01 - THE CONTEXT
THE ASK vs. THE REALITY
What they asked for
Social media presence
Website redesign
Brand perception
What actually existed
Paper-based operations
Phone call coordination
Spreadsheet management
Inquiry → Manual Handling → Event Execution
Early discovery revealed that the real problem wasn't visual—it was operational. The business was functioning on outdated systems that limited scalability, efficiency, and customer experience.
02 - THE PROBLEM
A Premium Service Powered by Outdated Systems
Despite offering high-end valet and concierge services, Midwest Valet's internal workflows were entirely manual.
✕ Guests relied on physical tickets for vehicle and coat retrieval
✕ No way to request vehicles ahead of time
✕ Payments handled inconsistently or offline
✕ Event organizers submitted inquiries manually
✕ No centralized system for leads or event details
Long Wait Times
Missed Revenue
Operational inefficiency
Limited scalability
No Tracking
No Automation
No Visibility
03 - KEY INSIGHTS & IMPACT
The Real Opportunity
This wasn't a valet problem—it was a workflow problem. Every interaction—guest requests, event inquiries, internal approvals—was fragmented.
DISCONNECTED → CONNECTED
Reduce operational friction
Increase event throughput
Unlock new revenue streams
Elevate the customer experience
"This wasn't a service problem. It was a systems failure."
A Blueprint for the Future of Valet
While not yet implemented, this system establishes a clear path for Midwest Valet to position themselves as a tech-enabled service leader.
Wait Times
Revenue per
event
Operational
Efficiency
Guest Satisfaction
04 - THE SOLUTION
Designing MVX
The Valet Operating System
HiTone Studios conceptualized MVX (Midwest Valet Experience)—a digital ecosystem that connects three core user groups into one connected platform.
Guests
Patrons
Clients
Event Organizer
Internal
Account Managers & Staff
MVX
Platform Core
05 - EXPERIENCE 1 - THE GUEST FLOW
From Paper Tickets→
Digital Requests
Guests attending events could access Midwest Valet through a mobile-first interface.
-
Digital check-in upon arrival
-
Request vehicle, coat, or service from phone
-
Real-time status updates
-
Seamless digital payments and tipping
No Tickets
Faster Retrieval
Premium Experience
05.1 - EXPERIENCE 2 - CLIENT FLOW
From Email Chaos → Structured Event Intake
Prospective clients could now submit detailed event requests through a guided system.
Before
Re: Re: Re: Fw: Event Details ???
Can you call me about the valet?
Sorry — wrong attachment
After
Structured inquiry form capturing all logistics
Schedule consultations directly
Automated confirmations and reminders
Transparent communication flow
Higher quality leads
Reduced back-and-forth
Faster decisions
05.2 - EXPERIENCE 3 - INTERNAL OPERATIONS
From Reactive → System-Driven Operations
Account managers and internal teams gained a centralized dashboard to manage operations.
06 = FEATURE MOCKUPS
The MVX Experience
Five core features designed to transform every touchpoint of the valet experience.
Guest Check-In
Digital arrival check-in with vehicle tagging
Service Request
Vehicle, coat check, and concierge requests
Digital Tipping
Seamless payments and gratuity
Event Dashboard
Structured client event hierarchy
Admin Pipeline
Kanban-style event management
07 - SYSTEMS THINKING
Designing for Scale,
Not Just Screens
Every feature was designed to reduce manual labor, automate repetitive workflows, and enable Midwest Valet to scale without increasing operational complexity.
Experience Layer
Guest App
Client Portal
Automation Layer
Notifications
Payments
Data Tracking
Operations Layer
Admin Dashboard
Reporting
Service-Based→Platform-Enabled
08 - THE CONSTRAINTS
Designing Beyond Budget Constraints
"Designed for where they are going, not where they were."
Current State
Budget limitations prevented building the full system at this time.
Future State
HiTone Studios continued to develop the concept as a strategic exploration of what the business could become.
09 - REFLECTION
What This Project Represents
This project highlights the role of design beyond visuals. It demonstrates how product thinking can uncover hidden inefficiencies and redefine how a business operates.
"Design is not how it looks. It's how it works."
11 - FUTURE STATE
What If This Existed Today?
Imagine attending an event where you never wait for your car, never lose a ticket, and every interaction feels seamless.
PHASE 1
Guest arrives → checks in digitally
PHASE 2
Requests car from inside the event
PHASE 3
Walks out → car is ready
That's the experience this system was designed to deliver.