A Positive Customer Experience Matters
By 2020, 6.1 billion people will own a smartphone. In just four years, that’s almost 70% of the world’s population using a smartphone. Talk about a lot, right? As mobile payment technology rapidly progresses, more people are adapting to the shift. Now, more than ever, users are taking advantage of apps such as Venmo for simple transactions like sending a friend a few bucks for late night pizza, relying on the Uber app instead of toting around their wallet and car keys, and utilizing Apple Pay for transactions that ditch a tangible credit card. Convenience is continuing to evolve and the transportation industry is following suit.
As mobile payment technology hits the ground running, customer experience (CX) can’t be left out of the mix. A positive CX has the ability to change the entire user perception and can result in an increase in conversions. Most recently, Passport launched a complete redesign of their citation management platform, which resulted in an increase in the percentage of payments made from a mobile device from 26% to 31%. The platform provides users with the ability to pay for their parking violations from the convenience of their mobile device. Although receiving a parking ticket is less than desirable; having the option of paying from your mobile device is ideal.
[ After and Before ]
A positive customer experience is not only convenient for users, but increases overall revenue. Offering a positive mobile experience can really set your app apart from other mobile parking payment apps. At Passport, we cater to our customers needs by executing a variety of strategies to provide the best possible customer experience on a mobile device:
Positive Mobile Experience
Mobile optimization is no longer appreciated, but expected. Today, most users are gaining information from their mobile device rather than their desktop. With the increase of smartphone users comes the need to provide a positive mobile experience with little screen space. At Passport, our mobile payment parking app provides a seamless customer experience with minimal space. Customers simply download the app, find their parking zone, add time to their parking space, and can later extend and manage parking from their mobile device. The minimalist design and simple experience caters to the needs of our customers and ultimately has the ability to boost utilization.
Design, Lather, Rinse, Repeat
Taking a product through the entire design process can be time consuming, but well worth it. Passport’s product managers, visual UX/UI designers, and graphic designers spend a substantial amount of time moving our products through critical touch points in the customer’s mobile journey. Gaining insight from all designers, both visual and product, can give your product the upper hand when it comes to creating a positive customer experience.
Test and Test Again
Tracking and testing and tracking and testing again will give your team valuable insight into your customer’s experience. Utilizing a design framework that allows A/B testing by browser type, click-thru patterns, average time spent on pages, etc. can provide your team with a glimpse into your customer’s patterns and overall experience.
Combining your entire product or service in a single app makes it easy on customers. Users would much rather complete all transactions in a single app versus having to leave the app to complete a separate task. In many cities, Passport’s mobile parking payment app is introducing the ability for users to complete all transactions in their parking ecosystem. Streamlining all transactions such as parking payments, disputing or paying a citation, extending and managing parking in one app is possible and it’s resulting in overall higher adoption rates.
Customer experience isn’t just a trend, it’s a necessity. With the growth of mobile payment technology, providing users with a positive customer experience is significant to creating the best possible experience and increasing conversions.