Brief
OKQ8 in Sweden wanted to find new revenue sources in the fuel industry and improve their existing services. They are exploring new opportunities, devising innovative strategies for growth, and aiming to stay competitive. They also want to understand and analyze competitor services for insights and areas to enhance their services. Our team created a proposal for this scope.
Tools
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Miro
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Figma
Teams
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Saahil
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Shreya
My Role
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Team Lead
Duration
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2 months
Objective
How can OKQ8 achieve extreme ownership in reimagining the retail fuel business and sustaining change?
Design Approach
Research Insight
Understanding The Retail Fuel industry
Forces Impacting Fuel Retail Industry
With the industry at a crossroads, and operators need to act fast to change their business models, develop new skills, and reevaluate their strategies. Based on our secondary research we prioritized these factors during our ideation phase.
01.
Customer
02.
Organization Inertia
03.
Legacy systems
04.
E Mobility - EVs
05.
Increasing Car Ownership
06.
Government Regulations
The Changing Industry Dynamics
The fuel retail business has transformed due to a rise in demand for alternate fuels for mobility and the adoption of digital technologies in fueling stations, looking at the statistics below we get a better picture of this changing market
How we can cope with this short & long term
Short Term
Improve efficiencies & strengthen retail offerings
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Re-engineer existing businesses for new growth
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Embrace the power of customer data
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Empower customers with digital services
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Seamless retail experience
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OEM partnerships for drive in more EV traffic
Long Term
Shift of primary revenue driver
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Multi outlet strategy with customized offerings based on geo locations
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Optimization of real estate with primary focus on the consumer needs / wants
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Ecosystem
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Fleet partnerships (Subscription services, vehicle maintenance, other B2B offerings)
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Retail ++ Services partnerships
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Our POV of the future
Introducing OKQ8, "ONE WORLD"
-Super App
Proposal
We proposed a radical approach to the changing market by making a super app that combines all of OKQ8's services, focusing on renewable energy like solar and EV charging & implementing a green reward program, by significantly enhanced the user experience. This approach could offer a seamless and environmentally conscious solution to the clients users.
Why a Super App?
It is important to ask WHY before committing to any solution
We can start by looking at the success of super apps like we chat, snapp & grab. Through a single app that provides multiple services, such as ride-hailing, food delivery, and Payments.
They deliver a mobile-first experience that truly caters to a growing digital-native generation. Gartner likens Super Apps to Swiss army knives, with many tools that serve multiple purposes, but ultimately all creating an overall better, more tailored and personalized customer Experience.
Advantages of a Super App
Super Apps offer several advantages over traditional apps, including:
01
Convenience:
Users can access multiple services from a single app, which saves time and effort.
03
Integrated Ecosystem:
Superapps can create a closed ecosystem that attracts users and reduces the need to switch to other apps.
02
Brand Consistency:
Super apps can integrate data and services from different providers, which can provide a more personalized and seamless user experience.
04
Business Scalability:
Features of the solution can be easily customized according to the venture’s needs. Providing a readymade platform for new services.
Competitive Landscape
After studying the market landscape, we conducted a competitive analysis of features & services provided by other major players in the Sweden fuel retail market as visible below in Table 1.0
Table 1.0
Insight from the competitive landscape (Table 1.0)
Based on this analysis, OKQ8's competitors are all well-established companies with a strong reputation for quality.
While OKQ8 seems to providing the most features comparatively there are some areas where OKQ8 could improve , such as its customer service and its online presence. Further more based on recent sustainable trends, focusing on alternative fuels & sustainable services and their experience can help OKQ8 can a head start over their competitors.
By improving these areas, OKQ8 could create additional sources of revenue and attract new customers.
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Recommendations
Here are some recommendations for how OKQ8 could improve its UX:
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Improve customer service:
OKQ8 could improve its customer service by providing more training to its staff and by making it easier for customers to contact the company. -
Improve online presence:
OKQ8 could improve its online presence by redesigning its website and mobile app to be more user-friendly and by offering more features, such as loyalty program integration and fuel payment. -
Create new revenue streams:
OKQ8 could create new revenue streams by offering additional services, such as car washes, convenience stores, and food service.

Need for a Super App - Meet OKQ8 User Camilla
Takeaway from Camilla's Current User Journey
Pain Points
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Uncertanity of available slots
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Long idle waiting times​
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Too many apps to keep track of.
Opportunity
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Create a solution that allows her to view available slots and plan accordingly.
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Have various activities around OKQ8 stations where the customers can relax and enjoy
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Have multiple services and features in one app.
Proposed Userflow
Information Architecture
Based on the proposed userflows, we created an IA to start building a prototype
Prototype
OKQ8- Style Guide
Visual Explorations
