AM/PM ADVANTAGE
Personal Project
AM/PM is a convenience store chain owned by a subsidiary of BP, usually connected with its gas stations. There is no current loyalty program associated with the brand, however they have an app called Scratch Power which gives users a few virtual lottery scratch tickets every time they visit the store which was intended to create more connection with the brand.
ROLE
UX/UI Designer
Tools
Figma
Zoom
Timeline
6 Weeks
0.0 Overview
Context
My day to day work involves communicating with the UX designers, the project manager and engineers, creating and running user-testing studies and interviews, as well as designing user interfaces for the product and management workflow based on our research findings. I work with my supervisor in refining the details on on XD and exporting the mockups into Zeplin for the developers.
Problem
PROBLEM
Initial app does not create a sense of brand loyalty, there is nothing for the customer to "build up". Users end up feeling like the only reason they will go is if they happen to win something free on the app. It also does not recognize that the reason people often goes to these stores is for gas, yet it does not offer any value to drivers.
Timeline
PROBLEM
1.0 RESEARCH
Drivers have more options than ever before to choose their gas, if they do not like the price of one they can go to another fairly easily. ARCO which is the gas station associated with the AM/PM stores is just another one of these dots on the map consumers can choose from. Below is a few screenshots from google maps that illustrate just how many choices consumers have.
1.1 Desk Research
Based on research some assumptions based on data I am making is that the main reason people go to AM/PM is when they are getting gas. Here were a few things found through online research into what people look for in a gas station/convenience store:
1. Price of gas
2. Convenience/fast
3. Cleanliness/Trustworthiness
Design Guidelines:
Based on research the design guides I identified in order to address this problem were:
1. Simplicity: Using colors and design to create a sense trustworthiness so that people before they even enter the physical store feel the brand is trustworthy.
2. Efficiency: Create a flow that allows users to quickly move from one step to the next.
2.0 DESIGN
2.1 Audience Personas
Casual Driver: Uses car as normal transportation between activities, uses gas stations as needed.
Career Driver: Uses car for their job, often on the road for long periods of time.
3.0 PROTOTYPE/USABILITY TESTING
3.1 Low Fidelity Prototype
Tested with 6 Users
Liked gamification of goals and they found the scan feature intuitive and easy to use.
Checkout method seemed very clunky and it was not very clear how it would work with multiple orders.
Users wanted more information on what future rewards would take to get.
Liked gamification of goals and they found the scan feature intuitive and easy to use.
Checkout method seemed very clunky and it was not very clear how it would work with multiple orders.
Users wanted more information on what future rewards would take to get.
Liked gamification of goals and they found the scan feature intuitive and easy to use.
Checkout method seemed very clunky and it was not very clear how it would work with multiple orders.
Users wanted more information on what future rewards would take to get.
3.2 Mid Fidelity Prototype
Tested with 6 Users
Overall app feels intuitive and easy to use.
Was noted that colors on cart seemed to not match rest of aesthetic
4.0 FINAL DELIVERABLE
4.1 Stakeholder Prototype
Overall the final prodeuct was well received, users found the product intuitive as well as addressing issues with the former app. It connects users more to the AM/PM brand, almost gamifying the experience of getting gas and leveling up. By doing this it indirectly influences their choice to choose AMPM associated gas stations over others because they know it will go towards rewards in the future as well as now.
Usability Instructions:
1. Scan your card at the pump (click barcode to scan)
2. Redeem your rewards for a hotdog and two donuts
3. Checkout
4. See what you have to do to get to a level 3 membership.
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