Parking made easy

JustPark is a technology platform that matches drivers with parking spaces through its website and mobile application.

Click on the links below to find out more about each of these projects

Other projects: overall brand visual refresh, paid and organic BAU campaigns, ad-hoc campaigns, customer marketing emails journeys

My Role
  • UI/UX for the website
  • Campaign concept (ideation and execution)
  • Lead Brand’s visual identity
  • Identify design projects, scoping, planning and executing

Website Migration and Redesign

  • Most pages only were only speaking to drivers
  • There was very little on our company mission/vision
  • B2B proposition/services have changed and needed to be explained
  • Exit WordPress and leave behind the product-dependencies pages, in order to increase the Marketing team freedom to update the website and create Landing Pages for different projects without asking Engeneers
  • Brand/visuals not up-to-date
  • Create a cross-team group that included people from different part of the organisation
  • Review the website architecture and user journeys
  • Review the messaging and content
  • Create and organise a Web design system that allowed templating rather than ad-hoc solutions
  • Design new UI/UX
The Starting Point
Initial challenges
  • Find common ground for Product and Marketing to work together
  • Initial documentation and research to get stakeholders from different teams onboard
  • Create a presentation with a timeline, resources and workload for the stakeholders and CEO to sign off
  • Suggest a new website architecture based on our personas needs that could guarantee a smoother journey
Working with personas
The workshop

The web templating workshop was conducted with all the designers and content writers at Justpark in an attempt to collaborate and collectively agree on a set of “templates” that existing and future marketing web pages could fall under.

These templates in turn would be made up of several “molecular” components which would ultimately consist of one or more design “atoms” (such as labels, paragraphs, images, inputs, etc.)

In this way we formalised the design patterns, and modularise the components and sections that can then be mixed and matched to create new pages that are aesthetically consistent with one another.

We first analysed the existing pages across B2B and B2C, list the possible types of content we include on each page against content and narrow down the amount of component and templates to create page groups and section templates.

Atoms, molecules and templates
The UI

Parallel to the UX templating workshop we narrow down the use of colours to match the current app design and implement it with new iconography and illustration to get a coherent look and feel.

The visuals are right now matching our marketing material (emails and ads) and the general JP vibes.

Here you can see an example of detailed web components (in Figma) as well as some of the iconography and illustrations featured on our pages.

We’re using Figma to create symbols and a design system that is making any update easier, as well as mockup design quicker.

UI and Illustrations
The New Website

One finalised the templates in Figma we worked with a Webflow expert and a developer to get our pages up and running asap.


Customer Marketing: Onboarding emails journey


Increase pre-book revenue per customer with marketing opt-in in 3 months by:

  • Educate new drivers on all of the JustPark offerings and push to download app.
  • Find out driver’s main use case for JustPark and focus the onboarding journey around this.
  • Educate drivers on other use cases and push to make more bookings with personalised journeys.
  • Focused touchpoints (‘less is more’) that have a single minded CTA
  • Less reliance on 20% promotion to stimulate second  booking
  • Data capture that will enable more personalised content and will be the start of an ongoing conversation
  • Personalised, relevant content
  • Template emails and components to make the execution faster

In order to have an overview of all the emails that we’ve been sending to our users we collected them in Miro, where we’ve proceeded by dividing them by journey and target audience.
This led us to recognise inconsistencies and similarities. With this knowledge I’ve grouped the components by layout and narrowed them down to a small number of templates we could use across different email types.

Emails analysis in Miro
What about the Dark Mode?

Increase pre-book revenue per customer with marketing opt-in in 3 months by:

Before redesigning a whole journey and deciding what design to go for, it’s worth considering all the possible issues and possibilities.

Dark mode is definitely one of them as it has gained a lot of popularity from users worldwide and has been adopted by tech giants. These include big names like Facebook, Reddit, Twitter, YouTube, WhatsApp, Samsung’s One UI, Apple’s iPad and iOS 13, and Android 10 shadow mode, to name a few who are offering dark mode for users.

I then had to design keeping this in mind and lots of questions rose: how will the green behave on black? How can I create illustrations that work both on white and dark backgrounds? Will it still look on brand?

Light Mode vs Dark Mode