A smart solution for urban parking
A redesign of the app to simplify parking in urban areas, with a focus on navigation, usability, and sustainability.
Problem Statement
In Madrid, drivers face daily challenges finding and managing parking in a fast-paced urban environment. Parkey aimed to simplify this experience, but lacked a strong brand identity and digital presence to communicate its value clearly. Without a recognizable brand and intuitive design, the product struggled to build trust and differentiate itself in a highly competitive mobility market.
Goals
Create a modern and trustworthy brand identity supported by a clean, functional digital experience that improves user confidence and clarity.
Objectives
Design a brand system that reflects simplicity, efficiency, and reliability
Improve visual consistency across product and communication touchpoints
Enhance user perception through intuitive UI and clear visual hierarchy
Position Parkey as a credible solution in the urban mobility ecosystem
Opportunity
This project presented a chance to turn a functional parking solution into a relatable urban brand. By combining strong visual design with product thinking, Parkey could stand out in a crowded market and become a go-to option for drivers navigating Madrid’s complex parking landscape.
One of Madrid's biggest urban challenges is the lack of parking spaces compared to the high number of vehicles. Based on data collected from multiple sources:
In regulated parking areas (SER zones), the Madrid City Council has issued 234,168 resident permits, but there are only 153,916 available parking spaces, leaving 80,252 cars without a spot in the most congested districts.
Madrid experiences more than 2.5 million daily car trips, overwhelming its parking infrastructure.
In neighborhoods like Usera, Las Rozas, and Barajas, residents have reported severe difficulty finding parking, leading to traffic congestion.
Studies estimate that parking shortages are responsible for up to 30% of traffic jams in Madrid, increasing both pollution and time lost in commuting.
User & Stakeholder Interviews
We conducted interviews with various stakeholders to gain a well-rounded perspective on the problem:
Daily commuters: Expressed frustration over endlessly circling for parking and the unreliability of existing apps.
Private parking owners: See an opportunity to rent out their empty spaces but need a solution that ensures security and tenant control.
Local authorities: Showed interest in solutions that could reduce congestion and optimize urban space usage.
To complement these findings, we conducted a survey among potential users to identify their key frustrations and needs. Key insights included:
78% of respondents spend more than 15 minutes per day searching for parking.
65% would be willing to pay for a parking spot if it reduced their search time.
The most problematic areas identified were Centro, Chamberí, Arganzuela, and Salamanca.
58% of users reported receiving parking fines due to the lack of available spots nearby.
We analyzed existing parking solutions to identify strengths and weaknesses:
WeSmartPark: A platform for renting private parking spaces, but with limited availability and no real-time vacancy guarantee.
Parkfy: Allowed users to rent out private parking spaces, but it shut down due to a lack of recurring users.
TransParking (Germany): An app that shows available truck parking spaces in real time using IoT sensors and user collaboration.
Key Conclusions & Insights
Madrid’s parking problem is real, affecting both drivers and residents.
There is strong demand for a solution that simplifies and speeds up parking availability.
Technology can play a crucial role through real-time parking sensors and reservation platforms.
A shared-economy model could be a viable solution, but it requires high trust and ease of use.
These findings shaped Parkey’s value proposition, focusing on real-time availability of parking spots by enabling collaboration between users and private parking owners.
Through a comprehensive user-centric approach, Parkey was developed as a modern and efficient tool tailored to address urban parking challenges and meet user needs. Due to a tight deadline, all processes had to be accelerated, requiring rapid iterations and a highly focused execution to deliver a functional and user-friendly solution on time.
User Research: Conducted interviews to identify pain points and expectations, ensuring the app aligned with real user demands.
User Journeys: Mapped interaction flows to optimize usability and create a seamless experience.
UX Blueprint and App Architecture: Built a solid, scalable framework to guarantee reliability and functionality.
Low & High Fidelity Wireframes: Designed initial wireframes to visualize structure and iterated with high-fidelity versions for enhanced clarity.
Prototype: Developed an interactive prototype to validate user interactions and refine the experience before development.
A modern, intuitive app that transforms urban parking into a seamless process and highlights sustainability.
The result:
A clean, intuitive interface with streamlined layouts, enhanced navigation, and user-friendly visuals. Parkey focuses on simplicity and functionality, addressing key parking challenges.
Efficient parking cycle: Enables owners to rent out their unused spaces, ensuring better resource utilization.
Driver convenience: Allows drivers to quickly find and reserve parking spots, eliminating long searches and reducing stress.
Positive urban impact: Optimizes parking usage to cut down traffic congestion and pollution, contributing to more sustainable city environments.
This innovative approach positions Parkey as a unique solution in the parking market, combining user convenience, sustainability, and resource efficiency, while enhancing accessibility and promoting better urban living.
