Avon Hub

This project focuses on designing a new service for a leading production vehicle rental company in Southern California, Avon Rents.

Partnering up with 2 other UX designers, we took a mix of a Human Centered Design and a Service Design approach. We focused on involving the human perspective in all steps of the process and when trying to solve problems identified.

Immerse
A deep dive into the industry

Define
Identify pain points

Discover
Research to reveal areas of opportunity

Ideate
Generate potential solutions

Converge
Consolidate ideas into patterns and themes into a concept

Prototype
Iterative concept stress testing to find what works

Recommend
Present the solution

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While the framework is divided into stages, it was not a linear process, the team often had to shift between the stages as we gained more insight throughout the project. A mixture of the frameworks provided us with a range of tools and exercises to develop a finer solution.

What Makes Avon Stand Out?
Primarily known for renting vehicles to major film studios, Avon has recently acquired land for renting out parking space for production vehicles and space for basecamp parking during film productions. Avon is an established rental company known throughout the film industry in Hollywood.
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Their new business, Avon Studio Parking is located in Burbank, CA, they are close to all the major filming studios in the area making them a convenient location for their clients. Their acquired land from the airport in Burbank is extremely large, allowing them to quickly grow as film production increases.

Hypothesis
We believe that by consolidating communications and mapping into a centralized system, Avon will be able to restructure their current process to operate at full efficiency.

Overview

Methodology

Research Wall
Method in placing all found research onto a wall to help identify patterns within the data and have all information in one place.

Ecosystem Map
Through an ecosystem map, we looked into understanding what the current process of Avon is like and who is involved and what roles they play.

Mind Map
A mind map helped the team visualize all the thoughts in our head. We organized the thoughts into findings, questions, assumptions, and initial ideas

Visiting The Lot

With the on-site visits, I noticed the following:

The difference in Lot A and B (Lot A was manned by Avon Employees, while Lot B was being watched over by the security guard)
Size difference between Lot A and B (Lot B was about 3 times bigger than Lot A)
Lack of signage on Lot B
Lot B exit freely open
Tree islands taking up large amount of space; making the actual layout unconventional
Emphasis on importance of communication (Ie. miscommunication of designated parking areas interferes with set-up, to address requires lengthy back and forth with selected persons)

Competitive LandscapeA competitive analysis of Avon's direct and indirect competitors showed the advantages Avon had over their competitors. Data was gathered on each competitor, such as services provided, business model, current size, advantages and disadvantages.

Competitors Advantages
Some competitors have several locations throughout LA for parking and basecamps. Another competitor has a secured fenced lot that allows for 24/7 access via a gated enterance.

Avon Advantages
Avon's ability to provide flexible parking arrangements within a close proximity to studios and production companies, large lot size allows for available space so Avon can accept all client requests.

Available Technology
What technology can be leveraged?
To see what could be possible, I researched available technology that could be used and looked into a variety of software, technology, and physical objects that could be utilized by Avon. The main goal was to see what could enhance the booking and parking experience for both the company and their clients. I found many suitable software and parking technologies which could be integrated into the system.

Layout Software
Allows Avon to digitize their mapping process. Reducing the time needed to update their lot layout and the team can all instantly view the new layout

Scheduling Software
Would remove the hassle of manually booking and scheduling each client, this would allow for visual view of who is staying on the lot and for how long

Online Mapping Platforms
Gives Avon with the ability to create interactive maps of their lot and the team would be able to share the map internally and externally

Parking Management System
These systems would help Avon see what spaces are available and give them more details about how the spaces are being used

Sensors
Would give real time notifications and tracking of the entire lot. Rather than having to drive around to see what is going on, they can see things happen in real time

Physical Signage
Looked into what available signages could be installed at the lot to add wayfinding on the lot and signage for clients to know where they are meant to park

Interviews
Who did we interview?

Avon Director
In charge of Avon Studio Parking. He plays a big role and touches every part of the booking process.

Avon Employees
Working on the lot and they are crucial to ensure the operation runs smoothly and the director's directions are followed

Line Producer
Making sure a film's production runs smoothly, logistics of the production is important to them

Security Company Owner
The owner of the company that provides security guards to Avon, he makes sure there is always a security guard stationed on every shift

Security Guard
On the lot 24/7 and they watch over the lot, making sure it's secured and the clients are parked in their allotted space

"I am worried about an upcoming arrival, the clients are leaving their vehicles on our lot for over a week and I won't be there to check if they are parked in the right spot"‍
Key Learnings:

White Board System
To inform the current parking layout, the company relies on a hand drawn map on a white board to let security know where all the clients are staying.

Complicated Process
Avon Executive touches almost every step of the process, he's in charge of all communication, client management, and space allocation.

Communication Is Key
Keeping in constant communication internally is crucial for the lot to run smoothly and avoid any errors in the process.

Busy Employees
Employees have many responsibilities - managing both parking business and getting vehicles ready for renting

Outsourced Security
Security are contracted - don't know about the business

Airport Regulations
Adhering to Burbank Airport's regulation is important. They aren't allowed to make any changes to the lot without Airport's approval

Disjointed Communication
Communication is mainly through email, direct text messages and physical print out. There are many chances of miscommunication.

Outdated Software
Currently using an extremely old rental software from the 1990s. The program only supported text and required users to text commands.

Accurate Parking
Parking in the correct area is extremely important, once a truck driver leaves, it's impossible move the vehicle until the driver comes back

"Because security is outsourced, I don't know who is on shift most of the time. My messages might not be properly passed down to the next security guard on shift"

Who Are We Designing For?

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Avon Executive
Currently handling all responsibilities, with some help from his lot manager, he is responsible for client management, invoicing, allocation, and any incidents occurring on the lot.

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Transportation Coordinator
She must coordinate with Avon’s director to relay her vehicle fleet and book a basecamp for her studio’s next production. Organized O has to make sure all contracts or agreements are signed properly while directing her truck drivers to the correct spaces in order to comply with Avon’s and Burbank Airport’s guidelines.

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Avon Employee
From planning to communicating with clients to even parking the trucks himself, he struggles in being able to manage how instructions are to be followed within the process.

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Avon Employee
From planning to communicating with clients to even parking the trucks himself, he struggles in being able to manage how instructions are to be followed within the process.

Understanding each of these users helped the team identify each of their needs of being able to achieve the same end goal, which is being able to park on site.

Different needs, same end goal

Key Insights

Industry
COVID-19 was devastating to the film industry, but production is already booming to kick off 2021

Competition
Avon has a few competitors in the parking industry, however Avon offers flexible parking arrangements and is located conveniently near studios

Technology
There are multiple softwares that can either be integrated or used as inspiration depending on Avon’s needs

Insight
Avon has a remarkable opportunity to scale and dominate the parking and production truck rental industry now that production has restarted

Situation (Research)

Process
Broken CommunicationNeed for a streamlined system and flow of communication within the process
Lost DocumentationLack of an established process to track and store important necessary documents
Past Due Payment ProcessingDesire for an alternative approach in ensuring on time payment from clients

On Site
Large Space ManagementWith the space being so vast, there’s difficulty in updating on a live basis between lots as well as tracking any vehicles out of bounds
On Site ProcessingWith a “pass down the information” current set-up, there is higher tendency for instructions for bookings to get lost and misinterpreted between involved stakeholders
Adhering to Airport RegulationsDifficulty in communicating and managing the rules with clients

How might we create a streamlined, holistic system for Avon to easily track, manage and communicate with production clients about booking and parking?

Problems Identified

Ideation

With research and firsthand information gathered from key stakeholders the team set out in ideating solutions through multiple exercises.

Crazy 8’s
Storyboarding

Idea Portfolio
Brainstorming

Brainwriting
Octopus Clustering

Each exercise played a role to:
Generate ideas
Identify possible solutions in relation to user needs
Determine areas of opportunity
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Key features to focus on included:

Mapping Software

Visual Calendar

Scheduling Tool

Signages

Document Storage

Live Reporting

Booking Process

In the efforts of testing out these ideas and testing the tangibility of each, the team worked on a multiple of prototyping exercises with the mindset of going beyond just wireframes and a click through prototype as a final solution.

Mood Board
Coming out of ideation with a flurry of ideas, putting together a mood board helped the team envision an intended design direction. From looking at layouts for inspiration, to thinking of physical landmarks to include for the on-site side of the project.

Process Flows
“What would the new process be like?” Taking the ideas and possible features into a process flow showed how the ideas and features could be used and improve the key stakeholders journey through the booking and parking process.

Desktop System Mapping
Parallel to the process flows, a Desktop System Map was used to supplement the team's understanding of the entire system and help visualize all the moving parts. We concluded that there were three major parts to the entire system, the main Portal, the Employee Hub, and Onsite.

Desktop Walkthrough
Focusing on what happened onsite was extremely important, because that was the basis of many pain points found. By working through a Desktop Walkthrough exercise, a digital layout of the physical aspect of Avon Hub was established.

Story Boarding
Storyboards were helpful to visualize user interactions in order to provide context behind the system and how users would use it. Sketching the key interactions on screen and physically provided plenty of insights that was used to further refine the concept.

Low Fi Wireframes
To configure the layout of the main screens (main Portal, Employee Hub, and Onsite section), low-fidelity wireframes allowed for quick revisions and low stress collaboration between the team.

Rehearsing Digital Services
Used to test the functionality and flow of the Avon Hub design. Key learnings: design had missing info sections, a lot of questions were raised, realized some of the features could be consolidated into fewer pages.

High Fi Wireframes
Creating high fidelity wireframes helped detail out the experience of using Avon Hub and provided visuals to present to Avon.

Prototype

Avon Hub Centralized System
Streamlining the booking process for Avon and introducing new technology to enhance their processes

Dashboard
Upon logging into Avon Hub, the users will see the current layout of the lot and notifications on the dashboard. The dashboard is the starting point of accessing everything on Avon Hub.

Client Management
All current, future, and past client will have a profile assigned to them. This profile will allow Avon to easily find all information and documentation associated to the client.

Messaging
Incorporating a messaging system will keep all internal and external communications organized. Avon employees would be able to instantly get notified of an update.

Live View
Installing security cameras will help increase the security of the lot and allow employees and guards to have multiple views of areas they can't see from their office.

Easy Incident Reporting
Adding an incident reporting feature will reduce the back and forth needed between Avon, the security company, and the security guard.

Avon Hub - The Story
Selling the idea: to sell the idea to the Avon Executive, this story was presented to paint a picture of the booking process using Avon Hub. This approach allowed us to show the Executive many visuals of the system.

Avon Hub Benefits

Streamlined Process
All parties will know what they need to do without the constant back and forth

Improved Communication
Incorporating a messaging system will reduce the chance of a message getting missed

Document Organization
Documents will all be stored in one place minimizing risk of lost documents

Clear Instructions
With improved digital and physical directions, all parties will be on the same page

Results

After presenting the solution to Avon, they were extremely excited by the solution and wanted action to be taken towards it. They also provided thoughtful feedback to the team. Overall, they were pleased with the work that was accomplished and they also felt like they learned a lot through the entire process.

Client Feedback

Insightful
Avon expressed how seeing all their problems presented to them was an eye-opening experience and motivated them explore changes in their process

Rapid Solution
They wanted quick solutions they could use while Avon Hub gets developed. A few programs were recommended to them.

Implementation
Avon was excited to start implementing Avon Hub to ease their workflow and improve the booking process.

"It was extremely eye opening to see all our problems laid out like this"

Conclusion

3 key takeaways from the project:
Service Design Framework as an Iterative Process — I learned throughout the variation of this particular framework’s exercises that each would work best and fit depending on the certain situation. As a learning point for the team, we learned to work best judgement in understanding which exercise would work best with what we’re trying to understand throughout the phases.

‍Importance in Listening — as Avon has an existing and established system in place, it was important to listen to each and all key stakeholders involved in order to design a service that is tailored to their needs

‍Consistent Communication On the Process to Build Trust — communicating with Avon throughout the process helped build trust (such as explaining how the team gathered information and generated insights). It showed the client that each aspect was thoroughly looked into to find questions and opportunities

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