Fueling Digital Success: How BP Supercharged UX with Optimal

BP, a global energy company, leveraged Optimal’s platform to enhance their digital products and services. By implementing a variety of Optimal's tools for gathering user feedback, BP gained valuable insights that improved user experience across their rewards apps and EV charging services, resulting in increased user satisfaction, higher engagement, and improved business outcomes.

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The Challenge: Navigating Digital Roadblocks

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BP faced several challenges with their digital ecosystem:

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• Inconsistent categorization of features across multiple rewards applications 
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• Difficulties with EV charger discovery and availability information
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• Navigation issues within their online portal system
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As BP expanded their digital offerings, they needed a structured approach to understand user needs and behaviors to create more intuitive, user-friendly experiences.

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The Solution: Optimal's User Insight Arsenal

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BP partnered with Optimal to implement a comprehensive UX strategy:

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Mapping the User's Mind: Card Sorting Success

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Using Optimal's card sorting tools, BP conducted studies to determine the most intuitive organization of features across their rewards apps. This helped identify patterns in how users mentally grouped and categorized functionality.

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Voice of the Customer: Satisfaction Surveys That Deliver

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BP deployed Optimal's survey capabilities to gather detailed feedback on the BPme membership app, collecting quantitative and qualitative data on user satisfaction and pain points.

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Real-Time Insights: EV Charging Intercept Studies

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Optimal's intercept study functionality allowed BP to capture in-the-moment feedback from EV drivers about charger availability and the overall charging experience.

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Navigation Breakthrough: Portal Tree Testing

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BP utilized Optimal's tree testing tools to evaluate and optimize the navigation structure of their online portal, ensuring users could find information efficiently.

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Results: Powering Business Performance

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The insights gathered through Optimal's platform led to several significant improvements:

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• App Experience Turbocharged: Reorganized features across rewards apps based on user mental models, resulting in a reduction in support tickets and an increase in feature discovery.
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• Customer Loyalty Amplified: Implemented changes to the BPme app based on survey feedback, leading to an increase in Net Promoter Score and higher usage frequency.
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• EV Charging Revolution: Enhanced EV charger location features and availability information based on intercept studies, resulting in more charging sessions and higher customer retention.
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• Portal Efficiency Unleashed: Redesigned online portal information architecture based on tree testing results, reducing navigation time and increasing self-service resolution.
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Conclusion

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By implementing Optimal's comprehensive user insights platform, BP transformed their approach to digital product development. The data-driven insights provided by Optimal enabled BP to create more intuitive, user-centered experiences across their digital ecosystem, resulting in measurable business improvements.

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The partnership with Optimal demonstrates BP's commitment to understanding user needs and behaviors, allowing them to make informed decisions that enhance customer experiences while driving business growth.

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Want to learn how you can get started gathering meaningful user insight? Reach out to us today.

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