CurbPass - previously known as 'Automotus Pay' - is Automotus' solution to make the curb: safer, equitable, and efficient. It is a webapp designed to improve access to the curb and reduce loading zone abuse by providing a handsfree pay-to-park solution post sign-up.
One of the biggest constraints of CurbPass is that its a webapp; user proximity does cannot be leveraged to drive conversion.
Timeline
10 Weeks
My Role
Resource
Parking is inherently a negative experience that makes users sensitive to what's next.
The redesigned product incorporates a design system, better branding, and less intrusive actions.
The redesigned CurbPass was very successful and inspired several other parking authorities to adopt CurbPass.
Interviewed delivery drivers to understand pain points in CurbPass onboarding.
Synthesized insights from contextual inquiries and heuristic evaluations.
Given that 'Automotus Pay' failed majorly because of poor design, a solid definition of design principles and language was required. This inherently meant a complete overhaul and rebranding, leading to birth of 'CurbPass'.
CurbPass should not disrupt the user’s journey by wasting time, creating friction, or demanding unnecessary effort.
CurbPass must be approachable, familiar, and easy to use as it is a new concept in the world of curb management.
Compliance must be earned, not forced. CurbPass’ value must be discovered through engagement - not by sale.
Explored 5 payment step variations and boiled them down to 3 for A/B testing. Furthermore, I also proposed Google Pay/Apple Pay integration and supported its implementation from a design stand-point.
For Automotus, the landing page plays a crucial role since CurbPass is a webapp—user proximity does not exist. Secondly, the product operates in a high-dynamic environment—the curb. Hence first engagement experience is consequential.
Besides the redesign of the webapp experience, it was vital to add feedback loops. I took the help of the PM to build Twilio SMS flows for various notifications along the user journey.
The designs predominantly used components from Automotus' new design system. Additionally, annotations and callouts were added to aid engineers.
Collaborated with QA and co-authored input error and system error test cases.
Collaborated with Marketing to ensure that campaigns are aligned with the new user journey.
