Esso Extras
Overview
The Esso Extras program is a loyalty rewards program offered by Esso, designed to give customers points for purchases made at Esso service stations. Members earn points on fuel purchases and eligible in-store items, which can then be redeemed for discounts on future fuel purchases, merchandise, or gift cards from various retailers.
The primary challenge was to redesign the login and sign-up flow for new users interested in becoming Esso Extras members. Our goal was to create an intuitive and seamless onboarding experience that would encourage user registration and facilitate easy access to the program’s benefits.
My contribution
Visual Design
Research
Wireframing
Prototyping
The team
2 × product managers
1 × lead designer
1 × visual designer
Year
2023
Process
The Research
We conducted competitive analysis of similar services, which highlighted best practices in onboarding and identified gaps in our current approach. We looked at brands from The Netherlands like Shell, BP, and some from all over Europe like OMV, Petrom, Lukoil.
Together with the product managers, we established key metrics for success, including a target increase in conversion rates and a reduction in user drop-off at each stage of the registration process. Specific goals included simplifying the registration steps and minimising user input errors.
The Design Process
During the initial design phase, we laid out sketches of low-fidelity wireframes that outlined the new registration flow, focusing on layout, navigation, and essential elements. After iterating on different approaches, we created high-fidelity interactive prototypes using Figma, simulating the registration process while incorporating key features like input validation and error handling.
Outcome
By simplifying the steps, enhancing clarity, and incorporating user feedback, the new design addressed key pain points identified during research. Users would benefit from a more intuitive onboarding process, likely leading to increased engagement and satisfaction. While the redesigned flow has not yet been implemented, the thorough exploration and thoughtful design lay a strong foundation for future development and potential enhancements to the user experience.