CloudTrucks is working with Roady’s to integrate their discounted fuel API to provide truck drivers with more affordable fuel. In this project, we designed an in-app fuel reservation feature which allows drivers to look for discounted fuel in the fuel map and reserve fuel in advance. It has helped divers save 8% on fuel on average. The V2 design launch also saw a 351% increase in fuel reservation.
Fuel purchase is the biggest expense for truck drivers. In order to help truck drivers with fuel expenses, CloudTrucks provides fuel discounts through different fuel partners. However, it's not used a lot by drivers and fuel expense still remains a churn factor.
In order to understand the problem better, we uncovered insights from interviewing 2 drivers and talking with ops team. We found out:
• Drivers are not aware that we are offering different types of discounts in app already.
• Distance is more important than discounts. Drivers are not likely to make detour for a discounted price.
• Drivers are using other products because the current discount providers didn't cover enough areas, making it hard to use.
Then I led a round of UX audit with PM to figure out what is not working with our existing discount program.
After we understood the current problems, the product team decided to work with Roady's to integrate their fuel discount API. Because this gives us an opportunity to provide in-app real-time fuel reserving feature for drivers, and unlock significant discounts at 125+ Roady's participating locations.
To have a clear vision for our discount program, I partnered with pm and engineer to brainstorm solutions to improve the fuel purchase experience with Roady's API. Then we evaluated each ideas based on UX and business impact, also engineering and design lift, and came up with a final roadmap for the discount program.
We decided to build an in-app fuel reservation feature for drivers. For this project we finalized 3 main goals:
• Increase $ saved on fuel for drivers.
• Generate revenue from driver purchasing fuel through CloudTrucks, improving usage of CT Cash card and Fuel card.
• Improve discoverability and UX of discount program.
To measure whether we succeed on each goal. I partnered with PM and Engineer to define the OKRs.
We went through a few rounds of tests and iterations. Here are some of the highlights.
The existing fuel discount entry point is under the Cash tab. Despite some concerns on discoverability, with limited time and engineering resource, we decided to ship V1 with minimal design change and monitor metrics at the same time. In V2 we made a quick update by adding fuel discount on the home page, hoping this will improve the discoverability.
However, with unsatisfying test results from V1 and V2, we decided to add another entry point to fuel discount on the Job Detail page.
How to deliver a clear visual presentation of discount information and smooth map interactions was also a big focus in the iteration process. I worked closely with mobile engineers to design the map experience.
We also did stress tests on different map designs, trying to find out the one that works the best in different map scales with different background colors and various amount of location labels.
Then we tested on different location pin designs.
This project went through 3 launches with testing and iterations, here are some of the highlights of the latest launch in 2024.
When pins are close to each other, we cluster them and display the amount of pins in the cluster. This smoothens the interactions by reducing map loading time while clearly tells users the amount of discounts in a certain area.
In our version 3, we launched Fuel Discounts on Routes, which gave users a new discount entry point, where they can see all the discount location in their trips, so that they can avoid detours in order to get cheaper fuel.
Users can make a reservation immediately or view more details and then decide.
Since the latest design shipped in November 2024, we saw there is an 215% increase in users checking the discount program map. And fuel reservation volume increased 351%. In total, drivers have reserved more than 52k gallons of discounted fuel through the mobile app.
From testings and researches, we learned that trust and reliability, both in service and financial transactions, are key drivers in building and maintaining long-term customer loyalty. Our next steps will focus on these parts while we bring more discount partners into the program.
