User Research Analysis
← Back to HomeData‑driven representation of our Affinity Themes, Empathy Map, and a current‑state Experience Map (no images).
Affinity Diagramming — Themes
Group 1 Safety
- Safety features (lighting, cameras, reviews) are important
- Good to have camera
- Safety is a top concern → wants lighting, cameras, secure neighborhoods
- Some safety policy to protect driver and homeowner
- Uncomfortable parking in private driveways without secure system (tow risk)
- Safety concerns
Group 2 Convenience
- Would try an app to book nearby private driveways ASAP
- Many students commute even when living close by
- Would like availability on a map
- Would like option for EV charger
- Thinks the idea would be convenient
- Interested in cheaper parking even if walking 5–10 minutes
- Competitive pricing; better than garage prices or permits
Group 3 Interaction
- Most important features: distance + price
- Prefers reserving the night before with cancel option
- Parks in residential streets near campus (0.5–1 mile away)
- Would like the app to accommodate both small and very large cars
- Guarantee spot / time saver
- Feature that allows for reservations
Group 4 Current Issues
- Has been late to class due to parking delays
- Does not buy campus permit (lottery & cost not worth it)
- Takes 10–15 minutes to find a spot (sometimes more)
- Spends 15–30 min searching for parking before class
- Stress from unpredictability
- Difficulty finding parking in busy areas
Personas
Happy Henry — logical
College student, fitness‑oriented, okay with a short walk to save money. Tech‑savvy, introverted—prefers low‑friction interactions.
- Age 18–20 in a metro city
- Lots of classes + part‑time work
- Budget sensitive; open to cheaper off‑street options
Bored Jordan — Renter
Second‑year undergrad who commutes 3–4 days/week. Spends 15–30 minutes searching for parking and is sometimes late.
- Drives 40–60 min from suburbs
- Avoids expensive permits
- Wants reliable, affordable spots
Sus Sally — Go‑Getter
Hospital staff with long shifts; driveway is empty most days. Interested in side income but cautious about security/liability.
- Homeowner ~15 years
- Open to renting driveway
- Needs clear rules & safety
Practical Priya — Driver and Owner
Mid‑level professional near a university. Values trust, clear rules, and guaranteed spots.
- Driveway idle by day
- Wants orderly access
- Likes guaranteed reservations
Empathy Map
HEARS
- Parking is getting more expensive on/near campus
- Friends say lots are often full by 8–9am
SEES
- Lots of cars circling driveways/streets
- Parking garages are pricey and usually at capacity
- All nearby spots feel taken
SAYS & DOES
- I plan night‑before but still end up circling
- If I find something far, I’ll just walk
- I’ll pay if it’s guaranteed and safe
THINKS & FEELS
- Finding a spot is unpredictable and stressful
- Worried about being late to class or work
- Wants clear rules and no awkward host interactions
PAIN
- High cost of permits/garages
- Time wasted looking for parking
- Safety concerns in sketchy areas at night
GAIN
- Reliable, guaranteed spot
- Cheaper than garages/permits
- Safer, well‑lit driveway with clear rules
Experience Map — Practical Priya
Current‑state journey without the app; used to identify pain points and opportunities.
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