Z Energy
One of New Zealand's most prominent fuel providers, fueling the nation with a widespread network of gas stations under the Z and Caltex brands.
It was a privilege to lead the entire product design execution of the Z App ecosystem from start to finish.
This work propelled the Z App to become the #1 life style app in App Store, driving a significant increase in both revenue and transactions for their business.
Client:
Z Energy
Work Location:
New Zealand
Role:
Product Design Lead
Date:
2021-2023
Preview:
www.z.co.nz
The Challenge: Rebuild and Elevate the Z App’s User Experience, Setting a New Standard in New Zealand’s Fuel Industry
The challenge was to completely reinvent the Z App, seamlessly integrating essential features like pre-purchase fuel, food and drink pre-orders, and Pay by Plate into a cohesive user experience.
This redesign aimed to enhance customer satisfaction while driving significant revenue growth and transaction volume. Our rigorous analysis of user behaviors ensured that every touchpoint within the app resonated with Kiwis’ needs.
The results were outstanding: we significantly increased transactions, achieved the incredible mark of 5 stars review, and garnered exceptional position on the charts across apple and android stores.
My role
Leading Strategy & Design
As Product Design Lead, I drove the design strategy and information architecture for the new Z app, ensuring that stakeholders, design, product, and delivery teams collaborated seamlessly through the entire program. My focus was on managing a design team, helping them to laser focus on creating a user experience that met Z’s transaction goals while preparing for future innovations like EV charging and loyalty programs.
By conducting in-depth user research and iterative testing, we streamlined onboarding, minimised friction, and enhanced key features that became a major success when released. My role was pivotal in aligning stakeholder expectations and delivering a scalable app that supports Z’s vision.
Phase 1
Understanding current experience issues.
Here, our primary focus was to deeply analyse the existing app’s experience and structure. We thoroughly examined its features, navigation, and user interactions to identify critical pain points and barriers affecting user satisfaction and transaction goals.
Activities
Our discovery phase involved moderated usability tests, diary studies, and empathy interviews to uncover flaws in the current app. We then held design workshops, created initial prototypes, and tested concepts to validate our understanding.
Outcome:
A detailed benchmark comparison that exposed issues with information architecture and set a clear direction for a user-centric redesign.
A benchmark comparison highlighting information architecture issues and a user-focused redesign direction.
Phase 2
Rebuilding Information Architecture & User Journeys
Comprehensive User Journey Mapping
In this pivotal phase, we meticulously rebuilt the entire user journey, mapping out current workflows while strategically envisioning future features. This thorough analysis not only illuminated the necessary connections within the app but also laid the foundation for a cohesive experience across all touchpoints.
Securing Buy-In Across the Z Business Team
We garnered enthusiastic support from the entire Z team, highlighting the compelling need for an app overhaul. This phase was crucial in securing the investment and commitment needed for our ambitious redesign.
Outcome: A unified vision for a robust information architecture, setting the stage for a revolutionary user experience.
Phase 3
Bringing the vision to life
Collaborative Execution
In this execution phase, we transformed our ambitious vision into reality, designing all screens and establishing a robust design system for consistency and usability. Our focus was on seamless integration, ensuring that every element aligned with the user experience we aimed to create.
Engaging the Team
Over 12 months, we rallied the entire company, creating excitement and collaboration through workshops, design studios, and co-design sessions. This dynamic process ensured that every voice was heard, enhancing the project and solidifying our shared commitment to excellence.
Strategic Release Planning
We meticulously crafted a strategic plan for the app’s release, ensuring that all elements were in place for a successful launch. By prioritizing collaboration and innovation, we set the stage for an exceptional user experience that reflects Z's dedication to industry-leading service.