team

4 UX Researchers

role

UX Researcher / UX Designer

skills applied

Quantitative research, User Research, Prototyping

date

Sep 2023 - Dec 2023

Breaking the barriers: user research enhances Smart Loading Zone adoption and curb management in Pittsburgh

EZLoad is an innovative design proposal for Pittsburgh’s Smart Loading Zone (SLZ) program, which is designed to effectively manage curb space and enhance turnover rates in commercial areas. Our aim is to increase its usage of SLZ within the Pittsburgh community by clarifying the proper mechanism of SLZ and satisfying needs of various drivers.

Smart Loading Zones were invented to address congestion and CO2 emissions.

Smart Loading Zones (SLZs), distinguished by their purple signage and curbs, are strategically situated in commercial districts. As part of a pilot initiative, Pittsburgh introduced SLZs with the aim of mitigating congestion and reducing emissions. However, the usage rate of SLZs is low.

However, it is underutilized despite of its good intentions because...

I. Drivers' Confusion

There is a prevalent confusion among users regarding the intent and correct utilization of SLZs.

II. Competing Demands

The varying needs and behaviors of different user groups create competing demands within the SLZs, complicating the program's optimization.

So, we defined our problem statement as:

How might we enhance understanding of Smart Loading Zones (SLZs) to reduce misconceptions and meet the interests of diverse users, ensuring the intended usage and maximizing benefits of the SLZ?

Interactive signage

Clear layout and automated pricing on our signage make parking decisions quick and clear for drivers.
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“The info's a lot easier to get now—I don't have to crunch the numbers in my head anymore.”

Direct payment

After scanning the QR code on the signage, drivers can instantly pay for parking without account registration, enjoying a swift and privacy-friendly process.

“The payment process is straightforward and quick. It's great not having to deal with so many steps”

Loading reservation

Specialized reservation flow for truck drivers to pre-book loading zones, avoiding conflicts with private drivers and optimizing space use.

“I appreciate being able to reserve in advance—it saves me the hassle of searching for large parking spots when I get there.”

Let's begin our exploration of how we arrived at this solution!

Process

The Research Begins: Uncovering Possible Directions

Our exploration started with a blend of experiential and informational research. We visited SLZ sites, read online discussions, and reviewed case studies from other cities to build a comprehensive understanding.

Analyzing the Data: A Pattern Emerges

We received support from the Automotus company, which provided us with internal reports. This allowed us to analyze how drivers in Pittsburgh have interacted with the SLZ program in the past. Examining these reports helped us uncover valuable insights and develop hypotheses that could lead to improvements in how drivers use SLZs.

Reframing the Problem: A New Perspective

Based on our collected insights, we proceeded to reframe and brainstorm our project's direction:

Guided by these assumptions, we focused on engaging with actual drivers to assess their understanding of SLZ objectives and their parking experiences at SLZs, aiming to identify their specific pain points.

Voices from the Field: Guerrilla Interviews

We conducted interviews on streets with Smart Loading Zones (SLZs), talking to truck drivers, private drivers, and delivery drivers as they used these zones. After gathering their feedback, we used affinity diagramming to organize the data and identify patterns.

Imagining the Future: Speed Dating with Ideas

After gathering insights from our interviews, we explored potential solutions to address the drivers' pain points. We introduced a "speed dating" approach with drivers, presenting 12 storyboards of possible solutions and gathering their reactions. This method helped us pinpoint directions for our low-fidelity prototypes, sparked further discussions, and provided deeper insights into drivers' interactions with SLZs, as well as their receptiveness to our proposed solutions.

Crafting Solutions: Lo-Fi Prototypes

After collecting insights from speed dating sessions and interviews, we crafted a low-fidelity prototype focused on user requirements. Prioritizing clarity, we created straightforward physical signage to explain how the Smart Loading Zone works. We also developed a simplified web interface prototype that offers users a one-time payment without requiring them to go through multiple registration steps.

Refining Solutions: Hi-Fi Prototypes

Based on the insights from our low-fidelity prototype testing, we developed a high-fidelity prototype that addressed the identified shortcomings. We introduced a dynamic sign that adapts to display elapsed time, total cost, parking rates, and reservation status. The sign also clearly outlines the 15-minute free parking rule and features a QR code for easy payment access. Additionally, we designed a separate reservation system prototype for truck drivers, enabling them to reserve SLZs beforehand, thus addressing the usage conflict between different driver groups.