Exxon Mobil+ App
Redesigning Exxon’s flagship Rewards+ app into a faster, more intuitive experience for millions of users.
Lead Product Designer
Aug 2022 – Oct 2023
Figma, Sketch, Zeplin
4 Designer (2 iOS/2 Android)
6 Developers (3 iOS/3 Android)
1 Product Manager
1 Project Delivery Manager
1 Architecture Engineer
1 Scrum Master
QA Team
Goal
Redesign the experience to be simple, rewarding, and aligned with Exxon’s brand identity.
Streamline payment processes
Enhance rewards visibility, tracking and redemption.
Align the experience with Exxon’s brand identity
Integrate modern payment options
The Challenge
The legacy app had major usability issues that caused user friction.
Why it wasn't working:
Cluttered UI
Hidden navigation
Buried key features- Pay and rewards
Discovery & Research
We conducted:
User Surveys: Identified frustration with slow checkout & unclear rewards
Competitive Analysis: Benchmarked best fueling & loyalty apps
Gap Analysis: Highlighted cluttered home, hidden Pay button, weak hierarchy
Top Pain Points:
Payments felt slow & complex
Rewards redemption was unclear
Navigation required too many taps
Design Goals
Main Objective:
Streamline payment flows (fuel & in-store)
Make rewards central and easy to redeem
Improve navigation & accessibility
Build a scalable design system aligned with Exxon branding
Key Features Introduced:
App Clips: Pay at the pump without account setup
QR Code Payments: Combine pay + loyalty into one step in-store
Rewards & Offers: Badges, coupons, and loyalty incentives
Referral Program: Drive growth by rewarding friend invites
Social Login: Faster onboarding with Apple/Google
Analytics Integration: Track user behavior to refine future updates
Process
Design Process:
Created custom design system for iOS (HIG) & Android (Material)
Iterated with wireframes → prototypes → usability testing
Balanced Exxon’s strict brand standards with improved UX
Collaborative design reviews → seamless dev handoffs via Zeplin
Key UI Wins:
Home Screen Redesign: Rewards front and center, sticky Pay buttons
Bottom Navigation: Replaced hamburger menu
Simplified Flows: Quick redemption in fueling, faster pump selection
Development & Launch
Hand off to Engineering:
Delivered detailed Zeplin documentation to devs
Ongoing UI/UX QA checkpoints to ensure design fidelity
Launch:
Soft launch with family & friends
User feedback & Improvements
General release (Oct 2023)
Post-release: 5 updates launched with new features (Badges, Tap & Save, expanded offers)
Results
The redesign had measurable business and user impact:
$417M
in platform revenue
10.5M
transactions completed
1.7M
total users
40%
users added active payment methods
+274K
new active users
+375K
re-engaged legacy users
Reflections & Learnings
As Lead Designer, I:
Led a team of designers and collaborated cross-functionally with dev, PM, QA, and stakeholders
Practiced data-driven decision-making with continuous testing + analytics
Balanced familiarity & innovation, modernizing UX while respecting brand
Built a scalable design system that supports ongoing releases
Takeaway:
We turned a cluttered, outdated app into a fast, intuitive, and loyalty-driven experience that significantly grew Exxon’s digital presence