The experience suffered from a fragmented journey, low feature adoption, and limited emotional connection.
With shallow engagement and a generic approach, the app lacked differentiation and stickiness.
Client:
Pilot Flying
My Role:
Product Designer
Year:
Feb 2023- Mar 2023
Team Members:
Product Designer, Creative Director, Product Managers, Business Stakeholders
Pilot Flying J is a premier travel center network catering to professional truck drivers, RV travelers, and motorists across North America. With a strong presence along major highways, it provides essential services such as fuel, food, parking, and rest areas, ensuring a seamless journey for millions of travelers.
The Pilot Flying J myRewards Plus™ app plays a critical role in customer retention and engagement by offering fuel rewards, parking reservations, and essential travel services. However, to increase customer acquisition, deepen brand loyalty, and drive higher digital transactions, the app must evolve beyond basic travel utilities.
Fragmented Journey
Underutilized Digital Features
Poor Differentiation from Competitors
Shallow Brand Engagement
Limited App Stickiness
Lack of Emotional Connection
One Size fits all Experience
As a product designer, I worked with 4 designers, business analysts, a creative director, and tech leads. From the beginning, we focused on finding strategic ideas and building solutions to improve the overall experience for users of the Pilot Flying J app.
Increase Truck Driver Visits
Improve Customer Loyalty
Boost Non Fuel Sales Revenue
Increase Brand Awareness
Drive Revenue through App Promotions
The primary users of Academy Sports + Outdoors' mobile web platform are shoppers looking for affordable yet high-quality sporting goods, outdoor gear, apparel, and accessories. They prioritize value and seek competitive pricing while making their purchases.
Truck Driver
RV Users
Car
Who really uses the app, and what do they need besides just fuel and showers?
What bugs or frustrations do users face, and how does that stop them from coming back?
How can we make the app feel more personal for different kinds of users?
Why do some users like our competitors’ apps more than ours?
What’s stopping people from booking or buying things directly in the app?
How do truckers and travelers choose where to stop—and what makes them stick with one brand?
How do people use the rewards system now, and what would get them more excited to use it?
How do users feel about the value they get from our app vs. other truck stop or travel apps?
What new features or services would make users open the app every day?
What digital features are users expecting that we haven’t built yet?
Pilot Flying J isn’t just a travel center—it's a trusted partner for millions of drivers on the road. With over 1 million daily customers, 800+ locations, and a growing footprint in EV charging and modernized travel centers, the brand is uniquely positioned to blend physical touchpoints with digital innovation.
Customers Per day
Locations in USA & Canada
Ev Charging Stations
Investments in New Locations
Through extensive research and conversations with drivers, we uncovered critical gaps: the inability to plan fuel stops efficiently, difficulty in tracking expenses, and a lack of real-time parking availability. These inefficiencies not only impacted drivers but also affected our business, as users turned to competitor apps for better solutions.
Stories from the Road
Mark(The Planner)
“I’m frustrated by the inconsistent parking availability. a 10+ hours on the road, not knowing if I’ll find a safe spot is stressful.”
Alicia (Safety Concerned)
As a woman, I don’t always feel safe stopping late at night. I wish I could see reviews or safety ratings for each rest stop.
Raj (Non Native Speaker)
“I struggle with understanding regulations and don’t always get clear info about weigh stations or tolls in the app.”
Mike (Health Conscious
“I need healthy food options but most places just have fried stuff or vending machines. Planning my meals is a nightmare.”
James (Veteran)
“The app is cluttered. I just want to check fuel prices and parking, but I have to tap through too many menus.”
Tany (Learner)
“There’s so much to learn in trucking. I wish the app offered onboarding or tips tailored to new drivers like me.”
Listening to Social
With the problem areas identified, it was time to dive deeper. The declining traffic, reduced AOV, and fewer repeat customers weren’t just numbers—they were symptoms of underlying usability challenges. To diagnose the friction points, we needed a data-driven approach, blending quantitative analytics with qualitative user insights.
We followed a structured ideation process that began with open idea generation, followed by Affinity Mapping to uncover key themes, and used the SCAMPER method to creatively refine and evolve the ideas into practical, value-driven solutions.
Basic or Essential Needs
Fueling
Diesel prices, loyalty programs, pump availability
Coffe & Snacks
Availability, safety, overnight parking
Clean & Hygiene
Restrooms
Laundry
laundry facilities en route
Food & Dining
Restaurant
Explore dine-in and quick-serve food options by location
Grab & Gomeals
Pre-order grab-and-go meals for fast pickup
Realtime Updates
Get real-time updates on coffee/snack availability
Dietary Restictions
Filter food options by dietary preferences (veg, gluten-free, etc.)
Comfort & Rest
Lounge Areas
lounges with Wi-Fi and quiet zones at each stop
Sleeping Options
Availability of Safe Sleeping areas and prebooking options
Access Temperature
control amenities in rest zones
Technology & Connectivity
Wifi
Connect to verified, high-speed Wi-Fi networks
Manage Booking
Manage bookings, rewards, and receipts in one app interface
Realtime Availability
Access real-time parking availability and other facilities
Safety & Security
Lighting
Well-Lit Parking areas
Surveilance
Surveillance cameras & security patrols
Emergency Assist
Access emergency support (towing, medical, mechanical) with one tap)
Financial & Reward
Loyalty Programs
Discounts, Points redemption
Payment Options
Contactless,Fleet cards, Wallets
Cost of Services
Compare cost of services in advance
Offer & Discounts
Get notified of active fuel promotions and cost-saving opportunities
Time & Efficency
Wait Times
Check estimated wait times for fueling, showers, or food
Speed of Service
Track service speed ratings from other drivers
Realtime Updates
Get alerts on delays, rest stop congestion, or detours
Health & Wellness
Exercise Option
Discover walking or stretch zones near stops
Healthy Foods
Access healthy food options filtered by location
Mental Health
Use app tools for stress management and mindfulness
Acess to Clinics
Connect to telemedicine or health clinics on the road
Social & Community
Driver Community
Find nearby truckers or friends during pitstops
Event & Promotions
Receive invites for community events or driver days
Staff Connect
Share feedback and connect with helpful staff members
Regulatory & Compliance
DOT Logbook
Log hours and DOT records through app integrations
Weighing
Access to Weighing Station or other outside PFJ
Hours of Service
Receive compliance reminders for HOS limits
Environment & Sustainability
Waste Disposal
Find waste disposal points (oil, recycling, trash)
Green Certified Wash
Use eco-friendly filters
Elect Charging
Charging Stations for Electric Trucks
Armed with data-driven insights, we set out to transform Academy Sports’ Soft Goods mobile experience into a seamless, engaging, and conversion-friendly journey. The navigation was restructured to make product discovery effortless, while filters were refined to provide more relevant results. We streamlined the checkout process, eliminating unnecessary steps and integrating clearer CTAs and flexible payment options to reduce drop-offs.
Over the span of one month, we immersed ourselves in the trucking culture and the Pilot Flying J ecosystem. We leveraged a wide range of AI-powered tools to accelerate idea generation, conduct secondary research, and simulate user scenarios. This allowed us to bridge knowledge gaps and create a foundation for user-centric design decisions.
Main Screens
Trip Planning
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United Healthcare
