Humber College

Improving Acquiring a Parking Permit and its Usages

TIMELINE

12 Weeks

Sept - Dec 24

DELIVERABLES

E-commerce website & mobile gate access redesign

ROLE

Service Designer, UX Designer, UI Designer

METHODS

Service Audit, Employee Interviews (2), Student Interviews (4), Co-Creation Workshop

CONTEXT

Humber Polytechnic is a premier publicly funded post-secondary institution based in Toronto, Ontario, Canada

PROBLEM

Students face challenges when purchasing and using parking permits - from missing time-limited sales to navigating an unreliable third-party system

iNSIGHT

The permit process is built around institutional convenience, not student needs. Poor communication, rigid payment structure, and a fragmented digital experience create unnecessary friction at every stage of the journey.

HOW MIGHT WE

How might we address the challenges students face when purchasing and using parking permits at Humber?

THE SOLUTION

A redesigned parking permit system with timely sales alerts, flexible payment options, alumni permit transfers, and streamlined contactless gate entry

SUMMARY

Overview of Research Findings

3 main problems were found through out the permit acquisition process, including both the physical and digital space

Lack of Awareness

  • Future permit holder miss out on acquisition due to first come basis

  • No notification system to alert users about permit sales

  • No system in place for permit holders to troubleshoot issues

Inaccessible Practices

  • Permits are not usable across campuses nor are different vehicle types

  • Acquiring a permit is done through a third party business

  • Restricted payment option (Expensive)

Non-User Friendly App

  • Application (OneCard) is not responsive to user inputs

  • No clear visible user path

  • No area for troubleshooting

What was the Process?

Research to Design

Discover

Conducting Research

I began with conducting a service audit for two primary purposes: to observe users in their environment and gain deeper insight into pain points. Afterwards, I conducted 10 micro interviews with the staff and students, as a result the following benefits are:

Benefits

  • Offers a unique perspective and insights into the context and environment

  • Builds empathy through observation of user attitudes and actions

  • Gains insights into users behaviours and needs

  • Able to validate assumptions between users and business goals

Front End: Students

  • Identify problem areas users face when acquiring a permit or gaining access

  • Evaluate areas of improvement that would benefit permit holders

  • Analyze what services are offered by Precise-ParkLink most and least used by permit users.

Mid: Mobile Parking Staff

  • Evaluate how well the current system impacts the user-experience

  • Examine the frequency of users experiencing issues gaining access into permit lots

  • Analyze if users report feeling unsure how to use their permit

Back-End: Control Tower

  • Identify the key responsibilities and daily task of control tower supervisors and guards

  • Examine the areas where most frequent problems arise

  • Evaluate the areas within the permit experience that could benefit from improvements

Problem #1 Lack of Awareness

No system in place to inform drivers about permit purchases.

Why is this a problem?

  • Impacts new alumni not aware of service offering

  • Prioritizing those that know how about the service

  • Feelings of frustration and lack of trust

Problem #2 In-Accessible Practices

Park-Link, the company responsible for the distribution of permits operates on a first come basis, doesn’t list all lots and prices can exceed $500 a semester.

Why is this a problem?

  • No way for users to know when a lot has available spots

  • Users have to rely on word of mouth from alumni

  • Users miss out due to high price

  • Users feel mislead of service offerings

Problem #3 Non-UserFriendly Application (Avro)

Many users reported issues gaining access due to mobile settings, while the application isn’t responsive to user inputs resulting in confusion.

Why does this happen?

  • Lack of visual hierarchy

  • Lack of application instructions

  • Design assumes user knowledge

Key note: Humber Polytechnic no longer provides physical access cards for new customers. Existing users with physical cards do not experience the same access challenges as new users relying on the mobile system.

Understanding the Entire Service

Using these insights, a stakeholder map was created to better understand all the stakeholders involved, how they’re connected and how these problems may affect them.

Who are we Designing for?

I synthesized the findings into three main personas from the front end, middle end and back end, capturing their demographics, goals, needs and behaviours

What Does the Users’ Journey Look Like?

I created journey map containing each persona, using insights from the service audit and interviews to better understand their interactions and needs

Ideating Potential Solutions

I used these findings to conduct a co-creation workshop aimed at brainstorming potential solutions. The workshop focused on addressing two key issues with the greatest impact.

  • Acquiring and becoming aware of permits

  • Student & Faculty permit usage

    Workshop Outputs

    To generate ideas we utilized group prioritization, recognizing not all ideas can be implemented. Prioritizing by value helps us build a stronger foundation for an improved customer journey in acquiring and using permits.

How Does the Service Interconnect?

Next, I created a service blueprint of the current permit acquisition system by integrating all three journeys, mapping the interactions, touch-points, support processes, and solutions.

Within the service blueprint, I implemented 3 key solutions

  • Sales Alerts: Timely notifications via email or mobile

  • Flexible Payment Plans, instructions & permit transfers

  • Seamless Entry: Barcode for contactless entry

THE DELIVERABLES

The new experience acquiring a parking permit and using it

Solution

A notification system integrated with registration, ensuring all students and staff receive updates on permit options

Why does this matter?

  • Reduces confusion around permit availability and deadlines

  • Improves communication and awareness across campus

Solution

Flexible payment plans to reduce upfront cost, mandatory listing of all lots, and real time updates on available passes

Why does this matter?

  • Considers all faculty members

  • Enhanced clarity of service offerings

Solution

Enable students to easily deactivate or transfer permit to other Humber alumni

Why does this matter?

  • Prevents permits from going unused when students no longer need them

  • Gives students more flexibility and value from their permit purchase

Solution

Detailed email confirmation with purchase details, link to the application, and step by step visuals for using the service

Why does this matter?

  • Helps users understand how to properly access and use the parking system

  • Reduces onboarding confusion and support requests for parking staff

Solution

Upon onboarding necessary features are enabled to prevent access challenges

Why does this matter?

  • Prevents users from experiencing access issues when entering permitted lots

  • Creates a smoother and more reliable onboarding experience

Solution

Progression status so when users are scanning their barcode, they know their efforts are recognized.

Why does this matter?

  • Gives users clear feedback that the system is working and their scan was successful

  • Reduces uncertainty and repeated scanning errors at entry points

Solution

“How to Use” feature with short tutorial videos and recommended settings to ensure smooth app usage

Why does this matter?

  • Helps users quickly understand how to use the app correctly without confusion

  • Reduces setup and access errors by guiding users through proper settings and usage

Gaining Access

TAKEWAYS

I had a significant amount of fun with this project, as I had already established rapport with the supervisors since I ride my motorbike to school and interact with them regularly. This allowed me to gain deeper, more authentic insights into the service. I also conducted spontaneous interviews with permit holders entering or leaving, which provided genuine feedback about their experiences acquiring and using a permit.