PLATFORM
Web & Mobile Web
TIMELINE
October 2023 - December 2023
ROLE
Lead UX/UI Designer
CLIENT
DK Fuel
Driving Change: Transforming the Gas Station Experience
The Problem
DK Fuel Gas Station’s existing website lacks intuitive navigation, mobile responsiveness, and fails to provide essential information effectively. Users struggle to find relevant details such as fuel prices, services offered, and location information. Additionally, the website lacks interactive features, making it challenging for users to engage with the brand online.
How Might We?
How might we create a user-friendly interface on our gas station website that enables users to easily locate nearby stations, ensuring convenience and efficiency in finding fueling options?
Previous Experience
The original website featured a relatively clean and visually appealing design, however, pages were text heavy and overwhelmed users with too much information at once. Navigation was confusing and unintuitive, making it difficult for users to find what they need, as relevant information was hard to locate.
Additionally, the lack of responsive design resulted in a frustrating experience on mobile devices, further deterring users from engaging with the site.
The Challenge
Previously, DK Fuel's site did not offer a clear and seamless way for users to find nearby stations.
The primary issue was the cumbersome process that required users to manually search through a list of locations to determine if it had the amenities they needed such as a car wash, ATM, and more.
The current system relies on users to enter their location and navigate through various locations to find a station, which can be easily forgotten or overlooked, resulting in a low usage rate of this feature.
Specifically, only 10% of users successfully found a station that had the amenities that they needed using the current method, indicating a need for a more intuitive and user-friendly solution.
Solution
Provide DK Fuel customers with a seamlessly user-friendly interface, enabling effortless location of nearby stations and amenities for convenient and efficient fueling options.
Enhance the site’s usability and navigation, ensuring mobile-friendliness across devices, streamlining access to location-specific information and services.
Convenience on the Go
Increased value proposition: Users often need to find gas stations while they are on the move. Having a mobile responsive site ensures that the website adapts to different screen sizes, making navigation intuitive and interactions seamless.
This is essential for users who need quick and easy access to information while driving or traveling. This approach enhances the value proposition of the desktop site and offers users a more engaging, convenient, and effective method of studying.
Planning Ahead
Users often need to find gas stations efficiently, even when using their desktop computers. Having a well-designed desktop site ensures that the website offers intuitive navigation and seamless interactions, making it easy for users to locate gas stations quickly.
This is essential for users who need fast and straightforward access to information while planning trips or routes from their desktops.
Outcome
- 55% increase in the task completion rate for finding a gas station.
- Reduced the average number of clicks to find a gas station from 7 clicks to 2 clicks.
- 25% decrease in bounce rate.
- 40% increase in interactions with new content.
- 15% increase in mobile usage
- Increase in overall user satisfaction score from 2/5 to 4/5.
What I learned
Mobile optimization is crucial.
User-Centered Design Enhances Usability.
Streamlined navigation reduces clicks and improves task completion rates.
Real-time feedback mechanisms build trust and enhance the overall user experience by keeping users informed.