Role: Lead Designer
One of the eight key product opportunities for Westfield was integrating the parking experience seamlessly into our digital platforms while delivering customer value through a phased approach. Extensive user research and feedback revealed that parking was a significant pain point for our customers. Our goal was to enhance the parking experience, reduce customer stress, and introduce a convenient ticketless solution.
We first migrated all our ticketless parking websites into the .com.au website and connected all the data into one single platform. We improved the existing ticketless account platform (parkwestfield.com.au) from a UX / Design / tech POV.
The Fjord team did some initial research such as retailers/user interviews, and user behaviours and personas before I started at ScentreGroup so that I could use these informations as a reference when designing the Parking experience, however I immersed myself in the parking journey, we interviewed customers in the centre, analysed NPS verbatim and reviewed previous research. Then our team got together and mapped out the parking experience through the lens of the customer, the business and the technology available to us. We mapped out all the assumptions from known to unknown and hypothesis from high risk to low risk.
From that I was able to create and prioritise user stories with the PM and tech lead, and create the 2 weeks sprints plan.
Based on the research, we drew up a user story map, describing the customer journey as a series of discrete features expressed as user stories.
We then ranked the stories that would address our problem statement best, based on customer desirability and business value. We prioritised the highest value items (must haves) as candidate stories to create the minimum viable product to launch in a trial or proof of concept with customers. I was then able to design, release, test, refine… Our first attempt was to show real-time parking info to customers using Parking guidance system and show parking in a contextual way.