British Petroleum Earnify Application Design Challenge
Project Overview
Name
British Petroleum Earnify Application Design Challenge
Client
BP (British Petroleum)
Design Challenge Objective
Students are tasked with designing an app feature or campaign that motivates customers to not only refuel their vehicles but also visit the convenience store for purchases, using a points-based loyalty system.
Design Challenge Scenario
Gas stations are often perceived as mere refueling stops. To enhance revenue and customer experience, the challenge is to create a solution that drives foot traffic into the convenience store, leveraging your app’s existing points and rewards system.
Problem Statement
When young consumers seek to maximize convenience and the value of their purchases, they want access to personalized, gamified loyalty programs so they can save money while feeling rewarded for their repeat business.
Goal
Transform the refueling stop into a rewarding retail experience.
My Role and Team
Project Manager
Mason Zabojnik
My Responsibilities
• Developed and maintained project management systems, including Kanban boards and other task-tracking tools, to organize team workflows and ensure deliverables stayed on schedule
• Solidified communication strategies by clearly assigning roles, facilitating open dialogue, and leading regular check-ins to keep team members aligned and engaged
• Documented and managed storage of working documents with consistent version control for seamless collaboration and access
• Ensured all deliverables were completed on time and met both user needs and project requirements
• Translated business goals into actionable design priorities aimed at increasing in-store foot traffic
• Created and designed the visual direction for the “Get More Than You Give” Campaign, supporting the final Core Loyalty and Rewards feature: Instant Cash Back/Discounts
Team Members
• Lead UX Researcher: Muskaan Singh
• Lead Designer: Grace Kang
• Lead Developer: Manasi Vipat
Deliverables
Assets and Software
• User Persona (Google Slides to define target users and their goals)
• User Flows (Figma to map user tasks and decision paths using flowchart components)
• Wireframes and Low-Fidelity Screens (Figma to outline structure and navigation)
• Branding Visuals (Figma, Adobe Illustrator, and Adobe Photoshop to establish visual identity)
• High-Fidelity Screens (Figma to create polished screen designs)
• Interactive Prototype (Figma to demonstrate user interactions)
• 3D Mockups (Adobe Photoshop to visualize physical advertising materials)
• Presentation Deck (Canva to assemble final project team presentation)
• Project Management (Notion to track tasks)
Process
Research
Methods
• Primary research and problem definition
• Interviews with our segment of interest
• Survey data, analysis, and consolidated results
• Trendspotting and secondary research
• Relevant literature research and discussion articles
• Competitive analysis of sites that provide loyalty programs for purchase
• Trendspotting analysis of two technology/culture trends, Tech-Enabled Convenience and Instant Gratification in Loyalty Programs and Personalization and Gamification in Loyalty Programs
Key Insights
• Store visit frequency and timing: most users visit once a week or once a month between 12:00 PM – 5:00 PM or 5:00 PM – 11:00 PM
• Top purchased items: energy drinks, snacks, and personal care items
• Primary concerns: safety, cleanliness, and poor lighting are major deterrents
• Reasons for not entering: feeling unsafe, poor store upkeep, loitering, and unclean restrooms
• Preferred features: clean and organized layout, self-checkout options, deals, and coupons
• Interest in new features: users are interested in features like community events and redeemable rewards points
• Loyalty apps are currently underused, but interest is growing
User Persona
User Flows
Ideation and Brainstorming
Approach
• In-person and remote idea workshops
• Mapped ideas on digital whiteboards
• Narrowed scope based on feasibility and user desires
• Final solution centered on eco-conscious personalization, gamification, and loyalty
Wireframes and Low-Fidelity Screens
Initial Drafts
• Created using basic shapes and grayscale to focus on layout
• Prioritized structure, hierarchy, and user flow over visual details
• Used placeholder text and simple icons to represent content
• Designed to quickly test and iterate on screen organization
• Built in collaborative tools to enable team feedback and alignment
Key Iterations
• Increased interactivity through dynamic components
• Enhanced visual transitions between features
• Increased frequency of our in-app mascot "Blip" and created variants to signify different actions and add personality
• Selected a cohesive color palette for in-app features
Branding Visuals
Color Palette
• BP’s green/yellow with tech-friendly accents
• Clean, modern, and energetic
• Dark Green #1fa856
• Lime Green #99cc01
• Yellow #fcc93a
• Gray #9e9e9e
• White #ffffff
• Black #000000
Typography
• Bold, high-contrast fonts for accessibility and legibility
Mascot
• Blip the hedgehog, our dynamic in-app companion
Final Features
Feature 1: Instant Cash Back/Discounts
• Core Loyalty & Rewards Feature
Feature 2: Streak Rewards + Challenges & Missions
• Gamification Feature
Feature 3: : AI-Powered Recommendations + Personalized Notifications
• Personalization Feature
High-Fidelity Screens
Interactive Prototype
Campaign
3D Mockups
Reflection
Key Takeaways
• How to effectively collaborate with and manage a creative team utilizing a hybrid approach in both in-person and remote settings with shared tools and clear communication
• Value of early branding when establishing a cohesive visual direction from the beginning
• Translating research into action through structuring user flows and prototypes that reflect user behavior and needs
Influential Impact
• I’ve become more intentional about balancing user needs with business goals and designing for clarity and accessibility
• I’ve developed confidence in leading a cross-functional creative team, balancing my ideas with collective goals
• It reinforced my focus on empathy and user-centered thinking, not just aesthetics
Special thanks to Muskaan, Grace, and Manasi—our collective dedication, insightful problem-solving, and collaborative teamwork effectively brought our creative vision to life!
