Loading Zone Perception Study
User Research | Problem-solving
In the project, we researched residents' perceptions of Smart Loading Zones(SLZs), a pilot sustainable parking project in Pittsburgh. We designed a new sign and a new website to help residents form a positive impression of SLZs.
Timeline
9/2023 - 12/2023
12 weeks
Collaborate with
4 researchers
and designers
My Role
User Researcher
UX Designer
Tool
Figma
Photoshop
Illustrator
Method
Data Analysis
Heuristic Evaluation
Intreview
Affinity Diagram
Empathy Map
Persona
Walking the Way
Crazy 8
Storyboard
Speed Dating
Project Overview
Smart Loading Zone (SLZ) is a program implemented by the City of Pittsburgh and Pittsburgh Parking Authority to manage curb spaces in order to increase delivery efficiency and reduce emissions. SLZ offers variable parking rates and reserves purple-curb spots for business. Drivers scan a QR code to pay via the app. Cameras monitor license plates to enforce payment, issuing tickets for unregistered use, exceeding the two-hour limit, or double-parking.
Key Problem: How might we enhance residents’ understanding and positively influence their views on Smart Loading Zones?
Through a set of user-centered research and evaluation methods, we discovered that the Smart Loading Zone program currently lacks a robust and centralized source of information that well-communicates its target user base, program structure, purpose, and context. In addition to the poor communication of said information, users experience confusion with the actual content, primarily the payment structure. Users also do not have easy access to program information, which is vital to the physical zone.
Final Deliverable
We focused on the physical zone locations as the point of information access, where most users are interfacing with the program at large. We propose a simplified sign with QR code access to a website that shows information that clearly highlights the purpose, context, and mechanics of the smart loading zone in the form of a website. We also suggest a simplified payment structure that appeals to both general and commercial drivers and has more flexible time frames to make the zones approachable.
Compared to the old sign, the new sign addresses the most common confusions according to the research by:
1. indicates that everyone can use the zone.
2. shows price differences for all and verified commercial drivers.
3. lead users to a website to view more information.
In addition, the website provides centralized, consistent, and authorized information to help users learn more about support loading zones so that they won't be confused by inconsistent information provided by various sources.
The simplified payment structure further enhances clarity by making the parking fees easier to understand.
Problem Discovery
Heuristic Evaluation
We began the project with a heuristic evaluation of artifacts related to SLZs, including signs and a booklet. Through this process, we identified two key issues:
1. Violation of Consistency:
The artifacts lack consistency across formats and content：
- Two types of signs present different information in varying formats.
- The booklet uses a different color scheme and displays a price structure that does not align with the signs.
2. Violation of Help and Documentation:
Links provided on the booklet and signs are non-functional, hindering users from accessing additional information.
Problem Refinement
Semi-structured Interview
To understand residents' current perceptions of SLZs, we conducted semi-structured user interviews. Participants were asked to find and review sources about Smart Loading Zones, followed by interviews to collect their interpretations and attitudes.
Affinity Diagram, Empathy Map, Persona
Then, we use an affinity diagram to analyze the interview results and utilize an empathy map and a persona to further understand users' perceptions.
Insights
1. High access to information does not guarantee a comprehensive or accurate understanding.
2. Currently information on SLZs, be it on physical or digital sources, assumes previous familiarity with the program details and context from viewers.
3. There is a lot of variability in attitudes towards SLZs due to the lack of a single concrete and cohesive source of information.
4. Residents suggested that awareness of SLZs could be increased by making information accessible through different platforms and rephrasing/reformatting communications to pinpoint the purpose of SLZs.
5. Residents tend to avoid using smart loading zones because they have a limited understanding of them.
How might we enhance residents’ understanding and positively influence their views on Smart Loading Zones?
Key Problem
The inconsistent and non-functional artifacts potentially lead to notable public skepticism and confusion regarding the Smart Loading Zones. Therefore, our research focuses on the key question: How might we enhance residents’ understanding and positively influence their views on Smart Loading Zones? To pursue this research goal, we prioritized connecting with residents directly. We sought to grasp how residents acquire information about the Smart Loading Zones and their sentiments towards it.
Solution Development
Walking the Wall, Crazy 8, Storyboard, Speed Dating
After analyzing the current flaws with Smart Loading Zones, we begin designing the solution.
First, we use the "walking the wall" method to organize all the previous artifacts and specify our design challenge. Then, we use "crazy 8" to quickly iterate and select 5 challenges that we should prioritize solving. After that, we use the "speed dating" method. We first designed three storyboards for each challenge. The storyboard demonstrates three solutions for each challenge for the same scenario. The three solutions usually go sequentially in terms of the risk of making users uncomfortable. Following the storyboard creation, we interviewed residents, showing them the storyboards and collecting their insights on whether they had met the same challenge or found the solution.
A Set of Storyboard
This speed-dating exercise proved crucial in refining our ideas, confirming hypotheses, clarifying misunderstandings, and informing the development of our low-fidelity prototypes.
Solution Delivery
Low-fi Prototype
To test out our solution, we handcrafted a cardboard and paper version of a redesign concept for the sign in conjunction with a grey-scale app interface (made in Figma). We successfully tested our hypothesis regarding the essential content and hierarchy needed to enhance user comprehension of this concept. We conducted five interviews to gather insight into how users would react to what we thought would be a successful solution.
Proposed Changes
According to the insights, we proposed some changes.
1. Restructure the pricing table:
One of the most confusing elements for participants was the pricing structure. The exponential increase in rate as well as the “maximum cost” column were difficult to understand. It would be useful to find a better way to communicate the functionality or propose a new structure for payment.
2. Include more precise information about camera enforcement:
The fact that parking and payment were being facilitated by camera enforcement was not clear to participants. Including more details and explanations of the technology’s mechanisms could clarify this to users.
3. Improve communication of target user information:
The wording “Open for Public Use” caused confusion for some participants. Improving the language used to communicate who the target users are would be beneficial.
4. Create a more robust explanation of the program and its purpose on the website:
Participants were able to correctly respond to the questionnaire. However, we still detected confusion about the purpose of the program. Some communicated that they did not gain additional understanding from the website, which warrants a significant change.
High-fi Prototype
Informed by the low-fidelity prototype feedback, we developed a high-fidelity prototype. With input from our critical observations of the Smart Loading Zone system, we recognized the need for a revised pricing strategy to mitigate traffic while catering to users' needs. I suggested a new pricing model: offering regular users 30 minutes and business drivers 60 minutes of free parking, with subsequent charges at $0.25 per minute. We also streamlined the registration process, exclusively for business drivers, and implemented an automated billing system using license plate recognition for extended parking durations. The redesigned signs and website were developed accordingly.
Using the think-aloud method and interviews, our final usability tests yielded predominantly positive feedback. Users expressed a clear understanding of the system and believed it would effectively reduce traffic and benefit loading drivers.
