Founding Product Designer

parkwhiz

My Role

At ParkWhiz, I served as a founding designer, playing a crucial role in the early development and success of the app. I led the design of the app, which achieved over 1 million users and was featured at WWDC 2020. Additionally, I designed the Porsche parking app in partnership with ParkWhiz, overseeing the project from conception to launch. My contributions included developing user-centric designs, conducting extensive user testing, and ensuring a seamless and engaging user experience. Through my efforts, ParkWhiz solidified its position as a leading parking app and expanded its reach in the market.

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The Challenge
ParkWhiz, a leading app for finding parking garages and lots, needed a major overhaul to streamline its customer experience (CX) and improve usability. The existing iOS and Android apps had inconsistent experiences and were developed without a cohesive design strategy. This presented an opportunity to create a unified and user-centric redesign that would drive better engagement and conversion rates.

As the lead UX designer, I spearheaded the strategy and redesign process for the ParkWhiz iOS and Android apps. Collaborating with a UI Designer and a UX Researcher, I was responsible for the overall experience strategy. Together, we created efficient user flows that significantly improved conversion rates and have since been adopted as industry standards by competitors.

Discovery

The discovery phase involved a comprehensive process of sketching, user testing, and concepting with cross-functional stakeholders, including Marketing, Customer Service, Product, and Engineering teams. Key activities included:

  • Benchmark Testing: Evaluated both Android and iOS platforms to identify usability issues.
  • Usability Testing: Conducted task-based usability testing with new and repeat users through Validately, both moderated and unmoderated.
  • Brainstorming Sessions: Led Google Design Sprint format sessions with diverse team members to gather insights and ideas.

Due to the fast pace and small team size, we validated our final designs through user testing with real users in our office. This in-person beta testing helped identify bugs and modifications to enhance usability. The positive feedback from users validated that we were effectively addressing pain points from the previous version.

Final Deliverables

We collaborated closely with QA and Product Managers to ensure the final designs and functionality met our high standards. This involved functional testing and visual quality assurance to deliver a polished product.

Results

The redesign was the most significant update since 2016, resulting in:

  • App Store Rating: Increased from 4.0 to 4.9 within six months of launch.
  • Bookings: Increased by 7% on Android and 6.9% on iOS within four weeks of release.

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The Result

Results The redesign was the most significant update since 2016, resulting in: App Store Rating: Increased from 4.0 to 4.9 within six months of launch. Bookings: Increased by 7% on Android and 6.9% on iOS within four weeks of release. This project not only improved the user experience but also set a new standard for design excellence in the parking app industry.

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