MOST
Revamping Korea's
First Mobile Refueling App
Background
Adapting to SK's
new brand identity.
Problem Definition
My approach
This project involved over 50 people divided into three teams: front-end, operations, and back-end. As the PM of the front-end team, I began by identifying each team's priorities and translating them into UX flow wireframes and a visual design system.
UX Design
In the project's onset, we grappled with numerous new features and varying team priorities. We advocated for a user-centered information architecture, emphasizing that customers are the primary stakeholders.
UX Flow
We created a user flow considering all possible scenarios.
Now we have the total number of screens and the features that need to be developed.
Design Rational
Make it simple to finish tasks.
The app's main advantage is its swift, hassle-free gas station checkout, replacing physical cards and coupons. With a few app clicks, users can checkout quickly. We aimed to expand this value proposition to other newly launched services, while also improving the core value.
During our research, we discovered an interesting user pattern where users tend to refuel the same amount of gas at the same gas station. To reflect this behavior, we designed a main page that displays the user's refueling history, making it easy for them to select the desired option.
We designed a significantly faster checkout experience compared to previous apps. In addition, we introduced a 'one-tap refueling' option that enables users to complete the checkout process with just one tap.
UI Design
Content-driven design.
To enhance user focus on their tasks, we used large, easy-to-scan text with minimal decorations. Additionally, we utilized red highlight text to grab attention for discounts, branding, and call-to-action buttons.
Branding & Marketing
Native advertising
without interfering with the UX.
The marketing and events sections are important to both businesses and users, but they should not be intrusive. To address this, we allocated a designated advertising space that doesn't interfere with the overall user experience while allowing for efficient marketing.
Impact
Metrics
1,000,000+
App downloads
1.46M
Membership subscribers
327
Gas stations distributed
18%
Increase in quarterly earnings
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