role

ux / ui designer

skills

desktop research, user interviews, competitive analysis, persona analysis, customer journey mapping, storyboarding, speed dating, wireframes, prototyping

tools

whiteboards, post-its, sharpie, figma

The goal of this project was to re-think and innovate a convenience store, specifically Sheetz.

Convenience stores (c-stores) have been a part of suburban and urban communities for decades. They offer a quick way for consumers to grab essentials, food, and gas. In recent years, there has been greater push to innovate, change, and re-define c-stores.

We hope to examine not only the c-store space, but apply learned concepts about product-service systems, conceptual models, and service design to innovate upon Sheetz. Our innovation speaks to design, technology, and business components and demonstrates co-creation of value for the customer and for Sheetz.

Link to design documentation - Process Book!

Sheetz Made For You

Our problem statement - How might we offer an efficient Sheetz experience to road travelers?

Our solution integrates the digital identity with physical experience to create a super personalized ordering experience.

The basic idea stems from a digital screen which is located in front of the customer’s parking spot. The screen recognizes the customer based on license plate number, and then presents a QR code that brings up a web-based menu for the user to quickly order. Once they have ordered, they have the option to enjoy some entertainment streaming and have their food delivered to their car.

Innovation Breakdown

Sheetz has always been a pioneer in 'Made-To-Order' hot food, through their revolutionary kiosk machines.We wanted to take this concept a step further with Sheetz "Made-For-You'.

The Sheetz Made For You experience stemmed from examining the needs of Sheetz's large traveler customer base. Through user research, we found that customers who are traveling value efficiency above all else when visiting convenience stores. Digital data and emerging technology gives us the opportunity to explore, innovate, and design for a more efficient experience founded in personalization.

MAIN COMPONENTS

1. License Plate Recognition - Sheetz uses license plate recognition at each parking spot to recognize returning customers and guests.
2. Personalized QR Code - Customers don't even need to leave their car. They can scan the QR code to access a web-based menu.
3. Web-Based Menu - There is no need to log-in or download the app. The menu is organized based on personalized recommendations and previous orders.
4. Entertainment Streaming - Customers have something fun to do while they wait for their food to be ready.
5. In-Car Delivery - The Made For You experiene doesn't eliminate human-human interaction, but enhances it with a personal service touch.

Co-Creation of Value

The Sheetz Made For You experience brings value to both customers and Sheetz. For customers, their trips to Sheetz can be made more efficient and personalized.

For Sheetz, we expect an increase in weekly sales, and visits from customers because this experience set Sheetz apart from other convenience stores and competitors.

Research

Our first phase involves research. Our goals in this phase include understanding the current business model, customer segment, and servicescape of Sheetz in order to identify potential areas of focus.

Research methods include desktop research, user interviews, a field visit, conceptual models, competitive analysis, service blueprint, and SWOT analysis.

We wanted to ensure a level of depth and detail in our research in order to ensure we fully understand Sheetz as a business and more importantly, service.

Link to General Research Document

After receiving feedback and evaluating, we narrowed down to one focus: Traveler Experience

After a call with Sheetz, where we presented our final focus options based on Travelers, we selected Travel Efficiency as our problem space.