Pearson Fuels
Overview
As the sole UX designer, I led the end-to-end design process for Pearson Fuels' digital and physical presence. This included a complete website redesign, a mobile application for real-time fuel tracking and loyalty rewards, and an admin dashboard for streamlined management. Additionally, I designed fuel dispensers, canopy graphics, and promotional flags, ensuring a cohesive brand experience at fuel stations. This project aligned with Pearson Fuels' commitment to sustainability and innovation in the E85 flex fuel market, delivering a modern, user-centric experience for both customers and administrators.
Role
Solo UX/UI Designer
Timeline
12 months
Tools
Figma
Illustrator
Challenges
1 / Outdated Digital Experience
Pearson Fuels’ previous website and digital platforms lacked the modern design and functionality necessary to engage users effectively. The challenge was to create an intuitive and visually appealing experience that aligned with the company’s innovative brand identity while making it easier for customers to navigate, track fuel prices, and access rewards.
2 / Creating a Consistent Brand Presence
Designing cohesive and visually striking branding elements that maintained consistency across all touchpoints was essential to strengthen brand recognition and customer loyalty.
3 / Operational Inefficiency
Without a centralized management system, Pearson Fuels faced difficulties in updating fuel prices, managing promotions, and monitoring customer engagement. The challenge was to develop an admin dashboard that streamlined these operations, providing the team with real-time insights and control.
4 / User Engagement and Loyalty
Encouraging customers to adopt alternative fuels like E85 required creating a compelling reason to stay connected. The challenge was to design a mobile app that not only delivered practical features like real-time fuel tracking and station locators but also included a loyalty rewards program that incentivized sustainable fueling choices.
Branding & Visual Identity
Pearson Fuels leads the E85 fuel market with a commitment to sustainability and innovation. The brand’s refreshed visual identity was designed to reflect its dedication to power, speed, and environmental responsibility, creating a modern and dynamic presence that resonates with eco-conscious consumers.
Mobile App & Core Features
1 / Fuel Station Locator
The Fuel Station Locator provides users with a real-time, interactive map to find nearby Pearson Fuels stations. With integrated GPS functionality, users can easily identify the most convenient location, view detailed station information, and access turn-by-turn navigation. The locator also offers real-time fuel price updates and availability information, ensuring users make informed decisions before fueling. Additionally, filters and search options allow users to find stations offering specific services, such as E85 fuel, convenience stores, or car washes.
2 / Loyalty Rewards Program
The Loyalty Rewards Program incentivizes sustainable fueling by offering users points for every purchase made at Pearson Fuels stations. Users can track their points in real-time, view their transaction history, and redeem rewards directly within the app. Personalized offers and promotions further enhance user engagement. A dedicated rewards dashboard provides clear insights into earned rewards, available offers, and progress toward future rewards, encouraging continued participation.
Beyond points, the program highlights users' positive environmental impact by tracking their carbon savings from using E85 fuel. This gamified experience promotes ongoing engagement and reinforces the brand’s sustainability mission.
3 / Garage Finder & Vehicle Compatibility Check
Vehicle Compatibility Checker, allowing users to verify whether their vehicle is compatible with E85 fuel. Users can enter their vehicle’s make, model, and year or input their VIN number for an instant compatibility check. This tool removes uncertainty and empowers users to make informed decisions about transitioning to cleaner fuel alternatives, supporting Pearson Fuels’ sustainability mission.
Additionally, the app features a Garage Finder that simplifies the process of converting vehicles to E85 compatibility. Users can search for certified conversion garages nearby using location-based results. Each garage listing includes detailed information such as services offered, pricing estimates, and customer reviews.
Admin Web App & Core Features
1 / Station & Fuel Price Management
This feature provides a centralized dashboard for admins to manage station information and ensure accurate fuel pricing. Admins can add, edit, or deactivate stations, update operational statuses, and monitor station performance.
Additionally, the system allows users to report fuel price discrepancies directly through the mobile app. Admins receive these reports in real-time, verify pricing accuracy, and make necessary adjustments. This ensures price transparency and maintains trust with customers. The dashboard also offers visual insights on pricing trends and station performance for more informed decision-making.
2 / Rewards Management
The Rewards Management feature allows admins to efficiently oversee the entire merchandise redemption process. When users redeem their loyalty points to purchase branded merchandise or other rewards through the app, admins can track and manage orders in real-time, viewing details like item name, quantity, and point usage. They can easily update order statuses — marking them as Pending, Shipped, Delivered, or Canceled — and provide users with tracking numbers for monitoring their deliveries. Additionally, admins have the capability to add new merchandise, update the points needed at any time.
3 / User Management
Admins can efficiently manage customer accounts using the User Management feature. It provides access to user profiles, fuel purchase history, rewards activity, and merchandise order details. Admins can respond to customer inquiries, resolve reported issues, and ensure a seamless user experience through the support interface.
Website Overview
1 / Home Page
The Home Page serves as the central hub for users, offering a dynamic introduction to Pearson Fuels’ mission and services. With a bold, modern design, it prominently features E85 benefits, encourages users to download the mobile app, and showcases current promotions and updates.
2 / Station Locator
The Station Locator provides users with a real-time, interactive map to find nearby Pearson Fuels stations. Users can search by their current location or enter a desired location to explore station options. Each station listing includes fuel prices, operating hours, available fuel types, and amenities.​
3 / Compatibility Check
The Compatibility Check tool allows users to determine whether their vehicle is compatible with E85 fuel. By entering their vehicle’s make, model, and year users receive instant compatibility results.
Outcome & Reflections
1 / Improved User Engagement
The redesigned website and mobile app provide a seamless, intuitive interface, making it easy for users to find stations, check fuel prices, and manage loyalty rewards.
2 / Informed Decision-Making
The Compatibility Check tool empowers users to determine their vehicle’s E85 compatibility, encouraging the adoption of alternative fuels.
3 / Operational Efficiency
The Admin Dashboard enables the Pearson Fuels team to manage fuel prices, station information, loyalty rewards, and user reports efficiently, streamlining internal operations.
4 / Stronger Brand Presence
With the introduction of a new logo, cohesive visual identity, and on-site branding across fuel stations, including dispensers, canopies, and flags, the brand now presents a unified and impactful image.
5 / Increased Engagement Through Rewards
The Loyalty Rewards Program incentivizes sustainable fueling, with users tracking their rewards and engaging with the app for personalized offers.
"Melisa delivered everything we asked for—and so much more. Our customers genuinely love the new branding, and thanks to her work, we finally feel proud presenting our company at conferences. She approached every design decision with intention, always tying it back to our broader goals. It’s clear she took the time to understand both our end users and our vision, and that thoughtfulness shines through in every detail of her work.
"
Kamila Pheland
Director of Marketing at Pearson Fuels