Brilliant Basics -
Strategic growth recommendations and user journeys for the Fuel Card Industry
Brilliant Basics client wanted to Audit the competitor landscape in the Fuel Cards sector to inform the design phase with strategic opportunities and best practises. I researched the market to understand the field.
I presented a report on the competitor review, a set of recommendations and examples in three areas and a set of unique opportunity areas. I also created a set of the clients persona journeys to illustrate these insights. For this project, I worked mostly solo and collaborated with the PM, the Head of UX and visual designer.
Understand.
First, I reviewed ten companies, six European and four further afield in Finance, Telematics, Telecommunications, Aviation and Transport. I then analysed the client’s customer needs in transaction features such as invoicing, subscriptions and loyalty based financial models, app onboarding, innovation in renewable technologies aligning with BP’s Experience Principles.
More specifically, I looked at the Fuel Card sector, the Car Rental, the Transportation Fleet and the driver’s Experience. I also examined the airline’s loyalty cards, driverless fleets and telematics to understand existing industry examples and novel technologies that could be utilised to improve the Business as well as their customer and employee experience.
Create.
Working in collaboration with the PM and the Head of UX, we defined the score key for the competitor analysis, which in turn, I used as my spider graph criteria to rate each competitor. After that, I wrote a report on invoicing systems, innovation, onboarding and Experience Principles for B2B and B2C. I accompanied the graph with best practices, suitable personas, competitor examples and suggestions for strategic opportunities for the client. I then presented the research to the broader team and Product Owner.
Further to the client’s presentation feedback for more tangible outcomes, I used the clients’ existing personas to design three sets of User Journeys on invoicing, Fuel Card application onboarding and innovation.
Deliver.-
Outcome: I delivered a comprehensive analytical report in three areas of automated invoicing and batch processing, Fuel Card onboarding best practises. I then looked for inspiration beyond the industry to provide my client with unique opportunity areas that would encourage them to use technology to personalise the customer experience and automate the Fleet Industry processes all the same. Moreover, I built three distinct user journeys, based on BP’s B2B and B2C personas and scenarios to exemplify an otherwise high-level set of recommendations.
As such, I helped my stakeholders not only inform the next design phase of the Fuel Card market as initially requested. I also envisioned a clear path of their B2B and B2C strategic plans.