A multi-phase product roadmap focusing on strategic pillars was created, alongside a new digital brand expression that was tested with professional drivers in multiple iterations. With these components in place, the team was ready to execute.
The transformative solution
Over the course of 10 three-week agile sprints, theteam delivered a new and redesigned experience, introducing key features such as enhanced onboarding, a fully revamped loyalty system and a message inbox enabling the company to send direct communications via the app on subjects such as important alerts, offers and rewards.
A dynamic dashboard adapts to the needs of drivers in and outside the travel center geofence. The app uses predictive analysis to help drivers make parking decisions based on available spots along their route and to help save drivers time by directing them to the fastest fueling lane.
An updated profile paradigm allows users to switch driver ‘modes’(Pro, RV and Auto), offering an experience that adapts to the unique needs of those segments. For example, when searching for locations, quick filters for pro drivers will offer services and amenities quite different from those for RVers.
Throughout the design phase, the UX team conducted on-site usability testing with professional drivers at Pilot Flying J travel centers.
Back-end technology created by the team in the development phase provides real-time predictive information about driver traffic and purchasing choices. It offers rich business analytics that transforms the core business and makes data easily accessible to decision-makers. The technology stack also lays the foundation for further personalization and the addition of industry-leading features, such as conversational UI and gamification.