The publication requires many information and MobyPark wanted to offer a flexible system to provide these information and parking spot availabilities.
The diversity of user scenarios pushes us to balance between simplicity, rich features and speed. On the top of that, we were faced with dramatically different customer journeys on mobile and desktop.
The diversity of pricing, promotion, billing type and currencies has been a great challenge to align precision, speed and robustness. This requirement was strongly reinforced by MobyPark’s will to experiment different promotion model.
A great emphasis had to be put on engagement and shaping the future community. The Goal ? Design a User Experience (UX) through the website/mobile that will nurture and sustain a community where users embrasse the company's mantra « Be Happy ».
The entire system was designed with feedback and testing by both owners and drivers and is a first of its kind for the parking industry. This helped create a unique, scrolling digital journey for users to experience. The polish comes in the form of numerous interactions throughout the site – creating interesting features to keep the user engaged with the brand. Each moment of the experience is designed to engage and immerse.
Potentially more than 15 set of data have to be provided to publish a car park. Therefore, we chose to make forms very dynamics and we created multi-steps. 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 brand identity created was as revolutionary as their technology, with a bold and minimalist style. The vibrant design reflects the balance of ever-changing technologies, solutions, and relationships.
We’ve implemented a various metrics tools 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.
Park owner has to provide more than 15 set of data to publish a car park. We analyzed:
Discoveries metrics helped MobyPark discovered that:
These discoveries helped the sales team identify where to look at new car park owners and how to manage their relationship with car park owners.
Company owners were really after providing a seamless customer journey. We also learned that Hotels were already familiar with the parking sharing and they were looking for solutions to optimise it.
Therefore, MobyPark started to automat the opening codes and this helped a lot the 2 segments.
Technical Metrics helped to identify how to improve the way the payment solution was implemented and improve the performance of the search engine that positively impact the conversion. Besides, technical metrics ensured us that RabbiMQ was an excellent choice to manage the status of bookings.
The business goals are just as important as the functionality. Like personal training, we're measuring results from both on, and beneath the surface. At a glance, MobyPark is clearly one of the few brands in its industry that boasts a website experience that is this enjoyable across any device. Just beneath, are all of the standard techniques that attract and retain inbound visits that are crucial to the business's on-going success. We developed the website/apps that move the needle. Please see below some achievements.