Case study: Mobypark

Mobypark
Parking
B2C and B2B service marketplace

MobyPark is the Airbnb for parking. It allows individuals and companies like hotels and banks to rent their free parking space to drivers at competitive prices. Our aim was to use marketing and sales data to design features that could improve the UX.

10x revenue increase
built on better UX
32 versions released
Jan 2014 - Feb 2018

Challenges

Managing car parks
Managing car parks

Lots of information is needed to efficiently manage car parks. MobyPark wanted a flexible system to organise data including parking spot availability.

Finding a car park
Finding a car park

Diverse user scenarios and different user journeys on mobile and desktop forced us to create a balance between simplicity, rich features and speed.

Pricing and promotions
Pricing and promotions

A multitude of pricing structures, promotions, billing types and currencies was a challenge to the precision, speed and robustness of the platform.

Payment flow / revenue tracking
Payment flow / revenue tracking

The payment system had to accommodate aspects like driver payments, owner payouts and refunds, while owners and admins needed to track performance.

Parking access
Parking access

Property owners required an automated (IoT) solution that connected the digital platform with entry booms so customers could access parking areas.

Better user experience
Better user experience

Increasing user engagement was a key focus. Our goal was to design a user experience on both website and mobile app that would delight users.

Our Approach to Tackle the Challenge

1Build
Organise availability

We built a custom interactive calendar to show parking availability on ad hoc, daily, weekly, and monthly basis. This supported the diversity of use cases, i.e. company and individual owners.

2Measure
3Learn
Revealing driver preferences
Revealing driver preferences

We implemented various tools to measure driver metrics and organised user interviews to determine what’s important when they’re looking for parking spots in their desired locations.

Insights: Drivers search for car parks based on hot events such as music concerts, around transport nodes such as airports and train stations, and in big city centers. Drivers were sensitive to discounts and information on how to access the car park.

The result

MobyPark was designed with feedback from and testing by both owners and drivers. The outcome was a first of its kind solution for the parking industry. Features that promote interactions throughout user journey keep customers engaged with the brand, while below the hood, advanced functionality attract and retain inbound visits which are crucial to the platform’s on-going success.

5x decrease in search failures

10x revenue increase

4x growth in repeat purchases

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