My role at JP
  • Proactively identify design and marketing projects, managing the stages of scoping, planning and execution
  • Contribute to campaign concept formation with creative ideas
  • Lead the brand’s visual identity definition in partnership with the Product team Lead
  • Deliver the design requirements of the Marketing team, including emails, website, various campaign (online/printed)
  • Elevate the quality of design outputs by leveraging design skills, past experience, knowledge of best practice and constant industry updates
Projects I’ve been working on
  • Overall marketing visual refresh
  • Website migration and re-design
  • Paid and organic BAU campaigns creation
  • Ad hoc campaigns (NHS/Covid/Park&Vote) design
  • Customer marketing emails journeys
Website migration and re-design (WIP)

This projects started as a need to solve a number of issues: 

  • 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

Solutions to the above involve creating new pages and updating existing ones, which also raised questions about the (at the time) current structure of the site.

As we were refreshing the content and structure of the website we decided to include a design review of it, as a step forward towards a more coherent brand and a seamless user experience.

The starting point
The workshop (UX)

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.

Detailing 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 visual 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.

The new design: visit the website here

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

This is a WIP so some pages (mainly those including heavy product-led features) still have an old design but will be changed soon.

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.

Key points:

  • 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
Analysis of the existing emails

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 proceed by diving 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 narrow them down to a small number of templates we could use across different email types.

Errr…what about dark mode?

Before redesigning a whole journey and decide 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 question rose: how will the green behave on black? how can I crate illustrations that work both on white and dark background? will it still look as a JP comms?