When reaching a writer's block, writers often take the write anything approach to beat it. As it seemed, my POC was failing, so I experienced my own little “designers block” and started looking for a way to design anything. I started reaching out to different product owners internally, trying to see where I can be helpful.

As part of the POC we had invested quite some effort in the technology side - backend work, APIs and even a small application of computer vision to recognise parking signs. The challenge was to pivot and search for another approach and salvage our efforts. 

When reaching out to people and learning more about the business of the company at that time, I was exposed to a B2G side of Easypark, touching with cities´ parking policy.

It starts by building a storyline that puts everything into context that is easy to follow. In our case it seems that cities were not aware of their own inventory of parking spots, let alone the occupancy of those, which is exactly the data we wanted to offer the motorists through our app.

Now that product is coming to life through a story, it was important to define a more adequate definition of success. The classical measures that were used before - clicking the button means success - was focusing only on one side of things, and we found this as a red flag.

While working on redesigning the business, we opened our eyes to the whole system. Asking ourselves the classic business questions like “why now” research, we understood that making parking easier in cities with high congestion vs small cities that want to become more inclusive are two different things.

We understood the measurement of success is different in each city, so we made scalability and flexibility our main goals on the product side. But overall we wanted to measure corporations and regulation changes that we would like to drive.