The problem
In 2020, parking operators still took cash payments for a majority of transactions. During the pandemic, more people started using contactless payments like tap-to-pay credit cards and mobile options such as Apple Pay, Google Pay, and Samsung Pay. As events and gatherings resumed, the parking industry had to adopt new technology to stay current.
How can we serve customers and take more contactless payment options, while doing so in a way that reduces friction and transaction time for the customer?
How would an empowered product team solve this problem?
Results
The product team built a custom mobile app integrated and leveraged Square readers for payment processing.
After beta tests in the field in late 2020 and early 2021, devices with the mobile app were deployed to hundreds of operational sites around the country.
Clients were delighted to be able to use their own mobile phone and contactless credit cards to pay for parking with a simple tap. Use cases for the mobile app continued to grow to serve additional customer types. Every two weeks, the product team completed a sprint and delivered new features.
The mobile app integrated with other internal products used by the company to streamline operations and reduce costs. Improved cash-tracking compared to previous systems helped the company reduce cash shrinkage.
Researching solutions
The product team tested a variety of mobile devices and payment technology solutions.
In conversations with stakeholders, the team identified key hardware requirements: massive battery life, a rugged device that can handle the elements, and ease of use for entry-level employees.
The product team evaluated multiple devices, receipt printer options, and landed on the Samsung xCover Pro device with a Zebra printer. A mobile device management solution was implemented, which made it easy to manage hundreds of devices at scale.
Beta test the product in the field
The mobile app was tested on site and the operations team was provided in-person support.
Being hands-on as a product manager is important, and the learnings were invaluable from working 14-hour shifts with our Texas operation in December.
In early February 2021, there was a second opportunity to field test the product at one of our airport operations. I traveled to Tampa the weekend of the Big Game. While it was tough getting to sleep with all those fireworks going off in the city after Brady and the Bucs won, I had to be at work at 3 AM the next day. Monday morning the mobile app was used to provide curbside service at the airport.
Being in-person and hands-on helped build relationships with colleagues in the field, people who would become champions for our product and a sounding board for new feature ideas.
Rollout, success, then handoff to a new PM
New product rollouts are exciting. Your product works, has customers, and the team is excited to iterate and improve the product with great features in your product backlog.
When a job is done well, often we are asked to assume leadership role, and to coach and mentor the next generation. Embrace the opportunity to help the business solve new problems.
In life, we have to lead ourselves, before we can lead others. Just like at the gym, where doing uncomfortable exercises that challenge our bodies leads to growth, professional growth happens when we push ourselves to try new, difficult things.
Final Thoughts
Product management, when part of an empowered product team, is about problem solving. Successful PMs lead the team in product discovery, are accountable for outcomes over outputs, provide strategic context because of their deep understanding, and ensure the product addresses key risks.
When part of an empowered product team, you are accountable for finding solutions that address four key risks:
Valuable: will customers buy and choose to use the product to solve a genuine problem? A successful product team must continuously validate the value proposition of their solution with real users, preferably in the field with customer visits.
Usable: can customers figure out how to use it? When designing a mobile app, think of the least tech-savvy member of your family and make sure the solution is intuitive, easy to learn, and enjoyable. If my mom can use it, then it’s a great app!
Feasible: will your team be able to technically build the solution? Ask tough questions to determine if your developers have the available time, technology, and skills to make it happen.
Viable: evaluate the business risk and make sure the solution works for the business. Stakeholder management is key here. There is always one stakeholder who has less bandwidth and takes longer to get answers from. Sometimes that person is in Legal, IT, or even Marketing. As a product leader, be pleasantly persistent and get the due diligence from all parties to ensure the solution aligns with the company’s overall business goals.
Here’s a few more pro tips:
While building a product at the office and testing it internally is important, the rubber hits the road when you take your product out into the field and see how customers use the product. A day of research in the field is 10X more valuable than a day in the office.
Once your product launches, keep digging into how your customers use the product. You will discover features that are missing, or new use cases for the product.
When building internal products to help a business, embrace a far-reaching communication strategy within the organization. Ask for feedback and great ideas will surface.
When a product manager builds a successful product that scales, they are often given new problems to solve and a new team to lead.
A product leader learns how to set up a new product manager to get early wins. Transferring your deep customer knowledge to the new PM will require coaching and mentoring, not just handing off a backlog. Lastly, introduce your replacement to the team and key stakeholders, and help facilitate strong, trusting relationships.
With success comes new mountains to climb, or new mountains to drive off with a motorcycle to land on a train to save your friends and the world from The Entity. /wink
