engaging everyday drivers with gamification
A new take on bp’s loyalty app to boost in-store engagement with playful gamification. Turning fuel stops into mini challenges, achievements, and surprise rewards.
turning routine refuels into rewarding routines
(see what i did there)
The earnify™ app by bp was already a major player, with 1.5M+ registered users and coverage across 7,000+ sites in the U.S.
But despite its success, user engagement plateaued. Most users refueled and left—missing out on bp’s growing in-store experience.
my goal
Encourage users to step inside, explore, and engage, transforming gas stations from refuel stops into mini destinations through gamification and personalized rewards.
from pump to play
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from pump to play 〰️
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Time & Safety Barriers: 72% of survey participants said they avoid entering due to time constraints or safety concerns.
Motivation Gap: Only 20% of users frequently use loyalty programs, and most do so only for discounts, not experiences.
Preferred Incentives: 80% of respondents said they’d be “very likely” to shop in-store if purchases offered double points or discounts on gas.
User Quote: “If the store looks clean, has deals, and gives me free coffee—yeah, I’d go in.” — Survey Participant #33.
Takeaway: Users needed motivation, safety, and simplicity.
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We mapped out a simplified homepage, a “Deals For You” feed, and a gamified mascot feature (“Benzie”) to humanize the brand.
Early sketches emphasized visual hierarchy putting deals, challenges, and scan-to-pay buttons front and center.
Wireframes tested the clarity of navigation and reward redemption flow, ensuring low cognitive load while driving or checking in-store. -
Goal: Validate if gamification increases engagement.
Method: 5 participants tested a mid-fidelity prototype simulating the reward and challenge system.
Findings:“The challenges make me want to visit again. It’s like a game!”
“I like knowing where I can earn extra points nearby.”
“The mascot is cute.”
Design Iteration: Added a progress tracker, mascot animations, and instant reward pop-ups for in-store check-ins.
key features
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key features •
benzie challenges
Fuel your drive and your streaks.
Weekly Streaks: Earn points by completing simple weekly actions like fueling up, buying a snack, or visiting a new station—maintain your streak for bonus rewards.
In-App Challenges: Take on themed missions (“Buy 2 coffees, get 20 bonus points”) that refresh weekly to keep engagement high.
Dress Up Benzie: Customize your mascot Benzie with outfits, accessories, and themes earned through achievements.
→ Turns routine fuel stops into a game, boosting engagement through play and personalization.
deals for you feed
Save more with deals that actually fit your drive.
Personalized Deals: Automatically curates discounts and offers based on your purchase history and favorite stations.
Deals by Department: Quickly browse in-store savings by category—drinks, snacks, car care, and more.
Trending Offers: Highlights the most popular deals among nearby drivers so you never miss what’s hot (or half off).
→ Makes every pit stop feel rewarding by connecting convenience with personalization.
smart wallet
Pay fast, earn faster.
My Wallet: Securely store payment cards, loyalty points, and receipts for one-tap checkout.
Pay Through App: Scan your code or tap-to-pay directly from Earnify to fuel up or check out in-store—no wallet required.
Timed Special Deals: Unlock limited-time offers right after fueling (like “10 minutes to grab a $1 coffee”) to drive in-store traffic
→ Streamlines payments, rewards, and savings into one fast, satisfying interaction.
this is what i learned …
gamification = habit formation
gamification = habit formation
personalization builds recognization
personalization builds recognization
playfulness enhances approachability
playfulness enhances approachability