MobyPark is the Airbnb for parking. Its website and mobile app allow individuals and companies like hotels and banks to rent their free parking space to drivers at a competitive price and in a convenient manner.
The aim of the project was to use the information reported by the platform’s marketers and salespeople to design a solution that really helped its target audience. It was also important to identify features and best practices to improve customer service. The main challenges we were faced with were:
A lot of information is needed to efficiently manage car parks. MobyPark wanted to offer a flexible system that could organise this information, including parking spot availability.
The diversity of user scenarios forced us to create a balance between simplicity, rich features and speed. On the top of that, we were faced with dramatically different customer journeys on mobile and desktop.
A multitude of pricing structures, promotions, billing types, and currencies presented a challenge to the precision, speed and robustness of the platform.
The promotion of user engagement to establish a sense of community on the platform was a key focus. Our goal was to design a User Experience on both website and mobile app that would entice users to embrace the company's mantra « Be Happy ».
The entire system was designed with feedback from and testing by both owners and drivers. A first of its kind for the parking industry. The outcome was a unique, scrolling digital journey for users. Interesting features that promote numerous interactions throughout the site were created to keep the user engaged with the brand. Each stage of the user experience was designed to engage and immerse.
More than 15 data points have to be provided to publish a car park. To lower friction, we utilised dynamic and multi-step forms. This include:
drivers have the ability to search car park based on facilities, booking preference, booking period and location. On the top of that, pricing rules are calculated based on the search made by the driver. To help drivers to sort out the results, we set up Google Autocomplete and given the ability to drivers to range the list by the nearest or cheapest. Given that the smallest unit for the booking period booking is 15 min, we had to use a strong infrastructure on beneath to make sure it’s scalable. The infrastructure included Elastic search, RabbitMQ and Angular JS.
Given that the car park list and the map don’t provide the same information about a car park. Therefore, a strong UI (User Interaction) between them was recognized as a must-have to make sure the users don’t get lost on the road when they switch between the list and the map.
Some drivers organise their trip in advance by train or airplane and they usually know exactly what they are looking for. Consequently, an alert system had been designed to notify them if they did not find what they are looking for the first time. Besides, dates, location and email address are pre-filled if the user is logged in and the fields in search engine have been filled.
all car park owners can be messaged if the user is logged in. The messaging system was a wonderful leverage to help owners build trust with their potential clients. Moreover, we’ve implemented a few rules with the messaging system such as anti-spam filters, hide email address and telephone number, report spam, etc.
we’ve designed a pricing model and the search engine uses it to compute the price in real time. The model was extremely ambitious and inspired from the way hotels and airlines price their clients. On the top of that, we’ve implemented prioritization rules between criterions in the model to prevent conflicts, incompatibility and absurdity. The model included 8 massive criterions:
we’ve designed a promotion model and the search engine uses it to impact the final price displayed in real time. The administrator can create unlimited rules and each new rule is analyzed to prevent conflicts, incompatibility and absurdity with the existing ones. On the top of that, the administrator can create discounts that will only apply for specific country, period, users and/or volume. This was a killer feature for the marketing department. They were able to test many different techniques and hack the business.
In a typically conservative industry, MobyPark wanted to leverage their modern approach with a brand that echoed their evolution. The new brand identity is as revolutionary as their technology, with a bold and minimalist style. The vibrant design reflects the balance between ever-changing technologies, solutions, and relationships.
We implemented various tools to measure metrics and organised user interviews to determine what’s important for drivers when they look at parking spots and the locations they desired.
We compared the performance of traffic acquisition sources and we focused on how to optimise the conversation rate for acquiring car parks and clients.
We tracked the Website/Apps speed, Form errors, Transaction errors, Server errors, Log in errors, API errors and Pay out errors. These trackers were essential to make sure there are not technical barriers to the purchase or to publish a parking.
Parking owners have to provide more than 15 set of data to submit a car park. We analyzed:
Discovery metrics helped MobyPark learn that:
These discoveries helped the sales team identify where to find new car park owners and how to manage their relationship with car park owners.
Company owners wanted to provide a seamless customer journey. We also learned that hotels were already familiar with parking sharing and were looking for solutions to optimise it. When MobyPark automated gate opening codes to for easier car park acess it helped both parties.
Technical metrics helped to identify ways to improve the payment solution. It also helped to improve the performance of the search engine which positively impacted conversion rates. It confirmed that RabbiMQ was an excellent choice to manage the status of bookings.
Business goals are just as important as functionality. Like personal training, we're measuring results both on and beneath the surface. At first glance, MobyPark stands out as one of the few marketplaces in its niche that boasts a website experience that is user-friendly across any device. Below the hood, we have optimised the techniques that attract and retain inbound visits which are crucial to the business's on-going success. We have developed a website and app that truly moves the needle.
We improved the opportunities for success for more than 30 companies this year. We can do the same for your new digital product or platform.