Earnify Reimagined: Gaming with bp

The earnify™ app, a rewards program by bp, seeks to elevate customer engagement and loyalty by incentivizing in-store purchases at convenience stores beyond just refueling. This case study details the redesign of the earnify app to motivate customers to not only refuel their vehicles but also visit the convenience store for purchases, leveraging a points-based loyalty system to create a more personalized and engaging experience.

Role: UX Researcher, UX Designer, Lead Developer

Duration: 4 months

BP wants to bring customers back in-store.

91 of 133 survey participants identify as students.

54 of 133 survey participants identify as commuters.

Target Audience

Our target audience is primarily Gen-Z customers (majority aged 21-23) who are typically students and commuters. These individuals lead busy, on-the-go lifestyles and are motivated to maximize efficiency, save time, and earn perks that make everyday errands feel worthwhile.My segment of interest includes UTD students, primarily undergraduates in their junior and senior years. Many of these students live off-campus, manage their finances independently, and often hold part-time jobs to cover expenses, including food. They may face challenges with budgeting, possess limited cooking skills, and experience irregular eating habits due to demanding academic and work schedules.

Key Challenges

Perception as "Refueling Stops"

Gas stations are primarily seen as places to refuel, with customers often avoiding the in-store experience. Our survey found that 30% of respondents avoided entering C-stores due to unsanitary conditions or feeling unsafe, contributing to this perception.

Lack of Value in In-Store Experience

Consumers have low tolerance for waiting. Nearly half (48%) of survey respondents would walk out of a C-store if there were one or two people in line at the register. Additionally, limited appealing products (especially healthy options) and a lack of perceived value from traditional loyalty programs discourage visits.

Users were earning rewards but skipping the store, disengaged from the full experience.

Interviews

Interviews with six participants revealed key insights into their current convenience store habits, pain points, and desires for future app features:

Low Frequency of Convenience Store Visits

Most participants reported visiting C-stores infrequently, often only when fueling up. Their reasoning:

Perceived High Prices
Limited Selection
Safety and Cleanliness Concern
Uninviting Atmosphere
Crowds and Cramped Spaces

Q: What are the biggest pain points or frustrations you experience when visiting a convenience store?

A: “My main frustration is not feeling safe, especially concerning security.”

A: “the outside environment plus overall cleanliness.”

A: “…disorganization and limited selection…”

A: “it doesn't look neat or clean…I would just leave immediately.”

Literary Analysis

The secondary research provided a comprehensive overview of convenience store trends and consumer behavior, primarily focusing on younger demographics (16-35 year olds). Key findings highlighted a strong consumer demand for convenience and speed, emphasizing the need for streamlined operations, mobile ordering, and drive-thru options.

Furthermore, the research underscored the growing importance of personalization, indicating that loyalty programs must evolve beyond basic points to offer tailored experiences, exclusive access, and instant gratification. To enhance in-store engagement and customer satisfaction, convenience stores are advised to invest in fresh and high-quality food offerings, improve store safety and cleanliness, and adopt data-driven strategies for hyper-personalization. These elements are crucial for transforming the perception of convenience stores from mere refueling stops into inviting retail destinations that meet evolving consumer expectations.

Survey Data

A survey of 133 respondents provided quantitative validation for many interview themes:

Demographics & Purchasing Habits:

Most respondents go to C-stores once a month and spend 5 minutes or less inside.
Primary purchases are energy drinks, snacks, and caffeine products.
The majority (72.9%) have jobs, and 40.6% are commuters.
Price is the most valued factor when making a purchase.
Tap to pay is the primary payment method.

A reimagined user flow for the Earnify app, mapping the journey from sign-up to dashboard access and feature navigation.

Game loops, missions, and real-time rewards were mapped into a redesigned flow.

Features

Gamified Benzie Challenges & Tiers

Benzie, the app's mascot, guides users through weekly challenges and tracks streaks, motivating them with points that unlock higher tiers and allow for Benzie customization with outfits. This is useful because it leverages gamification to boost daily engagement, encourage repeat visits, and create a playful, rewarding experience, similar to the success seen with Duolingo's streaks.

Surprise & Delight Rewards

The app incorporates limited-time or random pop-up rewards, such as free Benzie merchandise or snacks. This feature is useful as it creates emotional excitement and a sense of unexpected value, directly encouraging in-store visits for redemption and fostering continued user engagement beyond routine transactions.

Price-Lock & Favorite Store

Users can lock in a gas price for up to 5 days and easily favorite their preferred BP station. This is highly useful for users, especially commuters, as it directly addresses a major frustration (fluctuating gas prices), provides tangible savings, and streamlines the fueling process, leading to increased app usage and store loyalty.

A redesigned Earnify app prototype focused on gamified savings and seamless fueling. Key features include real-time fuel price locking, mobile ordering, in-app payment, a rewards system with a playful mascot (Benzie), and wallet integration.

User feedback revealed what sparked action, and what still needed fuel.

Conclusion

The "earnify reimagined" app successfully tackles the challenge of driving in-store engagement by crafting a hyper-personalized, gamified, and instantly rewarding experience. By transforming routine refueling stops into opportunities for delight, the app not only incentivizes C-store purchases but also builds lasting loyalty, positioning bp at the forefront of the evolving convenience retail landscape.

Insights

Hyper-Personalization is a Core Driver of Engagement and Loyalty

Tailoring offers based on past purchases, such as discounts on favorite snacks or drinks, fosters a sense of being understood and valued, which significantly increases app engagement and customer lifetime value.

Seamless and Frictionless Experiences are Essential for User Adoption and Satisfaction

An intuitive and easy-to-navigate app interface, with clear search functions and minimal buttons, is crucial to prevent user frustration.

Gamification is Potent Tools for Sustained Engagement

Leveraging gamification features like challenges and streaks can significantly boost daily app engagement and customer retention, as demonstrated by other successful applications.

Addressing Foundational Needs, like Cleanliness, Safety, and Store Atmosphere, is Key

Beyond digital features, the physical environment of convenience stores heavily influences customer willingness to enter and spend.

Catering to Health-Consciousness Presents a Growing Opportunity

Health consciousness is a significant cultural shift, with a large percentage of consumers prioritizing well-being and seeking transparent, nutritious food options.

Shift Demands Seamless Integration of Digital and Physical Experiences

Modern retail requires bridging the gap between online and in-store interactions.