The document is a redesign proposal for the SpotHero parking app. It includes sections on redesign goals, market research on the parking industry, competitive analysis of other parking apps, target user profiles through personas and user interviews, and proposed redesign concepts. The key points are: - The redesign aims to address pain points around usability, search filters, and engagement identified through user research. - Market research found the parking industry is valued at $25 billion annually but growing slowly as the market saturates. - Competitive apps like ParkWhiz, ParkingPanda, and ParkMe were analyzed based on features and user reviews. - User personas and interviews revealed a target audience

1. Mihyun, Kim
REDESIGN PROPOSAL

2. CONTENTS 1. SpotHero App Features
2. Redesign Goals
- Selecting redesign ideas
- Pain Points in detail
- Proof of Concept and example
3. Market Research
4. Competitive Analysis
- Park Whiz
- Parking Panda
- Park Me
- Positioning Map
5. Target Audience
6. User Persona
7. Interview with 3 Actual Users
- Interview Summary
- Interview Questions
8. Mood Board
9. Bibliography and Sources

3. SPOTHERO APP
DESCRIPTION
SpotHero helps you get everywhere, easier by
making it fast and convenient to find and reserve
parking in major cities. Plus, when you book your
parking spot in advance, you can save up to 50%.
MAIN FEATURES
• Compare rates and amenities to pick your
desired parking location by tapping each
bubble
• Easy-breezy event parking
- Search the venue to see a list of events. Tap
your event to find parking on that day, and the
right time frame will auto-fill
• Synced calendar integration is the great
feature.
• Book my favorite parking spots faster
• Usability 4/5
• Functionality 3/5
• Simplicity 3/5
• Accessibility 2/5
• Fun to use 1/5
• Presentation 3/5
EVALUATION CRITERIA
3

4. TARGET AUDIENCE
SUMMARY DEMOGRAPHICS
AUDIENCE INTERESTS
Target Audience is both men and women who have
the college degree. They are likely to have average
household median income less than $104,520.
Moreover, targets usually live in a suburban area
near the major city such as San Francisco, Chicago,
and NewYork. These people usually get to work by
their car and alone.
Gender
Male
Female
Browsing Location
Home
School
Work
Education
No college
Some college
Graduate School
College
Business & Industry Travel Arts & Entertainment Food & Drink
*Source: alexa.com, 2015 SFMTA Factsheet, “Who drives to Work?”Report by United States Census (2015)
The desired target user would be the current user of SpotHero.
To expand their business, the company needs to work more on
current target in their age 25-44 but also do not forget to
strive for appealing to people who are younger than 25 or older
than 45 since can be a promising target since more than 70~80%
of commuters in their age.
TARGET AUDIENCE
Men and Women
in 25-44 years old

5. CURRENT PROBLEM TO-BE
REBRANDING CONCEPTS
Visual system cannot
engage user in a
smart way
More actions to hold and
generate user’s lasting
attention

6. 01 02 03
Enable Share User’s
Experience to be
More Helpful
Redesign Payment
Process and Provide
a Way to steps
Improving UI Design
and Function based
on User Needs
Pain point
“When I try to cancel my
reservation, I cannot find the
cancel button easily”
“I cannot find any outstanding
advantages getting by using
this parking app”
Pain point
Users have to judge their
decision based on few
criteria such as distance
and price.
Pain point
“I cannot figure out what is the
logic that SpotHero provides
the parking suggestion lists to
me.”,
“The search filters are not
detailed as much as the
website’s”
REBRANDING GOAL

7. Safety
Price
On-Site Staff Get clear Directions to the Garage
Friendly Reminder for Remaining Parking Time
Star Rating SystemReaffirm for OrderIntuitive Cancel Button /
Keywords /Insights from Research Ideas from Research
Add a Car
Switch between users
More detailed information about spots/
Detailed search option
Solution
1. Show the updated version of ‘SpotHero Pass’
- Offer the clear step to a user from confirming parking reservation to ending
- Get notified how much the parking time is remaining
2. Operate Star Rating System
- Customers can leave their comments and favorite about parking spaces after they use
3. Add a More Advanced Search Option
- It enables the parking app users to satisfy their needs based on own priority order rather
than showing just search result
SELECTING REDESIGN IDEAS

8. PAIN POINT EXAMPLE
WHERE IS THE
CANCEL BUTTON?
NEEDS CONFIRMATION
FOR CRITICAL ACTION

9. REDESIGN FROM SPOTHERO
Add a five-star rating system on each garage
Plus Search Filter Options

10. OVERVIEW - TOPIC RESEARCH
When I interviewed with 3~4 people, who are actual users of a parking app, and all of them are drivers, I found
out that they do not pay attention much to the aesthetic dimension of the app. They are more inclined to
focus on the function such as a search filter option for a valet parking, an electric charger, the image view of
parking lots, and so on.
Besides, all are very concerned with their safety. Some people do not have a pleasant memory about
parking on the street in the city: e.g., theft, car scratch, and a parking ticket. Most also do not like it at all that
moving around for searching for a parking space and spending their precious time on the road.
Surprisingly, after several trial and error, interviewees said they do not use the app a lot as they used to since
they found their best spot.
THE EMERGENCE OF ONLINE PARKING MARKET PLACE
Drivers may still not be thinking about parking before embarking on their trip, but their mobile devices can now
provide off-street parking inventory availability and pricing to them in real-time as they reach their
destinations. There are also several companies focused on data aggregation, creating a comprehensive
database of facilities that include facility hours of operation, rate structures, entry and exit points, etc.

11. PARKING LOT & GARAGE MARKET RESEARCH
• Size of the market $25 Billion (2015)
• Revenue $10 Billion (2015)
• Annual Growth 2011 ~16 4.1%
• Market Insight
- Depending on the estimates, 30% of traffic is people just driving around to look for parking spaces
- According to a 2011 IBM survey, drivers globally spend an average of nearly 20 minutes per trip
in pursuit of a parking space
- Drivers may still not be thinking about parking before embarking on their trip, but their mobile
devices can now provide on-street and off-street parking inventory availability and pricing to them in
real-time as they reach their destinations
• Industry Threats & Opportunities
- The industry will become saturated, as more operators compete for slow-growing revenue
- Small private non employers have been drawn to the industry over the period
- The restrained pace of industry growth over the period reflects the market's saturation
- In 2014, CrunchBase captured $76 million in capital committed for parking tech companies and
saw a 40% jump in number of venture rounds recorded the year before

12. COMPETITIVE ANALYSIS
Park Whiz
ABOUT
• Usability 4/5
• Functionality 3/5
• Simplicity 3/5
• Accessibility 2/5
• Fun to use 2.5/5
• Presentation 4/5
ParkWhiz is an e-parking service that allows users to book a guaranteed
parking space before reaching their destination. In addition to its consumer-
focused parking solutions, ParkWhiz creates software to help parking
owners manage and market their parking using the ParkWhiz website,
mobile apps, and data APIs.
EVALUATION CRITERIA
GOOD POINTS
IMPROVEMENT POINTS
• Look so young and branded
• It has a star rating system
• While most apps can only promise savings of about 50%,
this app promises savings of up to 60%.
• Sometimes the app said “your time was extended for free.”
• Parkwhiz.com has a much smaller selection of garages and lots
in some area
• People complaining online about booked spaces not being
available, and about inferior customer service.

13. COMPETITIVE ANALYSIS
Parking Panda
Parking Panda is an online parking service that allows drivers to find and
reserve parking in advance. In addition to providing drivers with mobile and
web applications to find parking, they also help parking garage owners
manage their inventory.
• They often have places with the cheapest rates
• If the parking spot filling up, they tell you how many spaces are
left
• This application does not only allow users to pre-book a
parking spot but also gives users real-time updates while you
are searching for a parking spot around a block.
• ParkingPanda.com doesn't have the largest selection of parking
places among the apps,
IMPROVEMENT POINTS
• Usability 3/5
• Functionality 4/5
• Simplicity 3/5
• Accessibility 3/5
• Fun to use 1/5
• Presentation 2/5
ABOUT GOOD POINTS
EVALUATION CRITERIA

14. ParkMe displays real-time parking data, including rates, hours of operation,
payment types, real-time occupancy information, the locations of lot and
garage entrances and more. It all starts with a destination, which users can
instantly look up, in addition to plugging in pertinent information like mode of
transport.
• Usability 4/5
• Functionality 3/5
• Simplicity 3/5
• Accessibility 2/5
• Fun to use 1/5
• Presentation 3/5
• It locates all the available parking spots in your area so people
can quickly compare and save
• Available in 105 cities and 115 airports throughout North
America (best for seeing all the available parking in the area.)
• There's no enough information about how many spots are still
available, or whether the facility is full.
IMPROVEMENT POINTS
COMPETITIVE ANALYSIS
ParkMe
ABOUT GOOD POINTS
EVALUATION CRITERIA

15. IMAGE POSITIONING MAP
MAN
WOMAN
YOUNG
OLD

16. MARKET POSITIONING MAP
HIGH PRICE
LOW PRICE
MANY
SPOTS
FEW SPOTS

17. TARGET USER PERSONA
NAME Jane Lopez (26)
OCCUPATION Marketing Manager
STATUS In a relationship
Jane is a marketing manager. Although she is a heavy-
transportation user, sometimes she enjoys driving to San
Francisco. However, she is not good at driving, specially on-
street parking since she got her driver license just a month
ago. So before going to the city, she prefers to make a
reservation for a secured parking spot around her dating
place. Because Jane believes that it gives her some peace
of mind.
DEVICES MacBook, iPhone, Fitbit
LOCATION Sausalito
USER STORY & TASK
EDUCATION College
BUDGET PARKING FEE $5 /hr during the day, $0/ hr at night
PERSONALITY
Tech Savvy
Social
App Use
FRUSTRATION
• Sometimes the QR code does not work and so she had
to park elsewhere and go to the management office
• In the case of a parking garage for the first time, she
may not be aware of it
GOALS
• Finding a parking lot for beginners to park easily
• Searching for the cheapest car park around her
appointment

18. OUTLIER PERSONA
NAME
OCCUPATION
STATUS
Michael Owen (45)
Accountant
Married
PERSONALITY
Tech Savvy
Social
App Use
FRUSTRATION
• There are some other parking apps other than SpotHero.
: He has no time and sometimes it is very frustrating to decide
what would be more fit for him.
• He is not familiar with using QR code entering the parking
garage
GOALS
• Find the more reasonable price for monthly parking
near his office
• Searching for a new and secured spot
DEVICES IBM Thinkpad, Galaxy6 phone
LOCATION Evanston, IL
Michael is a senior accountant at the tax company located in Chicago.
He initially had lived in Chicago, but he moved to the suburban area a
month ago for better education of his three children and decided to
commute by his car to the work. His office building does not offer the
parking space, so Michael needed to find a monthly parking spot.
Even though he is not good at using an app, one of his young
companions recommended SpotHero to him and said ‘it’s worth to
try!’ He has two cars. Thus when his wife needs to use an SUV, he had
to drive a truck
USER STORY & TASK
EDUCATION College
BUDGET PARKING FEE $5/hr during the day, $0/ hr at night

19. INTERVIEW SUMMARY
• Most of them focus more on function than design on the app
• SpotHero users usually became to know this app through web searching and recommendation from
friends
• The frequency of use estimates twice a month. Rather than for commuting, people use a parking app for
their plans
• People use the app when they have to go to to the city, and for their safety first
• All users agree that SpotHero needs more function to make people visit more frequently
• It would be nice to provide their parking pass showing their parking time, where it is, and other related
information
• To have more users, SpotHero needs other functions than just booking a spot
INSIGHTS

20. INTERVIEW WITH AN ACTUAL USER
[For More Interview Video : Here ]
NAME
OCCUPATION
STATUS
Matthew Chang (30)
Software engineer
Married
PAIN POINT
• The parking garage he booked through SpotHero charges more parking fee other than he paid before
through app
• Some parking buildings are not connected to SpotHero service
• Some of them does not have a QR code scanner, so he had to go office to ask to open the garage gate
SUGGESTION
PERSONALITY Tech Savvy
Social
App Use
• Onsite guardian
• Safety
• Location
CORE NEEDS
• SpotHero needs to go the extra miles to get more connection with existent parking garage company such as
IMPARK
• It should have more search filters on the mobile app
• He would like to add his another car on the app
OTHER COMMENT
$ 27 /dayMAXIMUM PAY FOR PARKING
EDUCATION Graduate
“I need more parking options!”
LOCATION San Jose, CA
• He now no longer uses a SpotHero since through trial and error, he found out the proper parking space for him

21. NAME Raudry
• Some people often just receive a parking ticket from the machine instead of using a QR code scanner installed for SpotHero
• The reason why this garage has connection with SpotHero is attracting more customers, and the parking offers lower price to Spot
Hero users than other customers
• The number of SpotHero users is between 25-30 a day, on weekdays in this garage
• They are inclined to make reservation through SpotHero for their appointments rather than an aim for commuting
• The proportion of men to women is comparable
WORK AT 25 Folsom St. - Hills Plaza Garage, SOMA, San Francisco
PAIN POINT
SUMMARY
INTERVIEW WITH AN EXPERT

22. 1. When do you use this app/parking app?
2. How do you know this app?
3. Have you ever thought considering other apps?
4. How often do you use this app?
5. What time slot do you usually prefer for parking?
6. What type of parking lots would you like to go/try?
7. What’s your favorite parking spaces around town? Do they accept a reservation?
8. How do you think about this app regarding UI/UX?
9. What is the maximum amount of pay that you are willing to pay for your parking?
10. Any troubles while using this app?
INTERVIEW QUESTIONS
GENERAL QUESTIONS
SUB QUESETIONS
1. What is your hobby?
2. Which gadget do you use mostly?
3. What is your mobile operating system?
4. What is your interest these days?
EXPERT QUESTIONS
1. How many spot hero users visit here a day?
2. The gender ratio of users?
3. Why do you work with SpotHero and offer a lower price?
4. Do spothero users come here for their commuting or appointments?

23. MOOD BOARD

24. BIBLIOGRAPHY/SOURCES
1. "Who Drives to Work? Commuting by Automobile in the United States: 2013” Brian McKenzie, Web. Aug 2015. <https://
www.census.gov/content/dam/Census/library/publications/2015/acs/acs-32.pdf>
2. "2015 SFMTA Factsheet” San Francisco Municipal Transportation Agency, Web. 3 Aug. 2016. <https://www.sfmta.com/sites/default/
files/reports/2016/2015%20SFMTA%20Transportation%20Factsheet.pdf>
3. "VCs Battle For A Spot In The Parking Market” Christine Magee, Web. 6 Feb, 2015. <https://techcrunch.com/2015/02/06/vcs-battle-
for-a-spot-in-the-parking-market/>
4. Blog, Web <http://www.inside-guide-to-san-francisco-tourism.com/parking-apps.html>
5. “Park Me Factsheet” Web, June 2013. <https://d13esfgglb25od.cloudfront.net/realtimeparking_media/homepage/pdf/
press_facts.pdf>
6. "Parking Lots & Garages in the US: Market Research Report” Web. Dec 2016. <https://www.ibisworld.com/industry-trends/market-
research-reports/other-services-except-public-administration/personal-laundry/parking-lots-garages.html>
7. "The future of the $100 billion parking industry” Aashish Dalal, Web. 30 Jan, 2014.<https://pando.com/2014/01/30/the-future-of-
the-100-billion-parking-industry/>
8. "IBM Global Parking Survey: Drivers Share Worldwide Parking Woes” ARMONK, N.Y., -28 Sep 2011.<http://www-03.ibm.com/press/
us/en/pressrelease/35515.wss>
9. Park Whiz Homepage <https://www.parkwhiz.com/>
10. Parking Panda Homepage <https://www.parkingpanda.com>
11. ParkMe Homepage <https://www.parkme.com/>

25. Before After
Main Screen
Add taps for Recent Searches
/ Favorites / Schedule for users to
browse more easily at once

26. Before After
Set Time
Users can check
“start time’ and ‘end time’ at the top
of the screen

27. Before After
Filter Option
• Filter options occupy a whole screen
to have better visual space.
• Add star-ratings option

28. Before After
SpotHero Pass • Add ‘Save it to the camera roll’, ‘share’, ‘pay with Apply pay’ function