by Dariga Abzalova & Team
Role Process
Researcher, Graphic Designer, Developer Research, Interviews, Surveys, Comparative
Analysis, Ideation, Prototyping
Scope Tools
12 weeks Figma, Trello, Procreate, Adobe Illustrator, Photoshop
- led the creative direction of the project from establishing the project vision until execution
- generator of ideas and concepts during the foundational, developmental, and executive
stages of the project
- lead designer of the reimagined visual language, assets, mascot, advertising, merchandising, design elements within app features
- copywriter
- conducted all forms of research performed for project
- maintained organized flow of communication within team during meetings
- re-instated clients values through my design and ideas
- maintained brands visual language throughout all deliverables
my deliverables:
-
Came up with the trends and trenspotting of Hyper-Personalization, Health-Conciousness
-
Mascot Research Conduction - Multiple Iterations of Mascot Assets
-
Gamification Netnography
-
BP Earnify Netnogrpahy
-
Mascot Related Merchandise
-
Mascot customization.
-
Design elements within wireframes, creating iconography, shapes, icons to embed within design
-
BP Reimagined Merchandise
-
Low-fi, MId-fidelity Wireframes
-
Copywriting for Wireframe Prototypes
-
Created and iterated app feature ideas like: Gamified Mascot, hyper-personalized interface, surprise pop-ups,
-
health-consious preference selection in orders page, tiered loyalty system
-
Problem Statement
How can we increase in-store traffic, purchases, and loyalty by delivering personalized Gen-Z experiences that reflect BP’s values of sustainability and the transition to green energy?
Research and Analysis
Competitive Analysis
Interview Insights
-
Pros:
-
Simple navigation
-
Order ahead feature
-
Frequent promotions
-
Gas price locator with real-time fuel prices
-
Customization for saving favorite orders
-
-
Cons:
-
Limited availability based on region
-
Occasional app performance issues (slow loading, crashes)
-
Basic rewards system with few tiered benefits
-
-
Features:
-
Order Ahead for Food & Beverages
-
Fuel Price Tracking
-
Loyalty Integration
-
-
Pros:
-
Easy-to-use rewards program
-
Pay-by-app feature for fuel and in-store purchases
-
Real-time discounts and personalized promotions
-
Car wash subscription service
-
-
Cons:
-
Limited food ordering options
-
Occasional reward redemption issues
-
-
Features:
-
Real-Time Personalized Promotions
-
Car Wash Subscription
-
Seamless Fuel Payment Integration
-
-
Pros:
-
Rewards-driven model
Mobile payment for fuel and store purchases
Store locator
Monthly subscription for fuel discounts
-
-
Cons:
-
Less visually appealing interface
Focuses on fuel rewards over store perks
Inconsistent mobile payment experience
-
-
Features:
Subscription-Based Fuel Discounts
Mobile Fuel Payments
Loyalty Program Integration
Survey Findings
WHAT SURVEY? To better understand user needs for the Earnify redesign challenge, all participating teams constructed and conducted a survey targeting a sample of 133 college student and young adult respondents, aged primarily 18–25. This demographic represents a high-potential audience for BP’s long-term brand loyalty: tech-savvy, value-driven, and highly engaged with digital experiences.
WHO ARE THE USERS? - Age range: 18–25 - Primarily students or young professionals - Digitally native with frequent app usage across retail, food, and entertainment - Cost-conscious and looking for FAST convenience in daily routines
NEEDS & MOTIVATIONS Personalized Value: Users wanted rewards and offers that reflect their habits - favorite snacks, preferred fuel-up times, dietary needs, etc. Generic discounts were not compelling on their own. Convenience: A majority expressed frustration with juggling multiple loyalty platforms and emphasized wanting a seamless experience, from payment to points tracking. Gamified Motivation: Respondents were far more likely to engage with a rewards app if it offered interactive or challenge-based elements, something that added a layer of fun or achievement. Purposeful Engagement: Users appreciated experiences that felt meaningful, such as contributing to the sustainability efforts or being recognized for consistent engagement.
PAIN POINTS Low Awareness of the Current App: Many didn’t know BP had a rewards app, or had downloaded it but quickly lost interest. Lack of Reward Transparency: Users found it hard to track how points were earned or redeemed, leading to disengagement. Uninspiring Loyalty Offers: Generic or irrelevant deals did not drive behavior change or app visits. Disconnection Between Store and App: There was a gap between the in-store experience and the app’s utility. Respondents wanted the two to feel more connected and intentional.
GAS STATION APPROACH Tendency to Visit: Most users visit a gas station 1–2 times per week, usually as part of commuting, work/school travel, or long drives. Decision Drivers: Cleanliness, safety, and location were top decision-making factors more than price alone. In-Store Visits: While many only visit for fuel, users noted they'd be more likely to go inside if prompted by exclusive offers, surprise challenges, or quick pickup options.
FEATURES USERS WANT IN-APP: Rewards tracker notifications Gps tool Digital punch card Redeemable points Hyper personalization Show where product can be found Choose rewards Contactless delivery Fuel reward Bonus points for visits
FEATURES USERS WANT IN C-STORE: Grab n go fresh meals Healthy meals Healthy snacks (high protein, gluten-free, low carb, etc.) International snacks Toiletries Staple grocery items Cheap clothes and shoes Deals like bogo and free stuff (especially food and drink) Cool Ambience (good lighting, minimal design, calm music) Clean store (especially restrooms) Friendly employees ( greeted properly/ good customer service) Safety (surveillance cameras, security, etc.) Drive-throughs No indoor seating (ppl dislike crowded areas) Pop up shops/ community events Ramen station Slushie/drink station Variety of energy drinks Automatic doors Ramps
USER OPINIONS:
Users want personalization, not one-size-fits-all experiences.
-
“It’d be cool to have deals based on what I actually buy… like gum or gift cards.”
-
“An app that learns your favorite snacks? That’s like TikTok for gas stations.”
This validated my hyper-personalization idea and the choice to include a personalized homepage, purchase-based recommendations, and a quiz to set user preferences, making the app feel custom and user-driven from day one.
Gamification motivates users but it has to feel fun, not forced.
-
“I gamify everything, even my car mileage.”
-
“I’d definitely come back more if there were fun challenges or streaks."
This directly inspired the development of Benzie challenges, a weekly streak system, and interactive mini-games inside the app that feel casual and optional, but still rewarding
Loyalty programs feel pointless without real rewards.
-
“Most loyalty apps are boring or don’t give anything worth it.”
“I want rewards I’ll actually use, not random stuff.”
We focused on a ‘choose-your-own-reward’ system, where users can redeem points toward what they actually care about—gas discounts, snacks, or exclusive items like Benzie-themed merch and car fresheners.
Users are drawn to apps that feel alive and visually interesting.
-
“Most apps are boring. If it looked better and had color or something moving, I’d use it more.”
-
“Those pump ads? I don’t even look. They’re ugly.”
This pushed us to design an app with a playful, cozy design style, inspired by games like Cats & Soup and Tsuki’s Journey, using warm colors, smooth animations, and of course, Benzie as a visual anchor that brings energy to each screen.
