An opportunity to increase customer loyalty, and bring people in stores
BP came to Wongdoody with one ask…how can your team help us solution for a new way to help BP craft the future of the customer retail experience, specifically focusing on increasing in-store traffic and loyalty? We worked cross-funtionally to develop a strategy, shape a concept, and ultimately create a two fold digital solution and marketing campaign which would seamlessly fit into the audiences use cases.
Client
Bp (British Protrolium)
Role
UX Researcher
UI Designer
Timeline
Strategy
Client Partnerships
Business Development
Engineering
10 Weeks
Teams
Long story short….
THE ASK
Help BP craft the future of the customer retail experience, specifically focusing on increasing in-store traffic and loyalty.
AUDIENCE
Gen Z is more likely to visit convenience stores than other generations! We found that our main audiences for these digital solutions would be both Gen-Z and Millenial, with a focus on Gen-Z.
Visit c-stores one or more times a week.
Said they enjoy the experience at a c-store.
Said they enjoy the experience at a c-store.
USER INTERVIEWS
Interviews were conducted on both Gen-Z and Millenial individuals. Interviews spanned about 20 minutes and interviewees were asked a series of questions related to convienence stores, BP specific, and the UX of loyalty programs they enjoy.
STRATEGY
Due to the insight of gas stations being aligned to a paused moment, we thought it presented the perfect opportunity and strategic angle to present BP as a place that provides a refreshing moment to your day. From that, this strategic set up presents the opportunity to inspire positive association and brand loyalty. Through a value driven communications strategy that invests in building a distinct association between BP and refreshment.
PERSONAS AND JOURNEYS
While both Brad and Diana are our main audiences, this overall solution focuses on Gen-Z as our primary audience, and Millenials as our secondary audience
WIREFRAMES
Solutioning our ideas to circle back to BP’s original ask… to encourage a return to stores and establish brand loyalty through digital engagement on the BP app. We ensured that our solutions catered to the original ask, but we’re both digital and in person oriented. Further, these solutions we’re ideated with our personas Brad and Diana top of mind, ensuring that opportunities and painpoints from every point of their customer journey were at the forefront of our work.
DESIGN SYSTEM
HIGH FIDELITY
This solution ensures that we were focusing on the strongest touchpoints of Brad and Diana’s customer journey as we designed our solution. As we continued to imagine and ideate together, we created a solution which capitalizes on every point of the customer journey, making this a strong, holistic solution.
HOME SCREEN
This section focuses on weaving together the most crucial elements and concepts of Earnify and BP’s current interfaces while we incorporate our own digital solutions into the forefront of this page and overall interface that rely on recognizing Brad and Diana’s pain points and opportunities.
FRIENDS
Users are encouraged to carpool to BP and really anywhere! Because of BP’s commitment to sustainability, this solution focuses on rewarding people for carpooling while making an interactive and fun experience while they are actively together and ultimately ends with leading people into the store.
LOYALTY PROGRAM
Reward programs enhance retail digital experiences by offering savings and incentives, which boost customer loyalty and attract new shoppers. They create a compelling reason for customers to return and engage more frequently.
PROTOTYPE
System Usability Scale
What is it?
Participants respond to 10 statements to gauge their perception of the usability of the system in question, and overall scores can be calculated.
Why is it important?
•Customer facing KPI: allowing this success measurement to be user-centric
•Cost effective: this template is universal across web and mobile, meaning most of the work is done for you!
User Growth Rate
What is it?
Used to clearly measure the increase in number of users over time.
Why is it important?
When your user growth rate is increasing, you want to know how and why…is it a steady climb because features like the ‘friends’ capabilities allowing for an increasingly steady flow of new users? Or is it peaking at certain times or in response to certain promotions/marketing campaigns BP has been running?
App Retention Rate
What is it?
Retention rate indicates the percentage of customers who continue to use a service or product over a given period that can be measured daily, weekly, or monthly
Why is it important?
App retention rate is important because it helps you understand how well your app is performing over time. A higher retention rate is generally better because active users are more engaged
Together, we’re powerful…
UGR does not measure churn, so using App Retention Rate in tandem with User Growth Rate will help determine continuous engagement.