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Fuel Distributor and Convenience Retailer​

Customer Engagement Platform (CEP) and loyalty app to drive growth

A multi-brand fuel chain with a major retail presence in North America needed to redesign and relaunch its fledgling loyalty app experience. The updated app incorporated new features and a more guided approach to onboarding and identity management, gathering additional customer information to enable more-convenient interactions in-store and at the pump. Rapid design sprints and validation with customers in different markets was needed to minimize attrition and support double-digit growth goals.

Multidisciplinary pods used customer research, co-creation, iterative design and user testing to maximize desirability and adoption of new features including car wash, integrated payments and EV charging. The new multilingual app launched on iOS and Android in English and French and quickly received the highest App Store rating among industry peers. ​

A multi-brand fuel chain with a major retail presence in North America needed to redesign and relaunch its fledgling loyalty app experience. The updated app incorporated new features and a more guided approach to onboarding and identity management, gathering additional customer information to enable more-convenient interactions in-store and at the pump. Rapid design sprints and validation with customers in different markets was needed to minimize attrition and support double-digit growth goals.

Multidisciplinary pods used customer research, co-creation, iterative design and user testing to maximize desirability and adoption of new features including car wash, integrated payments and EV charging. The new multilingual app launched on iOS and Android in English and French and quickly received the highest App Store rating among industry peers. ​

BEST-IN-CLASS DESIGN

Design sprints, co-creation and multidisciplinary pods used an iterative process to create an experience rated best-in-category​

CUSTOMER ENGAGEMENT

Focus on microinteractions, 1:1 personalization and affable brand voice to guide users through onboarding and key jobs to be done​

USER RESEARCH & TESTING​

Testing with users to minimize breakage and maximize desirability and adoption of new features​

CAPABILITY BUILDING​

Established a mature, cross-platform mobile design and development framework and automated testing compatible with the digital backend​

Impact

Best-in-Category App

More than doubled previous rating with increase from 2.2 to 4.7; best in category

Increased Engagement

Increases in use of loyalty rewards (+12%), app downloads (1.3M+), daily transactions (50K) and mobile enrollment (+20%) since new app release​​

Faster Time to Market​

A monthly release approach with more frequent, smaller, lower risk releases and a test and learn mentality

Control of Architecture, ​IP and Customer Data​

Insourced customer engagment platform architecture and system integrations enable build vs. buy flexibility and vendor orchestration to maintain ownership and control of the experience and customer relationships​

© 2024 Mark Lotter

© 2024 Mark Lotter

© 2024 Mark Lotter