Client: APCOA UK

My Role: In-House Lead Designer 

Deliverables: Website Redesign

Software and Tools: Adobe XD, Adobe Photoshop

Challenge: 
The APCOA Season Tickets website has poor accessibility, confusing navigation and a disjointed user journey. These had become barriers to both usability and conversion. A redesign was required to achieve better customer engagement.

Approach: 
I restructured the site’s information architecture to streamline the user journey and ensure an intuitive navigation experience, working closely with the Marketing Manager and Product Manager. By refining the UI, I introduced clearer visual hierarchies, optimised forms, and enhanced interactive elements to improve accessibility and usability. Working within technical constraints, I balanced design innovation with practical implementation to create a frictionless digital experience.

Result:
A significantly improved user experience, streamlined season ticket purchasing and increased customer satisfaction, all contributing to a stronger digital performance and conversion.