Premier Bays
Bringing annual parking into the PayByPhone app for UK motorists.
Challenge
A missing feature was keeping a legacy platform alive.
PayByPhone had acquired Dash, a UK parking platform that was costly to maintain. Premier Bays, typically an annual parking ticket for a specific space, was the remaining functionality that couldn't be handled in the PayByPhone app. The business needed to migrate the experience while maintaining its strategic partnership with NCP.
Goal
Bring annual parking into PayByPhone without losing existing usage.
Annual parking worked differently from everyday parking.
Through research, I looked at how motorists understood and accessed Premier Bays, including the terminology they expected and how they would manage an annual ticket.
One experience to purchase and manage annual parking.
I designed the core Premier Bays experience around four key tasks:
- Purchase an annual ticket
- View an active ticket
- Manage assigned vehicles
- Renew an annual ticket
The purchase flow brought location search, bay selection, vehicle selection, payment, and ticket details into the existing PayByPhone experience.
Testing surfaced an expectation to manage vehicles.
During usability testing, participants initially struggled to find where they could edit vehicles, and most expected to add or remove vehicles directly from their annual ticket.
Annual parking, now inside PayByPhone.
Motorists could purchase and manage an annual ticket for a specific parking space directly in the app, bringing Premier Bays into the core PayByPhone experience.
Target: 200+
Target: 68+
Target: 78+
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