IBM iX
2017
ExxonMobil Speedpass+ Payment App
Ethnographic Research Usability Testing Mobile Payment UX Interactive Prototyping Service Design FinTech
My Contributions
Directed ethnographic research and coordinated UX design to elevate the pay-at-the-pump experience.
Sponsor Users
Gas station customers (Field Testing)
Product Design Team
Sr. UX Consultant, Research Lead, Product Designer
About the Project
The traditional fueling experience at ExxonMobil gas stations relied heavily on physical card transactions, causing inefficiencies and security concerns. The Speedpass+ app aimed to streamline payments, allowing users to pay with their mobile devices without leaving their vehicles.
I conducted ethnographic research, observing how customers interacted with payment terminals and identifying pain points in transaction speed, clarity, and trust. Through iterative usability testing, we refined the UI, ensuring an intuitive and frictionless experience. My work on user flows, wireframing, and interactive prototyping helped craft an app that balanced security, speed, and ease of use.
The final solution successfully increased mobile payment adoption, offering users a fast, secure, and convenient way to fuel up without unnecessary steps.
Challenge
Addressing UX issues reported by users in app store reviews and customer feedback.
Slow and inconvenient payment experiences at gas stations, requiring users to insert cards and enter PINs manually, leading to usability issues and delays.
User concerns over security and reliability, necessitating improved authentication methods and clearer transaction confirmations.
Fragmented mobile experience, requiring usability testing to refine user flows, streamline transactions, and improve overall ease of use.
Frequent customer-reported issues, highlighting pain points such as transaction failures, unclear payment confirmation, and slow processing speeds.
Lack of real-time feedback loops, requiring a structured approach to respond to app store reviews and reported user experience issues.
Solution
Conducted ethnographic research, analyzing real-world fuel payment behaviors and customer pain points.
Led user testing for the pay-at-the-pump feature, identifying usability friction and refining the experience.
Developed user flows and wireframes, ensuring a logical and efficient transaction process.
Designed and prototyped the UI, creating an interactive experience that provided clarity and ease of use.
Impact
Increased adoption of mobile payments, reducing reliance on physical cards and PIN entry.
Improved transaction speed, minimizing wait times at gas stations.
Enhanced user confidence, integrating security measures and trust-building UI elements.
Streamlined the fueling experience, making Speedpass+ a preferred digital payment method for ExxonMobil customers.