Personas

Personas

Persona	Key Details	Goals & Needs	Pain Points	Implications for Design
Commuter Claire	• Age: ~30–45 • Works downtown, parks every weekday morning • Drives a compact sedan • Uses navigation aids, heavy commuter traffic • Tech level: High: uses parking apps daily and relies on live availability data • Quote: “If I can’t be sure there’s a spot when I arrive, I’ll choose another garage.”	• Quickly find nearest available spot • Park with minimal walking distance to exit • Avoid circling and wasting time • Real-time availability to choose garage in advance	• Spots show as “available” but are full • Has to loop around several levels • Stress of being late	• Prioritize real-time spot occupancy display • Offer best route inside garage • Show walking distance to exit
Daily Student	• Age: ~18–25 • Uses garage regularly • Doesn’t mind walking • Knows the layout of the garage • Tech level: Medium: uses mobile apps occasionally to check availability but relies on habit • Quote: “I’ll park farther if it’s cheaper, I just need to know where it’s as close to free as possible.”	• Price-conscious • Wants consistent parking availability • Prefers to avoid peak hours • Looks for clear information on cheapest zones	• Frustrated when garage is full during peak times • Rarely gets preferred spots • Delayed by congestion when entering or exiting	• Show availability heat maps by time of day • Display cheapest or permit-only zones • Provide estimated peak times to avoid delays • Offer transparent pricing and rules
Errand Erin	• Age: ~20–60 • Often stops for quick errands • Only needs 5–30 minutes • Doesn’t want to overpay or wander • Tech level: Low: prefers simple signage and quick instructions rather than complex apps • Quote: “I just want to park quickly, get in, and get out.”	• Spot near entrance or near store • Fast in/out; minimal walking • Ability to see short-stay rates	• Has to walk far or find signage • Doesn’t want to pay for more time than needed	• Show available spots by type and proximity • Offer dynamic pricing or cost/time estimate • Provide clear signage to nearest short-stay areas