When Beppo, a pioneer in parking management and fuel theft prevention, approached us, they faced a classic startup challenge: their innovative solutions were powerful, but their website wasn’t doing them justice. Their digital presence was caught in a paradox – simultaneously too sparse and too complicated – making it difficult for potential clients to understand their value proposition.

The stakes were high. Beppo offers two distinct services that transform how businesses handle everyday challenges:

• A parking control system that helps property owners manage their spaces and handle unauthorized parking
• A fuel theft prevention system that enables gas stations to quickly identify and address fuel theft incidents

Our analysis revealed that Beppo’s target audience was more diverse than initially apparent. From individual homeowners to corporate real estate developers, from small business owners to gas station chains – each had unique needs and pain points. This diversity demanded a sophisticated approach to user journey mapping.

Through careful analysis, we identified 12 distinct user personas, each requiring their own pathway to conversion. These personas ranged from:

• Private individuals managing residential parking spaces
• Small business owners protecting customer parking
• Corporate clients overseeing multiple locations
• Gas station operators concerned with fuel theft