An assignment I prepared for Z energy. I decided to improve on the initial brief of a customer paying through the use of an RFID tag in a fast lane. The presentation I put together improved on the user journey while attempting to create a friction-less experience that better tied into existing customer habits

1. LIFE IN THE ‘SMART’ LANE
By Rohan deSouza

2. DEFINING THE PROBLEM
What are we trying to solve?

3. Why?
Customers find going to a fuel
station a necessary evil. There’s
little pleasure associated with it.
They would gladly avoid it given
a chance.
They have little loyalty to a
brand, cost is the prime
differentiator for most
consumers.

4. What?
What can we do to improve the
customer’s experience to make
them WANT to visit?
What can we do to make them
choose us over our competitors?

5. How?
Delve into the actual experience of
a refuelling stop and map out the
journey to understand the pain
points along the way
Empathise with our customers,
understand their lives and feel
their pain points to see where we
can fit into their lives

6. How will this benefit the
company?
• Create and associate delightful customer
experiences with the brand Z
• Improve revenue by increasing customer loyalty in an
industry that is notoriously brand fickle
• Make Z be seen as the pioneers in the field of World
class consumer experiences
• Gather analytics through big data to create
predictive analysis of customer trends for deeper
personalisation
• Leverage the success of this solution and synergise
into other verticals and product launches

7. THE USER EXPERIENCE
Empathising with our customers and their life experiences

8. Gary get-it-done
Goals:
I aim to spend as little time as possible in a fuel station as I have others
things to get done
I don’t have the time to hunt around for discount coupons. I would like to
pick up all my provisions to save time but I don’t like paying twice once
at a fuel terminal and once in store. As I’m always in a hurry I wish there
was a quick bite I could grab when I’m thereGary is 44 years old. He’s
married with two kids aged 9
and 7. He lives in the North
shore and is the principal of a
local primary school
Percentage of
customer base
Weekly spend Income
19%
$140K
Gary
Emma
Emily $30
$90
$150
Time poor, safe, impatient, habitual
Frustrations:
I love it when my discount is automatic, just like my electricity company
does it
Satisfaction:
Favourite Apps
Facebook
NZ Herald
Whatsapp
Evernote
To do list

9. Emma tread-lightly
Emma is 47 years old. She’s
married with three kids aged
11, 9 and 7. She lives in
Onehunga and works full time
as a nurse
Percentage of
customer base
Weekly spend Income
20%
$75K
Gary
Emma
Emily $30
$90
$150
Reserved, cautious, planned and wary
Goals:
I balance the monthly budget to make sure everyone in the family has
what they need and the money stretches. I look for the best fuel discount
deals and other deals on GrabOne that will save me money
There are barely any good discounts anymore. I would like to shop in
store while refuelling but there aren’t many options in store
Frustrations:
When there is money left over from my monthly budget I spend it on a
little indulgences for the kids in store at my fuel station
Satisfaction:
Favourite Apps
Facebook
Amazon
FB Messenger
Budget+
TradeMe

10. Emily cool-as
Emily is 19 years old. She’s
unmarried and is studying
and working part time in a
Cafe. She lives in Pakuranga
Percentage of
customer base
Weekly spend Income
$30K
Gary
Emma
Emily $30
$90
$150
Easy going, relaxed and optimistic
Goals:
I’m very aware of the latest fuel prices. I try to fill fuel on a day when the
price is at it’s lowest.
I get my Dad to pay for my fuel but it’s inconvenient to get his EFTPOS
card off him every time I need to go to pick up fuel
Frustrations:
I enjoy a cuppa whenever I visit the fuel station. They make the best
Coffee ever. I feel great when I know I have saved money by redeeming
the discount coupon at a store
Satisfaction:
Favourite Apps
Snapchat
Instagram
Facebook
ASOS

11. Pain points summary
• Cost of fuel is the biggest influencer
across most persona types
• Discount coupons are valuable but
make for cumbersome experiences
• Like the convenience of refuelling,
shopping and grabbing a bite all in
one trip
• Filling fuel for younger family members

12. Customer journey analysis
Payment
Low fuel Pump Leaves
Actions
Emotion
Time
Touchpoints
Activity
In store
Starts the payment transaction
but a confusing question throws
him off and he begins again
Store keeper scans the
essentials he picked up and
scans the card
Gary discovers he’s low on fuel. He
fumbles for his discount voucher
that he saved in his wallet and
searches on Google maps for the
closest pump that he knows will
accept the discount voucher
Gary is stressed, he could
end up being late to work but
doesn’t want to end up
getting stranded
Gary realises he’s lost a fair bit
of time now since having to get
in a queue on a busy day
Gary is pleased at being able to
save using the discount voucher
but the instructions at the Eftpos
terminal confuse him at a very
busy period
Gary would have avoided
going in store as the
disconnected journey and
paying again in-store makes it
seem harder than it really is
Gary missed the opportunity
to pick up coffee but realises it
would lose him more time and
get a few drivers queuing
behind him riled up
Gary is glad to get out of there
and back on his way. It wasn’t
an enjoyable experience and
he’s glad he’s back on the road
Finds his way using the GPS to
the closest pump that accepts
his voucher. He’s a little delayed
as there is a queue of cars before
him.
Finally gets an empty terminal,
swipes the card for $20 and begins
refuelling, scans the discount code
to get his discount. Is confused by
the options that made him start
the transaction again
Remembers that he has to pick
up some provisions for dinner so
rushes into the store to pick
them up before he leaves
Picks up essentials, but skips the
coffee because a queue of cars
has begun to grow behind his car
Rushes back to the car with his
provisions and drives off
Gary get-it-done
A typical customer journey through a refuelling exercise is fragmented and filled with frustration

13. OPPORTUNITY SIZE
Evaluating the opportunity size

14. Target demographic
TARGET MARKET SIZE PERCENTAGE
Gen X / Millennial 1.8 M 40%
Gen Z 883 K 20%
Baby Boomers 523 K 11%
• Our target demographics are Generation X and Millennials. They are our biggest demographics,
very technology savvy and easier to reach with well defined consumer habits
• Gen Z will be ready to drive next year and this will be a demographic to look out for

15. Refuelling habits*
Most customers visit once a week which gives us consumer habits that we can leverage off
*Not accurate, for demonstration purposes only

16. MONTHLY REVENUE*
Fuel Instore
Introduction of
payment at a
terminal
*Not accurate, for demonstration purposes only
Introduction of the payment at the fuel pump resulted in drastic drop of in store purchasing
dropped as most potential shoppers paid at the pump and left without needing to come in store

17. OUR OPTIONS
What can we leverage to create a delightful experience for our customers

18. Triaging our options
• How do others solve this problem?
• What are the costs involved?
• How many customers would use the value adds once
rolled this out?
• How long with this solution be useful?
• What is this worth to us?
• What will be the impact of building this solution?

19. What are the best available options to
leverage that will solve pain points and
create delight
Technology Staff Shopping Services

20. Technology
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
Relatively cheap and easy to
scale to large volumes of
customers
Ideas are easy to copy Add more value by bolting
on more services
Hackers
Great value for lower costs Maintenance and upgrades
required to keep solution up
to date and running
Data gathered is extremely
valuable to build data on
consumer habits
Server instability

21. Staff
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
Creates a personalised level
of service
Very costly Can be useful to transfer to
other services
Churn
No loyalty, this is seen as a
stepping stone to other
careers
Training

22. Shopping
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
One stop for everything
provides great convenience
Split journey between
purchasing at the pump and
in store
Expansion of product lines
to provide additional selling
opportunities
Dairies, local malls and
supermarket chains

23. Services
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
Synergy across services like
Fuel, air, car cleaning, car
washing
Costly to maintain More services can be
introduced to create greater
value at a pit stop
Hardware breakdown

24. THE SOLUTION
Technology as a mobile app is perfectly suited to target the pain points

25. An optimal customer journey
Drive thruFuel
Low fuel Pump Leaves
Actions
Emotion
Time
Touchpoints
Activity
The pump beacon auto detects his
location at the terminal and dispenses
fuel for the amount selected
App
Gary gets prompted that his
discount now avails him of a
free car wash and free coffee
next time. It gives a level up to a
high customer that gives him a
lot more access to privileges
that others don’t get. He shows
up on a leaderboard for
superior fuel savings
App
Displays a map of the closest location
to the pump. Prompts him with a fuel
amount based on his purchashing
habits along with provisions he may
need based on his demographics. It
also prompts him for a lunch order
along with his usual coffee order as it
was getting close to lunch time.
App
The app sends a notification to
Gary with a low fuel warning for
the next week. It’s estimated Gary’s
usage habits based on location data
it has collected through the app
The drive through attendant
hands Gary his provisions, his
lunch order and coffee and
thanks him for visiting Z
Gary gets a message on his Z app
suggesting that he will have
potentially low fuel for the week
ahead with a suggestion that now
will be the best time to fill it
Gary is pleased to be reminded
about when to fill his car. He feels
like he’s got a virtual secretary
that looks after him
Gary is ecstatic that he can get his
fuel, provisions and his lunch too
at the same time and marvels at
the convenience
Gary is pleased he never had to get out of
his car on a cold winter day. He checks the
Z app and is excited at all the cool benefits
he gets being a priviledged Z member
Gary has been through this exerience
before but he still can’t get over the
novely and how awesome the
experience is.
Is ecstatic to get so many delightful
surprises for simply doing what he
always does, swears to never go
anywhere else
Opens the app that shows him the
map to the closest Z pump.
Prompts him for provisions he last
purchased along with options for a
snack and coffee
Parks to a filling terminal and an
attendant prompty begins filling his car.
He never needed to even get out. The
attendant also cleans his windows and
suggests that his air may need filling
the next time he’s there
Gary drives to the Drive through
tells them he’s Gary and collects
his provisions, his lunch order and
his favourite coffee
Gary’s now back on the road as the
app thanks him for shopping at Z and
updates him on the money he saved
through the priviledged member
discount, the loyalty points he earned
and the freebies he’s entitled to
Gary get-it-done

26. Pain points - Features
USER PAIN POINTS
PERCENTAGE OF
CUSTOMER BASE
IMPORTANCE LEVEL
(1-10)
FEATURES
Discontinuous journey of pump and in store
100% 9 Frictionless payments
Adding family members to an account 27% 5 Family members feature
In store purchases 46% 8 Convenience shopping
Discount 100% 9 Automated discounts
Loyalty and gamification 100% 7 Loyalty privileges
WOF and Rego reminders 100% 4 Reminders
Fuel consumption - Personalisation 100% 7 Fuel efficiency
Social 46% 5 Leaderboard
Punch cards 100% 7 Services punch card

27. Feature priority mapping
Frictionless payments
Loyalty
Automated discounts
Fuel consumption
IMPACT
ESTIMATE
Convenience shopping
Family members account
WOF - Rego Reminders
Leaderboard
Punch cards
• Impact mapping allows us to get a glimpse of what features of prioritise based on impact
toward our final goal and the estimate in terms of development and journey complexity

28. MoSCoW prioritisation
MUST HAVE SHOULD HAVE COULD HAVE WON’T HAVE
Frictionless payment Convenience shopping Loyalty
Automated discounts Fuel consumption
Reminders Leaderboard
Family members
account
Punch cards
Moscow prioritisation gives us a relatively well defined list

29. THE CONSTRUCTION
Constructing a highly engaging mobile app based on our feature roadmap

30. Mindmap
An exploration of our features and entities

31. Architecture
Pump
Pick up App
Server
Updates the app with
loyalty and discounts
applied
Places fuel order, provisions
and coffee
At pump terminal, the
Customer ID is passed
to the beacon
Returns from the server the
type and amount of fuel to be
dispensed drives to pick up
area
Sends the order at the drive
through to prepare order along
with ETA of driver to POS
Staff updates POS when
order is picked up
13
2
4
5
7
8
Confirms order and returns
closest pump location, drives to
pump
App at pump
6
Pings server
with Customer
ID

32. The user experience
• Should be a seamless journey that blends
into existing consumer habits
• Contextual, UI shows up at the relevant time
to minimise tap interactions as drivers are
usually on the move
• Drive engagement by displaying tangible
benefits towards completion of goals like
fuel completion, discounts and loyalty points
• Remove friction and leverage familiar
behaviour

33. ONBOARDING JOURNEY
Fuel type
Amount
91 95
$20 $40 Fill
Profile name
Silver member 10c
Car wash
Sign up Select fuel type ProfileLocation
Enable location
Yes
NoScan credit card
Credit card
High friction points

34. REFUELING JOURNEY
Refuel?
Yes
Refuel Directions Pick up
Pick up your items
from the Drive thru
Directions
At the pump
Refuel
complete
Upsell
Coffee
Lunch
Thank you for
picking up your
order
Your discount was
applied and your
total is now $29.37
Acknowledgement Discount

35. FEATURES
Fuel reports Services SocialLoyalty
Silver member
Fuel usage
Gold member
discounts
$20c a litre
Car wash
Car clean
Rohan
Emma
Gary
Emily
Leaderboard

36. User interface
• Large interface elements i.e buttons, most users will
be on the move while using this, the interface needs
to be designed to minimise touch errors
• The design should create a strong association with
NZ, it’s clean green image to create this association
of what Z is doing to make a difference
• Colors of our branding to reinforce the Z brand
• Images are associated with fun, enjoyable
experiences
• Clean, minimal simple non intrusive, progressive
display of more features within each context

37. User interface

38. THE SUMMARY
A summary of the journey from problem definition to solution

39. Summary
• A well defined problem leads to optimal solutions
• Prioritisation allows us to define what features will deliver
maximum impact towards our intended goal
• Consumer trends are guidelines to leverage off towards
building products that fits perfectly into existing consumer
habits
• Pain points and emotional triggers should guide best
practices for on boarding and engagement
• Celebrate and partake in the delight that our customers share!

40. THANK YOU!