Exxon Mobil Rewards+™
IA & Navigation Optimization
I optimized the information architecture & navigation to improve usability and access to fuel payments, rewards, and station locators.
Role
Senior Product Designer
Platform
Mobile: iOS, Android
Duration
2022 – 2023
Exxon Mobil Rewards+™
IA & Navigation Optimization
I optimized the information architecture & navigation to improve usability and access to fuel payments, rewards, and station locators.
Role
Senior Product Designer
Platform
Mobile: iOS, Android
Duration
2022 – 2023
Exxon Mobil Rewards+™
IA & Navigation Optimization
I optimized the information architecture & navigation to improve usability and access to fuel payments, rewards, and station locators.
Role
Senior Product Designer
Platform
Mobile: iOS, Android
Duration
2022 – 2023
Challenges
Why IA & Navigation wasn’t working
User Engagement
Difficult access to essential functions like fuel payments, rewards, and station locators.
Adoption Barriers
Deep, nested menus causing cognitive overload. Inconsistent navigation patterns leading to user confusion.
Transaction Friction
Cluttered home screen with no clear hierarchy.
Legacy App
Challenges
Why IA & Navigation wasn’t working
User Engagement
Difficult access to essential functions like fuel payments, rewards, and station locators.
Adoption Barriers
Deep, nested menus causing cognitive overload. Inconsistent navigation patterns leading to user confusion.
Transaction Friction
Cluttered home screen with no clear hierarchy.
Legacy App
Challenges
Why IA & Navigation wasn’t working
User Engagement
Difficult access to essential functions like fuel payments, rewards, and station locators.
Adoption Barriers
Deep, nested menus causing cognitive overload. Inconsistent navigation patterns leading to user confusion.
Transaction Friction
Cluttered home screen with no clear hierarchy.
Legacy App
Research
Insight & Discovery
Approach
User Interviews
Gathered insights on pain points and behaviors.
Heuristic Evaluation
Audited usability flaws in IA & navigation.
Competitive Analysis
Benchmarked against top fuel & retail apps.
Tree Testing
Validated user mental models for restructuring IA.
Learning and Opportunities
User research revealed that the app was primarily used for three core actions. However, these high-value tasks were buried under complex navigation layers, leading to frustration and inefficiency. Users abandoned tasks frequently, struggling to locate essential features.
Pay at Pump
Rewards & Loyalty
Station Locator
Research
Insight & Discovery
Approach
User Interviews
Gathered insights on pain points and behaviors.
Heuristic Evaluation
Audited usability flaws in IA & navigation.
Competitive Analysis
Benchmarked against top fuel & retail apps.
Tree Testing
Validated user mental models for restructuring IA.
Learning and Opportunities
User research revealed that the app was primarily used for three core actions. However, these high-value tasks were buried under complex navigation layers, leading to frustration and inefficiency. Users abandoned tasks frequently, struggling to locate essential features.
Pay at Pump
Rewards & Loyalty
Station Locator
Research
Insight & Discovery
Approach
User Interviews
Gathered insights on pain points and behaviors.
Heuristic Evaluation
Audited usability flaws in IA & navigation.
Competitive Analysis
Benchmarked against top fuel & retail apps.
Tree Testing
Validated user mental models for restructuring IA.
Learning and Opportunities
User research revealed that the app was primarily used for three core actions. However, these high-value tasks were buried under complex navigation layers, leading to frustration and inefficiency. Users abandoned tasks frequently, struggling to locate essential features.
Pay at Pump
Rewards & Loyalty
Station Locator
Solutions
Design Approach
Restructured Information Architecture
Flat Navigation Model
Adopted a flat navigation model, minimizing unnecessary depth.
Simplified Structure
Eliminated redundant categories, reducing complexity.
High Value Actions
Promoted high-frequency actions (Pay for Fuel, Rewards, Find a Station) to primary navigation.
Intuitive Navigation System
Consistent Wayfinding
Consistent iconography, labels, and breadcrumbs to improve wayfinding.
Bottom Navigation
Five core tabs: Home, Pay, Rewards, Stations, and Account.
Instant Pay Flow
Floating paybuttons for "Pay at Pump" and "Pay in Store" to enable instant access.
Context-Aware UI Enhancements
Personalized Dashboard
Personalized dashboard displaying nearest gas stations, rewards, and recent transactions.
User Notifications
User notifications offer context-aware suggestions based on user behavior.
Enhanced Station Locator
Enhanced search functionality with predictive and location-aware results.
Solutions
Design Approach
Restructured Information Architecture
Flat Navigation Model
Adopted a flat navigation model, minimizing unnecessary depth.
Simplified Structure
Eliminated redundant categories, reducing complexity.
High Value Actions
Promoted high-frequency actions (Pay for Fuel, Rewards, Find a Station) to primary navigation.
Intuitive Navigation System
Consistent Wayfinding
Consistent iconography, labels, and breadcrumbs to improve wayfinding.
Bottom Navigation
Five core tabs: Home, Pay, Rewards, Stations, and Account.
Instant Pay Flow
Floating paybuttons for "Pay at Pump" and "Pay in Store" to enable instant access.
Context-Aware UI Enhancements
Personalized Dashboard
Personalized dashboard displaying nearest gas stations, rewards, and recent transactions.
User Notifications
User notifications offer context-aware suggestions based on user behavior.
Enhanced Station Locator
Enhanced search functionality with predictive and location-aware results.
Solutions
Design Approach
Restructured Information Architecture
Flat Navigation Model
Adopted a flat navigation model, minimizing unnecessary depth.
Simplified Structure
Eliminated redundant categories, reducing complexity.
High Value Actions
Promoted high-frequency actions (Pay for Fuel, Rewards, Find a Station) to primary navigation.
Intuitive Navigation System
Consistent Wayfinding
Consistent iconography, labels, and breadcrumbs to improve wayfinding.
Bottom Navigation
Five core tabs: Home, Pay, Rewards, Stations, and Account.
Instant Pay Flow
Floating paybuttons for "Pay at Pump" and "Pay in Store" to enable instant access.
Context-Aware UI Enhancements
Personalized Dashboard
Personalized dashboard displaying nearest gas stations, rewards, and recent transactions.
User Notifications
User notifications offer context-aware suggestions based on user behavior.
Enhanced Station Locator
Enhanced search functionality with predictive and location-aware results.
Outcome
Measuring Success
Transaction Rate
Increased monthly fuel transation rates by +35%.
Value Action
Average value action reduced drop off by -45%.
User Engagement
Increased user engagement by 30% through rewards.
User Satisfaction
Boosted app ratings by +25%, maintaining 4.5+stars.
Legacy Design
New Approach
Outcome
Measuring Success
Transaction Rate
Increased monthly fuel transation rates by +35%.
Value Action
Average value action reduced drop off by -45%.
User Engagement
Increased user engagement by 30% through rewards.
User Satisfaction
Boosted app ratings by +25%, maintaining 4.5+stars.
Legacy Design
New Approach
Outcome
Measuring Success
Transaction Rate
Increased monthly fuel transation rates by +35%.
Value Action
Average value action reduced drop off by -45%.
User Engagement
Increased user engagement by 30% through rewards.
User Satisfaction
Boosted app ratings by +25%, maintaining 4.5+stars.
Legacy Design
New Approach
IA & Navigation Optimization
By implementing a structured IA and intuitive navigation system, the Exxon Mobil app now delivers a seamless, frictionless experience that aligns with user expectations. This case study highlights how a thoughtful UX approach can drive usability, engagement, and business outcomes.
IA & Navigation Optimization
By implementing a structured IA and intuitive navigation system, the Exxon Mobil app now delivers a seamless, frictionless experience that aligns with user expectations. This case study highlights how a thoughtful UX approach can drive usability, engagement, and business outcomes.
IA & Navigation Optimization
By implementing a structured IA and intuitive navigation system, the Exxon Mobil app now delivers a seamless, frictionless experience that aligns with user expectations. This case study highlights how a thoughtful UX approach can drive usability, engagement, and business outcomes.
