Overview
Maverik is the leader in convenience stores in the intermountain west. They offer a mobile rewards app that allows customers to track purchases and rewards points earned. Customers get customized offers via the app as well. Customers can search for locations, check fuel prices, and send directions to Apple or Google Maps.
The Problem
How can the app help me know where to fuel up, get a snack, and find an RV dump on a road trip?
Users want to use the Maverik app to plan a trip and identify stores along the route. They want to be able to filter based on criteria like RV dumping or special fuel options. Users also want to be able to know the distance between store locations so they can plan fuel stops.
user personas
My Role
As the sole UX resource in the organization, my role was to identify the users who would use this feature. As part of the research process, I created a customer journey map for the project to identify pain points and opportunities that could draw out the requirements for the feature. I also conducted a competitive analysis of prominent convenience store apps. I built out all the workflows and designs. As the feature approached development, I would have handled usability testing.
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Customer Journey Map
Scope & Constraints
One of the constraints was the app pulled from Google Maps. There was also an internal location service the app would need to access to gather relevant store information.
Design Solutions
Based on the competitive analysis, I identified some features that competitors were doing well that we could adapt and improve. The feature improvements we wanted to focus on were improving the search functionality, save recent searches, and provide suggestions while searching.
The current UI required users to choose to search by location (city, state, or ZIP) or by store number. This was cumbersome and wouldn’t work well with searching multiple locations for the trip planner feature. Combining store numbers and locations into one single search allows a single component for a single search and the trip planner feature.
Another critical feature was to show multiple locations and show the distance between locations so users could plan based on their vehicle needs. We wanted to be able to show the overall trip distance as well as milage between locations.
Conclusion
I worked with the product owner and development team to ensure the tool met all the requirements for the feature. The trip planner tool was prioritized and set to the backlog. I was reassigned to a different client before this feature was implemented.