Pilot Flying J
Service Design
Product Design
With close to 800 locations nationwide, Pilot Flying J (PFJ) is the premier truck stop company in America.
As the trucking industry is being turned on its head – through tougher regulations, the advent of electric and autonomous vehicles, and Truck drivers who feel increasingly frustrated – PFJ had to get ahead of their competition by visibly elevating their truck driver guest experience.
First, we embarked on a 4 month strategy roadmapping phase with a 18 month outlook.
Since 70% of Pro Drivers have a choice when it comes to where they fuel, park and eat, our challenge was to “earn the turn”, and convince them stop at a PFJ instead of a competitor.
As we discovered countless permutations between truck driver types, external travel conditions (weather, accidents, etc…), type and stage of a trip, we pivoted away from personas and focused on “moments that matter” instead.
To better understand these moments, we created a modular journey framework that helped us capture pain points, generate opportunities and prioritize initiatives.
Over the course of several workshops, we generated over 50 opportunities and prioritized a subset of those into 5 key initiatives that would have a significant positive impact on the truck driver guest experience and the PFJ business – and that we would be able to implement within the next 18 months.
Scenarios further helped bring the initiatives to life and – with the support of robust business cases – won the final buy-in of executive stakeholders.
Below is a sample scenario for the “Pull-forward Program”. As increasing time constraints put more pressure on drivers to use every moment at the fuel lane as efficiently as possible, we created in incentive program to help speed things along.
A design system for truckers
After completing the in-depth road-mapping phase, we re-imagined the myPilot app and expand its base functionality to deliver on the 5 core initiatives.
Our bold and clear design offers PFJ a fresh new look and unlocks advanced capabilities that anticipate – and prioritize – guests’ needs across their journey, improving utility and value.
Prioritizing what matters.
After completing the in-depth road-mapping phase, we re-imagined the myPilot app and expand its base functionality to deliver on the 5 core initiatives.
Our bold and clear design offers PFJ a fresh new look and unlocks advanced capabilities that anticipate – and prioritize – guests’ needs across their journey, improving utility and value.
Cooool.
Night mode makes driving even safer by reducing strain on the eyes without sacrificing clarity.
With you every step of the way.
Once the geofence of a stop is crossed, the app transitions to optimize the visit for each driver. Fueling time is accelerated by making recommendations for a specific pump and pre-authorizing payments. During the pumping process, other activities are presented and streamlined. Finally, good behavior is rewarded with the enhanced loyalty rewards system.
Helping truckers take care of business.
The driver can easily access their loyalty rewards and overall travel data, with tips on how to use PFJ’s services more efficiently . MyPilot also helps them manage their finances for tax and reimbursement purposes.
A flexible system for every trucker.
While some aspects of the actual product changed over time, we designed a system works for multiple form factors across iOS and Android.
