How should this energy giant use technology to improve experiences for its customers?

The challenge

bp’s purpose is to reimagine energy for people and our planet. They want to help the world reach net zero and improve people’s lives. The company acknowledges that achieving this will require rapid innovation and expertise.

They were looking for ways to improve its offering to business customers. We started by looking at the company’s business strategy before asking three questions to reveal which improvements would have the biggest impact:

  • What customer experiences are you designing for?
  • What solutions are involved in providing these experiences?
  • What capabilities do you need to develop, maintain, and operate these solutions?

The answers to these strategic questions helped them focus on the actual challenge it faced: the need to advance its customer experience in light of greater competition and improve user engagement with the brand.

This process led them to ask a much more specific question: “How can we improve our payment methods for ROUTEX card business users?”


We introduced them to an experience concept validation process – a six-week combination of user research, design sprint, prototyping, and user testing.

The most important step in any product journey is understanding the problem or need and how the product will solve this. Our teams map this journey by engaging with end users. This uncovers daily routines and behaviors as well as the issues they face when fueling their vehicles in pump stations.

Our discovery phase tested client assumptions around paying for fuel at the pump. Using these insights, we brought together different stakeholders and embarked on a design sprint to let the best idea shine through.

The process itself identifies the problems and goals, and positions problems on a journey map. This leads to idea generation, potential prototypes, and the opportunity to validate a potential solution. For them, the design sprint was laser focused on answering a single question: “How should we deliver a digital payment solution at the pump?”

Our impact

Our six-week engagement led to the prototype of a nimble, self-service mobile payment solution at the pump for B2B customers.

Through involvement in our experience concept validation, bp now has the understanding of how to create a minimum viable product (MVP) to test products and market fit. The business also has bought into the concept of a human-centered design approach to adopt for future products, and in its mission to improve people’s lives.

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