The Toronto Parking Authority partnered with Idea Theorem to conduct customer research for our updated Green P App. The Idea Theorem team worked efficiently to host focus group sessions, and supported on conducting a customer survey to gather and synthesize insights and recommendations in a digestible and insightful manner. This helped TPA determine the best approach for launch, and identify areas to focus in on for future improvements. The team was communicative, collaborative, and responsive throughout the work – thank you. 
Service
Customer Research & Experience Design
Platforms
iOS, Android
Industry
Finance
The Challenge
The City of Toronto embarked on a mission to revamp the User Interface (UI) of its widely-used Toronto Green Parking Application, aiming to elevate User Experience (UX) and enhance the overall Customer Experience of the app. The comprehensive audit and improvement overhaul we executed were in line with executive directives to boost usability and surpass competitors, while also integrating new features into the app.
Furthermore, our efforts were concentrated on refining the app’s aesthetics to better align with the brand image, conveying a more customer-centric message and ensuring a delightful user experience (UX). This endeavor necessitated the expertise of a seasoned Mobile App Design and Development Agency, dedicated to delivering optimal functionality and user satisfaction.
Our Approach
Usability study and Focus Group
Our team initiated the project by conducting a usability study and assembling a focus group to assess the newly overhauled application UI with real users.
User Survey and Participant Categories
We surveyed 58 active users of the updated application, focusing on those who had completed at least one transaction in the last month. Our subsequent focus group comprised 26 individuals categorized as Current Green P App Users, Potential New Users, and Participants who use competitor apps.
User-Centric Improvements
The focus group provided valuable insights, with most participants expressing satisfaction with the new design. Their feedback led to user-focused improvements and feature suggestions that were integrated into the final design.
Enhancements and Added Features
Key enhancements included the streamlined registration process, convenient payment methods like Apple Pay, improved visibility of active sessions, and additional features to help users find parking locations and access a comprehensive FAQ functionality.
The Outcome
Insight Gathering
We employ a blend of qualitative and quantitative methods to comprehensively understand app user experiences, uncovering insights on preferences, pain points, and satisfaction levels.
Key Findings Communication
Crafting a concise executive summary highlights research methodology, participant demographics, and significant insights, providing leadership with a strategic overview for decision-making.
In-depth Analysis and Prioritized Recommendations
Our detailed analysis identifies patterns and trends, leading to prioritized recommendations. This approach ensures efficient resource allocation for addressing critical issues and optimizing user satisfaction.
Driving Continuous Improvement
We provide actionable recommendations to drive tangible improvements, fostering continuous enhancement aligned with user needs and industry trends.
