Lime Parking
Investigating how to incentivise Lime users to park correctly.
B2B
B2G
Navigation
Timeline
4 Months
Group
Two UX Researchers
Tools
Figma, Excel, OtterAi
Lime Parking
Investigating how to incentivise Lime users to park correctly.
B2B
B2G
Navigation
Timeline
4 Months
Group
Teammates Jey and Lucy
Tools
Figma, Excel, OtterAi
Lime Parking
Investigating how to incentivise Lime users to park correctly.
B2B
B2G
Navigation
Timeline
4 Months
Group
Two UX Researchers
Tools
Figma, Excel, OtterAi
Micro Mobility in Seattle
Lime is on the rise in Seattle, claiming 60% of rides and 55% growth in 2024
Micro Mobility in Seattle
Lime is on the rise in Seattle, claiming 60% of rides and 55% growth in 2024
Micro Mobility in Seattle
Lime is on the rise in Seattle, claiming 60% of rides and 55% growth in 2024
Market Growth
Market Growth
The global micro-mobility market was valued at approximately $40.6 billion in 2024 and is projected to grow at a CAGR of 14.5% from 2025 to 2030.
Research Timeline
Research Timeline
Research Timeline
Desk Research
Literature Review
Academic papers
Industry reports
News articles
Blog posts and forums
Generative Research
2 SME Interviews
27 Man-on-the-Street Interviews
25 Semi-Structured
InterviewsField Observations
Evaluative Research
Concept Testing
Guerilla Testing with 8 participants
Design Facilitation
User Flow
Low-Fidelity Wireframing
Prototyping
Desk Research
Literature Review
Academic papers
Industry reports
News articles
Blog posts and forums
Generative Research
2 SME Interviews
27 Man-on-the-Street Interviews
25 Semi-Structured
InterviewsField Observations
Evaluative Research
Concept Testing
Guerilla Testing with 8 participants
Pain Points
Pedestrians are frustrated with haphazardly parked scooters
Pain Points
Pedestrians are frustrated with haphazardly parked scooters
Pain Points
Pedestrians are frustrated with haphazardly parked scooters
27 Man-on- the-Street interviews with Lime users
27 Man-on- the-Street interviews with Lime users
Insights
Insights
There is a disconnect with users viewing their own parking as successful, and scooters often still found in inaccessible or poorly located areas.
Lime's photo system for ending rides isn't motivating users to park correctly and is viewed as ineffective.
There is a disconnect with users viewing their own parking as successful, and scooters often still found in inaccessible or poorly located areas.
Lime's photo system for ending rides isn't motivating users to park correctly and is viewed as ineffective.
“I've sort of realized that no one's looking at these images, and no one's ever gonna get me in trouble, ... most of the times now I'll walk into class first before taking the photo.”
*Note: This user has never received a fine.
Participant 5
“I've sort of realized that no one's looking at these images, and no one's ever gonna get me in trouble, ... most of the times now I'll walk into class first before taking the photo.”
*Note: This user has never received a fine.
Participant 5
“I've sort of realized that no one's looking at these images, and no one's ever gonna get me in trouble, ... most of the times now I'll walk into class first before taking the photo.”
*Note: This user has never received a fine.
Participant 5
Problem Space
Factors contributing to bad parking are the lack of corals and Limes distaste for fines
Problem Space
Factors contributing to bad parking are the lack of corals and Limes distaste for fines
Problem Space
Factors contributing to bad parking are the lack of corals and Limes distaste for fines
Lime is working on fixing the parking issue
Lime is working with King County to build parking corals.
Limes north star is for users to not have to use their phones in the pickup and parking process.
*Field Observations
Lime is working on fixing the parking issue
Lime is working with King County to build parking corals.
Limes north star is for users to not have to use their phones in the pickup and parking process.
*Field Observations
Lime is working on fixing the parking issue
Lime is working with King County to build parking corals.
Limes north star is for users to not have to use their phones in the pickup and parking process.
*Field Observations
Lime is working on fixing the parking issue
Lime is working with King County to build parking corals.
Limes north star is for users to not have to use their phones in the pickup and parking process.
*Field Observations
“[Penalizing users for incorrect parking] isn’t how we want to make money”
Lime Software Engineer
~ Subject Matter Expert
“[Penalizing users for incorrect parking] isn’t how we want to make money”
Lime Software Engineer
~ Subject Matter Expert
A/B Guerilla Testing with 8 Participants
A/B Guerilla Testing with 8 Participants
Findings
8/8 participants prefered the photo review system for ending their ride.
When solutions align with user motivations, such as offering flexible parking options, they become more effective in driving lasting behavior change.
Making users aware of how their photos will be reviewed and how this ties to earning rewards is crucial for the system's adoption and proper use.
“[Penalizing users for incorrect parking] isn’t how we want to make money”
Lime Software Engineer
~ Subject Matter Expert
“[Penalizing users for incorrect parking] isn’t how we want to make money”
Lime Software Engineer
~ Subject Matter Expert
Goefenced Zones
Goefenced Zones
Users park in designated parking zone to earn free ride minutes.
Photo Review
Photo Review
Users can park anywhere. If their parking is approved through the photo review, they earn points to redeem for free ride minutes.
Ideation
How can we encourage better parking behavior through rewards?
Ideation
How can we encourage better parking behavior through rewards?
Ideation
How can we encourage better parking behavior through rewards?
A/B Testing
Goefenced Zones
Goefenced Zones
Users park in designated parking zone to earn free ride minutes.
Users park in designated parking zone to earn free ride minutes.
Photo Review
Photo Review
Users can park anywhere. If their parking is approved through the photo review, they earn points to redeem for free ride minutes.
Users can park anywhere. If their parking is approved through the photo review, they earn points to redeem for free ride minutes.
A/B Guerilla Testing with 8 Participants
A/B Guerilla Testing with 8 Participants
Findings
Findings
8/8 participants prefered the photo review system for ending their ride.
When solutions align with user motivations, such as offering flexible parking options, they become more effective in driving lasting behavior change.
Making users aware of how their photos will be reviewed and how this ties to earning rewards is crucial for the system's adoption and proper use.
8/8 participants prefered the photo review system for ending their ride.
When solutions align with user motivations, such as offering flexible parking options, they become more effective in driving lasting behavior change.
Making users aware of how their photos will be reviewed and how this ties to earning rewards is crucial for the system's adoption and proper use.
Final Design
Through a photo review system that rewards users for good parking
Final Design
Through a photo review system that rewards users for good parking
Final Design
Through a photo review system that rewards users for good parking
Photo Review
Photo Review
4/8 users clicked on the gift icon instead of the profile.
One user didn't understand what the points meant
4/8 users clicked on the gift icon instead of the profile.
One user didn't understand what the points meant
Moving Forward
We can have clutter free sidewalks once again!
Moving Forward
We can have clutter free sidewalks once again!
Moving Forward
We can have clutter free sidewalks once again!
Continuing
Continuing
Ensure that the points are explained to users better in the beginning.
Make a higher fidelity version to conduct a diary study with users to understand if their parking motivations
change overtime.Better align with Limes' business goals.
Ensure that the points are explained to users better in the beginning.
Make a higher fidelity version to conduct a diary study with users to understand if their parking motivations
change overtime.Better align with Limes' business goals.