Introducing Parkspass
Background
After competitive analysis and better understanding visitors, we were able to create a system at Johnson Canyon Parking lot at Snow Canyon State Park for online self-pay stations.
Problem
The only place for people to purchase passes online was through eventbrite and there was no way for visitors who showed up to Johnson Canyon Parking lot at Snow Canyon State Park to know about it. The only way for people to purchase their pass when arriving to a Johnson Canyon is to pay with cash and have the exact amount.
Business goal
Increase visitor payments at Johnson Canyon Parking Lot.
Solution
Using Shopify’s buy button and an app called Evey Events, we created a website that has the buy button embedded onto our site for people to purchase their passes online. We also designed signs with large QR codes for people to scan and purchase a pass before entering the state park.
Role: UX Designer
Tools: Figma, Illustrator
Methods: Competitive Anaylsis and Research
Competitive Analysis
Before ParksPass was created, the Utah State Parks were selling passes online through eventbrite. The problem with the way the passes were set up was that not all the various prices were available and there wasn't much customization.
Research
Conducted by George Wells, he looked at all state park websites and apps in the United States and put together a rating system to compare each. From this research, we found that the majority of states do not provide a way to purchase day-use passes online but the majority does provide annual passes. This didn't give us very much help for inspiration for selling day-use passes but websites like southc olinaparks.com gave us inspiration for interactive maps that we incorporated on parkspass.utah.gov.
Conclusion
ParksPass not only sells online passes now but is now providing point of sale purchases. By starting off at Snow Canyon State Park, we were able to learn what works and what doesn't. We learned that people pay attention to bright colored signs and only read the first few words of a sign: "Fee Area" or "Pay Online". Every day we are learning how we can improve our site by getting customer feedback from our help center. We look forward to helping each state park in Utah one by one to improve Utah State Park experiences.