Assignment
Brand and communications strategy complete with visual identity and website for Lindskrog Parkering
How can we create a simple and modern booking service for the long-term parking closest to Arlanda? That was the foundation of our work when Lindskrog chose us for a new website, visual identity and brand and communications strategy.
The assignment
The assignment was to build a fast, brand-building and conversion-optimized website for Lindskrog. In parallel with a new website we would strengthen the brand and develop a new visual identity together with a brand and communications strategy.
The assignment included our areas of expertise such as: analysis, strategy, UX, design, SEO as well as integration and development.
How we went about it
Initial analysis process
Before we took over, Lindskrog had carried out a customer survey which we were given access to. From the material we could identify barriers and opportunities to create a better experience to meet customers' needs.
To get an even clearer picture of the current situation, a thorough analysis was carried out across a number of areas, including the following:
SEO - What do search behaviour and search trends look like? How can we create a long-term SEO strategy?
External analysis - What do the competition and the market look like? Can we find a unique position to strengthen the brand?
Conversion - What needs and behaviours do customers have? How can we create a good experience and increase conversion?
Communication concept
A communications concept was developed to set the direction. The concept is based on integrating Lindskrog's long-term parking with the customer's upcoming trip to create a coherent and comfortable experience. Booking and parking the car is a rational and necessary part of the journey, while the journey itself is something the customer looks forward to with joy and excitement. In addition to Lindskrog being experienced as fast, simple and family-friendly, our aim has been for Lindskrog to be part of the positive feeling the customer has before their trip. The concept "Now the journey begins" was therefore developed as a way to communicate, attract and appeal to the customer emotionally.
"Now the journey begins!"
On the website we focus on the rational – booking should be quick, smooth and easy. Here the communicative theme emphasizes the proximity to Arlanda. Once the booking is completed the concept "Now the journey begins" comes into play and takes a natural place in communication with the customer. It is also a mindset for the on-site staff to put themselves in the customer's situation and thereby help them move forward on their big journey.
Simplified booking flow in focus
The goal of the website is to drive traffic and guide the visitor through the entire customer journey. Lindskrog wanted to put the user experience at the center and make it easier to book parking and add-on services. They wanted the website to feel modern, simple and trustworthy. The booking system also needed to be scalable.
Intuitive and SEO-optimized structure
A concept and design workshop set the direction for the new website’s design and functionality to meet the target audiences’ needs. Based on business and impact goals together with the new communication and brand strategy, the website received a new, clearer structure that is both intuitive and SEO-optimized.
Clearer packaging of products
To create clearer flows we packaged products and add-on services in a more accessible way by giving them a new visual appearance. Colours and icons help the user distinguish content and make it more eye-catching and converting.
Easier booking
In addition to the visual refresh, new functionality was also developed. A booking widget was created to make it quick and easy for users to see prices and book a parking space. Clear price examples were created to visually simplify the existing pricing model.
The booking flow has been given a better structure with clearer steps and more focus on conversion and helping the user complete their booking. Upselling is included in context and the form for completing the booking has been simplified and clarified.
The website is integrated with Klarna and Lindskrog’s business system. Payments were previously made only on site but are now a natural part of the online customer journey. Today the customer can choose whether they want to pay with Klarna or by card on site.
The booking confirmation has also received a facelift and is now more structured, brand-building and guiding.
Principles for the flow and to increase conversion:
- Simple and clear – with as few steps as possible
- A clear indication of where you are in the flow and how many steps remain
- Clear packaging of products and add-on services
- Include brand-building messages
- Upselling
- High degree of mobile optimization
"Through Limetta, we at Lindskrog have received a refreshed website with new features that genuinely make things easier for our customers. The new site is both easy to navigate and simple to find. Limetta has also been a great help in updating our brand, improving our communication and creating a smooth purchase flow for our customers. We are very pleased with the work Limetta has carried out."
- Jonas Ryberg, Group CEO, Lindskrog Long-Term Parking
Design and visual identity
A central element of Lindskrog's new identity is the logo with its recognizable symbol. The logo needed to work well in small formats such as mobile and outdoors, in dark environments on a sign by the parking area. The logo has its roots in the previous logo with a distinctive P for parking. In the new logo we incorporated an airplane about to take off inside the P
The color palette is positive, warm and colorful to convey a youthful, energetic identity
As part of the assignment we developed:
- Logo
- Graphic profile
- Imagery style
- Communication messages
- Branding of cars, signs, shirts, etc
The technical solution for the website
The website is built in Umbraco CMS. We have focused on creating a slim, code-optimized site following the "lightweight" principle, which gives the user incredibly fast load times. A fast site therefore creates good conditions for ranking well in search engines and is a solid foundation for our SEO work.
Building trust with Trustpilot
On the website, Trustpilot is integrated and displayed, among other places, in the booking widget when the customer is about to complete a purchase. This helps the customer make a decision and shows that it is a safe and secure choice appreciated by other customers. When a customer has completed their parking they receive a message from Trustpilot asking them to leave a review, and in this way Lindskrog can continuously collect positive reviews.
The technical solution for the booking system
The booking system has been integrated into the site and the entire purchase is now completed on the website, which was previously done on an external page. The booking experience has been improved with a booking widget that provides immediate feedback on availability and price.
The payment that was previously made on-site at the parking lot is now a natural part of the online customer journey by adding the option to pay online with Klarna. We have also introduced real-time visualizations of prices.
Results
The new website and booking system have been well received by both the client and the users. Some achievements worth highlighting:
- Increased online bookings and revenue
- Improved customer satisfaction and loyalty
- Improved brand perception as a modern, customer-centered service
About Lindskrog
Lindskrog offers safe and secure parking with staff on site around the clock - every day of the year. The company has been in operation since the late 1960s and today has 1,300 parking spaces. To provide the best service to its customers it also offers car washing, vehicle care and basic workshop services performed while the customer is away
