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Case Study: Irving Rewards App Passion Project

MICA MUXD:

October 2020

The Project

With other fuel station apps as a guidepost for success, Irving and Rusty Lantern Markets would benefit from providing their customers with more rewards options through their app. Irving and Rusty LanternMarkets can use their app to encourage customer loyalty and compete with the surrounding fuel stations’ fully-fledged app and benefits system in place. Using the app, the customer can track their gas and food discounts, track rewards earned through purchases, order food, make payments, and get food delivered to their vehicle.

Research Insights

I researched competitor fuel station apps, looking at customer reviews, through their websites and trying the apps themselves to glean information about what customers like, the overall success of branding, and the types of benefits offered. I used this as a basis for my assumptions on what users would want. 

Assumptions from Research

The customer wants and benefits from an app to track their         rewards toward food items at the fueling station.

The customer would like to see progress tracked in food             “clubs” allowing them to gain a free beverage etc. after a   

   number of items bought.

The customer would like to make contactless purchases using

   the app and have items delivered to their vehicle.

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Design Research

Sketches

I started by looking at competitor fuel station rewards apps and their reviews to get an idea of what users were finding successful. Additionally, I scoured the web for examples of successful UI to get a sense of how I could be presenting the design to my users.

I researched competitor fuel station apps, looking at customer reviews, through their websites and trying the apps themselves to glean information about what customers like, the overall success of branding, and the types of benefits offered. I used this as a basis for my assumptions on what users would want. 

Wireframes + High-fidelity Mockups

Next, I created wireframes in Figma based on my sketches, and then created a high-fidelity mockup. I used the Irving and Rusty Lantern Market color palettes as inspiration for the UI design.

Irving Rewards App: Passion Project Mockups

Usability Prototype

User Testing

My goals when seeking out users for the testing portion were to find users who went to the same fueling stations frequently and either had, in the past frequented the convenience store at the fuel station, or currently did so. I ended up finding three users who would find value in different parts of the app. One user did a lot of driving and road trips, another used convenience stores to make quick food purchases, and the last user uses a fuel rewards app for a competitor fuel station to Irving.

Key Learnings 

Users appreciated that they could view their purchase     

   history associated with their rewards progress, but they

   wanted to view even more order history, or have a place

   where all of thatinformation would be available to them.

Multiple users mentioned they thought purchasing fuel

   with the app would increase it’s value for them, which is

   a feature that’s currently available on the Irving app but

   I didn’t include it in my prototype.

Two out of three users thought the way the rewards

   progress was featured was the more impressive part

   of the app.

All users mentioned cleanliness as a motivator to use

   an app such as this, especially during the pandemic.

Next Steps + Reflection

This project was an interesting exploration in the ways that COVID has changed how we interact with public spaces. Apps that allow for contactless experiences at businesses have never been more prevalent, and UX is an essential part of ensuring users feel they get value from these apps. Although this was a project completed as a project for my graduate program, if I were to take my insights from users and implement updates to the app as a next step they would be as follows: 

Creating a contactless fuel pump experience

   for users to test

Providing more ordering options for users

   to test, like essential grocery items to give

   the app more value to users

Designing a section where users could view

   their order history

Additional user testing to continue the

   validation process