BPme Rewards

Summary: I was tasked with redesigning the BPme Rewards app.

One of the core focusses was to modernise and realign the app with BP’s digital ethos of "Brighter moments". To me, this was about making the user feel really known, with little injections of things like previous order history and addressing them by their first name, etc.

I've worked with many copywriters in the past but I really enjoyed working closely alongside one on this brief as I believe microcopy can make or break an experience. We quickly formed a unit and executed on the ask to the highest degree.

Role: UX / UI

There were many parts to this brief but one of the more interesting behavioural problems I needed to address was reducing drop-off during final payment processing. Because of the amount of services and servers the back-end was speaking with, it just naturally needed to take quite a while to load. We decided to use this as a moment to educate our users.

Building friction INTO an experience is not normally what we like to do as Designers! I analysed a full suite of other brand experiences to see how we could cleverly 'fill this experience void'. By implementing some educating visuals and microcopy around all the different satellites their phone is communicating with to pay we bridged this gap.

Some of the additional "Brighter Moments" added:

 - A home screen that flexes around the user by being context dependant, servicing every need the user might have with the data we have on them

- Logged out users now also able to access "value" by being able to find a station whilst unauthenticated

- Bring to the surface previously bought options to members who have used the app before, making it easy to re-order their "usual".

- Slimmed down copy to get them to using the benefits as quickly as possible (I'm a big fan of once you know a user has learnt something, you can soften that UX / UI and encourage their focus elsewhere. Many Designers don't use this trick and they stick with a linear experience that doesn't grow with the user. 

Pay for fuel

This uses a carefully curated experience that engages the user with BP’s conversational tone. This is a brand new behaviour for many so I tried to bridge that gap by making it as easy as possible to fuel up, and remove anxiety from the equation.

Loyalty

Critical to get right, this is woven into the DNA of the app experience through regular reminders of how close the user is to their threshold, and by making it easy to switch loyalty partner should they wish. This was one of the stars of the show.

Wireframes meant I could move rapidly with the copywriter and start building a cohesive experience before moving into UI Design.

We sat down with the client for multiple rounds of feedback and direction. At a high level these meetings were about ensuring experience, colour, tone of voice, and functionality were all in-line with BP’s strict brand guidelines and how they wanted the app to be positioned in a crowded marketplace.

“I think the app feels intuitive and the UX is great!”
- BP Client