PHASE 1 : DISCOVER part II (Need Analysis)
Immediately after the approval of the idea, we (PAL Team) went straight to our fav brain storming area (discussion room @ central library) and started another long session of storming... brand name, taglines, product name, company name, client, end user etc etc. We spent a long time thinking of the name "Park-A-Lot", ahha. REALLY LONG.
Then came the thinking process for the deliverables for Need Analysis,
i) 1000 words report (proposal)
ii) powerpoint presentation of need analysis
We drafted out our present scenario, looking into and fine tuning our original idea of the need, which is solving the car parking issue, and better time management when people drive to town/cbd. We also went to find some local statistics from government sources and are really overwhelmed by the statistics.
In 2006. 71% of population has household access to internet
In 2008 Jan to June, there's 5.8 million mobile subscribers
We also then conducted a short interview session with 20 respondents, asking them about the present scenario of car parking and getting a response from them. As we had less than 1 week, a full scale interview was difficult. Nevertheless, the response from the were extremely positive.
Most of them felt such a problem and would gladly see what we can offer to solve the problem.
Some quotes from them:
"parking very expensive"
"difficult to find place to park"
"try not to drive there"
"sian"
Business Objectives
With the above mentioned, we aim to achieve and implement a full fletch system to cater for the needs of the service in providing
i) higher certainty of parking lots
ii) better time management to drivers
iii) providing better overall car parking experience (directly or indirectly, to both clients and end users of the system)
Target Group
We then went on to define our target group: Mainly driver of all age groups. For the initial phase, we aim to target at shoppers in town, along with workers and frequent travellers in CBD. We also tot of narrowing down to the young working adults and middle class workers, who are mostly likely IT savvy.
Park-A-Lot System
Although we were only suppose to present the Needs, we thought that we should have something tangible for our "clients" (peers) to have a better feel of what we are proposing. We have not think too in depth, just the medium that we are going to use and a one liner description of the system.With the strong supporting statistics that we have gathered, we decided to aim both the online and mobile group to better cater to their needs. Website + SMS + GPS (future, based on future take up rate) These 2 + 1 services allows users to view and book lots 24/7.
Comments and feedback
The response was generally ok. Not much critical feedback (phew~) but some concerns and positives were raised.
Problem on specific lot
Wei wei mentioned about the issues that might occur if we are to implement and allow people to book a "Specific Lot" in the mall. Our group has actually went though a lot of storming regarding this, and we came up with 3 initial solutions to the implementation of the idea (booking of lot).
i) Booking of specific lot (best and most marketable, but will run into many forseeable and unforseeable problems, such as people overrunning their booking period etc etc)
ii) A lot at an enclosed booking region (perhaps 10% of the total capacity of the mall and will adapt accordingly to market situations. Will have less problems)
iii) By entry booking (Suppose there's 1000 lots, and 50 booked by users. The gantry will only allow 950 non-bookings to go thru, leaving 50 empty lots for the 50 users)However, these 3 ideas are not fool proof, and there's some actual assumptions that we have/will make/made. Such as, the mall will not be fully parked throughout the entire night etc etc.
Problem on physical landscape
Another issue pointed out is of course, whether the users are able to make their way to the gantry without avoiding the long queue that is already present. We also tot of this before the presentation and some suggestions and assumptions are:
i) supposed the client agrees to the idea, they are willing to make additional entries solely for season parking users and users of PAL
ii) allowing back door entry (like season parking works), usually thru loading bay etc
iii) and etc
the next phase is the define phase, a deeper analysis of the needs, persona profiling and experience strategies.
No comments:
Post a Comment