Fall

Fall

Assignment 1.2
CT6014 Critical Evaluation
Robert Sanins

[ Ty p e t h e c o m p a n y a d d r e s s ]

08
16

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Table of Contents
Introduction.........................................................................2
Comparisons......................................................................... 2
How BayPay breaks new ground............................................5
The hook model............................................................................................... 5
Trigger.......................................................................................................... 6
External Triggers.......................................................................................... 6
Internal Triggers........................................................................................... 6
Action........................................................................................................... 7
Investment................................................................................................... 7
Variable Reward........................................................................................... 7

Evidence that BayPay could be a success...............................9

Why
Why
Why
Why
Why

will BayPay become a success?............................................................9

do customers need BayPay?.................................................................9
is BayPay a must have?........................................................................9
does BayPay save a customers time?..................................................9
would a car park use this application...................................................9

References.........................................................................10

Introduction
The purpose of the application BayPay is to remove the need of
car parking tickets and create a more wireless environment. This
will be done with reference to theory of patterns in human
psychology. In addition the research will show the opportunities
that applications have missed and in which BayPay will
demonstrate.

Comparisons
A number of applications were researched before the idea of
BayPay began for example ParkMe has parking information in

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over 500 cities around the world and helps find the cheapest
prices. It also has real time information on how many spots are
open in the facilities and updates its cities, rates and parking
every day.
Another example is Smartpark. This application remembers
where the customer parked their car and when the meter expires
in case the driver lost track of time.
A third example is MIpermit, which is an app that a driver can
use to purchase a virtual parking permit. The permit works via
the number plate on the car so a parking warden can check the
number plate against the online system without the driver having
to purchase a ticket.
There are similarities between BayPay and the applications
researched. However, there are major differences, which make
BayPay unique.
ParkMe is a very similar application in terms of its features. Both
have real time updates to rates and parking spots. In addition
BayPay offers more for example its real time parking pricing
updates.
The second example Smartpark has a feature, which isnt
included in BayPay where it shows the customer where they
parked their car. However, BayPay does show when the meter
expires and as an added bonus the real time price updates.
The last example is MIpermit, which is the most similar to
BayPay. MIpermit works by purchasing a virtual parking permit,
which is paid for via the online system. BayPay is similar but
instead of having to manually pay for a spot. BayPay works
using geo-location automatically taking payment for parking.

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BayPay

ParkMe

MiPermit

Smart
Parking

Cheaper

Better

More
Features

Wow

BayPay

ParkMe

MiPermit

Smart
Parking

Real Time
updates
Wireless
Parking
Where the
car is
parked
Pricing
Updates
Parking
time
updates

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BayPay

ParkMe

MiPermit

Smart
Parking

Geolocation

Social
Media
S-S Keep
it simple
stupid
Cross
Platform
Monetizatio
n
Global +
Scalable
Mobile
Device
Sensors

How BayPay breaks new ground

BayPay is far better and has more features then any applications
currently on the market. Eval (2013) states: the main aspect that
is common to all successful innovations- they solve problems.
BayPay does this because it solves a huge problem thats slid
past in the current market.
The business model behind BayPay is based on the Hook
model. To create a successful business in BayPay there needs
to be a long-term plan. It isnt an application such as flappy birds,
which was a viral sensation. BayPay wants to be a market leader
and stay a market leader.

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The hook model

The Hook model attempts to connect the users problem to a

solution enough times to form a habit Habits are defined as
behaviors done with little or no conscious thought (Eval, 2013,

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p.13)

Trigger
The user needs a spark to create a reaction. Eval (2013) states:
Habit-forming products start by alerting users with the trigger
also tells the user of what to do nextto act.
BayPay plans to use external and internal triggers to intrigue
users into using the application.

External Triggers
The use of external triggers can be intruding in a users
experience. The way BayPay proposes to use them is to tell the
user what to do next by placing information within the users
environment (Eval, 2013). A couple of examples of the use of
this will be prompts each day with the cheapest price for the
users work address and emails with weekly offers. The aim of
the external triggers is to prompt repeat engagement until a habit
is formed.

Internal Triggers
Moving forward after grabbing the users attention with the
external trigger, Internal triggers tell the user what to do next
through associations stored in the users memory. As Eval (2013)
suggests: Emotions, particularly negative ones, are powerful
internal triggers and greatly influence our daily routines.
What BayPay intends to do is use the negative emotion such as
having to queue for a parking machine or trying to find lose
change. The emotion turns into an internal trigger to make the
users more tempted to use the application instead of facing a
negative situation.

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Action
One of the most important issues today is to make applications
as easy to use as possible. This application needs to appeal to
all ages; this is due to driving starting at different ages per
country. Owing to this, ease of use and usability testing is an
incredibly important stage for BayPay.
Eval (2013) explains: Any technology or product that
significantly reduces the steps to complete a task will enjoy high
adoption rates by the people it assists. This means that the
easier the application is to use the more people are likely to use
it.

Investment
The investment into BayPay will be about saving time and effort.
Part of the business model is Eval (2013) states: Once users
have invested the effort to acquire a skill, they are less likely to
switch to a competing product. Wireless parking technology can
be copied but the investment of the users time into BayPay will
make it less likely the user will swop to a rival application in the
future.

Variable Reward
Eval (2013) suggests: Variable rewards must satisfy users needs while
leaving them wanting to reengage with the product. The application will
run a points system so if you park on a certain day, park at a particular
car park or for a certain amount of weeks running the user will be
rewarded with discounts.
While the user is rewarded via the bonus points scheme each reward
will be different and odds based maintaining user interest by sustaining
variability with use exhibit infinite variability (Eval, 2013)

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Smile Chart
the chart showed that, although usage plummeted

at first, it
rocketed
upward
as
people
formed a habit of using the service (Eval, 2013) After the habit
customers then begin to tell their friends and start paying into the
applications causing a spike in business revenue.

Evidence that BayPay could be a success

If we use the 5 Whys Method used by the Toyota Production
System we can find out.

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Why will BayPay become a success?

The evidence is like so many of our innovations, we did not
know we needed them until they become part of our everyday
lives (Eval, 2013). BayPay will become a part of the users
everyday life due to the habits formed.

Why do customers need BayPay?

Customers dont need anything but like most applications they
start as nice to haves and become must haves. In a modern
society causes users to move onto new technologies as time
progresses. BayPay saves time in each users day so thats when
it becomes an essential.

Why is BayPay a must have?

BayPay creates time for anybody using the application. The
moment a user walks past people queuing for a parking machine
is the moment a user would be hooked.

Why does BayPay save a customer time?

Instead of having to rush round to fit in all the customers
shopping in less than 3 hours for example due to having 3 hours
paid on the ticket. Users would be able to relax and pay for
exactly what they parked for.

Why would a car park use this application

Car parking business would use this application, as it would save
the company a lot of money. The Businesses wouldnt need carparking attendants or need to pay for the gates in front of the car
park.

Conclusion
Having considered all the factors based on this evaluation.
Including the Hook model, Smile chart and the 5 whys. The
conclusion to this study is that BayPay can be incredibly
successful due to its habit-forming ideals and the positive
comparison between it and other similar applications.

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References
Eyal Nir with Hoover Ryan (2013). Hooked how to build habit-forming products.
United States of America: Nir Eyal
Inc.com.(2016).Evernote:2011CompanyoftheYear.[online]Availableat:
http://www.inc.com/magazine/201112/evernote2011companyoftheyear.html[Accessed10Nov.2016].