANE LOCATIONS
Final flow for express lane locations
Final flow for express lane locations
Targeting Express Lane location
Targeting Express Lane location
Express lanes are seamless with License plate recognition, but at exit sometimes license plate misreads prevents parker from applying validation- leading to frustration and delays.
Express lanes are seamless with License plate recognition, but at exit sometimes license plate misreads prevents parker from applying validation- leading to frustration and delays.
Improved User Experience
Parkers can receive a validation digitally (app, validation link in SMS, validation QR in SMS) without printing tickets or visiting a pay station.
At exit, they only need to show Validation QR to exit for free.
This reduces friction, especially for first-time or occasional parkers who may not be familiar with parking systems.
Operational Efficiency
Ensures faster exits, reducing lane congestion and wait time.
Standardises validation handling across locations, even those without on-site staff.
Resilience & Trust
Provides a reliable fallback: even if LPR misreads, the parker can still exit smoothly using their QR validation.
Builds trust with parkers by ensuring they don’t get “stuck” or forced to overpay.
Improved User Experience
Parkers can receive a validation digitally (app, validation link in SMS, validation QR in SMS) without printing tickets or visiting a pay station.
At exit, they only need to show Validation QR to exit for free.
This reduces friction, especially for first-time or occasional parkers who may not be familiar with parking systems.
Operational Efficiency
Ensures faster exits, reducing lane congestion and wait time.
Standardises validation handling across locations, even those without on-site staff.
Resilience & Trust
Provides a reliable fallback: even if LPR misreads, the parker can still exit smoothly using their QR validation.
Builds trust with parkers by ensuring they don’t get “stuck” or forced to overpay.
Final flow for express lane locations
If parker provides license plate that has parking session- parking session is validated
If parker provides valid phone number- SMS is sent with link to validate parking session
SMS with QR code link is sent to parker
If parker provides license plate with no parking session- needs to provide
phone number
Select Validation
Assign validation screen for partner users
Impact in 4 months
Impact in 4 months
Impact in 4 months
11 times
11 times
11 times
increase in tenants using this feature
Increase in tenants using this feature
Increase in tenants using this feature
147%
147%
147%
Increase in daily parking sessions
Increase in daily parking sessions
Increase in daily parking sessions
72%
72%
72%
drop in missed validations
Drop in missed validations
Drop in missed validations
200%
200%
200%
Increase in revenue
with validations
Increase in revenue
with validations
Increase in revenue
with validations
Key takeaways and learnings
Key takeaways and learnings
Key takeaways and learnings
Design for real behavior, not ideal flow- Parkers act when it’s convenient, so validation needed to fit naturally into their journey.
Clarity builds trust- Clear confirmation and transparent messaging reduced confusion around “free parking.”
Merchants and operators are part of the UX- Their tools and visibility directly shaped the parker’s end experience.
Simplicity drives adoption- Fewer steps and faster feedback made validation more intuitive for both tech-savvy and casual users.
Design for real behavior, not ideal flow- Parkers act when it’s convenient, so validation needed to fit naturally into their journey.
Clarity builds trust- Clear confirmation and transparent messaging reduced confusion around “free parking.”
Merchants and operators are part of the UX- Their tools and visibility directly shaped the parker’s end experience.
Simplicity drives adoption- Fewer steps and faster feedback made validation more intuitive for both tech-savvy and casual users.
Insights from Parking operator interviews
Insights from Parking operator interviews
USER PERSONAS
Different users have different goals
Different users have different goals
Trust is highest here - If merchant says its done
Parker assumes its “Validated”
Trust is highest here - If merchant says its done. Parker assumes its “Validated”
Merchant needs an easy to understand interface -
to apply validation without slowing down business
Merchant needs an easy to understand interface -
to apply validation without slowing down business
Insights from Parker interviews
INTERVIEW INSIGHTS
Interview insights
Validation attracts customers
Free/easy parking boosts visits and loyalty
Convenience is key
Complicated flows push people to other locations
Failures damage trust
Wrong charges sour both merchant and operator image.
Staff training is ongoing
High turnover demands repeated onboarding
Too many steps = drop-offs
App downloads and multi-step flows lose users
Deferring Validation
Parkers believe they can validate anytime, so they delay — often missing the window.
SMS Misinterpretation
Parkers see SMS as a confirmation, not an action to complete.
Hesitation to start a session when card info is needed
when parking is supposed to be free.
Assumption of automation
Parkers assume digital processes handle validation without their input.
Frustration when charged despite ‘free parking’ promise
Failed validation damages trust
Assumption of automation
Parkers assume digital processes handle validation without their input.
Frustration when charged despite ‘free parking’ promise
Failed validation damages trust
What?
What?
Data said about validations shared
Data said about validations shared
6
Tenants shared validations with parkers using this feature
67%
Validations shared by merchants were applied on sessions
60%
Increased complaints on unvalidated parking sessions
6
6
Tenants shared validations with parkers using this feature
67%
67%
Validations shared by merchants were applied on sessions
60%
60%
Increased complaints on unvalidated parking sessions
What
Decisions we made to improve the experience
Improvements in part 1
1. Automatic Session Creation for Eligible Parkers
Why: Research showed parkers delay or skip validation if too many steps are required.
Impact: Removes “I’ll do it later” & "I thought validation was automatically applied" risk — session can be updated with free minutes.
2. Data showed Merchants mostly offer "Free Minutes" Validation- thats why used for MVP
Why: Parkers mistrusted systems asking for card details when parking was “free.” Free minutes remove upfront payment for that duration.
Impact: Reduces user drop-off, simplifies merchant workflow.
3. Visible Digital Parking Ticket for Parkers
Why: Interview insights revealed a confirmation gap — parkers didn’t know validation had worked until they saw a charge.
Impact: Builds trust by giving real-time proof of validation status.
Improvements for part 2
If parking session is made by the parker for time lesser than validation duration- extend the parking session
If the existing validation is less than the new validation that is to be applied but less than the session duration, then just replace it, or restrict application when new validation is lesser than existing.
Still create a session for parker with failed payment and give them link to clear the payment.
What
Decisions we made to improve the experience
Improvements in part 1
1. Automatic Session Creation for Eligible Parkers
Why: Research showed parkers delay or skip validation if too many steps are required.
Impact: Removes “I’ll do it later” & "I thought validation was automatically applied" risk — session can be updated with free minutes.
2. Data showed Merchants mostly offer "Free Minutes" Validation- thats why used for MVP
Why: Parkers mistrusted systems asking for card details when parking was “free.” Free minutes remove upfront payment for that duration.
Impact: Reduces user drop-off, simplifies merchant workflow.
3. Visible Digital Parking Ticket for Parkers
Why: Interview insights revealed a confirmation gap — parkers didn’t know validation had worked until they saw a charge.
Impact: Builds trust by giving real-time proof of validation status.
Improvements for part 2
If parking session is made by the parker for time lesser than validation duration- extend the parking session
If the existing validation is less than the new validation that is to be applied but less than the session duration, then just replace it, or restrict application when new validation is lesser than existing.
Still create a session for parker with failed payment and give them link to clear the payment.
Deferring Validation
Parkers believe they can validate anytime, so they delay — often missing the window.
SMS Misinterpretation
Parkers see SMS as a confirmation, not an action to complete.
Hesitation to start a session when card info is needed
when parking is supposed to be free.
Hesitation to start a session when card info is needed
when parking is supposed to be free.
Assumption of automation
Parkers assume digital processes handle validation without their input.
Frustration when charged despite ‘free parking’ promise
Failed validation damages trust
Frustration when charged despite ‘free parking’ promise
Failed validation damages trust
Validation attracts customers
Free/easy parking boosts visits and loyalty
Convenience is key
Complicated flows push people to other locations
Staff training is ongoing
High turnover demands repeated onboarding
Staff training is ongoing
High turnover demands repeated onboarding
Too many steps = drop-offs
App downloads and multi-step flows lose users
Failures damage trust
Wrong charges sour both merchant and operator image.
Failures damage trust
Wrong charges sour both merchant and operator image.
If parker provides license plate that has parking session- parking session is validated
If parker provides license plate that has parking session- parking session is validated
Select Validation
Select Validation
If parker provides license plate with no parking session- needs to provide phone number
If parker provides license plate with no parking session- needs to provide phone number
Assign validation screen for partner users
Assign validation screen for partner users
If parker provides valid phone number- SMS is sent with link to validate parking session
If parker provides valid phone number- SMS is sent with link to validate parking session
Select Validation
Select Validation
Assign validation screen for partner users
Assign validation screen for partner users
If parker provides license plate with no parking session- session is created with validation
If parker provides license plate with no parking session- session is created with validation
If parker provides License plate and phone number with parking session - Session is
validated and SMS is sent with link of session to the parker
If parker provides License plate and phone number with parking session - Session is
validated and SMS is sent with link of session to the parker
If parker provides license plate that has parking session- parking session is validated
If parker provides license plate that has parking session- parking session is validated
If parker provides valid phone number- SMS is sent with link to validate parking session
If parker provides valid phone number- SMS is sent with link to validate parking session
Select Validation
Select Validation
Assign validation screen for partner users
Assign validation screen for partner users
If parker provides license plate that has parking session- parking session is validated
If parker provides license plate that has parking session- parking session is validated
If parker provides valid phone number- SMS is sent with link to validate parking session
If parker provides valid phone number- SMS is sent with link to validate parking session
SMS with QR code link is sent to parker
SMS with QR code link is sent to parker
If parker provides license plate with no parking session- needs to provide
phone number
If parker provides license plate with no parking session- needs to provide phone number
What
What
Decisions we made to improve the experience
Decisions we made to improve the experience
Improvements in part 1
Improvements in part 1
1. Automatic Session Creation for Eligible Parkers
Why: Research showed parkers delay or skip validation if too many steps are required.
Impact: Removes “I’ll do it later” & "I thought validation was automatically applied" risk — session can be updated with free minutes.
1. Automatic Session Creation for Eligible Parkers
Why: Research showed parkers delay or skip validation if too many steps are required.
Impact: Removes “I’ll do it later” & "I thought validation was automatically applied" risk — session can be updated with free minutes.
1. Automatic Session Creation for Eligible Parkers
Why: Research showed parkers delay or skip validation if too many steps are required.
Impact: Removes “I’ll do it later” & "I thought validation was automatically applied" risk — session can be updated with free minutes.
2. Data showed Merchants mostly offer "Free Minutes" Validation- thats why used for MVP
Why: Parkers mistrusted systems asking for card details when parking was “free.” Free minutes remove upfront payment for that duration.
Impact: Reduces user drop-off, simplifies merchant workflow.
2. Data showed Merchants mostly offer "Free Minutes" Validation- thats why used for MVP
Why: Parkers mistrusted systems asking for card details when parking was “free.” Free minutes remove upfront payment for that duration.
Impact: Reduces user drop-off, simplifies merchant workflow.
2. Data showed Merchants mostly offer "Free Minutes" Validation- thats why used for MVP
Why: Parkers mistrusted systems asking for card details when parking was “free.” Free minutes remove upfront payment for that duration.
Impact: Reduces user drop-off, simplifies merchant workflow.
3. Visible Digital Parking Ticket for Parkers
Why: Interview insights revealed a confirmation gap — parkers didn’t know validation had worked until they saw a charge.
Impact: Builds trust by giving real-time proof of validation status.
3. Visible Digital Parking Ticket for Parkers
Why: Interview insights revealed a confirmation gap — parkers didn’t know validation had worked until they saw a charge.
Impact: Builds trust by giving real-time proof of validation status.
3. Visible Digital Parking Ticket for Parkers
Why: Interview insights revealed a confirmation gap — parkers didn’t know validation had worked until they saw a charge.
Impact: Builds trust by giving real-time proof of validation status.
Improvements for part 2
Improvements for part 2
If parking session is made by the parker for time lesser than validation duration- extend the parking session
If the existing validation is less than the new validation that is to be applied but less than the session duration, then just replace it, or restrict application when new validation is lesser than existing.
Still create a session for parker with failed payment and give them link to clear the payment.
If parking session is made by the parker for time lesser than validation duration- extend the parking session
If the existing validation is less than the new validation that is to be applied but less than the session duration, then just replace it, or restrict application when new validation is lesser than existing.
Still create a session for parker with failed payment and give them link to clear the payment.
If parking session is made by the parker for time lesser than validation duration- extend the parking session
If the existing validation is less than the new validation that is to be applied but less than the session duration, then just replace it, or restrict application when new validation is lesser than existing.
Still create a session for parker with failed payment and give them link to clear the payment.
With positive feedbacks and know limitations we moved forward and shipped the MVP.
With positive feedbacks and know limitations we moved forward and shipped the MVP.