Integrating a parking finder feature into Apple Maps to reduce search times and tackle urban parking challenges for event attendees in metropolitan areas.
*This case study is a personal project and is not affiliated with or endorsed by Apple.
Navigating metropolitan areas is easier than ever with Apple Maps. However, despite excelling in guiding users to destinations, it lacks in assisting with the last and often most stressful part of the journey: parking.
As any urban traveler can attest, getting there is only half the struggle. For event attendees in metropolitan areas, the urgency of timed events and dense city layouts often leads to frantic searches and poor parking decisions due to insufficient parking data. This gap in Apple Maps' capabilities is an opportunity to integrate advanced solutions and realign Apple Maps with its goal of seamless, convenient navigation.
To assist navigation for event attendees in metropolitan areas, I conceptualized a parking feature for Apple Maps. This tool not only customizes the search according to user preferences but enables attendees to plan and make informed parking decisions.
Filters allow users to browse parking types, select cost-effective options, and plan routes tailored to their unique parking needs.
Users can preview photos, check regulations, and get cost estimates for their chosen time and date before committing to a spot.
Smart notifications notify users of parking time expirations and changes in regulations from previous visits.
Interview discussions focused on drivers' parking experiences and concerns about cost, proximity, availability, and convenience. I also explored the root causes of these challenging experiences to develop solutions that address core issues rather than mere symptoms.
of drivers feel rushed, which leads to compromised decision-making.
of drivers have difficulty finding affordable parking options.
of drivers park further away from their destinations than they'd like.
of drivers worry about safety, fines, and inadequate amenities.
opt for first available parking rather than fully weighing out options.
lack relevant details pertaining to their parking choices.
don't allocate enough time for parking searches.
While I initially identified insufficient parking information as a general issue, the causes of common experiences revealed that users also struggle to access, understand, and use this information for informed parking decisions.
Recognizing the varied contexts in which people interact with parking, I used job stories to delve into specifics – particularly how the nature of events influence decision-making and when/where information gaps become a problem.
These stories provided an overview of user needs and how they prefer to access necessary information based on situational contexts. By focusing on these critical moments, I was able to prioritize timely and relevant solutions with the most potential impact.
Planning and Options Comparison
When planning to attend a large event in the future, I want to have my parking options sorted out beforehand, so I can avoid last-minute hassles and just enjoy myself on the day of.
Safety and Security
When attending a nighttime event in an unfamiliar area, I need to feel secure about my parking location so I can focus on enjoying the evening's activities, rather than safety concerns.
Legal Compliance
When I’m unfamiliar with an area’s local parking laws, I want to feel assured that I’m parking legally to avoid unexpected fines that could spoil my experience.
Accessibility & Amenities
When taking an elderly relative to a live show, I want to be certain that our parking spot accommodates their needs, so we can enjoy our time together without accessibility concerns.
Time-Sensitive Solutions
When running late to a meeting, I need to quickly secure a parking spot near my destination, so I can arrive on time and look professional.
A competitive analysis revealed gaps in Apple Maps' parking capabilities, and competitors' lack of economical parking options (which users reported as a common poor experience).
Several parking features were mapped on an impact/effort matrix. After consideration of the potential impact and development efforts required, I chose to focus on filters and the information sheet. These are already part of Apple Maps's interface and offer the most user benefits.
- Filters: Parking Type, Proximity, Cost
Feasibility & Challenges
Since data on parking proximity and types are already in place, the main task would be acquiring pricing for these spots.
Note: Adding street parking options can be challenging as it requires new data and municipality partnerships. Street parking was included in my design to address user needs and show potential impact. If too complex in reality, adding filters for existing parking options is still a practical alternative.
Key Performance Indicators (KPIs)
Usage Rate: Frequency of filter usage via app analytics
User Satisfaction: Conduct user surveys and collect feedback on ease of use & effectiveness
Match Success Rate: Track percentage of users who find parking that aligns with filter criteria [A/B testing, beta testing, post-usage surveys]
- Parking Information Sheet: Amenities, Proximity, Cost, Regulations, Photos
Feasibility & Challenges
Expanding the existing information sheet to include parking regulations and pricing can be challenging. It may be more feasible to leverage current data sources and partnerships to include this information for the app’s current parking options, rather than trying to cover all/new options.
Key Performance Indicators (KPIs)
User Engagement: Increase in engagement metrics (e.g. time spent, interactions)
User Retention: Measure via user-segmented cohort analysis. Target: 30-40% quarterly retention rate amongst event attendees.
Customer Satisfaction (CSAT) Ratings: Collect user feedback on the usefulness of the information sheet. Target: Increase CSAT rating by 15%.
Return on Investments (ROIs)
Partnership Revenue: Earn revenue by charging third-party providers to feature their parking data, boosting user traffic and app functionality.
Increased User Base and Engagement Rates: Attract users from standalone parking apps and assist current users with informed decisions --> boosts frequent use and longer engagement.
Competitive Advantage: Provides an edge over other navigation apps lacking sophisticated filtering options.
While creating wireframes, I mirrored Apple Maps' navigation flow as much as possible to minimize the learning curve. The filters and information sheet solutions are available for those who need them, but users can still access the parking feature and receive recommended routes to nearby parking as they would with normal navigation.
This is the 1st version of the wireframes. Final designs shown after usability testing.
Usability tests were conducted with high-fidelity prototypes and a dynamic map to achieve an immersive experience. By having users zoom, scroll, and play with icons, I closely replicated real usage scenarios to evaluate functionality. User feedback and iterations from three rounds of testing are detailed:
"I'm unsure which of my available route options will get me to my destination the fastest."
"What if I prefer a different way to get there instead of driving?"
"I'm a bit overwhelmed by the amount of colors. Is there a key to reference what everything means?"
"I didn’t realize the colored icons were parking options at first—I thought they were just other location markers."
"It was time-consuming tapping on each street parking option to view pricing and regulations, given the many options in one area."
"What's the difference between using the "date/time'" and Apple Maps' "now'" button? They both involve scheduling a future date and time."
The date/time feature for future parking options was removed after user testing. It clashed with Apple Maps' 'navigate now or later' feature, and similar calendar interfaces for different purposes made it harder to relearn these patterns. In the end, it was better to prioritize the existing 'navigate now or later' feature to prevent the parking feature from having too large a learning curve.
I recognize that some features, such as street parking information and costs for various parking spots, pose technical integration challenges. These require collaboration with municipalities, parking operators, and third-party entities for accurate data -- a factor that adds layers of decision-making, which in turn delays implementation.
Despite the obstacles, engaging stakeholders is crucial for aligning interests and ensuring long-term success of a parking feature. While my design solutions don't solve every urban driver's problems, it does alleviate driver stress, reduce traffic congestion, and promote local economic growth. Overall as urban mobility evolves, continuously embracing user feedback and technological advancements is key to keeping Apple Maps at the forefront of enhancing the navigation experience.
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