Work and Experience
4 weeks
·
Mobile
Cars Parked Every Year
Handling the operations
Avg Experience Rating by Customer
Physical tags issued to every customer.
High one-time cost of recall kiosks.
Payments handled only through cash at staffed desks.
Valets required at all pickup points for assistance.
The objective was to:
Eliminate operational overhead (tags, booths, extra manpower).
Enable DIY recalls and payments directly on customer phones.
Improve unit economics by lifting contribution margins (CM1%).
Painpoint Discovery & Research
Conducted direct customer conversations to understand why they didn’t self-recall or pay digitally?
Lack of guidance
Poor app discovery,
Reliance on physical tags.
On payments, customers preferred to wait for the car’s arrival, used cash, or delayed payment.
Old Customer Journey
Identified opportunities to replace tags with digital notifications, embed recalls into familiar channels (WhatsApp), and create payment incentives.
Paperless Recall: Eliminated tags for the Customers. Customers now receive a WhatsApp message after parking and can recall cars directly from their phone.
Real-Time Tracking: Cars can be tracked in-app, with automatic notifications when ready. Customers can use the waiting time to enjoy the venue.
Reduce the amount of characters: While reviewing the operations, we found that all these steps which require different characters could be replaced with just valet taking care of onboarding, parking themselves, ending the task themselves and also collecting payments.
DIY Payments with Incentives: Integrated 32nd Plus discounts (50% off, redeemable points) to drive digital payments, appealing to India’s price-sensitive market.
New Customer Journey
The valet app experience is divider into two parts:
Parking flow and experience,
For the Valet
For the Customer
Recall flow experience,
For the Valet
For the Customer
We will be going through the Valet Experience First, then the Customer Experience.
We have tried to keep customer's overall experience seamless with proper status updates.
The customers can recall from the app, once the recall is initiated - below is the flow.
Valet, often seen as a “simple” service, revealed complex edge cases and customer behaviors that required thoughtful design. The key was embedding technology invisibly into the experience so it felt natural, not forced. We did create an impact and moved numbers with this entire change:
Qualitative: Customers now able to plan their exit better as we were able to identify a touch point where we should estimated time of recall before they recall. Positive customer feedback highlighted convenience, reliability, and ease of use.