JustPark
Europe’s leading provider of pre-bookable parking.
Project
JustPark
App redesign conept
Role
Product Designer
Year
2024
Background
During my freelance journey, I had the opportunity to work on the redesign concept for JustPark, a platform that connects drivers with parking spaces through its website and mobile application. This case study explores the redesign process of JustPark's mobile app and demonstrates how the new version's potential to significantly increase the conversion rate.
Problem & Objective
Increase conversion rate
The current version of JustPark greatly helps users with finding parking swiftly, however lacks alignment with industry standards and fails to provide an optimal user experience. Users are bombarded with too many results, leading to decision fatigue, losing potential customers, and lower conversion rates. A redesign is needed to simplify the process and enhance the overall user experience and improve conversion rates.
Defining a North Star concept and redesigning the app with a focus on creating a superior user experience that effectively addresses parking challenges, aiming to significantly improve the ease and efficiency of finding parking in the UK.
Defining a North Star concept and redesigning the app with a focus on creating a superior user experience that effectively addresses parking challenges, aiming to significantly improve the ease and efficiency of finding parking in the UK.
Design Process
Understanding the big picture: Drivers in the London spend 67 hours a year searching for a spot, costing them £1,104
On average, drivers in Central London reduced their parking search time by 5 minutes when provided with real-time parking availability information via a smartphone app.
I did some secondary research and spoke to few of my friends in my circle who drive regularly to understand how they tackle today, parallelly I also did a usability testing of the current version of the app.
Sorry for the delay mate,
I couldn’t find a parking here !
I couldn’t find a parking here !
London based driver and a plumber, his first words when he entered my flat for a service.
3 out of 4 users felt a lack of guidance in the current experience, impacting potential conversion
Focusing on the user journey of searching for and finding a ideal parking spot, I tested the usability of the current version of the app with four users.
Competitors focused more on displaying a sheer amount of listings and data.
Key pain points
More focus on data, less guidance
Long waiting time
Overwhelming UI
Specialised treatment
Emotional support
Lack of personalisation
After the research I started to think, in today’s scenario, users are overwhelmed with choices, the sheer amount of information in most products is often not user-friendly, resulting in complicated interfaces with multiple listings, filtering options, and map markers that can lead to decision paralysis. Therefore, it's crucial to guide the overall user experience.
Design opportunities
Reducing cognitive load
Long waiting time
The app becomes an active helper, not just an information display.
Prioritising personalisation
Specialised treatment
Proactivity and personalisation streamline the experience.
Emotional support
Creating a sense of ease
Features targeted at easing anxieties around parking restrictions and time management contribute to a positive user experience.
Defined the vision to set the stage for the UI, focusing on providing a personalised & assistive experience for users.
The goal is to design a parking experience for drivers that priorities minimal effort and maximum convenience, and making the app a proactive assistant, reducing the cognitive load of finding the right parking spot.
Started wireframing the journey to test out the flow & iterate
The main iteration
Design system (basic) to ensure consistency and scalability
After thorough testing and iteration of wireframes, I've completed high-fidelity designs. This process involved finalising color palettes, typography, design tokens, and components to create a modular system, enabling rapid design iterations.
Flashy Green - High visibility
A flashy green color is chosen for its high visibility, ability to capture attention, and association with positive emotions. It aligns with a brand's innovative and energetic image, while also providing clear visual cues for users.
Circular Motif - Stage podium - The best spot
The circular elements with soft shadows symbolize a unique, highlighted parking spot, akin to a stage podium. This visual language conveys JustPark's commitment to providing premium, tailored parking solutions, aligning with our overall personalization vision.
2. Define
Outcome
2. Define
Personalised Recommendations
Personalised recommendations based on user preferences and past behaviour. (e.g., preferred parking locations, types of spaces).
User is presented with a short list of options tailored to their needs. This saves time and effort.
"Peace of mind" timer
Reduces anxiety around parking restrictions and increases the likelihood of return customers due to a positive experience.
Emphasises transparency around time limits, potential fees, and lets users manage their parking experience with confidence.
Key screens
CASE STUDY UNDER CONSTRUCTION...
Version
2024Location
London, UKContact
