Transforming a leader, project by project
- Brand Definition
- Product Definition
- Service & Digital Turnaround
- Spaces & Experience
Empark is a leading car park operator in Spain and Portugal with more than 419.000 spaces in 148 municipalities. Owner of the Telpark app, with 1,2 million users, it seeks to generate synergies between its brands and products, to become a benchmark for mobility. From Baud, we accompany Empark giving support in strategic projects and digital transformation.
Empark sought to transform the world of parking by evolving the focus on the user. Provide value to the user so that each car park could go from passively receiving customers, to attracting and retaining them. From an omnichannel analysis of the user experience, different levers had to be found to begin the advance towards the new stage of Empark.
As is often the case in transformation processes, the answer was not found in a single solution, but in working together project by project. From the user, from his experience inside and outside the car park, we began to work in parallel two strategic projects of high impact and profitability: Kiosk and Prebook. Kiosk represents the parking revolution through a ticketless system with license plate reading whose vision is to reduce barriers and facilitate the journey of drivers. Prebook, for its part, is a parking reservation platform that promotes savings, comfort and user loyalty, while promoting the diversification and sustainable profitability of the company.
We analyzed and valued the key moments in the development of the digital experience to create an optimal flow in which simplicity and functionality were the two great imperatives to follow. Thus, Telpark today presents an integrated platform that allows the entire reservation process to be carried out agilely, generating a useful and satisfactory experience for the user and leaving aside complex procedures and long waits.
Understanding the characteristics of this new service, the priority audiences to which it is directed and the relationship that it was sought to create with them was essential for the design of the experience in terms of expression and interaction. A simple, functional and human experience that guides and accompanies the user through the entire process.
Strategy to work in practice
We completed the double project developing recommendations at a strategic level, architecture, tone of voice and visual universe for Empark. An attractive and balanced system for the different user profiles (leisure / work), capable of declining to each project, guiding them towards their sustained success.
From this strategic perspective, we approach the conceptualization of the ATM and the reservation website and its screens, later writing and designing all the interaction and screens.
For Kiosk we also created a name for internal use that aligned the team in the launch and development of the product and that opens the possibility, in the medium term, of its commercialization beyond the limits of the Empark car parks.