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 wanted to redesign their new User Interface (UI) for their popular Toronto Green Parking Application to enhance their User Experience (UX) and improve the overall Customer Experience of the app.
The app audit and improvement overhaul we implemented was aligned with an executive decision to enhance the usability, and a goal to outdo the competitors and add new features to the app.
In addition, we focused on the look and feel of the app which needed to match the brand image better to convey a customer-centric message and ensure a pleasant user experience (UX).
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
Collect
Collect both qualitative and quantitative insights on the UI, UX, and CX (Customer Experience) of the app.
Identify
Identify exactly what features and processes would make the app meet user expectations
Optimize
Optimize the new app UI flows in the pre-development phase
