JustPark
I freelanced with JustPark to design and launch their first automotive products, skillfully navigating the restrictive frameworks of CarPlay and Android Auto to create a seamless, user-friendly experience. The project successfully launched in Spring 2023, supported by a major marketing campaign promoting the hands-free upgrade. Afterwards, I worked across their mobile app and website, contributing to user-focused enhancements and developing north-star vision concepts for the future of their platforms.
Revolutionising Parking
The UK parking ecosystem is a dynamic and competitive landscape, encompassing public and private stakeholders, traditional council-managed facilities, private car parks, on-street parking, and digital platforms. It is driven by the need to address urban congestion, environmental challenges, and increasing demand for seamless mobility. JustPark operates within this environment, leveraging technology to connect drivers with parking spaces while contributing to more efficient, sustainable urban mobility.
Key competitors in this space include YourParkingSpace, which facilitates bookings for private driveways and commercial car parks, and Q-Park, known for managing high-quality, secure parking facilities across the UK. APCOA Parking offers comprehensive parking management services, including enforcement and facility management, while Parkopedia provides a global parking database to help drivers locate spaces, though it lacks direct booking capabilities. Each competitor brings unique strengths to the market, challenging JustPark to continually innovate and differentiate itself.
To stay ahead, JustPark has adopted several strategic approaches. Integrating with platforms like CarPlay and Android Auto allows the company to deliver a seamless in-car experience, making it easier for users to access parking services hands-free. Dynamic pricing models, powered by tools like JustPark Optimise, maximise revenue for space owners and provide cost-effective options for drivers. Additionally, with a vast inventory of over 100,000 parking spaces, including private driveways and partnerships with councils and car park operators, JustPark offers unparalleled choice and convenience.
A key differentiator for JustPark is its user-centric platform design, which prioritises simplicity and efficiency. Drivers can quickly find, book, and pay for parking, contributing to high customer satisfaction. Combined with its focus on innovation, strategic partnerships, and diverse inventory, JustPark is well-positioned to maintain a competitive edge and shape the future of parking in the UK.
Transforming JustPark: From Outdated to Outstanding
JustPark’s web presence included a range of outdated location-focused landing pages, designed to drive traffic for specific areas. While functional at their core, these pages suffered from a dated design that no longer aligned with JustPark’s modern brand identity. Furthermore, their performance metrics indicated they weren’t delivering the intended results, leaving room for improvement in both usability and conversion rates.
To address these challenges, I led a comprehensive redesign of the location landing pages, focusing on creating a modular structure that could be easily adapted across various locations. The new design was infused with SEO-rich content to improve search engine visibility and included features to enhance brand perception, such as prominent user feedback and discovery of local events and landmarks. This approach ensured that each page not only served as a functional tool but also positioned JustPark as a reliable and community-focused brand.
Central to the redesign was a revision of the search form, an essential feature for users navigating JustPark’s platform. By refining its usability and integrating it seamlessly into the new design, the search form became more intuitive and efficient, improving the overall user experience. As a result, these design principles have begun to influence other areas of the web product, including the homepage, creating a more cohesive and modern web experience for users.
The results speak for themselves. The redesign has led to a 2% increase in searches and a 10% boost in purchases, demonstrating a clear improvement in both engagement and conversions. This project not only updated JustPark’s aesthetic but also reinforced its ability to meet user needs while driving measurable business outcomes.
