BP
PumpPay Service Design
BP is trialling a new unmanned site approach at a handful of sites across Auckland. From 11 pm to 5 am, the store will be shut down, which typically involves shutting off the pumps and closing the site. However, the introduction of “pay at pump” pay points means customers will still be able to fill up during that time. These pay points will also be operational during the day, which means that if you prefer not to pay through the app, you can pay at the station without needing to visit the store to pay and release the pump.
To be successful, we needed to address two challenges;
Highlight and attract people at the station to the new pay points and inform them of our new payment service.
Develop additional POS to notify and inform customers about all the ways they can already pay, as well as this new option.
Our approach
We used the ‘Double Diamond’ methodology to ensure a scalable solution for the pilot and the entire BP network of stations.
Discovery
A site and competitor audit
Define
Mapped all possible touchpoints
Develop
Concepts across the journey
Deliver
Produced toolkit
Discovery
We undertook a site visit to identify potential opportunities for communicating this new service. To understand the differences between stations, we visited a large site at Smales Farm and a busy inner city station at Fanshawe Street. We also conducted an audit of competitors, such as Z Energy and Gull, to identify what they were doing well.
Define
We identified the touchpoints throughout the customer journey where we could utilise existing signage to reflect new services or add new bespoke signage.
Develop
Created new messaging and a graphic language that communicates the service. Ensuring that we distinguish the ‘pay at pump’ lane(s).
Deliver
Delivered a toolkit that works across the disparate forecourt environments.
