Social Login on ParkMobile Website

Context: 

Prior to joining ParkMobile in Fall 2021, the previous mobile team added social login (Google and Apple) to the native app.  This addition resulted in a roughly 30% increase in monthly registrations and >80% of users preferring to use social login.  Therefore, I decided that my team should add this feature to the ParkMobile website.  This work contributed to the product strategy that I created which focused on improving the login experience across mobile and web.  Since >65% of monthly revenue was generated from existing users, reducing friction around the login process was beneficial for the business.

Action:

When I originally placed this work on the roadmap, my team had the resources to complete this feature.  A couple of months prior to starting this project, the VP of engineering for consumer apps decided to redistribute the developers among the consumer apps teams in order to improve the quality of the consumer apps.  This led to a shortage of web developers on my team to add social login to the ParkMobile Website.  In order to get this feature built, I did the following: 

• Created a product requirement document (PRD) for social login on web, which included contributions from engineering and design

• Leveraged the PRD to convince product and engineering leadership to provide web developers to work on this feature part-time while prioritizing other key initiatives

• Wrote the epic, user stories and performed UAT for this feature

• Utilized the PRD and feature documentation to align key stakeholders such as account management and member services on this work

Outcome:

• Registration via the ParkMobile website increased by 30%

• Parking transactions via ParkMobile website increased by 18%