Consistency and standards
Reframing the Problem with Smart Loading Zones
Pittsburgh’s Smart Loading Zones (SLZs), a technological solution aimed at streamlining curbside parking, were underutilized due to a disconnect between the tech and user behavior. Through extensive research, we reframed the problem from a technical usability issue to a broader challenge of aligning technology with real-world parking practices.
As a mixed methods researcher, I applied people research to uncover the reasons behind the low adoption rate and identify opportunities to improve the user experience:
- Conducting heuristic evaluations of the existing app
- Leading ethnographic studies and contextual inquiries
- Analyzing qualitative and quantitative data from Automotus and the Pittsburgh Parking Authority
- Synthesizing insights and reframing the problem
Team of 4 + myself
5 months
(2023)
By understanding the root causes of low adoption, we identified a need for a multi-modal approach that integrates technology with familiar, accessible touchpoints. This reframing paves the way for a more user-centred solution that ultimately increases SLZ adoption and usage.
Context
Pittsburgh's parking system needs a human-centered solution
Finding parking in bustling cities like Pittsburgh can be a nightmare. The rise of the gig economy adds even more demand for curb space, leading to congestion and frustration.
Pittsburgh's Mobility & Infrastructure Department, in collaboration with Automotus, launched Smart Loading Zones (SLZs)– a parking solution that leverages a combination of hardware and software to streamline curbside parking. What makes them smart?
Automotus' computer vision technology and high-accuracy ALPR analyzes traffic patterns and curbside behaviors (source: automotus.co)
Automotus' curbside sign layout with instructions on SLZ registration and use (source: automotus.co)
Additional curbside sign with more instructions on SLZ registration and use (source: automotus.co)
With these technologies, SLZs simplify curbside parking for quick stops and deliveries. Drivers look for designated areas marked with purple curbs and accompanying signage. By scanning the QR code on the sign, they can register their license plate and choose their payment method. Graduated pricing ensures they only pay for the minutes they occupy the space, eliminating the need to rush back to feed a meter
...ideally.
Research
Understanding why Smart Loading Zones were struggling to gain traction
Three years into the SLZ pilot program, usage and adoption were stagnant. To understand this disparity between the solution’s potential and real-world usage, our group began with a focused evaluation of the current state.
We performed a heuristic evaluation of the CurbPass webapp interface through the lens of NN/g’s 10 Usability Heuristics. Some of the most significant usability problems we encountered included:
The app’s design lacks consistency across different screens and functionalities. The sign-up/login page had a different aesthetic than the rest of the app, and action buttons varied in size and placement. Pop-up windows lacked clear signifiers and didn't integrate seamlessly with the overall flow.
Error prevention
The app didn't effectively prevent errors during registration. Required information wasn't always clearly indicated with asterisks, and buttons like "Save & Continue" remained enabled even when essential fields were left blank. Additionally, lack of license plate verification means a typo could land the user in a difficult situation with the parking enforcement.
Mismatch between system and real world
Terminology and phrasing within the app were not always intuitive. For example, the phrase "up to $0.35" lacked clarity compared to a defined pricing range. Additionally, terms like "transactions" didn't align with user expectations established by banking apps.
Heuristic analysis performed on Automotus/Smart Loading Zone services, including mobile registration process and physical signage.
While the heuristic analysis highlighted significant UX problems with the CurbPass app, it also signaled that the underlying issue was broader than mere usability. We suspected that the app-centric approach itself might not align with established behaviors around curbside parking. This realization prompted us to go beyond the app and into real-world observation and engagement with Pittsburgh residents.
We drafted guiding questions for semi-structured interviews and hit the neighborhoods of Bloomfield, Shadyside, and Oakland to conduct the following:
Ethnographic studies
we observed users interacting with the existing SLZ system, noting hesitation and unique behavior. We even used the system to register ourselves to put ourselves in the shoes of impatient drivers
Contextual inquiry
we engaged in intercept interviews with 12 residents, business owners, and delivery drivers in various Pittsburgh boroughs. We asked participants to think aloud as they used the system
These user-centered research methods allowed us to directly understand the users motivations and pain points.
Reframing
Bridging the gap between technology and how people actually park
Analyzing the qualitative data from user interviews/observation and quantitative data from SLZ usage reports, we used an affinity diagram to identify recurring themes.
Several affinity clusters categorizing raw findings (grey) based on the user motivations (blue, red)
This clustering helped us identify recurring themes and patterns in user experiences across the board and uncover true user needs. From these, we synthesized 3 insights that helped us move beyond the communication-focused problem definition:
01
Mobile-centric approach excludes a significant portion of potential users
The reliance on a web app as the primary access point created a barrier for less tech-savvy individuals, those without reliable mobile data, or those who simply prefer not to manage another app. This was particularly evident among older adults who struggled with smartphone registration using QR codes.
02
Lack of clear pricing and data collection transparency erodes trust
Unclear communication regarding SLZ functionality, pricing structure, and data collection practices contributed to a sense of unease and distrust among potential users. 8/12 interviewees expressed concerns about personal information usage and camera surveillance.
03
Users crave a familiar physical element to feel the system was legitimate
Despite the emphasis on the app, many users strongly desired a tangible, physical element to interact with. The lack of signage and familiar symbols undermined the legitimacy of the SLZs.
Our 3 insights were further supported by Automotus' internal data from April 2022 to August 2023. Only 4% of SLZ users have signed up for an account, and of those who create CurbPass accounts (approximately 2355 as of August 2023), less than 20% return to use SLZs again. A staggering 96% of SLZ users have never actually made a transaction.
Automotus' computer vision technology and high-accuracy ALPR analyzes traffic patterns and curbside behaviors (automotus.co)
These qualitative and quantitative data-informed insights underscore a critical need: to bridge the gap between the tech-driven SLZ concept and how people actually expect to interact with parking. This data also suggested potential revenue loss for Automotus and the city, highlighting the urgency of addressing the adoption barrier.
Impact & Reflection
Key learnings for user-centred design in a complex urban environment
The Smart Loading Zones project was a masterclass the power of reframing. By shifting the focus from a purely technological problem to a human-centred one, we paved the way for a solution that truly resonates with the behaviors of real users.
Key takeaways:
Reframe the problem, not just the solution
Sometimes, the most significant breakthroughs come from questioning the problem itself, not just seeking different solutions
Don't forget the human element
Technology should serve the people, not the other way around. Designing for the human experience, not just for technological innovation, requires deep understanding of users' existing mental models and behaviors
Embrace tangibility
In a digital age, physical touchpoints can build trust and familiarity, especially in contexts like parking or public transportation, where physical interactions are deeply ingrained