Sharing Makes Life Easier!
Parking Service Design Product Report
Programme: Service Systems Design Semester:
7th Semester
Semester Coordinator:
Title: Parking Service Design Project Period:
Aalborg University Copenhagen A.C. Meyers Vænge 2450 København SV, Denmark
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, involving them in the structure of the service as managers of their own parking experience.
Copies: 1 45 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 Service Definition: Spot Buddies
Service Definition Service Blueprint Before-During During During – After Motivation Chart & Service Cycle
Touch Points
Engaging the user How to book a spot? Spot’s sign Problem Solver Income check
Unexpected User Blueprint
Unexpected user 1 Unexpected user 2 Unexpected user 3
Use Cases
Driver Owner Unexpected user 1 Unexpected user 2 Unexpected user 3
Understanding the System
System map Decision chart
Service Environment
Stakeholders map Business canvas model Implementation details
→INTRODUCTION
This report aims to be a guide for understanding the service implementation through the explanation of all the service process and possibilities. Every step is developed in diverse graphics and tools for giving the reader an insight of the service from different points of view. In the first chapter the book will develop the ideal process of the service, which means the way the service must works for giving the users an optimal experience. So the same relevant touch points of the service will be highlighted and explained for a better comprehension of form and functioning inside the system. Later on it will be presented how the interaction with unexpected users is managed in the service and the different use cases for these situations. Unlike to the blueprints the user cases will give the reader a better understanding of the interaction process. For better understanding if the development environment and characteristics of the service a system map will be presented system map as well as a decision chart that will represent the service as an understandable flow, being iterative in the flux of the information in and out the system, and at the same time how the decisions of the users interaction will change and transform the way the service is offered. Now that the reader has a general comprehension of how the service may work and how it will be interacting with the users it will be introduced to the stakeholder’s relation with the service, how they interact and how relevant they are for the correct functioning of each one of its parts, adding the business model projection of the service. For ending this document the implementation details will be described for giving the reader a final guide for running the service. This will include the programming characteristics that the service will require, software and hardware and the physical development of some of the touch points that will permit the users enjoy the service and take advantage from it.
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SERVICEDEFINITION Visual Identity Service Blueprint Before- during During During- after
Motivation Chart & Service Cycle 3
→SERVICE DEFINITION
Sharing Makes Life Easier! The name was chosen in this way for giving the user a friendliness perception of the service as well as the perception of other users that make part of the system. This informal expression gives the user a confidence and trustworthy sensation that will be supported in the good monetary results and experiences using the service.
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→VISUAL IDENTITY Graphs and figures are made by using solid colors, with dark and light contrast in the same shape. Used colors:
C: 72 M: 64 Y: 61 K: 15
C: 26 M: 20 Y: 18 K: 0
C: 39 M: 1 Y: 0 K: 0
The selected typographies are Myriad Pro and Impact. The first one will be used in Regular, Bold and condensed bold style; the second one will be used as regular style
C: 12 M: 8 Y: 9 K: 0
C: 68 M: 3 Y: 0 K: 0
The concept is about renting private parking spots to people who need them, for cheap prices, using an easy and simple system.
The service provides new parking spaces for drivers around the city, delivered by citizens that own private parking spots that can receive money for renting it. The goal of the service is to give the drivers parking spots, near to their destination point, by offering a fair price fee per hour and encourage spot owners to share with drivers around the city. The service will work as an application that can be used through a web page or any smartphone. It will also connect the digital interaction of the application with a physical sign at the parking spots, for helping the users to find the spots and interact in different ways with the service. It is addressed to drivers and owners around the city that will have an interest on improving their experience in parking around the city. Having a young spirit of sharing and a respectful mind for caring other people's places, following their rules and constructing confidence between them. The blueprints that follows will present the ideal develop of the process, showing the relationship between the different users, the system and the relevant touch points that make part of it.
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→SERVICE BLUEPRINT
BEFORE - DURING The service will be in contact with the user for the first time when it is aware of its existence, through advertising and application raking. This advertisenment will be developed through the web page of the system that will work as the application in user’s smartphones keeping connection through the same database. The web page will provide the user with enough explanation and a specific script for understanding how the service works and how he can receive profit from it. (For further information about this first touch point, go to touch point’s chapter). After familiarizing with the service, the user will be able to download the application into his device. Even if the service can be offered from the web page, the user will have a superior experience by downloading it, due to the process of interaction that later will ask for smartphone interplay in other service touch points. Once the mobile application has been downloaded, the use of the service will start. The system will ask for creating an account and immediately the database system will send a confirmation e-mail. Now, that the user is part of the system, the application will require to enter specific information for defining it as a driver or as an owner, or as both. For registering as a driver the user must introduce his car plates and general car characteristics; for being recorded as an owner, the user must upload all the information required as address, surrounding environment, price, available schedule and specific requirements that drivers must take into account for correct care of the place. When the user saves this data, the database updates the new profile and will make it public in the system.
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DURING After the user is logged in, the application will automatically display the parking spot booking process and the user, in this case the driver will be able to start selecting the time that will use in parking and the specific date and time that he will need it. When this is established the user will be able to select his destination providing the system database with all the requirements for searching the most convenient spots for him. The database system will show the user through the application the result of that research, by displaying the information in a map, or in a table if the user chooses that option, in that way he will be able to compare and select which spot is more useful for his actual needs. He will be able to read each owner’s rules and conditions of use, as the prices and surrounding environment, without forgetting also the distance to destination. Since the user selects a spot and agrees the owner’s terms and conditions of use, the application will ask him to confirm his selection by summarizing in one screen the time, date, price and the spot’s location of the booking. When the driver confirm the information displayed the owner will receive a notification through the application that will aware him of his spot status. Meanwhile the application will direct the driver to the spot by using a GPS system, accompanying the user to his parking destination.
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DURING - AFTER When the user arrives to the spot, the system will ask him to check-in into the system using the sign placed at the spot. Depending on what the user has access to he will be able to make this process by using QR code scanning or NFC tag reading. This process will inform the system that the time for this user has started being aware of the notification of time remaining when the parking period has ten minutes remaining. Thereby when time arrives to its limit the database system will send the user a notification for assuring that he will arrive on time to the spot and will not over park, triggering negative consequences within the system. At the same time the application will give the user an option of time extension, only in case the spot is available, and will be specific in the remaining time that can be used by the user and will ask him to pay that additional time. In that way the driver will be able to extend, if possible, the time left and will receive again a notification of time remaining when the new selected time expires. When the time is over, the driver will go to pick up his car and the application will ask him to check-out from the spot, in that way the system will be capable to update the spot’s status in the database, and the owner and other drivers will see its availability. The after service process shows that once the user has used the spot it is able to rank his experience in that spot, giving also a review of his experience, sharing it with other drivers that use the application. The driver will also be able to enter into his account and update his personal information, create his account as a spot owner and check his parking history. In the owner’s case he will be able to update his personal information, spot information and will have a special option in the application for reading his income history, for evaluating the profit from the service.
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→MOTIVATION CHART
This chart discloses the relations between the users that participate on it, drivers and owners give each other, specific elements during the interaction that will provide them a good experience during the use of the service.
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→SERVICE CYCLE
The service cycle makes clear how the process of booking finishes and starts, from the selection and evaluation of a spot and emphazises the vitality of the scoring element inside the functioning of the first part of the service, in the measure that it helps the users to make their opinions and perceptions heard by other users for being taken into account at the moment of selecting a spot. Scoring will give the service a way for measuring quality of the service delivered from the owners to the drivers.
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Touch Points
Engaging the user How to book a spot? Spot’s sign Problem Solver Income check 13
→ENGAGING THE USER
This touch point will be the trigger for making the users in touch with the service. Objective: Inform people about the way the service works, and how they can get benefit from it. How: This information will be displayed through the web page and the application.
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HOW TO BECOME A DRIVER? Step 1: Register in the system: You need to create your account for being part of the service. Step 2: Register own car: You have to deliver exact information about your car for recognizing it inside the system. Step 3: Book a spot: The service will guide you finding the perfect spot to your destination. Step 4: Pay: You don’t have to worry about paying expensive SERVICE FOR THE DRIVER: parking, and the payment will be registered before you arrive to Finding available spots with cheaper your destination. prices, easier, faster, near location, receiving time notification through an BENEFITS FOR BEING DRIVER: easy payment system. - FIND NEW AVAILABLE safe and fair price spots for your car - FAST AND EASY process for being part of the system WHO CAN BE ADRIVER? - You can use the service FROM WHEREVER you are Driver is anyone that has a legal driving - TIME REMINDERS for avoiding fines license and is interested in paying less for a parking spot near his needed location.
BEING PART OF THE SERVICE: For being part of the service you can register yourself as an owner or as a driver depending on your needs or interests. HOW TO BECOME AN OWNER: Step 1: Register in the system: You need to create your account for being part of the service. Step 2: Register the spot: You have to deliver exact information about the spot you want to share and define the rules you want people to follow for taking care of it. SERVICE FOR THE OWNER: Step 3: Make the spot visible: The service will provide you a sign Additional profit for renting his private for making the spot visible for the drivers; you just have to permit parking place to drivers around the city. our stuff install it and agree to take care of the sign. WHO IS AN OWNER? Step 4: Receive money: You will receive money directly into your People who own private spaces for account from the drivers each time they book your spot. parking and can legally profit by renting them. BENEFITS FOR THE OWNER: - REAL profit for renting the private spot - CREATING new spaces inside the city: Keeping it greener - GIVE TO GET by sharing your place; other citizens like you, need your help - FAST AND EASY process for being part of the system
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→HOW TO BOOK
This touch point is essential for the general deliver of the service experience. Objective: Giving the user and easy and clear process for booking a parking spot near destination. How: This touch point will be developed during the use of the application.
Because the user needs an easy and understandable booking process this touch point was selected as one of the most relevant during the service. The process will try to give the drivers a fast way for finding, comparing and selecting a spot, also making the payment process as an integrated part of the process. The process of booking will start giving the driver the possibility to select the date and the amount of hours that will need for parking. Afterwards the user will have the opportunity to choose his destination in a map provided by the application. Once the destination is selected the system will be able to provides the driver with available spots, which will be related to the time that the user had chosen. The application will provide the user with a comparative chart, for collating the possible spots for parking and choosing the one who fits the best his needs and budget. When selecting the specific spot the driver will have to accept the owner's rules, for taking care of the spot and the surrounding space. When the driver agree the owner's terms and conditions, the application will send the user a payment confirmation, summarizing what the user selected: time, date, spot and total price for parking. After confirming the payment notification the driver will be guided to the selected spot through GPS. And the database will give notice to the spot's owner through a notification in the application, making him aware of the driver's selection.
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Choose destination through the map, and have a look to the different available spots.
Comparison chart that helps the user selecting the best parking spot.
Booking process summary.
Owner’s general information can be seen by the driver when browsing into the different spots.
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→SPOT'S SIGN
This is the only physical touch point that connects the user with the digital world. Objective: Help the user finding the exact location of the parking spot. How: A physical and visible stick in the floor.
This stick will provide users with two different ways of approaching the service: 1. The sign as showed in the blueprint will interact with the driver that already booked a spot, by helping it to make check-in. 2. When a user finds the sign and gets aware of the service, he will be able to book the spot directly from there. The stick will have a measure around 90cm high, the colors that will identify them are grey, present in the material that is made of, dark grey and blue present in the sign image that will be recovered with an special material for glowing at night. The image that will be showed in the sign will be a poster that represents the application logo: Spot buddies, with the name and will have the instructions of use, for each one of NFC and QR code. It will have an NFC tag and a QR code, aiming to reach all possible smartphone users, giving them an easy and innovative way of connecting with the application through physical connections. Both will direct the user and connect him with the system and depending on the different situation will feedback them through the application.
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QR code sticker
NFC tag
Instructions
Application visual Identity
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竊単ROBLEM SOLVER
This one can be used any time is needed, in this case is after arriving to a spot. Objective: Help the user with any adverse situation that can appear during the use of the service. How: These options will appear inside the application as a constant access button that can be displayed anytime the user needs it.
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The focus of this touch point is solving a specific situation for a driver in this case not being able to park at the spot that is supposed to be available. In case the driver arrives to the determined spot and it is occupied by other car, the system will require the driver to post and report which is the problem, the specific problem in order for the system to take care of the situation. After reporting the system will offer a new parking nearby his actual location regardless of price. This means that the user must send the number plates of the car parked there, for helping the system to know if the car makes part of the service or not, in that way the system will decide what kind of action has to be done, and if the consequences of penalization depending on the case, have to be directed to another driver or to the owner. In case it is a driver that makes part of the service, the system will automatically ask for a fee, due to over parking. The initial driver will not have to encounter this kind of situation because the system will know that the spot is not available preventing new users to arrive losing their trip. In case that the situation is the owner’s fault, the system will not give him the money that corresponded to that initial booking that the driver had done, additionally will receive a penalization inside the system through the ranking system. The system will decrease the owner’s score of excellence, as a way of making the owner aware of giving a better service to drivers around the city.
The user will help the system to solve the situation.
New parking spot options from actual location.
Notification to the user who over parked or caused the situation.
Final consequence for the driver who over parked.
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→INCOME CHECK
The user can access to this touch point any time he desires, not only in the after service. Objective: Help the user evaluating his monthly income for avoiding taxes and get motivated of using the application. How: These options will appear inside the application inside each user’s profile and can be displayed anytime the user needs it. Renting the driveway activity can be treated like a self-employment. According to SKAT, all income from employment or self-employment is taxed at 8% before income tax. This tax is termed a "gross tax" (Danish: Arbejdsmarkedsbidrag). An income DKK 42,800 (2014-level, adjusted annually) is income tax-free, but subject to the gross tax. The maximum price that an owner can rent a parking spot is 15 DKK per hour. This limitation will be included in the system. And the owner will be informed when he/she will register in the system. By assuming that an owner will rent the spot for 6 hours every week day, and will charge the maximum 15 DKK per hour he will obtain the following: 15 * 6 = 90 DKK per day 90 * 22 = 1980 DDK per month 1980 * 12 = 23700 DDK per year.
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Where: 15 DKK is the maximum for an hour; 6 renting hours per day; 22 the number of weekdays per month; 12 months.
There is a small possibility that an owner will exceed the annual income amount of 42,800 DKK. But, even if this situation might happen, the service can notify the owner about his income level, and he will be advised to adjust the parking prices, or owner can check his income in his own profile any time. This touch point will give the user graphs for revising his monthly income with the service, in that way he can evaluate what is more convenient for him, if changing the prices or encourage to give the spot free once in a while.
The user will find the income button in his profile.
The income will be showed yearly and monthly in graphs that can make them easier to analyse.
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Unexpected User Blueprint Unexpected User 1 Unexpected User 2 Unexpected User 3
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→UNEXPECTED USER 1
Having a physical element as part of the system will make the users easily aware of the service. In case a user that makes part of the system finds a free spot with the sign of the service, he will be able to enter by connecting directly with the NFC or QR code in the sign. The system will ask him to log-in into the application and will tell him if that specific spot is available or not. If it is available the application will display for the user the time that can be used, the price and the owner terms and conditions in that way the user can decide to take it or searching for a new one. If he decides to select this one, the system will send him a confirmation, like the one in the common booking, for proceeding with the payment. Once the driver approves and pays he will be able to check-in through the sign and will be able to park there. The rest of the service interaction will continue as it is established.
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→UNEXPECTED USER 2
In case the spot is not available the driver will be redirected to a new research taking into account his actual location as destination. He will be able to compare different options and will continue the selection as the common service follows.
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→UNEXPECTED USER 3
In case the user that finds the sign is not part of the system, he will read the instructions and relevant information placed on it and will be able to download the application from the NFC tag or the QR code. The system will ask him to register as a new user and will redirect him automatically to the availability of this specific spot, depending if it is available or not the user will follow the steps from the blueprints mentioned before.
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STORYBOARD
Owner Driver Spontaneous User Spontaneous User (Outside service/available spot)
Spontaneous User (Outside service/available not spot) 29
→STORYBOARD
STORYBOARD#OWNER
STORYBOARD#DRIVER
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STORYBOARD#SPONTANEOUS USER
STORYBOARD#SPONTANEOUS USER (OUTSIDE SERVICE/SPOT AVAILABLE)
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STORYBOARD#SPONTANEOUS USER (OUTSIDE SERVICE/SPOT NOT AVAILABLE)
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SYSTEM MAP Start Booking Income-check
DESITION CHART 33
→SYSTEM MAP START
This graphic show the way the service is connected to the database and how it is sending information to the user and receiving inputs that then can be translated into next steps for the first user or information for other users that are also using the application.
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BOOKING
The booking process is contemplated from both starts, normal application download and finding the physical sign in a specific spot. The chart also includes some stakeholders that are involved in the information management process such as the payment process. For answering the different user requests of profile and spots availability and information the system has two different databases that separate the information between spots information and users accounts.
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INCOME CHECK
This last chart develops the relation between what the owner does with the application and the database. It shows how each action of the user is related to different information flows, also the different information between the two databases.
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→DECISION CHART
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STAKEHOLDERS MAP BUSINESS CANVAS MODEL
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→STAKEHOLDERS MAP
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In the present stakeholder analysis are identified the key actors and groups who are involved in this sharing parking service. All this stakeholders will work together for a common cause and provide the best service for the society. The stakeholders will be motivated to collaborate in the service’s development, because it will solve a problem of parking availability in the city by opening new spots and maximize utilization by making the space publicly accessible by renting at cheaper prices. The service will influence stakeholders opinion of the service by providing a trustworthy system. In the Stakeholders map were identified three groups: Core, Internal and External. “Core” the groups that are developing the parking sharing service: Here are placed the service provider who is responsible of the well-functioning of the service, offering the necessary support and continuous improvement to its customers. The marketer will promote the idea to customers and help to develop the service, for maintain the motivation and interest of the customer. “Internal” are the groups are the service partners: The owner of a parking spot who can be also a driver is the service partner. He is the one who will make the service exist, because is having a big influence in its development, working as the provider of parking spots for the drivers. This is the reason why the service provider must have a special care of his service experience and motivation with the use. Parking signs provider is the one who work together with service provider to install the necessary signs in the owner’s driveway. “External” are other entities that can influence this service to succeed or stop the project development: Copenhagen Municipality can assist this service, improve it and offer a good support trough rules. Can also promote it by encourage people do share and use this service. SKAT is responsible for taxation if the owner exceeds the corresponding amounts of annual income. Bank is responsible for the money transaction between driver, owner, service maintenance and SKAT. Competitor a healthy competence and make a better service. Police ensure the public security. Government is responsible of creating general rules that can facilitate or not the service development.
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竊達USINESS CANVAS MODEL
Business canvas model was used to prove the feasibility of the service solution. The tool helped map, discuss, design, and describe the business model through nine business blocks. 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 a cheaper price.
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IMPLEMENTATION DETAILS
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→IMPLEMENTATION DETAILS For concluding this book the specification of the implementation of each parts of the service is necessary. This will be relevant at the moment of analyzing the viability of the service, its price and requirements. The implementation is divided into two aspects; the first one are the actions that must be made for reaching the optimal result of the service and the second one is the maintenance level that the service requires for functioning the best as possible.
Actions Required: Developing the application code and wireframe interaction. Develop web page content and interaction with the user. Construction of two principle databases working together in the same server, interaction with the web page and the application. For the spot’s sign it will be necessary to analyze the correct material for constructing the sign, as the material of the printed information might be made of for glowing and being visible for the users. Another relevant factor to take into account for the spot’s sign is the installation process, that has to be evaluated for accomplishing the users interests; from the owner’s perspective it is necessary that the job is well done and clean, and for the driver to make it visible and functional delivering the correct interaction service.
Maintenance Required: The application may need permanent bug fixing and improvement process taking into account user reviews and competitors in the market. The web page may require a constant maintenance and update of information for giving the user always new data. The sign, depending on the chosen material of construction will need a specific period of maintenance, as the QR code sticker and the NFC tag must be checked for maintain their correct functioning. The service system must be, both database and delivered service, constantly revised and improved; for example revising each step of the service making it work smoothly and with less process for the users.
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