Unlocking Seamless Journeys in Transport and Parking
This national transport organisation came to us stuck in a legacy mindset, bound by operational constraints and disconnected from modern customer expectations. Together, we reimagined what was possible. Through strategy, design, and data-led innovation, we transformed complex barriers into intuitive experiences, setting a new benchmark for how Australians move, park, and interact with public infrastructure.
A Fresh and More Relevant Approach to Secure Car Parking
If you have a car, you need a space to park it. That seems like a simple proposition on the surface—but our expectations around what a parking service can and should be have evolved significantly since the first Model T rolled off the line in 1908.
Secure Parking has always had one eye on the future. A core part of their mission is to develop a fresh, customer-driven approach to secure car parking, something that feels more intuitive, more seamless, and more aligned to the real needs of modern drivers. But to do that, they needed clarity on what their customers actually considered to be “fresh and relevant”.
Providing that kind of clarity—and linking businesses with exactly what their customers value—is at the heart of our customer experience design and parking service design capability. So when they asked us to help them create a seamless parking journey, we turned to their customers to define what “ideal” really meant to them.
Clarity as a Driver for Positive Change
Leaps of faith are all well and good, but when it comes to creating a design-forward customer experience that our clients can truly align behind, we’ll take reliable, customer insight-driven data any day.
In our experience, most companies want to invest in a better customer experience, but in a market crowded with competitors—and with only limited capital to invest—a lack of clarity can see those aspirations grind to a halt.
After all, no one wants to be the first to step off the edge.
How often do companies find themselves pushing in the wrong direction, driven by assumptions and inertia, rather than customer truths—and investing in programs, technology, or CX strategy initiatives that nobody asked for?
The reason our customer experience designs are so successful is that they’re built on a bedrock of customer needs, stakeholder input, and unified through comprehensive, human-centred research and journey mapping.
That’s why our first step in working was to communicate with key stakeholders through kick-off workshops and stakeholder interviews—to define the challenge, identify the initial hurdles to overcome, and absorb their insights to guide our customer research and experience design process..
Amplifying the Voice of the Customer
LHaving distilled our Parking Client’s four decades of experience in delivering innovative parking solutions into a deeper understanding of the challenges at hand, we turned to their customers to provide the verbatims needed to build a solution.
We took a deep dive into how their customers perceived the current parking experience and its shortcomings—using a mix of NPS analysis, structured customer interviews, online surveys, and shadowing frontline customer service staff.
That raw data was then processed into actionable insights—combining internal expertise with genuine moments of truth from real customers.
By amplifying the voice of the customer through in-depth CX research, we gave the team the clarity of purpose they needed to make confident, customer-aligned business decisions.
We Put You in the Driving Seat of Your Customer’s Experience
As part of creating a clear customer experience (CX) vision that would align teams and guide behaviour, we needed to build the customer’s needs into the foundation of every decision they made.
Our job would be a lot easier if one neat piece of customer research could uncover a future-proof truth that drives decision-making forever—but customers are people, and people change.
To make sure evolving customer needs stayed at the heart of their drive for the perfect parking experience, we created four customer-led need states that summarised why different users lean towards different types of parking options.
Alongside those need states, we developed four complementary enablers—practical tools that would shape the content, functionality, and experience of their parking offers.
Rather than locking into a single static CX strategy, these need states provided a flexible base that could adapt as new customer feedback came in and preferences shifted.
We then combined these with customer-validated user stories that connected frontline teams with the real people they served—while also providing a prioritised list of actions they could take to deliver value and differentiate their services.
The Confidence to Be Excellent
By the end of our partnership, our research had deeply connected them with their customers and clarified what people truly valued in an exceptional and secure parking service. That clarity gave them the confidence to invest in the future—with purpose.
Our prioritised user stories translated customer verbatims into a practical guide on what to build and why. And our customer journey mapping gave them a tangible north star—a vision of the ideal parking experience, grounded in real customer insight, and backed by the assurance that they were moving in the right direction.
