Scalable, Modular Design System
I designed a scalable, white label app for Phillips 66, Conoco, and 76, improving payments, loyalty, and station search.
Role
Senior Designer & Product Owner
Platform
Mobile: iOS, Android
Duration
2020 – 2022
Conoco® Fuel
My Phillips 66®
76® Fuel
Role & Responsibilities
As the Senior Product Designer and Product Owner, I played a pivotal role in shaping the product strategy, design, and execution.
Business Objectives
Defined business objectives with stakeholders.
User Research
Identified pain points and opportunities.
Design System
Designed a modular system for cross brand use.
Collaboration
Cross-collaborated in an agile scrum setting.
Conception to Launch
Oversaw the end-to-end product development cycle.
Scalable, Modular Design System
I designed a scalable, white label app for Phillips 66, Conoco, and 76, improving payments, loyalty, and station search.
Role
Senior Designer & Product Owner
Platform
Mobile: iOS, Android
Duration
2020 – 2022
Conoco® Fuel
My Phillips 66®
76® Fuel
Role & Responsibilities
As the Senior Product Designer and Product Owner, I played a pivotal role in shaping the product strategy, design, and execution.
Business Objectives
Defined business objectives with stakeholders.
User Research
Identified pain points and opportunities.
Design System
Designed a modular system for cross brand use.
Collaboration
Cross-collaborated in an agile scrum setting.
Conception to Launch
Oversaw the end-to-end product development cycle.
Scalable, Modular Design System
I designed a scalable, white label app for Phillips 66, Conoco, and 76, improving payments, loyalty, and station search.
Role
Senior Designer & Product Owner
Platform
Mobile: iOS, Android
Duration
2020 – 2022
Conoco® Fuel
My Phillips 66®
76® Fuel
Role & Responsibilities
As the Senior Product Designer and Product Owner, I played a pivotal role in shaping the product strategy, design, and execution.
Business Objectives
Defined business objectives with stakeholders.
User Research
Identified pain points and opportunities.
Design System
Designed a modular system for cross brand use.
Collaboration
Cross-collaborated in an agile scrum setting.
Conception to Launch
Oversaw the end-to-end product development cycle.
Challenges
Why the Legacy System Wasn't Working
Fragmented Identity
Inconsistent user experiences across brands lead to frustration and lower engagement.
Development Scalability
High development and maintenance costs from maintaining multiple apps with redundant engineering efforts.
Transaction Friction
Confusing and inconsistent navigation patterns. Limited payment options, making checkout slow and inconvenient.
Legacy App
Challenges
Why the Legacy System Wasn't Working
Fragmented Identity
Inconsistent user experiences across brands lead to frustration and lower engagement.
Development Scalability
High development and maintenance costs from maintaining multiple apps with redundant engineering efforts.
Transaction Friction
Confusing and inconsistent navigation patterns. Limited payment options, making checkout slow and inconvenient.
Legacy App
Challenges
Why the Legacy System Wasn't Working
Fragmented Identity
Inconsistent user experiences across brands lead to frustration and lower engagement.
Development Scalability
High development and maintenance costs from maintaining multiple apps with redundant engineering efforts.
Transaction Friction
Confusing and inconsistent navigation patterns. Limited payment options, making checkout slow and inconvenient.
Legacy App
Research
Insight & Discovery
Approach
User Interviews
Fueling Behavior & App Preferences
Data Analysis
Existing App Usage Patterns & Transaction Data
Competitive Analysis
Leading Fuel & Rewards Apps
Learning and Opportunities
Speed is Everything
Customers wanted a fast, frictionless checkout experience, especially at the pump.
Payment Flexibility
The lack of Apple Pay, Google Pay, and saved credit card options was a significant friction point.
Loyalty Matters
Loyalty drives repeat business. Customers highly value seamless rewards integration and instant redemption.
Station Locator
The station search must be intuitive. Users expect real-time availability, filtering by fuel type, and accurate pricing.
Research
Insight & Discovery
Approach
User Interviews
Fueling Behavior & App Preferences
Data Analysis
Existing App Usage Patterns & Transaction Data
Competitive Analysis
Leading Fuel & Rewards Apps
Learning and Opportunities
Speed is Everything
Customers wanted a fast, frictionless checkout experience, especially at the pump.
Payment Flexibility
The lack of Apple Pay, Google Pay, and saved credit card options was a significant friction point.
Loyalty Matters
Loyalty drives repeat business. Customers highly value seamless rewards integration and instant redemption.
Station Locator
The station search must be intuitive. Users expect real-time availability, filtering by fuel type, and accurate pricing.
Research
Insight & Discovery
Approach
User Interviews
Fueling Behavior & App Preferences
Data Analysis
Existing App Usage Patterns & Transaction Data
Competitive Analysis
Leading Fuel & Rewards Apps
Learning and Opportunities
Speed is Everything
Customers wanted a fast, frictionless checkout experience, especially at the pump.
Payment Flexibility
The lack of Apple Pay, Google Pay, and saved credit card options was a significant friction point.
Loyalty Matters
Loyalty drives repeat business. Customers highly value seamless rewards integration and instant redemption.
Station Locator
The station search must be intuitive. Users expect real-time availability, filtering by fuel type, and accurate pricing.
Solutions
Design Approach
Modular White Label System
To create a flexible, reusable design that could support multiple brands, I designed a modular UI system that ensured each brand maintained its unique identity while benefiting from a unified platform.
Multi-brand Support
Brand Components—Logos, Colors, Typography, Icons, Offers
Modular System
Universal Features—Authentication, Loyalty, Payments, Station Locator
Feature Management
Feature toggling to allow each brand to enable or disable specific features
Primary
Secondary
Linear
Colors
Universal Wireframes
Icons
Widgets
Offers
Bars
Smart Convenience
The app was designed for simplicity, speed, and ease of use, with key features.
Personalized Dashboard
Personalized dashboard with notifications and offers based on user behavior and location
Loyalty Integration
Loyalty integration for real-time rewards tracking and redemption
Wallet Enhancement
One-tap payments via Apple Pay, Google Pay, Venmo, PayPal, and credit cards.
Enhanced Station Locator
An enhanced station search with filtering for fuel type, pricing, and amenities
Solutions
Design Approach
Modular White Label System
To create a flexible, reusable design that could support multiple brands, I designed a modular UI system that ensured each brand maintained its unique identity while benefiting from a unified platform.
Multi-brand Support
Brand Components—Logos, Colors, Typography, Icons, Offers
Modular System
Universal Features—Authentication, Loyalty, Payments, Station Locator
Feature Management
Feature toggling to allow each brand to enable or disable specific features
Primary
Secondary
Linear
Colors
Universal Wireframes
Icons
Widgets
Offers
Bars
Smart Convenience
The app was designed for simplicity, speed, and ease of use, with key features.
Personalized Dashboard
Personalized dashboard with notifications and offers based on user behavior and location
Loyalty Integration
Loyalty integration for real-time rewards tracking and redemption
Wallet Enhancement
One-tap payments via Apple Pay, Google Pay, Venmo, PayPal, and credit cards.
Enhanced Station Locator
An enhanced station search with filtering for fuel type, pricing, and amenities
Solutions
Design Approach
Modular White Label System
To create a flexible, reusable design that could support multiple brands, I designed a modular UI system that ensured each brand maintained its unique identity while benefiting from a unified platform.
Multi-brand Support
Brand Components—Logos, Colors, Typography, Icons, Offers
Modular System
Universal Features—Authentication, Loyalty, Payments, Station Locator
Feature Management
Feature toggling to allow each brand to enable or disable specific features
Primary
Secondary
Linear
Colors
Universal Wireframes
Icons
Widgets
Offers
Bars
Smart Convenience
The app was designed for simplicity, speed, and ease of use, with key features.
Personalized Dashboard
Personalized dashboard with notifications and offers based on user behavior and location
Loyalty Integration
Loyalty integration for real-time rewards tracking and redemption
Wallet Enhancement
One-tap payments via Apple Pay, Google Pay, Venmo, PayPal, and credit cards.
Enhanced Station Locator
An enhanced station search with filtering for fuel type, pricing, and amenities
Outcome
Measuring Success
Transaction Rate
Pay inside & at Pump transactions within 6 months
User Retention
Retention rates increased 60% by streamlined Loyalty Integration
Development Cycles
Eliminating Redundant Apps & Dynamic Updates
Universal Components
Over 75% of components reused across brands.
Legacy Design
New Approach
Outcome
Measuring Success
Transaction Rate
Pay inside & at Pump transactions within 6 months
User Retention
Retention rates increased 60% by streamlined Loyalty Integration
Development Cycles
Eliminating Redundant Apps & Dynamic Updates
Universal Components
Over 75% of components reused across brands.
Legacy Design
New Approach
Outcome
Measuring Success
Transaction Rate
Pay inside & at Pump transactions within 6 months
User Retention
Retention rates increased 60% by streamlined Loyalty Integration
Development Cycles
Eliminating Redundant Apps & Dynamic Updates
Universal Components
Over 75% of components reused across brands.
Legacy Design
New Approach
Scalable, Modular Design System
This project demonstrated the impact of a scalable white-label design approach in the fuel industry. By balancing brand identity with user-centric design, we delivered a cost-efficient, adaptable solution that provided long-term value for Phillips 66, its fuel brands, and its customers.
Scalable, Modular Design System
This project demonstrated the impact of a scalable white-label design approach in the fuel industry. By balancing brand identity with user-centric design, we delivered a cost-efficient, adaptable solution that provided long-term value for Phillips 66, its fuel brands, and its customers.
Scalable, Modular Design System
This project demonstrated the impact of a scalable white-label design approach in the fuel industry. By balancing brand identity with user-centric design, we delivered a cost-efficient, adaptable solution that provided long-term value for Phillips 66, its fuel brands, and its customers.
