Product Marketing Website
Redesigned Parking Time’s website to align with their brand, enhancing visual appeal and boosting awareness among municipalities to drive conversions.
Industry
Parking
Timeline
May 2024
My Role
UX/UI Designer
Project Manager
Client
Context & overview
Second Project with Parking Time
This was our second project with Parking Time. After a successful school project improving their digital parking disc app, they returned to us for this project. Now, a small group of 4 designers worked on it outside of our formal education.
About Parking Time
Parking Time is a startup offering a digital parking disc app designed to simplify the parking process for municipalities and drivers. Their goal is to make parking easier by transitioning drivers and municipalities from traditional analog parking discs to a digital solution.
Outdated Website
According to Parking Time, their existing website did not effectively communicate the value of their digital parking disc to municipalities. It lacked clarity, effective call-to-action buttons, and professionalism, failing to reflect the product’s innovative nature. This led to low engagement, poor conversion rates, and hindered Parking Time’s growth and market penetration.
Objectives
Redesign the website to align with Parking Time’s brand.
Increase conversions and awareness.
Ensure the design is complete and ready for developers to implement.
Problem Statement
How can we better communicate the value of Parking Time's product?
Target Audience
Primarily municipalities.
Potential business partners
End-users of the app.
Research and Insights
Understanding Municipal Needs From Potential Partners
Due to the tight deadline, we were unable to conduct interviews or user testing. However, we relied on secondary research, including benchmarking and competitive analysis. We explored what municipalities typically need from service providers websites and analyzed competitors in the digital parking space, such as EasyPark and MOBILL Parking.
Benchmarking from Client's Wishlist
We recived a detailed wishlist from the product owner, outlining what they wanted the website to include. This helped us focus on specific sections, such as a professional “About Us” page, a prominent “Contact” section, and a clean, minimalist design. The product owner also provided a list of websites, including large companies such as EasyPark and Kivra, which served as design inspiration.
Key insights
Municipalities require clear, concise information about the benefits of adopting digital solutions.
Websites that provided simple navigation and clear calls to action were more effective in engaging users.
Trust-building elements, such as testimonials from other municipalities, were essential for gaining credibility and increasing the likelihood of adoption.
These findings made us prioritize ease of navigation and more professional, visually engaging elements that also highlight Parking Time’s unique value proposition for municipalities.
ideation
Understanding the Current Website Structure and Flow
We started by creating a flowchart of the old website to understand its structure and determine areas for improvement.
Exploring How to Highlight Parking Time’s Benefits for Municipalities
Brainstorming sessions followed, where we explored how to simplify the website, make it more visually appealing, and highlight Parking Time’s benefits for municipalities.
Prototyping
First Wireframe
We created a low-fidelity wireframe that focused on organizing the information in a way that municipalities could easily understand and act on. Our goal was to ensure that the key value propositions were prominently displayed and easy to understand.
Feedback
Client Feedback and Iterating on Design Challenges
Due to time constraints, we relied heavily on the product owner’s feedback instead of formal user testing. While the overall structure and layout of the website were well-received, the color palette posed a significant challenge.
The client appreciated the overall layout and content, believing it would drive conversions effectively.
They felt the website effectively described their company and solution, clearly communicating their value proposition to municipalities.
They were satisfied with the design and colors, though they felt the darker color scheme didn’t align well with their brand and logo.
Design Challenge: Color
One of the most challenging aspects of the project was aligning the color palette with the client’s vision. The client was insistent on using very light colors to match their logo, which, as we advised, was quite bright and difficult to pair with other design elements. Despite our suggestions to reconsider the color of the logo for a more cohesive design, the client remained firm in their preference. This resulted in multiple rounds of revisions to balance the client’s desire for a lighter color scheme with our goal of maintaining a professional and visually appealing design.
Eventually, after several iterations, we reached a balanced color palette that the client felt aligned with Parking Time’s branding while still ensuring that the overall design remained functional and cohesive.
Final Design
A Website that Engages and Converts Municipalities
The final design was modern and professional that clearly communicated the benefits of their digital parking disc to municipalities. We created a layout that was easy to navigate, with clear calls to action that encouraged municipalities to engage with Parking Time.
Two Versions
Although we delivered a final version that aligned with the client’s preferences for a lighter color palette and updated images, the initial version we presented—preferred by both our team and the developers—was a more modern and visually striking design. We believe it better represented Parking Time’s innovative product. This is the design showcased below.
User-Centered Flow, from Awareness to Action
We structured the site to first introduce the product, then explain how it works, followed by why municipalities should adopt it. Trust-building sections are strategically placed before the final call-to-action, ensuring a logical, conversion-focused flow. This approach follows our research insights, showing the importance of a clear journey from product awareness to action.
Hero Section: Introducing Parking Time
Introduces who Parking Time are and what their product is with immediate call to action buttons.
Explaining the Solution
Breaks down how the app works in simple steps, reinforced with visuals. This ensures users understand the product’s ease of use, a priority identified in our research.
Benefits of Parking Time
Highlights the app’s benefits for municipalities,
Using key statistics to prove success.
Provides measurable outcomes, addressing the need for data-driven proof.
Stats included in this section reinforce why Parking Time is a good choice for municipalities.
Building Trust Through Recommendations
Establishes credibility by showcasing testimonials from municipalities that use Parking Time.
Helps build trust, as decision-makers often rely on peer recommendations.
Displays logos and trust markers to visually reinforce the product’s reliability.
Demonstrates that other cities endorse and benefit from Parking Time.
Peer validation is key for municipalities, making this a strong conversion driver.
Call to Action: Download & Contact
Designed to drive conversions with clear CTAs after trust-building sections. Our research showed the importance of making the next steps easy and accessible.
Image/Mockup: CTA Sections: Download Now and Contact Us
Building Even More Trust Through News Updates
Keeps visitors updated on Parking Time’s progress without requiring immediate contact.
Shares key developments to foster trust and transparency for potential clients.
Informs users of new features and partnerships, maintaining engagement and credibility.
Final Information
Answers common questions and offers additional resources. Supports clarity and reduces barriers to adoption, following insights from research.
Result and Impact
Client Feedback
Parking Time was highly satisfied with the outcome of our project. The CEO, Matilda Öhman, expressed her satisfaction, stating:
Matilda Öhman
CEO - Parking Time
"Ludvig provided valuable insights that increased user engagement with our app and contributed to the development of a modern website aligned with our brand vision. His ability to understand and address customer needs resulted in a design we are extremely pleased with."
Reflection and Learnings
Reflection
What I Learned
I gained valuable experience in client communication, especially when managing differing opinions and preferences. It can be challenging to balance client requests with design principles, but it’s essential for delivering a successful project. I also learned how to collaborate effectively with project managers and developers, strengthening my project management skills. Working with a supportive team made navigating these challenges much smoother.
Challenges and How We Handled Them
Balancing the client’s preference for a lighter color palette with our design vision was a key challenge. We handled this through multiple iterations, ensuring a compromise that aligned with their branding while maintaining a modern look. Tight deadlines also required us to prioritize features and maintain clear communication, allowing us to deliver on time.
What Worked Well
Despite the numerous iterations, we were proud of what we delivered. Strong team collaboration helped us stay on track, and the client was ultimately satisfied with the final result.
Looking Forward
I aim to further refine my client management and communication skills, and incorporate more user testing in future projects. This project also reinforced the importance of aligning design with client needs while maintaining a strong user focus.
Team Credits
Ludvig Hedin (Me):
Project Manager & Designer
Danijella Roksandic:
Design Lead
Emil Arkel Wärn:
Research Lead
Albin Herbst
Designer
