B2B Tools: Pass Distribution Dashboard
Overview
In 2019, Arrive (formerly ParkWhiz) began to move into the B2B landscape. The company began pitching parking solutions directly to venue and event complexes. With these new “venue deals,” we would be taking over and managing all parking distribution for the venue.
Up until this point, all of our sales had been direct to consumer. However, during our onboarding process with these venues, it became evident that there was a new kind of B2B user that we had not encountered before: the Luxury Suite Manager.
Challenge
Our goal was to understand the needs of this new user type, the Luxury Suite Manager, and to build a product to fill the gap that existed in our current offering.
Team
Our team consisted of myself, the Product Manager for our platform solutions, and an engineer.
Process
Host user interviews
Develop a persona and document user workflow
Wireframe solutions
Host design reviews
User test with high fidelity prototypes
User Interviews
I interviewed 4 Luxury Suite Managers with my teammate, the Product Manager. The goal for the interview was to understand:
Their current workflow for distributing tickets and parking to event guests
Common pain points of their job
Uncover opportunities to make the workflow easier and more streamlined
Persona & Workflow
As an outcome of our interviews, I created the following persona and workflow for this new user type:
Wireframe solutions
We discovered that Luxury Suite Managers needed a way to easily transfer parking passes to their guests, and to know the status of those passes (pending vs. viewed vs. accepted). As shown in the workflow above, the Product Manager and I identified a new product to fill this gap and fit into the Luxury Suite Manager’s existing process, the Pass Distribution Dashboard.
Key features include:
The ability to transfer a pass
The ability to revoke a transferred pass
Visibility of pass status
Layout 1
Organize parking passes by event
Since the Luxury Suite Managers are fulfilling tickets for one event at a time, the user would first encounter an event list with a scoped search bar. After an event is selected, the user would see all parking passes for that event, with the status clearly marked.
Layout 2
A filterable parking pass list
This design would eliminate the additional step of having to select an event first. Instead, the user is presented with their full list of passes, plus the ability to filter by event name, date, or pass status.
Design Reviews
As these design ideas came together, I hosted multiple design reviews with the engineers and Product Manager to understand the scope of the development work proposed. Since this project was on a very tight timeline, we worked together to compromise on features. The engineering team strongly preferred layout #2, as it cut down on scope significantly. They asked that we re-use some assets that were already partially built; while it changed the visual design of the page, it would not affect functionality, so we agreed. We also decided that the base of the page would ship first, while the filters would ship at a later date.
Usability Testing
Once scope and designs were finalized, I hosted usability testing with the true end users, Luxury Suite Managers. Users tested a prototype of the V1 shipment. This usability testing situation presented a unique set of challenges: these users are not serial “testers” you get from the big-box recruiting tools. They needed a from-the-grounds-up explanation how the session would run, how to engage in the “think aloud” method, and what to expect when using a prototype.
Business Outcomes
The Pass Distribution Dashboard is being shipped in phases. Even though it does not have all of our ideal functionality on day 1, the presence of this solution has helped our business development team to continuously sign new venue deals!