Transforming Urban Mobility with ParkingMyCar

Meet ParkingMyCar

ParkingMyCar, a forward-thinking 100% Italian scale-up, is on a mission to revolutionize parking across Italy. Their goal? To make finding and booking parking spaces seamless, secure, and affordable. They believe parking should be a stress-free start to any journey, not a hassle. By embracing values like trust, inclusivity, and innovation, ParkingMyCar is building a comprehensive digital ecosystem that covers every parking need, from ports and airports to city streets and camper areas. They're not just finding you a spot, they're reimagining urban mobility.

My Role: Product Design
Year: 2022
Focus Areas: UX Research, Product Design, Prototyping, User Testing, Design System

TL;DR

Expanded ParkingMyCar's services to include city and station parking, revamped the user interface to meet new user needs, and established a comprehensive design system during a re-platforming project. The result? A 21.29% boost in conversion rate (CR) and a 7.36% increase in average order value (AOV).

This project won the Netcomm AWARD 2023 for best User Experience, recognizing its excellence in enhancing customer interaction and satisfaction.

Challenge

ParkingMyCar, well-established in airport and port parking, sought to expand into city and station parking. This expansion introduced several challenges:

1. Shifting User Priorities: While airport and port users valued price, trust, and distance, city and station users prioritized distance, then price and trust.
2. Map Integration Needed: The current Product lacked a map navigation system, critical for the new parking segments.
3. Diverse Information Display: The parking information cards needed to adapt to the new segments, displaying more options and images, unlike the existing format.
4. Re-platforming Opportunity: The company's re-platforming initiative provided the perfect moment to create a cohesive design system and refresh the UI.

Solution

A comprehensive, user-centered approach was taken:

1. User Stories Development: Created detailed user stories to guide the new UX, ensuring the design met the specific goals and tasks of different users.
2. Wireframing: Designed wireframes to map out UI elements and visualize user flow. Iterated on designs based on stakeholder feedback.
3. Design System Creation: Developed a complete design system in Figma, including a style guide for colors, fonts, and components.
4. UI Design: Transformed wireframes into polished UI designs, focusing on microcopy and overall refinement.
5. Prototyping and User Testing: Built an interactive prototype to showcase micro-interactions and flow, followed by user testing to validate the design.
6. Iterative Refinement: Engaged in multiple feedback loops with stakeholders and users, refining the design through continuous iteration.

Visuals

Desktop (re)designs

Home Page - Before

Home Page - After

Listing Page - Before

Listing Page - After

Mobile (re)designs

Home Page Mobile - Before / After

Listing Page Mobile - Before / After

Listing Page Mobile - New City Segment

Results and Impact

The redesign exceeded expectations:

1. 21.29% Increase in Conversion Rate: The revamped platform significantly improved the user experience, driving more users to complete their bookings.
2. 7.36% Increase in Average Order Value: The enhanced design not only encouraged more bookings but also led users to spend more per transaction.

These improvements underline the success of the redesign in addressing user needs and elevating the overall performance of the ParkingMyCar platform. The combination of increased conversion rates and higher average order values has had a notable impact on the company's growth and profitability.

By focusing on user needs and leveraging a strategic redesign, ParkingMyCar has strengthened its position as a leader in urban mobility, setting a new standard for parking solutions across Italy.