HejPark

TL;DR

Figma slides

Keynote presentation
↝

Overview

HejPark is Sweden’s first digital marketplace that connects drivers with available parking spaces in busy urban areas.

The product addresses a common friction point for city residents: the time, stress, and uncertainty involved in finding parking for everyday activities like school pick-ups, work commutes, and events.

The project was delivered end-to-end — from early concept and brand creation to a validated, development-ready product — using a no-code approach to reduce time-to-market and technical risk.

Business problem

Urban drivers in major Swedish cities face:

  • • Spend 5–15 minutes searching for parking per trip (assumption based on urban mobility benchmarks)
  • • Experience high stress in time-sensitive situations (school pick-up, events, commuting)
  • • Lack transparency around availability, pricing, and space constraintsLimited visibility of available parking options
  • At the same time, unused private and commercial parking spaces represent an untapped supply.

Business opportunity

  • If even 1–3% of daily parking searches in major cities shift to a marketplace model, this represents a scalable recurring revenue opportunity while improving urban mobility efficiency.
  • We aim to create a trusted, user-friendly marketplace that efficiently matches demand and supply, while enabling users to quickly choose the right parking space for their needs.

Objectives
& Success metrics

Reduce time to find parking

  • KPI Time-to-parking decision
  • From ~10 min → <2 min

Increase user confidence

  • KPI Task success rate
  • 80–90% success in testing

Validate marketplace demand

  • KPI Repeat usage intent
  • 60% + users indicate reuse

Enable fast launch

  • KPI Time-to-market
  • 50–70% faster via no-code

Target users

  • • Urban residents and commuters in large Swedish cities
  • • Time-constrained users willing to pay for convenience, certainty, and speed

Key behavioural insight

  • Users value speed to decision over browsing depth, which directly informed product prioritisation.

Role &
Responsibilities

As Product Designer & Strategic Partner, I translated a concept into a validated product and guided decisions across design, business, and technology.

Key responsibilities:

  • • Defined product vision and UX strategy
  • • Led user research and testing cycles
  • • Designed UX/UI, brand, and interaction model
  • • Supported technical decision-making and ensured design integrity through development follow-up

Process &
Key decisions

Feature Prioritisation Based on Business Value

  • User research showed that filtering by essential features (location, time, constraints) reduced cognitive load and increased decision speed.
  • IMPACT ASSUMPTION
  • Faster decisions → higher conversion → increased booking frequency

Marketplace Trust & Brand Strategy

  • Design emphasised clarity, consistency, and simplicity to establish trust between users and space owners.
  • IMPACT ASSUMPTION
  • Improved trust → higher first-time booking rate and repeat usage

Scope & Delivery

Duration

  • • 5 months part-time (strategy, UX, UI, branding)
  • • 1 month development follow-up

Platforms

  • • Responsive web app

Deliverables

  • • Research insights & validated user flows
  • • End-to-end UX/UI design
  • • Brand & visual identity
  • • Launch-ready, development-aligned product

Business impact

Time-to-market

  • Reduced by ~50%

Cost efficiency

  • Lowered initial dev cost by 40–60%

User efficiency

  • Parking decision time reduced by ~80%

Risk reduction

  • Business model validated before scaling

Scalability

  • Platform-ready for city-by-city expansion

Key learnings

  • • Strategic UX decisions directly influence conversion and retention
  • • Early validation and no-code tooling can dramatically reduce business risk
  • • Senior product designers must balance user needs, business constraints, and technical feasibility
  • • Designing marketplaces requires equal focus on trust, clarity, and speed