Reimagining the Parking Journey
Pay by Phone / Service Technology / 2022
While PayByPhone successfully digitizes parking payments, the interface prioritizes transactional speed over journey planning. Users frequently miss helpful mapping tools due to low visual hierarchy and face avoidable stress when encountering full lots or blocked exits.
(My Role)
Product Designer
(Project)
Product Case Studies
(Capabilities)
UX Design Thinking
Visual Design System
Interactive Motion Design
Prototyping
User Researching
Product Designer
(Project)
Product Case Studies
(Capabilities)
UX Design Thinking
Visual Design System
Interactive Motion Design
Prototyping
User Researching
Opportunity: Driving Assistant
By shifting the app’s focus from a simple payment utility to a comprehensive "driving assistant," we can reduce cognitive load and solve real-world physical conflicts, such as blocked vehicles and limited garage availability.
Feature Discovery Gap
Users missed the planning map because the UI prioritized immediate payment codes, causing them to search for information elsewhere.
Reservation Necessity
Drivers expressed a high desire to secure spots before arriving in the city to avoid the "looping" frustration of full garages.
Communication Void
A major insight revealed that drivers felt helpless when blocked in; creating a non-confrontational, digital way to alert other owners could transform the parking "vibe" from stressful to community-oriented.
Design Evolution
I translated these insights into a high-fidelity system that balances PayByPhone’s established brand with a modern, motion-forward interface.
UX Visual Design
I restructured the information architecture to surface the "Map" and "Reserve" features as primary actions, ensuring planning is as effortless as paying.
UI Design System
I developed a refined, outlined iconography style and a modular component library that maintains the brand's signature green while improving legibility and accessibility.
Motion & Interaction
To solve perceived performance issues across different devices, I designed custom-branded loading animations. These micro-interactions not only mask system lag but also provide a "calm" visual feedback loop that reduces user anxiety during critical tasks.