Sharing Makes Life Easier!
Parking Service Design Process Report
Programme: Service Systems Design Semester:
Aalborg University Copenhagen A.C. Meyers Vænge 2450 København SV, Denmark
7th Semester
Semester Coordinator:
Title: Parking Service Design Project Period:
Secretary:
15.09.2014-22.12.2014 Semester Theme: The System Around the Product Supervisor(s): Nicola Morelli Amalia de Götzen Project group no.: 3 Members: Ayan H. Hanna Dorina Burduja Maria Angelica Saavedra Sandy Phi Duong Xinyi Huang
Abstract:
Parking problems are a common issue all around the world, affecting traffic, the environment and people’s experience of driving around the cities. Spot Buddies aims to be a solution for these problems, by offering a sharing system of private parking spots, avoiding the parking houses excessive prices and the frustration of not finding a spot when arriving to destination. This service is developed as an academic exercise for service systems design, willing to reach a feasible solution for the citizens of any city,x involving them in the structure of the service as managers of their own parking experience.
Copies: 1 81 Pages: Finished: 22.12.2014 Copyright © This report and/or appended material may not be partly or completely published or copied without prior written approval from the authors. Neither may the contents be used for commercial purposes without this written approval.
INDEX INTRODUCTION LEARNING INTERESTS TOOLS DEFINITION DISCOVER BRAINSTORM P.O.I.N.T. VALUE CONSTELLATION EXPLORATORY RESEARCH INTERVIEWS INTERVIEW WITH MULVNICIPALITY DESK RESEARCH FIRST APPROACH SECOND P.O.I.N.T. USER SURVEY FIRST CHAPTER CONCLUSION
DEFINE AFFINITY DIAGRAM P.O.I.N.T. USERS URVEY REQUIREMENTS PERSONAS USER STORY CONCEPTUAL SCENARIO SECOND CHAPTER CONCLUSION
DEVELOP IDEATION MOMENT IDEATION TEMPLATE NEW PROBLEM DEFINITION MEANING TEMPLATE SCREENING IDEA BUSINESS CANVAS DESIGN SCENARIO USER JOURNEY BLUEPRINT TOUCHPOINT SELECTION THIRD CHAPTERCON CLUSION
DELIVER TEST PROCEDURE RESULTS MEANING CONDESATION CONCLUSION
GENERAL CONCLUSIONS BIBLIOGRAPHY
→INTRODUCTION This report was developed by a service design master students for the winter semester project. For the purpose of the general assignment, the focus will be on a developing a parking service that will persuade people to rent their private parking spot to people who need it, for a fair price, using an easy and simple system. Parking problem is painful in Copenhagen because on the one hand, statistics of Copenhagen commune shows that number of cars have been increased from 2012 to 2013. The number of cars in 2012 was 97.229 and in 2013 it was 99.242. And from the other hand, Copenhagen municipality is closing every year the car parking spots in the city, and concentrate on cycling and other environmentally friendly modes of transport. Instead new parking spaces are being build, in the residential zones of Copenhagen. Exactly 3000 new parking places are coming in 2016. The goal of this service is to solve one very important customer problem that is providing new available parking spots around the city at cheaper prices. That is none of the competitors provided so far. The service consist of sharing the owners’ private parking spot to other people that need it. That’s mutual benefit for both parts. Drivers save time, as they will have a known or reserved parking space close to destination, which means they do not have to drive around looking for a place to park. And another advantages for the drivers is that they can save money in comparison to using the normal car parking companies. From owner point of view, sharing allows to make extra money and maximize utilization by making space publicly available for rent. For determining customers to use this application, designers developed a new value - Creation. Owner and driver will connect to each other through this application. The service will let the owner to fil up the data and particular requirements, so in this way, they will have a sense of creating the value. From the researcher’s point of view, engagement is the missing thing of the competencies. And this service will be created to engage more and more for both parts. The report consists of four chapters: Discover, Define, Develop, and Deliver. In the “Discover” chapter, researchers gathered inspiration and insights about actual parking system problem, existing solutions, technologies and analyze current parking applications to identify user needs and possible gaps in the system. Also by observing the user and trying the service by them own, researcers wanted to unravel the values that the present services offer to user. At the end of the chapter, a survey was done to get user feedback about the parking service and gather new opportunities. In the second chapter “Define”, all outputs and findings from the first phase were analyzed applying different techniques that narrowed the concept into a limited number of opportunities, which helped to define service requirements, and also the possibility to start to develop a concept. In the “Develop” chapter the service concept was defined, and each individual service component was develop indepth. The user interacts with the service and the most important touchpoints were depicted through blueprint. The project solution was prototyped, and prepared for testing. Here also become clear the service outcome. The last chapter Deliver where the resulting service is finalized and launched to be tested by users. All the customer feedback is taking into account to create a report to see if the project goals were touched.
→LEARNING INTERESTS Learning from the user
Multidisciplinary Field
Use of different methodologies and tools
Real Projects
New way of thinking
Group Work, learning from each member
As service design students, as well as a part of people who participate in this society, we not only face time and interaction- related issues in service cases, but also have to consider the inside connection of the service, human technology and machines. Our personal goal is to learn more about people’s needs and understand the steps of a service process, applying different design tools and get through them a better result, more practical services hence making people more satisfied.
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→TOOLS DEFINITION 2
BRAINSTORMING is a method that enables team to work together to generate ideas quickly and effectively; P.O.I.N.T. is a tool used for classifying information, where each letter defines a topic group: P – Problem, O – opportunities, I – Insights, N – Need, T – Theme;
A SERVICE SAFARI is a research method for understanding services. Researchers go ‘on location’ and experience a service first hand to find out what service experiences are like;
MARKET AND USER RESEARCH
the action or activity of gathering information about consumers' needs and
preferences;
INTERVIEW
is a method that seeks to obtain information from the interviewee through a conversation with
questions;
USER SURVEY is a simple tool for gathering information. Surveys typically consist of a set of questions used to assess a participant’s preferences, attitudes, characteristics and opinions on a given topic;
AFFINITY DIAGRAM is a creative process used for gathering and organizing large amounts of data, ideas and insights by evidencing their natural correlations;
A USER PERSONA is a character that embodies user research in an easily identifiable and understandable form. It brings c lots of information about similar people to create a single character that represents the group;
DESIGN SCENARIO is a narrative descriptions of interactions between users and proposed systems; USER JOURNEY MAP is a visual representation of a user’s journey through a service, showing all the different interactions they have;
A SERVICE BLUEPRINT is a detailed visual representation of the total service over time - showing the user’s journey, all the different touchpoints and channels, as well as the behind the scenes parts of a service that make it work;
EXPERIENCE PROTOTYPING is a way of testing new service ideas or designs for specific touchpoints; THE BUSINESS MODEL CANVAS is a visual tool for describing and developing business models.
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DISCOVER
4
DEFINE
DEVELOP
DELIVER
5
THE MORE WE SHARE, THE MORE WE HAVE. LEONARD NIMOY
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DISCOVER
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竊達RAINSTORMING
When first semester project theme was given (transportation), the research team immediately began to think about the possible problems that creates trouble to people in regarding to transportation. Each member of the design team had some general knowledge about the topic, and began to discuss which of them was most interesting to work further with. In order to end up with an idea, the team used brainstorming technique that helped later to draw a conclusion, which was car-parking problems and availability. Everyone knows that today more and more people are using cars, and this creates problems like traffic jams, more CO2 emission and car parking availability issues. The last one, researchers found to be the most painful, and decided to focus on.
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→P.O.I.N.T. POINT its handy technique for translating the problems and needs identified in storytelling into Insights and opportunities [5]. It was used as an important tool for this project that helped, also to classify information regarding parking in Copenhagen. POINTs mean several topics, where each letter of the word creates a group, for the project it was used the following definitions:
P= Problems present the existing parking problems in Copenhagen; O = Opportunities are the possible circumstances for solving the parking problems; I = Insights are the new learnings about the context; N = Needs from the user that have to be taken into account for making the service more user friendly; T = Themes are the general topics that the project has. POINT was used in the discovery and define phase. In the discovery phase, it helped the team to define the critical aspects and organize all the research findings in an easy way for further review and analysis. In the define phase, POINT helped to narrow the opportunities and was useful for creating a concept. The first POINT version represents the initial team’s thoughts, perception and experience for the parking system, and then related them with possible parking problems in Copenhagen.
In this version of POINT, the team was chasing the tourist as a target group and all the topics content more or less were about them. The main focus of the service was guiding drivers from point “A” to point ”B” with a full package of information about the city rules, without internet connection, but displaying at the same time real time information.
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→VALUE CONSTELLATION
Value constellation map was created to define the key words of the service and make researchers understand which are the features, that defines the key words and will provide the user with a better experience. The whole car parking idea would be built around these key points. The chosen key words highlight the topics that the group should concentrate on, which characteristics the future service should include, which stakeholders imply and how to involve the final user to co-produce value for the service. The project key words are: Time Save, User Friendly and Information.
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→EXPLORATORY RESEARCH
By using Service Safari method [1], for familiarizing with the parking service, researches went out in the Copenhagen and tried to experience the service by them own. The vending machine was one of the important touchpoints, which researchers tested to better understand the service, discover its features, and just try to detect what user fells by using it. Another touchpoints were the parking spots, parking signs and the parking schedule. Continuing behaving like a user, the research team went to an indoor paring house parked the car. Then started to analyze the indoor parking service, what make a positive experience and what are the values that are delivered in the end to customers.
→CITY CENTRE VISIT 11
→INTERVIEWS PROBLEMS WITH PARKING: When the driver decides to go out he finds it difficult to find an available spot which makes him consider whether he wants to actually take the car next time. When he finally arrives to an available spot the information about how to legally park is poor. Usually when parking he usually find these questions common; “what are the rules?, can I park here?, for how long can I park?, do I have to pay if I park here? and where to pay?.” Apart from poor information and the signs which at times do not look like parking signs and is hard to notice when it is dark, he do not know when to look after the signs or what to look after. Lastly, because of the different rules between Frederiksberg- and København municipality it is important to know when one is in one or the other municipality but the driver finds the two municipalities difficult to distinguish.
Age: 25 Gender: Male Occupation: Employee Experience: +5 years
PROBLEMS WITH PARKING:
Age: 47 Gender: Male Occupation: Employee Experience: +10 years
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Just as interview #1, this driver finds it hard to distinguish the border between Frederiksbergand København municipality because of lack of indication and information about where you are. Though the thing that annoys this driver the most is how inconvenient it is to get into the city due to road construction and occupation of parking spots, as it seems to happen quite often and he do not want to park in parking houses as the driver thinks it is overpriced and too expensive.
PROBLEMS WITH PARKING: This driver don’t have any important problems with the parking process in the city due to she just moves around certain areas of the city and already knows how to find parking places for realizing the different activities that she needs. She also spoke about some applications that she uses specially during the winter for knowing the traffic state and the way she can take advantage of them during this specific time of the year. She gave the research team an insight on the user knowledge relevance, owing to make understandable her way of understanding and moving around the city with her well-developed experience in driving.
Age: 40 Gender: Female Occupation: Doctor Experience: +10 years
PROBLEMS WITH PARKING: Normally this driver drives from home to company everyday, rarely drives to city center, because the parking fee in inner København area is such expensive.
Age:26 Gender: Male Occupation: Employee Experience: 2 years
Due to unfamiliar with all the parking rules, he parks illegally (by not on purpose). He parked somewhere without a striking sign. The driver thought he could park here but actually it was a illegal parking, then he got a fine. The same things happened twice a month, which really annoyed him.
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→INTERVIEW WITH COPENHAGEN MUNICIPALITY A meeting with the Center for Parking of Copenhagen Municipality was arranged to obtain new insights and better understandings of the current parking system, and the possible restrictions that need to be considered when thinking about designing a parking service. Within this section, the collaboration between the municipality and Easypark parking company will be described, followed by a description of the municipality strategy, and lastly new adjustments for parking in the near future. The meeting was taken with the Søren Lindgreen Center for Parking of Copenhagen Municipality
Municipality parking strategy What actions the municipality takes to fix the problems regards to the lack of parking spots, was asked the municipality Søren Lindgreen According Søren, the municipality knows that availability of the parking spots in the city is a problem, and they are solving it by making drivers to avoid to drive in the city. Because, this also, creates traffic jams and slower the traffic for those who are there for business, and will disturb the normal schedule for public transportation. Therefore, they are promulgating new rules for parking as raising the parking prices, time restrictions, closing parking places. In this way, the municipality are trying to create a flow in the city, by encouraging people to use more public transportation or bikes, and use cars only for long distance trips. That said, the municipality has within the last 10 years constructed approximately 3000 parking spots for residential areas in Vesterbro, Østerbro, Nørrebro and Amager for the residential use though.
Collaboration with Easypark It is known that Copenhagen municipality have a collaboration with Easypark Company that built a parking application, which guides drivers from the current location to final destination. Together this two entities owns multiple parking spots in Copenhagen, but have different responsibilities when it comes to the parking service. Through the interview, it was discovered that municipality has access to the data that Easypark collects from the user. Through this data the municipality takes care of the claims regarding fines, while Easypark have the duty of maintaining the application and offer support for those who are searching for a parking spot . Another topic that was discussed about collaboration between Easypark and municipality was money distribution and fines. It was discovered that Easypark receives an insignificant amount of money from every parking, and municipality collects the rest. However for fines, there is a different split. From the 500 kr. fine that the drivers get illegal parking, Easypark doesn’t receive anything, about 20 kr. goes to the municipality, 50% goes to the government and the rest to the other organizations.
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Future plans From the previous interviews, it was revealed that there is a substantial differences of parking prices between Copenhagen - and Frederiksberg municipalities and researchers asked for more details. And the future plans for next year, were it was disclosed for both municipalities. Because all Copenhagen drivers are parking in Frederiksberg, the Frederiksberg municipality is going to raise the prices for parking to be more similar to the prices in Copenhagen. For Copenhagen municipality a new parking system is currently being developed. The system is going to scan the number plates of the cars and digitalize the payment so that everything is going to happen through technology - through a server and database. The most important learnings from the municipality interview are displayed in the next graphical representation.
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→DESK RESEARCH In the preliminary stage, to provide more insights and understanding of the parking system and obtain new inputs, researchers made some investigations in various sources, focusing on existing parking solutions, parking zones in Copenhagen, and other related systems. Copenhagen parking zones Official website of Copenhagen municipality displays only three parking zones information (image 1) [9]. While www.parkeringsinfo.dk has information about four parking zone which is the zone of Frederiksberg (image 2) [8].
image 1
image 2
Several other websites have a map or a list of parking houses which is owned by some private companies, but no information about public parking places [10]. Even www.parkeringsinfo.dk only have information about parking houses or private parking places like the 13th cheapest parking places 14th free parking places and 10th renting parking places. With this being discovered, no website was found to have had an overview of the public parking places in Copenhagen, making it difficult for the user to know where to go, to find a parking spot from home [8].
PARKING MOBILE APPLICATIONS An alternative to use the websites are parking applications, which offer now more than parking zone information, but also guidance, notification and real-time information. Today people are getting more and more technological, and basically most of them owns a smartphone where applications can be downloaded and used. Easy Park [25], Parkering, MobileParkering [27], Parkopedia [27] and others are some of the applications that were analysed through a state of the art. The design team also tried most of them. Each single application is different from each other, which gave a lot of useful insights for the future service.
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Application
EASYPARK
PARKERING
MOBILE PARKERING
Parking rules display
No
YES
NO
Price for downloading
FREE
7kr
FREE
User friendly features
Extend the time. - Booking in advance. - Demo. - Easy to use. - Stop or change time. - Notification system.
- Extend the time. - Demo. - Assistance for each step. - Notification system. - Pay with your phone or through SMS. - Recharge your balance through SMS, webpage, APP. - Gives options to get the application (through SMS, download). - Bonus scheme. - Extend the time. - Demo. - Assistance for each step. - Notification system. - Pay with your phone or through SMS. - Recharge your balance through SMS, webpage, APP. - Gives options to get the application (through SMS, download). - Bonus scheme.
Operating mobile system
Language availability
IOS and Android
Many languages
IOS only
Danish
Android only
Danish
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→FIRST APPROACH
Because parking applications are an important touchpoint, it was elaborated a user journey map, for a common comprehension of the key elements of the application, where will show different interactions during this experience. In the next graphic are represented the steps that a user is taking when is using the parking application service.
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SENSORS-BASED PARKING SYSTEMS Sensors are one of the most used technologies within the perfect proposals of how to find an available spot. Some are using ultrasonic sensors which emits sound waves and evaluates the echo reflecting back when it have collided with the surface of a car. The time difference from when the sensor emitted the sound waves and comes back, decides whether the parking spot is available or not, as the travel time will be less when the parking spot is available compared to when it is occupied. To make this visible for the drivers, additional LED’s are often used to display whether the spots are occupied or available [22]. A few other systems used to find an available parking spot can be names such as the Transit-Based Information System and Parking Guidance Information System (PGI).The later referring to vehicle detectors (infrared, loop detectors, ultrasonic etc.) that are installed at the entrances and exits of the parking lot and calculates the number of occupied and available parking spots and displayed through a sign. The Transit-Based Information System is similar to PGI but has the main focus upon getting people to park their cars and transit by using public transportation [23].
OTHER PARKING SYSTEMS The systems that do not use sensor-based systems are, for instance, the Smart Payment System, E-Parking and vision-based systems. The latter being connected to image processing algorithms [24]. Smart Payment System and E-Parking on the other hand is related to cell phones and how payment can be used to calculate occupied parking spots [22].
PARKING SOLUTIONS S Oil “HERE” Campaign S-Oil is a petroleum and refinery company that made a campaign trying to reduce the gasoline consumption by setting up a HERE balloon for each parking spot. When there is no car at the spot the balloon will be floating in the air, making it noticeable from afar. Because it is visible to the driver, the driver will automatically drive to that spot in which the balloon will slowly fall as the driver parks his car.
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BOOKING SYSTEMS From the early stage of the project, researchers were thinking about the possibility of adding a booking system in the future service. In order to familiarize with the topic, the context was investigated in depth. The purpose of analyzing the two booking systems is to find out if there are any similarities between the booking systems, common tendencies or even differences that can be used as an inspiration and have to be considered during the ideation phase. The main focus of the comparison was to find emotional references.
TRAILER www.freetrailer.dk [6] is a Danish website where user can book and rent a trailer for only 39 kr. a day. For booking a trail is required a pre-paid deposit. Whenever a user wants to book a trail, the website will display the trail picture (image 3). The user can always follow the process of booking step by step, both visually through colors and text, and also to have an overview of what have been chosen throughout the booking. The interface of the website is also user friendly, as the user have the opportunity to choose the nearby stores. The user can look at the available stores through a list or on a map and select the one that he want (image 4). Another user friendly implementation, are the different colors used to distinguish the website themes, buttons, options. The website is divided into sections and information is displayed clear and easy to understand (image 5). Also in regards to the financial requirements, like additional costs, terms, deposit, online taxes, etc. it is presented in a way that cannot be unnoticed (image 6) [6].
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image 3
image 4
image 5
image 6
HOTEL www.accorhotels.dk [7] is an international website where the user can book a hotel room according to his budget. The website includes both cheap hotel brands and expensive ones like Novotel, Pullman and Mercure. Every time when a user choses a hotel, can also sign up for a membership group and start to collect points that can be later used as a discount for next booking. Once the user opens the website has to search for a destination (image 7), then a list with different hotels will appear with a small hotel picture and price per night (image 8). By selecting a specific hotel, the website will give an overview of the room, what is included, and price (image 9). The user can also filter the types of hotels according to the needs. In case of wrong information having been filled out, the user can quite fast modify the search as the search section is visible through the iconic blue/navy color, which makes it stand out. This same color is used as a headline bar for the whole booking process, making it easier to distinguish the information for each hotel because the blue/navy headline bar separates the hotels and hereby divides the hotels into sections. Apart from the blue/navy color, a purple color has been added for the price, making the price stand out and warn the user [7].
image 7
image 8
image 9
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During the research phase, the design team were analysing different technologies for that could be eventually incorporated in the future parking service. Besides mobile applications, it was also examined NFC technology and QR code.
NEAR FIELD COMMUNICATION (NFC)
it's basically a variation of other short-range wireless technologies already used throughout the world—especially in Japan and Europe. Near field communication can quickly swap information between devices when they're touched together. User can exchange things like text, images, URLs or other data simply by holding your phone up to various "smart tags ". NFC is made to make life easier. While it hasn't enjoyed the same popularity stateside, NFC tech is already big in Japan, where use your NFC-enabled phone to buy train tickets in Tokyo or as a contactless payment system at various retailers. Google hopes that by including it in its new flagship Android device and open-sourcing the
software, it'll eventually change the way people use and interact with their phone here in the US, too [20].
QR
A QR code is a two dimensional barcode that stores information in black and white dots (called data pixels or “QR code modules”). Besides the black and white version, a user can also create a colored QR code [21].
QR Codes are a proven and easy-to-understand technology to bridge the gap between the physical and the digital world.
User can encode any type of textual information in a QR Code, for example a website's address, a Facebook page, a coupon, a contact.
Once published on paper, any other physical support (or even on the web), people with a QR applications can scan your QR Code. By scanning they decode the information and the app then renders the website, the Facebook page, the coupon or the contact [21].
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→SECOND P.O.I.N.T.
This POINT’s version was achieved after some exploratory research and desk research. Conclusion: Summarizing all the knowledge’s that were gained from this version of POINT’s, it was concluded that there is a difference between parking systems in Copenhagen and Frederiksberg. Like the way of buying parking tickets and the way to park. Also it was discovered from interviews that users often are confused about parking rules and sometimes they can’t find the parking sign. Having all these new insights, researchers decided to make a survey for receiving more information about user needs, what they want and discover more user problems.
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→USER SURVEY In order to gather more information and receive the user feedback about their needs and find out what bothers them in the existing parking system, it was created a survey that has been sent to Aalborg University CHP Campus, to students and teachers. Below is displayed the survey questions.
Parking Problems What is your gender? Male / Female Do you have driver license? Yes / No In a scale from 1-5 how often do you drive in Copenhagen? 1: Never, 2: Rarely, 3: From time to time, 4: Often, 5: Always For how long have you had your driver license?*Required Less than a year / 1-5 years / 6-10 years / 10 years+ How often do you drive? 1: Never, 2: Rarely, 3: From time to time, 4: Often, 5: Always How do you usually find a parking spot? By driving around Searching on smartphone Search before hand at home Other: For what reason do you usually drive in Copenhagen? Study / Business / Entertainment / Visiting / Other: Do you ever park in Copenhagen?*Required Yes / No Where do you usually park? Public parkings are owned by the municipality, where private parkings are owned by a company Public parkings: Street parking Private parkings: Parking Houses, backyard parking, working place etc. For what reason do you park here? In a scale from 1-5, how easy is it to find an available public parking spot? Very difficult 12345 Very easy When do you begin to think about parking and look after parking signs? From home When I get to the destination When I have found a parking spot On the way to the destination Other: In a scale from 1-5, how familiar are you with the rules in Copenhagen (inclusive Frederiksberg)? Do not know the rules 12345 Know all the rules
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Where do you look for information about parking? Eg. rules, where to find parking valets etc. Signs / Application / Websit / Other: Which applications do you use? In a scale from 1-5, how useful do you find the applications? Very Useless 12345 Very Useful Are you in any occasions in doubt about anything in regards to parking in a public place?*Required Yes / No What kind of things are you in doubt about?(Strongly disagree Disagree Agree Strongly Agree) How are the rules at this location? Can I park here? How long can I park? Do I understand the parking signs correctly? Where to find parking signs? Do I have to get a parking ticket or set the parking disk - or is it for free? How to buy parking tickets? Where to buy parking tickets? What is the price? What are the consequences if I park illigally? Have you ever got a fine? Yes / No / Cannot remember Where did you get a fine? Why did you get a fine? Didn't buy a valid parking ticket Didn't know about the rules Didn't set the parking disk Couldn't find any parking signs with information Other: What kinds of problems do you have in regards to public parking in Copenhagen? Strongly disagree Disagree Agree Strongly Agree The rules - how to legally park Find an available parking spot Know where to park If it is a allowed to park a specific localization How long you can park at a specific localization Find parking signs How to buy parking tickets and know where to buy parking tickets What the price is Knowing the consequences of illigally parking?
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→FIRST CHAPTER CONCLUSION Through the discover chapter it was decided that the focus of this project is car parking, which further got investigated. During this reviewed the three most important keywords were decided through a constellation: user friendly, save time and information. With this in mind, several problems occurred from initial assumptions and personal experiences inter alia, that there is a lack of parking spots in Copenhagen when it is needed, it is difficult to find an available parking spot and tourists do not know the parking rules. Further, a state of the art were explored to get a better insight in current parking systems, how and where to find information about parking spots. Through this, it was found that the information and prices for parking in Copenhagen differs according to where the user is located. Also when wanting to get information about parking beforehand, different websites offers different information which is all crucial for parking legally. Furthermore was a state of art made with the focus upon parking applications as it was noticed that Easypark have a collaboration with several public parking places around Copenhagen. This way a comparison of different applications and websites helped giving inspiration and an insight in possible ways to go for this project. By making the analogy it was discovered that there was a lack in helping the user to find an available spot and actually get a spot when needed. Therefore a booking system came to mind and was explored through another state of the art where emotional references were found to play an important role. During the discover phase, researchers felt the need to get user feedback to confirm all their assumptions and it was made a user survey. Through the user approach the assumptions got verified and even more problems were discovered. The survey results were impressive and it was learned from them that driver mostly find an available parking spot by driving around, they want available spots at cheaper price and clear information. All the findings discovered in the discovery phase were an important output that served as a reference and support in the second chapter.
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DEFINE
27
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HOW IS IT POSSIBLE TO MAKE A TIME SAVING PARKING SERVICE IN COPENHAGEN THAT WILL HELP THE USER TO EASILY FIND THE NECESSARY INFORMATION ABOUT WHERE TO PARK AND HOW TO LEGALLY PARK DEPENDING ON HIS LOCATION AND SPECIAL NEEDS
?
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→AFFINITY DIAGRAM
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At the user survey participated 28 people, between ages 22 to 32. Both genders. The user survey data were organized into “Affinity diagram” [2] in several related groups based on their similarities. For each group was created a header card that captures the essential link among the ideas contained in a group. And in the top of the diagram is the problem statement. The first group is “Searching for a spot”. Here the cards are displaying the user habits in regards to how they usually are finding an available spot to park the car. In the second group “Fines”, are the experiences when the user got a fine. The design team wanted to discover if the system has some gaps or is user fault, and how it can be changed and improved to avoid this unpleasant situation. The third group “Service” is the user suggestions about how the parking system can be improved. The fourth group “Safe and security”. The safety is a new factor that some of the users are taking into account when they will choose a specific parking spot. In the fifth group “Information”, are the cards that display problems and user suggestion in regards to parking rules and parking signs. The feedback from user survey were full of details and new information. The affinity diagram helped to organize the date in common themes and see how they are connected and have an accessible overview on the information. During the analyzing process, the new opportunities from affinity diagram were generalized and the classified into P.O.I.N.T.
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竊単.O.I.N.T. USER SURVEY
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User survey responses offered to the design team new insights and helped to narrow the problem. This is the last and official P.O.I.N.T. version. The strings were used to group the information together according to the requirements should the service include. Each group member used a different string color. The group of requirements go as following inside each string color, the ones highlighted where the most relevant for each color that where repeated by each string: Blue - Time related to rules – free features – guidance – available information – display free parking spots – customer habits – data base – real time information – notification - renting spots for events Yellow – time to find a spot – close to destination – more info – more signs – renting spots for events – add fun – easy to find signs & information - classifying information – Frederiksberg parking rules – comprehension of rules and signs – physical and digital – language Pink – Different rules between municipalities – add fun - easy to find signs & information – classifying information – thinking about parking at destination – real time information – customer habits – language – signs Cyan – Apps not used – engage the user – guidance – user emotions – color association - display free parking spots – create data base – language – GPS Red – lack of signs – physical connection – add fun – easy to find signs & information - classifying information Frederiksberg parking rules - comprehension of rules and signs - physical and digital – language – APPs &Web – rules. From all this conclusions, the researchers took the repetitive words and summarized them as a requirements for future parking service.
P.O.I.N.T. CONCLUSION: What the design team learned about the user during the P.O.I.N.T. experience? User parking habits: how do they usually find a parking spot, when do they start to think about where they will park the car. Who is the user? During the research phase, the research team met both experience and unexperienced drivers. But they have in common the same problems when is coming to find an available parking spot.
What the user want? The user wants always to save time and money. He would like to be able to book a parking spot in advance and be sure that the spot is reserved only for him. And to have a notification system that will remind him when the time is about to expire.
What the user need? During the research it was discovered that some of the drivers are complaining about lack of information in regards to parking and not all the rules are updated, parking signs are not visible in some of the parking places.
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→REQUIREMENTS
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From the affinity diagram and last P.O.I.N.T. version, the team summarized all the learnings and determined what are the high-level requirements are for the users, and grouped them into requirements template [19]. These requirements will be taken in consideration into future service. The research team, work on a template for service design process and it was redesigned for making it fit to the project’s graphic style. This template helped the researches to summarize the information gathered from the analysis of P.O.I.N.T. and affinity diagram and later used to build personas and user stories. These requirements, also will be taken in consideration into future service. In the first nine charts the researchers decided which information was more relevant for the user: from the environment that surrounds him, through the activities and objects related to the development of the future service, and the psychological state the team like the user to reach, from his emotional and rational perspectives. From the information gathered in these sections the team placed them in the eight squares below for defining the most relevant elements in each one of the first nine squares, in that way the team will have the specific requirements for working with for the development of the service.
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竊単ERSONAS
Applying the user requirements that was earlier defined, the designers build a persona description [1], where it was highlighted the relevant attitudes and the specific context associated with the service requirements. Initially was created seven different personas. Personas that presented similar characteristics and behavior were condensed into final three personas that have different personality and goals. The cross presents the seven personas, the highlighted one are the final persona that will further focus on.
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DESCRIPTION Yuki works in Telenor, she drives to company every day. The company has parking permit for employees, so they can park on weekdays in working hours for free. She will go to supermarket around 3 times a week to buy food and other stuff, usually she goes to the same supermarkets on the same days at the same time. Sometimes Yuki drives to inner city at weekends, shopping or meeting friends, because on weekends parking is free.
FRUSTRATION Sometimes overtime parking, then get a fine.
Yuki Duong (advice seeker) Age: 25 Demography: Outside Copenhagen Occupation: Employee Residence: Apartment Income/mth: 10,000 dkk Driver license: less than 1 years Experience: not much experience
GOAL Know where can find information about free/cheap parking places around the city for making her diverse activities. Can plan in advance and follow the schedule. Paying less and avoiding getting fines.
MOTIVATION To get a notification that can remind her parking time. Easily to find a cheap or free parking spot that is available with information and rules of parking places she wants to go. Being able to book a spot in advance when she knows the date and time she will go.
DEMOTIVATION If the information has not been renewed in time and presented in a confusing way. Not being essential when she need it.
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Skyler Wurtz
DESCRIPTION
(advice seeker)
Skyler is a single mom and has two kids that she have to drive them to school and kindergarten every day and then she is driving to university.
Age: 38 Demography: Copenhagen Occupation: University Teacher Marital status: divorced Income: 32.000 DKK Driver license: 2 years Driving Experience: good
Skyler lives into a big house and has a small beautiful garden and a parking spot in the street. After divorce she bought a car in order to manage better her time and kids extra school activities. The most part of the day she is spending at work. Skyler always plans everything, she keeps an agenda with every activity well planned. She likes also to hiking much, or going for a long walks. She is happy that Copenhagen is still green and has a lot of trees in it, and in parks. Skyler is practical, and simple and she likes the things in this way, this is one of the reason for keeping an agenda. She is a friend of computers and likes innovation. Her usual day is driving to some destinations, teaching, check e-mails, send new, pick up kids, cooking. Regarding parking spots, she hates that is always full and hard to find them, and she whish that this problem be solved somehow.
FRUSTRATION Every time when she arrives in a parking place in they are full. A lot of drivers are driving around hunting for a parking spot that create traffic jams and creates frustration. Too expensive.
GOAL Green city.
MOTIVATION Giving her better options for parking and chipper price.
DEMOTIVATION No clear information given for knowing how and where to park. Non innovating user experience, slow and full of processes.
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DESCRIPTION
Alvin Kim
Alvin Kim is the eldest son in a family of three. As the eldest son, he takes care and look after his parents and brothers although he lives in his own apartment.
(do-it-yourself user)
He had finished a Master of Science and he got a place for working in Volvo, where he gathered a lot of experience with cars. Due to his work in Volvo he bought his own car, for doing different entertainment activities especially concerts in which he likes. Apart from entertainment he is trying to spent time with his friends and family as he likes to take care of his family, by carrying them to work and to their different activities. He does it every time that his mom calls him for help, although he has a car, he doesn’t like to drive.
FRUSTRATION
Age: 26 Demography: Glostrup Residence: Apartment Occupation: Employee Income: 20.000 DKK Driver license: More of 5 years Driving experience: Experienced
Sometimes overtime parking, then get a fine.
GOAL Find an available parking spot without having to keep driving around and park the car legally in each municipality.
MOTIVATION Accomplishing his duties communicating his available time, scheduling everyone involved.
DEMOTIVATION A system that gives more process than solutions reducing communication.
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→USER STORY FIRST STORY "Skyler has an appointment to her psychiatrist at 14:30. She started to visit one after she divorced her husband because she was depressed and lost. Now she is driving to her doctor. She hates to drive there because it’s very hard to find an available parking and due to that, she always has to leave earlier by 15 plus 20 minutes. So she is always very stressed when she parks in a certain place in that zone and sometimes she is parking too far from the destination only to be sure that she won’t get a fine. Today when she arrived in the neighborhoods she was looking for a parking spot, but all the parking places were full and she was keeping driving around. When she saw a possible option for parking there and was empty and very close to her doctor, but is private driveway for that beautiful apartments. She continued to drive and a kilometer away she finally fond an available parking spot with a huge parking sign that was visible when she was still far."
SECOND STORY "Yuki is at work analyzing some diagrams and trying to make a report. Suddenly she the phone starts to ring, she looked at the phone and saw that her friend Yoki is calling her. Yoki wanted to ask her out tonight. They agreed to meet at 6:30 at their favorite restaurant “Bon Appetite” and have dinner together. At 6:20 Yoki is already in the neighborhood searching for a place to park. Unfortunately the restaurant that she is going doesn’t provide parking spots for the clients, so she has to look for an available spot. After 10 minutes driving around. She finally found a place and parked. According to the parking rules she got an hour for free and then she has to buy the rest of the time that she estimates that she need. She decided to buy one more hour in advance and put the ticket inside the car. Well she met finally Yoki and together went inside the restaurant for dinner. But Yoki didn’t estimate the right amount of time that she needed and was late buy 20 minutes. When she returned to her car she found a fine. She was very upset."
THIRD STORY "It is Friday afternoon, Alvin just got home from work and is waiting for the time to go to a concert that he bought the tickets in advance. The concert is going to be held at 9 PM in Frederiksberg which usually takes approximately 25 minutes to get to from Glostrup, when there is no traffic jam. The concert hall do not have seats or any kind of ranks/sections but instead it is first to come, therefore, to make sure to arrive in time for the concert and not get too bad a position, Alvin begins to drive 40-45 minutes before the concert start. Alvin is around destination area, and he has to look for parking spot. When the spot has been found and the car is parked, Alvin begins to look for payment machines and signs with information about if it is allowed to park at this specific location, but he couldn’t find. Because he didn’t feel confident about the place, he decides to keep driving around. He then notices a parking house and decides to enter there. Although the price is a bit more expensive, Alvin does not care, at least it is close to the concert hall and his car will be safe. He finds out, that this place do also not have an available parking spot, so he left the place. Finally he finds an available parking spot in which he decides to take it. Here he notices it is needed to pay for the parking through the parking payment machine because of the machine itself standing near the parking spot. The most important information on the parking payment machine is the time, date and price which is enough for Alvin to feel secure of not getting a fine."
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→CONCEPTUAL SCENARIO Based on the tendency and common problems that were emphasized in the three scenarios, a conceptual scenario [1] was created:
“People who are driving in the city for different reasons want to easily have access to an available parking spot and the exact information about parking rules at a specific location in order to legally park and not get a fine. At the same time the drivers would appreciate a possible reminder about the remaining time left before the parking ticket expires.” As seen in the conceptual scenario, the following problems and frustrations were pointed out: Lack of exact information about parking rules at a specific location. Remembering remaining time left before the parking ticket expires. Finding an available parking spot without having to keep driving around. Having parking spots near to destination.
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→SECOND CHAPTER CONCLUSION
With the consideration of all the findings from the previous chapter, all the information was analyzed and reviewed in this chapter that helped to narrow the inputs and define the most important requirements that future service should include. The user survey feedback was organized into an affinity diagram for better revision and later transformed into insights and opportunities in the P.O.I.N.T. this process made evident the possibilities of using a booking system as part of an improved parking service, this conducted to narrow the concept, defining the user demands into a requirements template, which showed exactly what the user needs and wants from the service. Researchers learned that to create a service, it is not enough to include the end-user, but the stakeholders as well is required in order to make the whole service work. The user requirements the personas and user stories were developed where particular service moments were emphasized which narrowed the concept later. Personas and user stories help to find the most common problems and showing the possible situations that could happen, allowing to design a service focusing on a more narrowed problem in a more concrete situation, followed by comparing this information with the possible sharing concept to see if sharing could be a solution to the problem statement. This chapter gave a very important feedback. Researchers understood the user, learned the needs, and defined the most important requirements. Having this in mind, researchers were ready for the ideation proces, to define a solution.
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DEVELOP
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→IDEATION MOMENT The conceptual scenario showed to researchers which ones are the most important user needs: AVAILABLE PARKING SPOTS. CLEAR INFORMATION. NOTIFICATION. NEAR TO DESTINATION. So, in the ideation moment, thinking upside down on this user requirements, four ideas came out: Create an unified parking system by connecting all application owners. Sharing the private parking spots. Connect all drivers for posting parking spots availability and write their experience. Showing from distance available parking spots (something big to see). For each idea it was drawn a 2 different scenarios. Then the scenarios were analyzed and compared to each other. The interesting ideas from both scenarios were highlighted for future review and consideration. First idea scenario: “Create an unified parking system by connecting all APP’s owners. “
SCENARIOS#1.1
SCENARIOS#1.2
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Second idea scenario: “Sharing the private parking spots. “
SCENARIOS#2.1
SCENARIOS#2.2
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Third idea scenarios “Connect all drivers for posting parking spots availability and write their experience”
SCENARIOS#2.2
SCENARIOS#2.2 46
Fourth idea scenarios “Showing from distance available parking spots (something big to see)”
SCENARIOS#2.2
SCENARIOS#2.2 47
→IDEATION TEMPLATE All the highlighted ideas from the eight scenarios were passed into “Ideation template” [19] and classified in the special boxes according to the importance and difference in the service that they can make.
In the “First Ordinary box” are the ideas that should be forgotten because they are not feasible yet, or not that relevant. In the “Second Ordinary box” are “standard” ideas that may certainly be included. In the “First Original box” are ideas that should be leaved for later, they are not feasible yet. In the “Second Original box” are the ideas that will make a difference. Because “Sharing the private parking spots” idea dominates the “Second Original box”, and is the most feasible, and indeed will make a difference, it was decided to create a service based on this concept. Share the driveway is the concept of making existing parking space available to more than one person. The existence unused parking spots during the day is a consequence of living in one location and working in other, which makes this period of time available for others to use it for certain amount of hours.
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竊誰EW PROBLEM DEFINITION
People who own a driveway which at times is empty, can rent it out for a small amount of money to drivers who needs it, hence helping maximizing utilization by making a space publicly available for rent. At the same time drivers have the possibility to reser ve a park ing spot beforehand according to the needs as well as getting all the necessary information about how to legally park.
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→MEANING TEMPLATE The research team decided to take advantage of this template [3] for developing the corresponding core values for the service. The template first pushes to define the research made in the first phases into values that helped to understand the relevance for the user and the stakeholders, (defined as the Company in this case is the Municipality) of making such solution that the time had decided to build, and the team’s developing meanings, which motivate the researchers to create the service.
STEP1 From those values presented there the researchers had selected the ones that relate between the different actors involved. From the fifth teen values compared above it was necessary to choose just three for using them in the next step. This three represented each one of the stakeholders.
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STEP 2 Afterwards it was required to compare the three values given for the service with those from the analysis of the Competence.
STEP3 And finally the researches found out which one from these three values was unique and can give the service a different developing from those that the other companies are already offering.
STEP4
As it’s seen, the “Creation” was selected to be the value for this service. The value will be applied by engage users to create value. The owner will create value by sharing its parking spot. And in the service everyone could be owners and drivers. Designer beliefs that this value will make a big difference in the service.
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→SCREENING IDEA To be sure that sharing idea is the best decision, the researchers implemented an idea screening tool [13] and answered to several questions that will help to prove the point.
WHAT IMPORTANT CUSTOMER PROBLEMS CAN THIS SERVICE SOLVE? This service will solve one very important customer problem that is providing new available parking spots at the cheaper price. This problem became painful because the Copenhagen Municipality are closing every year the car parking spots in the city, and is focusing on cycling and other environmentally friendly modes of transport. From 1995 to 2010 the number of public parking spots in Copenhagen has decreased by more than 20.000, statistics from the municipality show. In the same time period Copenhagen has experienced a steady increase in inhabitants [12]. Number of parking lots in Copenhagen for the last 16 years: 1995 144,047 1996 141,908 1997 140,872 1998 139.752 1999 139,129 2000 138,92 2001 138,73 2002 138,13
2003 2004 2005 2006 2007 2008 2009 2010
130,07 122,16 121,85 123,14 123,85 122,798 122,936 123,694
*In 2002 the statistics were digitalized which resulted in more accurate numbers and a significant fall in the number of parking spots. It is difficult to say how much it effected the numbers. [12].
Another article highlights the huge problem with more cars than parking spaces available. Many people have trouble finding parking spots when going to work or other business in city. The statistics in Copenhagen commune show that number of cars have been increased from 2012 to 2013. The number of cars in 2012 was 97.229 and in 2013 it was 99.242, and recording to the Copenhagen commune, this number will still be climbing upwards [11]. The Copenhagen are closing parking places in several areas inside Copenhagen to avoid traffic jams, and instead building new parking spaces a bit outside Copenhagen. Exactly 3000 new parking places are coming in 2016 according to Copenhagen commune. This makes this service concept to be more comprehensible. Besides this, another problems that this service could cover is the mutual benefit for owners that are sharing the driveway, and for drivers who are looking for a parking spot. Drivers save time as they will have a known or reserved parking space which means they do not have to drive around looking for a parking space. Drivers can also save time by being able to choose a parking space closer to their destination. And another advantages for the drivers is that they can save money in comparison to using the normal car parking companies and avoiding fines in parking areas with limited car parking time. From owner point of view, sharing allows him to make extra money or maximize utilization by making space publicly available for rent.
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HOW ARE YOU GOING TO DO IT? This idea will be implemented through a service. It will be created a mobile application and a website. So for both owner and drivers will have a common platform, where owners will fill it with all the requirements, and drivers whenever will be in nearby location can choose a specific driveway to park. The drivers will pay for the spot through an application, and the money will go directly in owner’s bank account.
WHY CAN ONLY YOU PROVIDE THIS SOLUTION? Because that’s an innovative solution and it’s new in Copenhagen. There are other renting services like renting a room for a short period of time (arbnb.dk website) or rent a bike from bike shop, but there is no renting services for the private driveway. All the other parking applications are made to help the user to find an available spot, and drive the user there. This service will provide, besides that, new available parking lots at the cheaper price in all Copenhagen, making in that way to use the space more efficient. And also, will help the drivers to find easy and available spot, save time, money, and maybe as a consequence of this service, the other private companies that owns some parking spots in the city will drop off the price.
HOW CAN YOU DEFEND AGAINST OTHERS? In order to define others competitors, this service will give to user different values. The design team learned the competitor’s service, what they give to user, what needs and what problems they are trying to solve. Even if this sharing service is alike to other exiting parking applications, it also so different. The one important problem that this service will solve is that it will open new available parking spots in the entire city at cheaper price. But competitor’s service consist only of finding an available parking spot and guiding user to destination. For persuading the user to use this application, designers developed a new value - Creation. Owner and driver will connect to each other through this application. The service will let the owner to fill up the data and particular requirements, so in this way, they will have a sense of creating the value. From the researcher’s point of view, engagement is the missing thing of the competencies. And this service will be created to engage more and more both users.
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竊達USINESS CANVAS
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Business canvas model was used to prove the validity of the service solution. The tool helped map, discuss, design, and describe the business model through nine business blokes. The service challenge is to make them work together and build infrastructure that will solve the parking problem and provide the value for the customers, which is available parking spots, close to destination at cheaper price. Business canvas model was used to prove the validity of the service solution [2]. The canvas has nine block that are essential for a business and create the infrastructure of the future service. Below, is described the role of each block for this project. The customers segment for the project are two different categories of people. First group are drivers from 18 years old to 55. This segment was chosen because the designers saw as a potential customer people from 18 that’s the age when they get the drive license until 55 people that still have a smartphone and can use an application with confidence. And as second segment are the owners who can be everyone who want to create value for society. For this segment it was build a value proposition which is new parking spots around the city and a fair price and close to destination. Channels are NFC, QR, mobile application and web page are the touchpoints through the service interact with customers to deliver the value. Customer relationship outline that service goal is to build a trustworthy relationship with the customers. This will be acquired through an easy and automated process. Revenue streams is prices mechanism that the project add value. So owner will get money from sharing and fines, the service provider will get 1 DKK from each parking. Key resources assets are indispensable in this project and are smartphone, website, and QR, NFC driveway. The infrastructure that the service need to create, deliver and capture value. Key activities are the things that service need to perform well. Service maintenance, marketing promoting to convince owners to trust the system and share the driveway and encourage people to use the service. The key partners are owner and booking system through can make this service to perform well. Costs Structure are costs that need to be supported in order this service to work and add improvements.
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→DESIGN SCENARIO: OWNER Design scenario template [19] helped the research team to define a step by step perspective of the service. They permitted an exploration of the possible ways the service must be developed for giving each type of user the corresponding offering.
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OWNER: The “owner scenario� pretends to show how the application would guide the owner to create an available spot for drivers. First it will ask the user to register in the system, then it will ask him to give the specific information about the spot, specially his own rules and conditions of use, in that way drivers will take care of the spot how the owner would like it. Then the owner will be able to see his own profile inside the system as an active user. Afterwards the user will start receiving chat notifications from drivers that would like to park in that specific spot, asking some questions and finally agreeing with him the spot booking. If the driver accepts the users conditions the owner will receive a notification of acceptance and immediately after he will receive a payment notification specifying the amount time that the driver will expend using the spot. For finishing the use process the owner will be able to rank the drivers behavior. It was also included a feature for the user where he can see his profile and update information, check his income, see his own ranking, and chat with other users. There is also a space for comments, reviews or problem report.
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→DESIGN SCENARIO: DRIVER
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DRIVER: For the driver the team created the process of booking and notification system. In the first stage the drivers should register his relevant information, including his car plates, for security issues. Afterwards he will be able to star using the application, choosing the spot that fits better to his final destination, browsing into the different spots available for knowing price, distance from destination and environment characteristics. Once the driver chooses one of the spots he can navigate into owner’s profile and ask him questions if he has some. Then he will take a decision and he must agree owner’s conditions, later on he will have to pay for the service. After paying the driver will be guided into the spot, and he will find the spot through a sign that will be located into the spot. After parking the driver must checkin, notifying the service that the time has to begin running. For ending the process the driver must check-out from the service notifying the owner that he is already gone, and he will rank his experience in the spot. At the same than in the owner’s profile the driver can also access to some features in his profile, as his ranking, his payment history, information update and chat with other users. There is also a space for comments, reviews or problem report.
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→USER JOURNEY From the scenarios made before the team constructed a user journey [19] for each type of user. It was decided to eliminate the direct communication between users, due to the possible amount of messages received by the owners, so the team planned a new way in which the system will be able to manage all the information entering in both sides of the service and making the process easier and pleasant for all the users. This template also helped the team with the construction of the specific screens that must be included in the application that will interact with each type of user. These specific screens are a general development of the service process, giving a basis for the construction of relevant touch points that have to be present in the service blueprint.
USER JOURNEY: OWNER
USER JOURNEY: DRIVER 60
→BLUEPRINT SERVICE What is it about: The service consists in an integrated and automated system that will provide drivers around the city new places for parking their cars. This new places will be private parking spots, rented by their owners by a fair price. Both drivers and owners will be connected through the service system that will make the process of renting easy and clear. Service’s concept: Renting the private parking spots to people who need it, for cheap price, using an easy and simple system.
BEFORE - DURING
The following blueprint shows the ideal functioning of the service and the different interactions between the two types of users, the database system and the different touch points involved on it. The first one is showing what happens with the user before booking a parking spot; it corresponds to knowing the existence of the application and downloads it in his device. In this same blueprint it is evidenced the first moment of use of the application, which corresponds to the creation of an account, the registration of the spot and the car, accordingly to each case: if it is a driver or an owner, and the reception of a confirmation of registration in the system database. During this process it is also evident the moments when the system is sending information to the users and receiving it from them storing it into the database.
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DURING
The following blueprint shows the ideal functioning of the service and the different interactions between the two types of users, the database system and the different touch points involved on it. The first one is showing what happens with the user before booking a parking spot; it corresponds to knowing the existence of the application and downloads it in his device. In this same blueprint it is evidenced the first moment of use of the application, which corresponds to the creation of an account, the registration of the spot and the car, accordingly to each case: if it is a driver or an owner, and the reception of a confirmation of registration in the system database. During this process it is also evident the moments when the system is sending information to the users and receiving it from them storing it into the database. The second part of the blueprint presents the interaction of the driver (as principle character) using the application for booking a parking spot. The user will be guided through the process of booking by giving first the specific time that will like to use a spot and date. Then will select the corresponding destination and choose a parking spot. After selecting the spot the system will ask the user to pay, but this payment will not enter immediately into the owner’s account until the driver makes check-out. This is done for preventing any payment inconvenience when finding any trouble for parking in the selected spot, in that way the money can be easily redirected and will go to another person’s account, in case of changing the final spot for parking. (This will be better explained in the Problem Solving touch point).
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DURING - AFTER
During all the process of booking the system is receiving and sending information updating the database, for giving the driver the most real time experience as possible, and at the same time giving other users the correct information of availability in the spots. This last part of the blueprint shows the final use of the application and how the process must be. This blueprint starts with the physical touch point that the driver will find in the parking spots for recognizing them in the physical environment. After parking the user will receive a time reminder through the application that will help him to remember to pick up his car before the time expires. Later on the driver will check-out of the spot through his smartphone, giving notice to the system that he properly used the space and can make the payment to the corresponding owner of the spot. Then when the driver already ends his experience the application gives him the possibility to rank the spot and share his experience with other users. The last section of this blueprint will show how the users can access to their profile, having the possibility for updating information of their personal information, or in their spots or cars. Other possibility inside the profile in case of the driver is to create a spot and become an owner; and in case of the owner he can access to his income history, for evaluating and analyzing how much money does he received during the use of the application.
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→TOUCHPOINT SELECTION Several touchpoints are to be seen in the user journey and concept creation. Out of all these touchpoint five were chosen to be critical touchpoints for this service to work and emphasizing the points that are different from other services.
TOUCHPOINT #1: ENGAGEMENT Engagement was thought to be the first critical touchpoint in the parking service as the state of the art made in the beginning of the process indicated the problems of the users not knowing or using the existing available applications related to parking such as Parkopedia, Easypark and ParkeringKBH etc. If not the applications are known by the driver or the advertisement is poor, no one will be using the application and hereby do the rest not matter such as the aesthetic, interaction, interface etc. So being able to attract people and let people know about this service, it is important to engage the user by knowing what the user wants and know how to promote the service correctly - what strategy to use. The strategy used for engaging the users are by, from the perspective of the owner to earn money easily and at the same time help the environment. On the other hand, from the perspective of the driver it is to easily find and book an available parking spot for a cheap price without having to drive around and spend too much time. Although for both cases, the most important factors to actually engage the users are to show that the service is reliable and that they can trust it.
TOUCHPOINT #2: FIND AN AVAILABLE SPOT Critical process on how the driver finds an available spot through the application. If there are too many steps and the process is too long or complicated, the user will feel dissatisfied which can and probably will conclude in a loss of users as it takes too much time. Therefore for this touchpoint it is important to simplify the process, making it as short as possible with as few steps as possible but still with all the needed information included.
TOUCHPOINT #3: PHYSICAL CONNECTION Physical connect is the third critical touchpoint which focuses on how the driver will know what specific spot that is the one he has booked. As a GPS cannot be 100% precise, it can happen that there are two spots available, so which one to take can lead the driver to be confused and insecure followed by possible consequences due to this. It is therefore important to emphasize the spot and making sure the user will not be in doubt about where he has to park, when arriving. In relation to this project the owner who has been signing up for this service will receive a parking sign which will have to be placed at the parking spot so that the driver will be able to notice it. The sign will include important information about the rules and consequences if parking at the spot, as well will the sign advertise the service and application through pictograms that will show how easy and simple the process is. Lastly will a QR-code and a NFC tag be attached and implemented on the sign, for a driver to check-in and give a spontaneous driver the possibility to book the spot.
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TOUCHPOINT #4: REPORTATION Continuing from finding an available spot and the parking spot itself, what to do if another car is parking at the spot booked? This critical touchpoint is important for the service from both the company's perspective, as well as, the users perspective. If the user do not feel the service is reliable because of the occupation, the company will struggle due to loss in users. Another important factor in this touchpoint is the many things that have to be considered such as: what consequences will it have for the driver who is parking at the spot, what to do to satisfy or at least improve the service for the user to not lose him, what about the owner who basically do not have anything to do with this apart from possibly losing money if not being paid, and lastly what should the company do in order to clarifying it and making every part who is part of this service happy? For this project the reportation will process as following: driver who booked the spot will have to report the occupation through the application. Once this has been made, the driver will be directed to the camera where he has to take a photo of the number plate in order to prove that someone is actually parking there. Then the system will propose other available spots nearby, in that way the driver can go there without having to pay, making it part of the service that the driver who already feel a bit dissatisfied with the service, can get a free spot and not just leaving with a bad impression, this is stated as a service policy. At the same time as the photo has been taken and sent, a notification will be received by the owner and the company. The first to let the owner know that there are something going on. The later for the company to managing the problem by having to send a fine to the driver that is parking illegally and making sure that the fine is being paid, so that this money can be used to pay for the driver who had originally booked the parking spot, for another spot.
TOUCHPOINT #5: INCOME Then to the last small critical touchpoint which is an important one for the owner. This touchpoint is found to be critical as it will help the owner managing the income and prevent paying taxes. The motivation for the majority of the owners who are actually going to rent out their private parking spot is due to money, and this is an easy way to make extra money, but due to the laws and rules regarding taxes, the income cannot go beyond a specific amount and therefore this touchpoint has the purpose of helping the owner getting an overview of the income, so that the owner has the possibility to adjust the prices and availability to prevent paying taxes.
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→THIRD CHAPTER CONCLUSION The develop chapter started with ideation moment where the designers arrived to a solution which is “Sharing the private parking spot�. Further from this point, this idea was developed in-depth and at the end of the chapter the final service concept was built on it. First, to assure that service idea is a good opportunity for a future service, was applied screening ideas tool, where the design group asked themselves what difference this service will make and what problems it is going to solve. As it was stated, the future service will create new available parking spots in the whole city at cheaper price. And they believe that they will engage the users by applying the value creation for the service. Later, the service was embodied with a structure. Using design techniques, researchers develop the individual service components in detail and ensured that they link together to form a holistic experience. The service blueprint showed the whole user journey and helped everyone involved in delivering the service understand their role and ensure the user has a coherent experience. Using blueprint, designers could to the first expected prototype of the service, made of the paper, and incorporate and afterwards designed the wireframe that was iteratively test concepts with end users. Then three different potential situations were conceived, while a service will be used, for avoiding future unpleasantness. So, this is how the spontaneous user, overtime parking, and ideal cases were developed. This helped to understand the service and built a future vision of the service and its outputs. After the concept was established, the initial prototype was realized.
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DELIVER
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竊単ROTOTYPE
TEST In order to get a sense of the potential of the product, a usability test was conducted for end-users to evaluate it. The main purpose was to investigate if the participants associations with the service is the same as the intended criteria. With base in an iterative design process, the evaluation was performed on an interactive wireframe, where the user was able to click his or her way through different scenarios on their own to get a sense of how the service and visual identity is communicated to the user. The desired criteria is summarized in the following four points:
EASY TO USE: The application shall guide the user with coherent steps, require as little instruction as possible. TRUSTWORTHY: The application shall give the user confidence during the usage process, by being organized and displaying everything when it is needed.
EASILY ACCESSIBLE: The process for registering and developing the booking steps must be clear enough for
giving the users a good understanding of the process as well as easy to approach. In other words, the barrier of entry should be low.
EFFICIENT: The process shall be easy and straightforward with few steps, letting the user book his spot of interest in a fast way.
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METHOD Microsoft’s Product Reaction Cards formed the basis of the data collection. The method is commonly used in software design as an indirect way of getting the subjects’ emotional response and desirability of a product. The tool was designed by Microsoft as a tool to measure intangibles such as “desire” and “fun”, more specifically as an alternative to the more common lab based usability tests, which are excellent for finding out if users can complete a task, but less efficient at measuring the intangible aspects of the user experience such as “fun” or “enjoyment” and ultimately if the user would be willing to buy the product. While such intangibles are often measured using questionnaires with Likert scales, it is proposed that this approach has the main problem that the anchors or questions are defined by the author, and thus mean more to the author than the subject. While interviews can collect useful data, care has to be taken to avoid users holding back or having problems formulating negative criticism. Due to the practical nature of the toolkit, it holds some disadvantages, such as resulting in qualitative rather than quantitative data, and the data not being generalizable (the techniques are biased towards information used to judge user experience). On the contrary advantages include candid feedback (information the users usually hold back due to social barriers, such as negative feedback) and that the tool is quick to administer and the data is quick to analyze. [30] The qualities of interest in Spot Buddies are trustworthiness, ease of use, accessibility and efficiency. As the first three aspects are considered intangibles, while the latter might be more easily quantifiable, the method was found suitable for this step of the design process.
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PROCEDURE
Non-probability convenience sampling was used to recruit participants for the test on campus. A total of 8 people participated, 5 males and 3 females, all except one in possession of a valid driving license. The last participant completed his final driving license exam a few days after the test. Each of the participants were presented with a set of introductory questions, ranging from questions about if they were familiar with NFC and QR-codes, smartphone experience, driving and in particular parking experience. Five out of eight participants could relate to it and the rest only knowing about it. That said, all the participants have driver license, knows about the NFC and QR-code and are used to interact with a smartphone. Overall the procedure was divided into the following three consecutive steps: 1. Act out the scenario by interacting with the prototype 2. Pick out approximately five cards that applied to the interactive wireframe 3. Interview for further information Act out the scenario Each of the participants were given one of the four scenarios described in table Scenario, each including a specific set of tasks for the participant.
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Product Reaction Cards This part of the test was divided into three parts, with the participants being instructed to pick out approximately five cards from the 118 reaction cards that best described each of the following points: Content: Describe the nature and level of information provided in the application. Interaction: Application flow, functions easy to find, could you accomplish the desired tasks? Setting: Layout, GUI, did the positioning of elements make sense? Some participants picked up to 6 reaction cards while others only picked 4 reaction cards and the same cards could be used for all three categories. Following the selection of cards, the participants were interviewed through an indepth semi structured interview discussing and elaborating on their choice of cards. The subjects were also asked why they did not choose the expected cards.
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RESULTS Three methods were used to analyze the data, namely quantitative content analysis, qualitative meaning condensation and lastly a meaning interpretation, merging the quantitative data with the qualitative data. Content analysis was used to analyze the chosen reaction cards by the participants, allowing converting qualitative data into quantitative data, hereby displaying the collected data through quantitative diagrams. The following three diagrams represent the content, interaction and setting of the application tested.
An overview of the distribution of the cards chosen depending on the categorisation can be seen in image x. The ten most frequent cards made up a total of 49,5 % of the 111 chosen cards and will be the basis of the following analysis. It can furthermore be seen that the ten cards were roughly equally distributed across the three categories, with content most frequently associated with ‘useful’, ‘understandable’, and ‘convenient’, while interaction was most frequently described as ‘simplistic’, ‘intuitive’ and ‘comfortable’ and easy to use. Lastly setting was described as ‘organized’, ‘simplistic’, ‘straight forward’ and ‘consistent’. A closer inspection of the words furthermore seems to indicate that similar words were chosen in the respective categories, e.g. useful and convenient in the content category are very close in meaning, similarly to the words consistent and organized in the setting category, and lastly intuitive and easy to use in the interaction category. This is furthermore backed up by the meaning condensation of the comments related to the discussion of each word in the following interview (see table Top Cards Chosen), where similar comments and wordings were often used in the respective categories.
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MEANING CONDENSATION The top ten did not include a single ‘negative card’, but overall fifteen negative cards were chosen distributed on thirteen different cards. This is considered low in considering the original set of 111 cards and However, all critique is important, and the critique is summarized in a meaning condensation table with the negative cards (see table Negative Cards Chosen). This provides an overview of the cards as well as the reasoning behind the selection. It was noticed that one particular participant did not find the design aesthetically pleasing, and did not find it attractive as it is something seen before. He furthermore found it unpredictable in terms of not knowing what would happen when pressing the buttons, which contradicts the remaining participants reaction as they found it intuitive and could relate to other applications making it easy to understand as it is familiar to how typical booking systems work. The same participant also found the application to be untrustworthy because the owner do not know who he is renting his property out to. It was therefore suggested by the participant that more social activities between the two parts could be a solution, which contradicts with his comments on the process of the owner having to be fast. This is however not considered a problem, as it was a deliberate choice to leave out the social aspect, as requiring extensive communication between renter and owner might cause more nuisance than gain. Apart from this, the general feedback of the negative points is well known by the team; the buttons might not be big enough, the application might happen to be slow due to running through the web, while other found the design to be rather dull and lacking color. The following part contain considerations as to why participants did not choose the expected cards: 'trustworthy', 'efficient', 'accessible' and 'easy to use'. By looking at (see table Desired Cards Not Chosen) the majority of the reasons for why they did not choose efficient, accessible or easy to use is because it was overlooked or the word did not come to mind. On a few occasions the card was deliberately not chosen, with the main reasons being "buttons too small", "only available on smartphones", "technical problems" etc. However, overall the results indicate that the application was interpreted as being efficient, easy to use and accessible, according to the participants. Regarding trustworthiness the participants need more time and better information, as building trust towards especially a service system requires time. It requires not only time and information but also reviews and usage to build up a trust towards a system.
CONCLUSION As a conclusion it was discovered that too many cards were used, and half of the cards would have been more approachable for the participants. Though the amount of cards was large, it was still possible to get valuable information about the participants emotional response and desirability towards the application as 49,5% of the cards chosen were the within the top ten cards. Although the participants did not choose the desired reaction cards, it can be said that there is a potential in the proposal as further analysis showed that the cards chosen by the participants are associated and similar to the desired cards. The reason behind the participants not choosing efficient, accessible or easy to use was due to minor issues such as the cards being overlooked, or that they did not come to mind etc. Trustworthiness though, requires time. The evaluation showed overall positive results, and clearly indicated potential for future product design iterations.
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→GENERAL CONCLUSIONS
“Spot Buddies” service was created for drivers who are wasting too much time to find a parking spot. In order to arrive to the final solution, the project went through several design phases, which are discover, define, develop and deliver. In the first phase it was gathered information and insights for the future service through exploratory research and desk research. All the findings were analyzed and reviewed in the next chapter: define. It were defined the user requirements by applying affinity diagram tool and P.O.I.N.T. In the third chapter, those requirements helped to develop a solution: “Spot Buddies”, it’s a service that will open new parking spots in Copenhagen. This idea was prototyped and iteratively tested in the last chapter to receive user feedback. The service was built around three key words, which are information, booking and saving time; which changed during the development of the project and ended to be reflected like this in the service, helping drivers to park easier and save a little time by having a spot booked in advance. During this experience, the service will keep the driver informed offering guidance on the information delivered, classifying it for better understanding and management of their time and needs. This service could have economic, technological ecological and society implications:
Economic implications: It will drop down the parking costs by reducing the time for locating a spot and increasing the offer, facilitating the system of parking by making it more efficient and effective, because now the majority of available parking lots in the city will be used.
Ecologic implications: It will reduce the amount of gas wasted in the air pollution, keeping the city greener, and will avoid the construction of more parking spaces, raising the use of ecological displacement.
Technologic implications: A mobile application with simple and automated process, that will offer a faster and efficient experience of use.
Society implications: Less traffic congestions in the city due to the fact that drivers won’t spend time driving around. It will engage people contribute to society benefit by creating value: renting their private spots for people who need it.
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Parkering Info. Available also: https://itunes.apple.com/dk/app/parkeringkbh/id436681077?mt=8
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Parkopedia. Available also: http://en.parkopedia.dk/
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