Enhancing Onepark's Subscription System for Improved User Experience and Business Growth

Company Name

Location

France

Industry

Client

Onepark, a mobile app and online car park booking platform based in France, is present across 500 cities and airports in Europe. Facilitating access to over 3,000 car parks, including public and private lots owned by hotels, companies, and buildings, Onepark endeavors to provide drivers with a seamlessly integrated and user-friendly parking solution.

Challenge: Breaking Barriers Towards an Automated Future

Initially, Onepark's business model centered around two pivotal offerings: packages and subscriptions. However, the existing subscription implementation feature posed several challenges:

Non-Optimized Subscription Process: Users were compelled to manually re-purchase parking spots upon expiration, lacking automated payment capabilities. This led to decreasing customer loyalty and an underwhelming user experience.
Limited Spot Retention: Users had no technical means to secure the same parking spot once a subscription expired, disrupting their experience.
Tedious Extension Process: Users had to create new bookings each time they wished to extend their parking spot, adding unnecessary complexity and frustration.
Inconsistent Secure Code Usage: The requirement to obtain updated secure codes with each rebooking made it inconvenient for users to use secured parking spots comfortably.
Disjointed Back Offices: Separate web and mobile applications back offices hindered new feature development and further support, making them asynchronous, and less cost-effective.

Onepark realized modernization was essential to automate processes and eliminate friction across the entire ecosystem.

Solution: Revamped Subscription Process for Increased User Loyalty and Retention

Onepark recognized the need to establish a seamless and hassle-free recurring, on-demand automated subscription process to enhance customer retention and loyalty. In response, Onepark turned to DataArt, as we are its long-term go-to technology partner for projects. With a thorough understanding of our client's needs and comprehensive service insights, we prepared a fully automated subscription workflow, including back-end and API optimizations. Our expert team updated the following system components to accommodate the new subscription offering:

Reimagined Payment System: Onepark and DataArt's teams chose Stripe Subscriptions for service implementation based on its capabilities and previous positive experience with Stripe. Stripe Subscriptions offers an all-in-one, easy-to-adopt service that drives engagement and performance with secure recurring payments. The new microservice was designed to be potentially easily integrated with different payment providers.
Enhanced Booking Engine: DataArt introduced a suite of microservices into Onepark’s back-end infrastructure to optimize mobile and web app experiences. That work continued DataArt’s efforts in introducing serverless technologies to Onepark. To implement subscriptions, DataArt leveraged AWS Lambda, AWS API Gateway, and AWS Kinesis, among other AWS services.
Elevated Capacity Management: Initially, the system had a shared capacity for all offers. The joint team introduced split capabilities for packages and subscriptions and the ability to manage them via the back office.
Streamlined Pricing Model: The platform offered a fixed-time, 1/3/6/12 month subscription before, without automatic renewal. The DataArt team introduced the process with one 1-month subscription with perpetual renewals.
Seamless Access Control: Access codes were enhanced to remain valid throughout subscription periods. Once the user terminates the booking, the access code is valid until the paid period ends, ensuring user convenience.
Optimized UI: The user interface in web and mobile app versions was enhanced for a smoother user experience.
Reorganized Financial Reports: The team introduced a split for Onepark commission for packages and subscriptions with the ability to manage it via the updated back office.
Code Base Refinement: Differentiating code to small private libraries enables better system scalability and a more convenient way to use shared between microservices code.

Exemplary Screenshot from the Client’s Application

Our Approach

We used an iterative approach to ensure a smooth transition, both for business and end users, guaranteeing the changes will not hurt the user experience and business flow. Our team gradually transformed services on the back end, progressed to front-end optimizations, and eventually, monitored the production environment with constant support.

Outcomes

The successful implementation of the enhanced subscription system resulted in significant improvements for Onepark:

Increased Subscription Usage: The new functionality encouraged an increased user adoption of subscriptions, improving customer retention and loyalty.
Enhanced User Experience: Automation eliminated the need for manual re-purchases, fostering a more intuitive and convenient experience for users.
Reduced Support Burden: Automation minimized the need for Onepark’s dedicated team manual support, streamlining operations and reducing costs.
Tech Advancement: Using modern and secure technologies strategically strengthened the service, making it more resilient and ready for the future.
Broader Scope of Benefits: Beyond the subscription feature, the collaboration with DataArt also led to enhancements in the payment system, UI improvements, and finance reports for better business insights.

Technology Stack

Ruby

Ruby on Jets

AWS

Stripe

JavaScript

React

React Native

Landing Page

DataArt & AWS for Travel & Hospitality

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