Exxon Mobil In App. Rewards Store

Exxon Mobil Customers' Rewards & Purchasing App.

Problem Statement: How can we creatively explore opportunities to enrich Exxon Mobil customers' reward points redemption choices while simultaneously boosting the company's profitability?

The Exxon Mobil Rewards app lacks a vital feature for remote purchases of food, drinks, and gas, limiting convenience and relying solely on in-store transactions. This inconvenience hampers customers seeking a seamless and efficient purchasing process, leading to potential delays. As technology advances and consumers embrace remote transactions, Exxon Mobil falls behind competitors with modern capabilities. Recognizing the importance of catering to evolving customer needs, the company must invest in implementing a solution supporting remote purchases to enhance satisfaction and competitiveness.

Description: If Exxon incorporates a store in their smart phone rewards mobile application, allowing customers to pick-up, or to have an e commerce associate deliver their purchases to them while at the pump, the wait times at the pump and

in-store will decrease.

Scope: The scope of my project includes the following: design of my application, the questions in the survey, the sample size to reflect the target population (10-20 people), competitive analysis, research plan, time of day to conduct research. That which is outside the scope of my project includes the following: gas truck delivery, food and beverage selection available at store, the ethno-demographic and socio-economics of the neighborhood, the lines in the store or the wait at the gas pump, the number of points for particular items purchased, ways that the consumer can redeem rewards points, the price of gasoline.

Benefits: Designing a prototype that will take into account the ethno demographic data for a particular region. The outcome will result in a customized virtual store synchronized with the Exxon Mobil Re-wards Application. This unique solution will maximize the efficiency of consumer product delivery and wait times at both the pump and inside the gas station store. Ultimately, the consumer benefits by saving money and time. Stakeholder’s benefit by increasing profit margins.

Exploration question: Would like to confirm my assumptions that Exxon Mobil customers would prefer using the mobile application rewards program to purchase gas, food and beverage, tobacco products, alcohol, and save money and time.

Expected outcomes and Success metrics: Exxon Mobil customers will have significantly reduced wait times at the pump and inside the gas sta- tion stores. Saving money through the rewards program will encourage consumer to purchase gas and in-store items through the mobile app. Also, brand confidence will reinforce a sense of community and neighborhood customers will be less likely to shop for gas anywhere else.

DESIGN BRIEF

Research Plan

Research Plan|Design Project: Exploratoration of Exxon Mobil Rewards App. Shopping and Program Features

Research Cycle: Sprint-1, January 20, 2020

Objective: To solve the disconnect that exists between the Exxon Mobil Rewards Plus smart phone application and the

accessibility of the consumer to purchase food and beverage items remotely. Identify pain points, trends and opportunities

for technological development.

Hypothesis:

• By integrating the consumers remote ability to purchase food and beverage items in the Exxon Mobil App., partrons will have a greater set of options for earning and redeeming rewards points.

• Building Exxon Mobil brand loyalty, based on earning and redeeming reward points remotely will result in more food/beverage, Exxon Mobil brand items and gasoline being sold.

• Wait times at the pump and inside Exxon Mobile stores will decrease.

Approach

In-store 5 minute

surveys.

Key Assets and Tools

• Exploratory, cause and effect research protocol.

• In person interviews: At the gas pump, in the

Exxon store.

Resources

10 in-person surveys.

Timing

January 20

& 23, 2020, from 5:00PM - 6:30PM

Deliverables

Research Analysis

Report

Exxon Mobil Rewards In App. Purchases:

Guerrilla Survey

Intro: Hello, my name is Twaina, from the Maryland Institute College of Art. I am conducting an anonymous survey for a class project about improving customer experiences. Do you have about five minutes to answer a few questions?

Survey Questions:

• How old are you?

• Do you live in this neighborhood?

• Do you own a smartphone or tablet that’s with you at all times?

• How often do you frequent this Exxon Mobil station?

• Is this Exxon your primary fueling station?

• Have you ever experienced long waits at this station?

• What kind of gas do you prefer?

• Are you a member of the Exxon Rewards program?

• If not, why?

• If so, what features do you enjoy about the program?

• Did you know that you could pay for your gas through the Exxon mobile rewards app and earn an extra

5 reward points per gallon for regular and 10 points for premium?

• Have you ever tried to purchase in-store items through the Exxon Mobil Rewards app.?

• If so, what happened when you tried to access the app’s store?

• If not, how would you feel if you could make in-store purchases through the Exxon Mobil Rewards app.,

earn additional points that could be redeemed towards gas, and have an Exxon e-commerce associate

deliver your items to you while you are pumping your gas?

• Do you think that making in-store purchases through the Exxon Mobil app., and having an e-commerce

associate deliver your purchases to you while pumping gas will reduce wait times at the pump and in the

station’s store?

Research Analysis Report

Research Analysis Report | Design Project: Exxon Mobil Rewards Customer Survey

Research Cycle: Sprint 1, January 20 - 23, 2020

Statement of Purpose: This research study is designed to provide tangible metrics for implementation of a smart phone application that will expedite and streamline Exxon Mobil customers shopping experience.

Research Question: The research analysis focuses on Exxon Mobil Rewards program customers and their interest in a smart

phone application that allows them to make in-store purchases that would be delivered to them at the gas pump while fueling their the vehicle.

Study Methodology: 10 person survey.

Finding: Overall, the findings of a 10 person survey indicate that although most customers have a smart device, they do not pay for gas through the mobile application. Also, Exxon patrons are opposed to purchasing in-store products through the app. It became clear during the interview process that people are unwilling to change their shopping patterns. Therefore, Exxon will have to highly incentive their rewards program to attract more app. users. The target audience is accustomed to the current paradigm of gas pump and in-store wait times. The survey results shine a directional light toward Exxon Mobil need to automate regardless of set patterns.

Persona: Rochelle

Bio: 6:30AM, Rochelle pulls up to the Exxon Mobil gas station, her 5 and 8 year-old children are half asleep. She thinks to herself how wonderful it would be, if while she pumps gas, a store associate could bring healthy breakfast snacks for her kids. Instead, Denise debates whether or not she should wake-up her children just to go into the store. She opts not to. Exxon Mobile misses out on potential sales revenue.

Frustrations

High gas prices
No full service gas station
High rent and utilities
Job insecurity
Safety in neighborhood
Good schools for her children

Motivations

Convenience
Full Service
Stability
Affordability

JOURNEY MAP: Exxon Mobile Rewards (Current-State)

PHASES

At Home

Location

Fuel Pump

In-Store

Returns to Vehicle

Leaves car parked at the pump while going into the store to purchase snacks & pay for gas

Returns to vehicle Starts car Drives off

Drives to nearby Exxon gas station to refuel.

Buys a lotto ticket

Purchases beverages and snacks

Gas is low in vehicle & need to refuel

PROCESS

Gas station is conveniently located & can purchase food items, beverages and other products

Can park car at gas pump while making in store purchases

Rewards points
The need to refuel vehicle
The gas station is close to home

Apply rewards points
Hunger
Thirsty
Need gas

Eats snacks and
Return home

INFLUENCERS

Monotony

Hassel-free

EMOTIONS

Utilize the rewards app for gas and in-store purchases, ensuring seamless checkout, reduced pump time

Encourage users to make all purchases through the Exxon Mobile Rewards app, with expanded redemption options on in-store products."

Create a tailored product catering to the specific demographic of the Exxon Mobil gas station's customer base.

OPPORTUNITY

Design Ideas

The hand drawn sketches below demonstrates how I am trying to solve for is the disconnect between the Exxon Mobil Rewards smart phone application and consumer accessibility to purchase food and beverage items remotely. I am incorporating within the existing smart application a feature, whereby Exxon customers can select, pay and choose a pick-up time for purchases through their smart device.

How did you approach your sketches?

Obviously, I am not very good at sketching wire-frames, however I think the illustrations below gives a general idea of what I am trying to accomplish by incorporating an in-store shopping feature within the Exxon Mobil Rewards smart application. Each Item has an associated point value of which adds up over time and can be redeemed on future purchases.

Currently, this gas pump icon on the Exxon Reward’s Center interface is not active. I would like enable interactivity (a clickable button), giving consumers the option to pre-pay and purchase gasoline prior to arrival at a gas pump.

The in-store bag icon is not active. I will enable this feature access to an on-line store where Exxon customers can select and pre-pay for in-store purchases.